Health concerns are a growing trend worldwide, especially since the pandemic began. This trend is also present in Brazil, with repercussions on consumers' food choices. The research The Brazilian consumer and the plant-based market shows that Brazilians are looking to incorporate healthier options into their daily lives.
The survey was conducted by IBOPE, coordinated by GFI, and supported by 11 food companies. Participants included 2,000 people from all social classes and regions of the country, including men and women aged 18 and older, intentionally selected by gender, age, and regional quotas. The results allow us to understand who consumers are, where they are, what they consume, and how they consume it.
Health concerns are a growing trend worldwide, especially since the pandemic began. This trend is also present in Brazil, with repercussions on consumers' food choices. The research The Brazilian consumer and the plant-based market shows that Brazilians are looking to incorporate healthier options into their daily lives.
Men and women are decreasing their consumption of animal protein and replacing it with alternative proteins more frequently. This new habit, known as flexitarianism, represents an influential consumer group, which grew from 29% in 2018 to 50% in 2020. This rapid growth has led to rapid growth in the alternative protein industry over the past year.
Alternative Protein Industry Overview
The alternative protein industry was examined through a survey conducted by IBOPE and coordinated by GFI to better understand this market. The survey involved 2,000 people from all social classes and regions of the country, including men and women aged 18 and older, intentionally selected by gender, age, and region quotas. The results allow us to understand who the consumers are, where they are, what they consume, and how they consume it.
Changes in Brazilian dishes
The survey showed that, of the 50% who have already reduced their animal protein consumption, 56% still consume chicken at least three times a week and 43% beef. Almost half of the substitutions (47%) are still made exclusively with legumes, vegetables, and grains. This information reveals that animal protein still occupies a significant place on Brazilian diets and that consumers have not yet been fully attracted to the plant-based options available on the market. These issues point to the path to progress that the market should focus on in the coming years.
"Food has a very strong cultural dimension, and meat is part of many Brazilian traditions, such as feijoada, Sunday barbecues, and Christmas turkey. Therefore, changing these habits depends on the industry developing products that fit into these situations, promoting the sensory experience consumers expect and the health aspects they value," explains Raquel Casselli, corporate engagement manager at The Good Food Institute. The research revealed the aspects consumers consider when it comes to changing eating habits that result in a better quality of life and health for Brazilians, such as the amount of protein and fat, and the use of natural additives instead of artificial ones. These contexts represent growth opportunities for companies in the sector, but they are not limited to special meals.
The data also shows that there is both a significant opportunity and a challenge for plant-based products available on the market: integrating them into Brazilians' daily lives, combining convenience and flavor. Most respondents indicated that they prefer to consume plant-based alternatives at home, whether when cooking (62%) or through delivery (44%). Furthermore, the times they would most like to have these alternatives are during everyday meals (59%) and for quick meals (54%). This data indicates that, to become a permanent fixture in Brazilian eating habits, alternative proteins must bring convenience to meals. According to Felipe Krelling, corporate engagement coordinator at GFI Brazil, "Efforts must always be focused on what's essential: similar flavor, aroma, and texture, competitive pricing, and ensuring these products contain the health characteristics desired by consumers."
The price factor
The influence of price at the time of purchase also stood out in the survey's findings. Only 36.5% of those interviewed said they were willing to pay more for a plant-based analogue. "There's a natural market dynamic: the price becomes more competitive as scale increases, technological mastery increases, and we manage to nationalize ingredients," explains Felipe. Demonstrating the importance of price in making a decision, 39% of those interviewed chose the cheapest option, not caring, for example, about the type of protein in its composition. "This reinforces the need and the industry's challenge to develop products with prices that meet consumer expectations, in line with the prevailing practices within the analogue category," concludes Felipe.
The study shows that the Brazilian plant-based products industry, despite its recent development, has been very well received by consumers and is therefore rapidly expanding. It is expected to continue developing rapidly, as there are still significant opportunities to be explored in the market. "Brazil has a unique food production capacity, with an established and widespread logistics network capable of transporting our products to every country in the world. Furthermore, we have the expertise of our rural producers, our biodiversity, and our extensive technical and scientific capacity in the food sector. By leveraging all these resources, we can assume leadership in the global alternative protein sector," concludes Raquel Casselli.
