Natural products gain more space in the gondola

On the wave of a healthier life, functional foods have gained consumer preference and, with it, also have won more space on supermarket shelves. "People want more quality of life and the areas for this type of product have grown in recent years. On my network, for example, they were occupying between 3% and 4% of the total area. Now, the natural products dealing with 12% to 15%, "says the President of the Mining Association of Supermarkets (Amis), Alexander Poni, owning the network Verdemar.

On the market for 20 years, the brand of natural products Grings has grown 30% a year. To keep up with demand, the factory in São João da Boa Vista, São Paulo State, increased by 25% the number of employees in the last year. "There were 30 people, are now 40. Today we have over 100 items and best sellers are granola, rice and cookies integrals ", says the commercial Director, Cristiano Grings.

According to the businessman, the supermarkets have betted more sales of natural products such as chia, brown rice, granola. "In addition to enlarge the space dedicated to these products, supermarkets are even targeting: area gluten free, dairy free, natural" Grings. In the evaluation of the entrepreneur, the supermarkets have had significant gains with the sector. "How are products of higher added value, because they sell convenience, it is possible to raise the profit margin and have greater profitability," he says.

The supervisor of the live well, Wagner Mayer says that the space dedicated to the natural products in supermarkets has tripled. "Demand has grown in recent years and prices became more accessible. The products are more expensive than the conventional, but it''s not much: between 10% and 12%. Ever came to fruition until 50% more expensive, "he explains.

According to Mayer, the production has grown around 30% per month. The factory, in the Santa Cruz district, Northeast region of Belo Horizonte, is increasing production. In addition to the supermarkets and specialty stores, also distributed in drugstores and even in sacolões. "The person comes to buy fruit and already have a functional food," says Mayer.

Growth
Real. The supermarket industry expects real growth of sales between 1% and 1.2% in 2016 in comparison with the previous year, according to the Brazilian Association of Supermarkets.

Prospecting
Sector has market in other countries

Between chia, cereals, salt, pink and green teas, the natural products industry is already winning foreign markets. The Live exports three years ago for Miami (United States). "We usually send requests for every three months. Mainly export granola, linseed, chia and hibiscus ", highlights the supervisor Wagner Mayer. The Grings still does not export, but is talking to other countries. "Constantly we have conversations. Currently, we are in contact with Paraguay, Bolivia and Portugal ", says the commercial Director Christian Grings.

The Vice President of the Brazilian Association of Supermarkets (Open), João Sanzovo Neto, estimates that the market for natural products is expanding, but still has much to grow. "It''s hard to say exactly how much has grown. The trend is for consumers to seek more and more functionality, for health. Prices have already fallen, "says Sanzovo Grandson.