Industry can still explore healthy eating in the country

Sao Paulo-the demand for healthier food will keep growing in the country. A survey by Mintel consulting reveals that the elderly, in particular, has shown greater interest in spending more with products of this type.
"Even with the most difficult economic scenario in Brazil, the trend of increasing demand for healthy products remains", assessed the category of specialist food and beverage consulting firm Mintel, Naira Sato.
The giant Nestlé, for example, announced this week that will keep the focus on healthiness. "The trend of healthier food consumption is stronger among Brazilians. The country is named as the fourth largest market for products of this segment. An eye on potential, Nestle will invest $ 10 million in Brazil-30% more in relation to 2015-for actions that strengthen the presence of the full cereal as main ingredient in its line of cereals, "the manufacturer, in a statement.
Second Naira, of Mintel, 83% of respondents by the claim that it is worth spending more with healthy foods. Among people over 55 years, the percentage in favour of the largest disbursement for this products rises to 89%.
"This change in perception of Brazilians appears more in the elderly population as a function of greater concern with diseases. In General, Brazilians are concerned with taking care of the food, but the high incidence of diseases such as hypertension and diabetes helps propel this movement, "says the expert.
For her, the process of changing habit of Brazilians is still in progress, which may represent new opportunities for the food industry. "Companies can create more options for healthy products. The brands can offer healthier sugar options, such as demerara and Brown, which are less processed compared to the white version refined, "said Naira.
The survey of Mintel shows that 28% of respondents declare having trouble finding substitutes for foods with too much sugar. The expert reveals that the replacement of this product movement has already started in other countries, but in Brazil coming up in consumers '' aversion to artificial sweeteners.
Already in food with salt, 29% of people heard by the Mintel considers difficult to avoid the consumption of products with high levels of salt in the composition. To bypass this barrier, Naira suggests the product offering of easy preparation.
"People want convenience and there is a strong trend related to the concept of help me help me. Consumers increasingly demand that the industry offers solutions to his problems, how to make healthier diet, "he explains.
Diversification
Naira ponders that this trend of greater concern with food must not result in replacement of the products on the shelf. The manufacturers are focused on diversifying the offer of products, but should not remove from portfolio items with higher-fat, sodium and sugar.
"Brazil is going through a phase of withdrawal of those components of the food, but I don''t see a replacement and the expansion of the supply of items for the industry," CITES Naira.
According to Mintel, 30% of respondents "would like to see a wider range of healthy products on the market". In addition to the light and organic foods, the Brazilians are looking for items that are gluten free, dairy free and with collagen.