Change of habit in the Brazilians ' consumption

Following the world trend for a healthier routine, the Brazilians are changing their eating habits in the House. According to data collected by Kantar Worldpanel: consumer, 27% of households say they have made changes in feed, increasing the consumption of fruits, natural juices and decreasing the consumption of red meat, sugar and soda, for example. In line with this trend the study reveals that 389,000 households no longer buy refined sugar last year. 51.8% of present in homes, the product had 0.4% drop in volume and 19% in value in comparison to 2017. On the other hand, the demerara version, less refined and no chemical additive, jumped from 6.9% to 10.6% penetration in the same period, i.e. won more than 2 million homes buyers in 2018. Volume and value also stood out positively, with a high of 50.4% respectively and 44.8%. Even with strong presence in the country, the meats were also impacted by the new consumer behaviors. All-beef, chicken and pork-presented fall 2018 volume in comparison with the previous year. However, the homes that they made changes in eating habits, 50% of them say they have reduced the consumption of red meats. Entering the House of 97% of the population, the soft drinks also saw the number of buyers fall of 2017 to 2018:222,000 homes left to put the drink in the pantry. The same occurred with the UHT milk, which lost 611,000 homes. On the other hand, zero lactose products are starting to gain traction. According to the survey, 20% of the families have already bought some product zero lactose. The category of lactose-free milk, for example, grew 7.9% in volume and 12.6% in value. "It's been a while since the healthiness has been an important factor in the time of the purchases not only in Brazil, but worldwide. Now, the movement gains more strength. The entry of products such as the demerara sugar and zero lactose in shopping list reveals a consumer more attentive and aligned to global concerns with health, "says Giovanna Fischer, Director of Marketing and Consumer Insights from Kantar Worldpanel: consumer.