20 August, 2025 – Looking at food trends in Brazil calls for consumer trends research into the food and beverage habits of Brazilian consumers, along with outside factors that affect consumer demand. Food and beverage products can be divided into 39 different categories. This report looks at five different groupings: beverages, staple items for everyday uses, meal preparation ingredients, treats and snacks, and products for plant-based and other special diets. The end of the report projects what’s next in opportunities for food trends in Brazil.
Global Forces Impact Brazilian Food Trends
Global forces trickle down to impact food trends in Brazil. The top force is consumer concern about the environment and planetary health. Consumers recognize the effects of climate change on personal health, the food supply, and the economy. Health and wellbeing are important. The population globally is getting older, obesity is on the rise, and mental health problems are more prevalent. This puts stress on an already-stressed healthcare system. Consumers globally also feel the effects of the economy. Economic growth is modest but feels uncertain to consumers, who worry about job security too. Over one-third of consumers globally include lack of affordable healthy, nutritious food and lack of good healthcare as top areas of concern. In summary, consumers worry about their finances and health, look for security and transparency, and are both threatened by and benefiting from advances in technology.
Several Factors Drive Food Trends in Brazil
The first factors affecting Brazilian food trends are taste, flavor, variety, and value. Taste and flavor are key considerations for snacks, as well as staples such as cereals, meat, and dairy. Freshness and brand matter to Brazilian consumers, who also look for variety and novelty.
Brazilian consumers care about health and products that are better-for-you. Important nutritional features include less sugar and fat, more protein and fat, whole grains, plant-based options, and functional ingredients, including fortified vitamins and minerals.
Clean and natural products with real ingredients are attractive to Brazilian consumers. They also want products to be transparent and authentic. This holds true for categories such as beverages, snacks, and spreads. Other attractive features include organic certification, traditionally made and crafted, minimally processed, and caffeine-free.
Food and beverage products much be safe, reliable, and convenient. To appeal to Brazilian consumers, they should be free of artificial flavors and colors, and feature premium-quality, authentic ingredients. Brazilian consumers want longer shelf life and local sourcing.
Beverage and Beverage-Related Features
Brazilian consumers skew above the global average for both alcoholic and non-alcoholic alternative beverages. This is driven in part by product promotions, changes in the Brazilian lifestyle, changing tastes, and excitement about variety and novelty. Taste, flavor, and cost matter to Brazilians for both alcoholic and non-alcoholic alternative beverage. They also are swayed by brand awareness. In soft drinks, Brazilian consumers look for healthy and functional features, and this is driving their preference for bottled water. Their soft drink preferences also are driven by brand, cost, and health claims related to sugar reduction. In hot drinks, Brazilian consumers look for taste and flavor, freshness and shelflife, cost, real and natural ingredients, reduced sugar and organic.
Everyday Staples Include Bread, Cereal, Dairy, Meat, and Fish
When Brazilian consumers are shopping for bread and breakfast cereal, they are impacted by taste and flavor, freshness and shelf life, cost, and health claims. They pursue whole grain, multigrain, and high fiber bread and bread products. Similar features – healthy ingredients and benefits, taste and flavor, and attractive cost – matter in breakfast cereals. Yogurts and cheese are dairy favorites of Brazilian consumers, who look for a combination of taste and flavor with health claims. Cost, shelf life, brand, protein, and healthy ingredients also matter in dairy products. Priorities change for meat and fish, with Brazilian consumers looking for omega-3 and omega-6 fatty acids along with protein. Other attractive features are taste, cost, and freshness. When considering other staple items, shelf life is important.
Seeking Real and Natural in Meal Preparation Ingredients
Among the most influential features of meal prep ingredients such as sweet spreads, soup stocks, sauces, and dips in Brazil are real and natural ingredients, traditionally made and crafted product, and health claims. Of course, taste and flavor also matter. For some items, like savory and sweet spreads, Brazilian consumers want reduced sugar and fat. Taste, flavor, health, and convenience are vital to Brazilian consumers buying ready meals.
Snacks and Sweets Can Be Better-for-You
Brazilian consumers want better-for-you snacks and treats, which they purchase at rates above global averages. For the entire categories, taste, flavor, and cost drive purchases. Nuances include higher protein and fiber and lower sugar in cereal and energy bars, and more protein in snacks and treats.
Plant-Based and Special Diets Have a Health Focus
Brazilian consumers recognize the appeal of plant-based foods and foods for special diets because they are supported by health claims. Brazilian consumers like plant-based dairy alternatives, as well as functional and sports nutrition products. Their appeal to consumers is different – taste and flavor, health, and cost for plant-based and health and functionality for special diets.
What’s Next in Brazilian Food Trends?
Brands can feature local flavors in exciting and budget-friendly products. When shopping for meals and snacks in particular, Brazilian consumers want a combination of flavor and variety. Regional flavors and traditional ingredients in exciting modern products can marry indulgence with affordability. Limited editions and seasonal product launches also are exciting. Functional benefits such as higher protein and fiber and less sugar and fat are attractive to health-conscious Brazilians. Fortification with vitamins and minerals, adding functional ingredients, and using plant-based and whole grain ingredients in familiar categories can attract and retain consumers. Merge minimal processing with clean label, local and authentic, and real and natural ingredients. Preferred claims include caffeine-free, no preservatives, and traditionally made and crafted. Build credibility and value with claims such as organic, local, and minimally processed. Favorite local ingredients include açaí, cupuaçu, and cassava. To attract Brazilian consumers, products need to be reliable, safe, and convenient with a long shelf life. Other appealing features combine ready-to-consume convenience with premium quality.
This article is based on Innova’s Category Growth Drivers in Brazil report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more