More concerned about health, Brazilians increase consumption of dietary supplements

Health and self-care are among the priorities of the Brazilian population, according to recent research. At a time when attention to physical and mental well-being has gained prominence, healthy eating, the consumption of dietary supplements and the practice of physical activities are gaining more followers.

According to the study “Cultural Tensions”, by the research and analysis agency Quiddity52% of Brazilians want to “take care of themselves” throughout 2024. The data reflects a behavior in which people are more aware of the importance of adopting healthy habits.

Another research on the subject, What Worries the Worldcarried out by the Ipsos institute and published in February, pointed out that health is among the three biggest concerns of Brazilians, alongside topics such as crime and violence and poverty and inequality.

The first edition of the study “Radar Febraban 2024”, developed by the Institute of Social, Political and Economic Research at the request of the Brazilian Federation of Banks, revealed the increase in mentions of health as a priority area to receive more attention from the government.

Focus on health impacts food supplements market

The greater focus on health has repercussions on the growth of the dietary supplements market. According to the Brazilian Association of the Food Industry for Special Purposes and Related Products (Abiad), the products are present in more than half (59%) of the country’s homes.

The increase in supplement consumption is also driven by the expansion of the healthy food sector, which is expected to grow 27% by 2025 in Brazil, according to Euromonitor International.

Among the products sold, creatine and the magnesium dimalate supplement stand out. The first is responsible for providing energy to the muscles, improving performance during physical activities. The second contributes to metabolic and mental health.

Despite the health benefits, professional guidance is necessary for the proper use of supplements. Myths about creatine can lead to misinterpretations about its side effects and benefits, for example. Monitoring with a nutritionist makes it possible to correctly indicate the use and dosage of substances.

According to the president of the Brazilian Association of Manufacturers of Nutritional Supplements and Foods for Special Purposes (Brasnutri), Synésio Batista da Costa, proteins and amino acids, especially creatine, were the categories that grew the most in the sector in 2023 and should remain in 2024.

In an article he authored, he informs that ready-to-eat products, such as protein drinks, protein bars and snacks healthy products also boosted sales, following a market trend that seeks healthiness, speed and practicality.

Nutritional labeling helps to warn about ultra-processed foods

Since October 2023, the National Health Surveillance Agency (Anvisa), together with manufacturers and civil society entities, such as the Brazilian Institute for Consumer Protection (Idec), has determined a new nutritional labeling for processed and ultra-processed foods. The new labels warn of high levels of saturated fat, added sugar and sodium.

The standard label is represented by a black magnifying glass with the indication “high in”, located on the front of the product packaging. According to a consultancy study Bain & Company, 56% of consumers noticed the difference in the new labeling. Of these, 46% said they would give up buying the item or intended to reduce their consumption. 34% said to rethink their intake, but still buy. For 20% of people who noticed the new stamps, nothing changed in terms of behavior and consumption intention.

According to the assessment of nutritionist and research analyst at Idec, Mariana Ribeiro, the magnifying glass in identifying products is an advance for the Brazilian market. In an interview with the press, she stated that consumers have expressed surprise at the high content of ingredients that can be harmful to health present in the foods they eat daily. She believes that, with the label, people will be more aware and will be able to avoid consuming ultra-processed foods.

Research carried out by the universities of São Paulo (USP), Federal University of São Paulo (Unifesp) and Santiago de Chile evaluated how ultra-processed foods impact health. Foods that contained preservatives, dyes and flavorings caused the deaths of 57 thousand Brazilians, based on data from 2019. The study compares that, in the same year, 45.5 thousand people were murdered in the country, according to the Information System on Mortality, from the Ministry of Health.

In an interview with the press, the nutritionist who worked at Idec throughout the discussion on the new labeling, Janine Coutinho, warned that industrialized products are harmful and should not be consumed, as an inadequate diet, with excess sugar, salt and fat , brings numerous harms.

Healthy eating and supplementation are trends

According to data from Euromonitor International, it is estimated that 47% of Brazilians started consuming healthier foods, such as legumes and vegetables. The majority also said that they plan to maintain the new habit. Information from the Brazilian Micro and Small Business Support Service (Sebrae) indicates that the healthy food market has grown by an average of 12.3% per year.

Furthermore, according to specialized portals, such as Food Connectionin 2024, consumers’ growing preference for a healthy and sustainable lifestyle should continue to drive the consumption of natural and organic supplements.

The assessment is that people are increasingly looking for products that offer nutritional benefits, but that have ethical, transparent origins and healthy ingredients. The trend can be observed from the demand for supplements free of artificial flavors, colorings, additives and preservatives.