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Latin American
Food & Beverages
Trends
Prepared by the Daniel J. Edelman Latin American Food and Beverages Sector
July 2017
What’s on Latin America
menu?
Food for the body and the soul. Health, well-being,
and quality of life. Ecological awarenes...
Food & Beverage captivates hearts and minds. According to the
2017 Edelman Trust Barometer, this sector is among the most
...
Food & Beverage Findings
Functional
Beverages
1
2
3
Smaller Versions,
Healthier Flavors
Less Sugar and
Junk Food
War Again...
1
Natural
Substitutes
The	consumer’s	point	of	view	about	health	and	
recipe	planning	has	led	to	a	new	practice	
ofusing he...
2
Smaller Versions,
Healthier Flavors
As	obesity	is	an	issue	all	over	the	region,	the	
number	of	calories	consumed	by	the	...
3
Less Sugar and
Junky Food
Since the sugar-sweetened beverage industry
penetrated the Mexican market, the country’s
core ...
Organic Versus
GMOs
4
On one hand, while the number of consumers
and producers of organic products increases, on
the other...
5
Functional
Beverages
5
Managing stress, combating fatigue, losing
weight, and maintaining an eye on health.
These concer...
6
Gourmet Tea
Culture
The region has a strong coffee culture – most
latinos began to drink it during childhood.
Given the ...
Wipe the Label
Clean
7
The growing need for authenticity and
transparency in the Food & Beverage sector
has sparked a slew...
Social Issues
Drives Purchasing
More and more consumers, especially
millennials, consider social issues at the time of
pur...
The startup Be Green created the first urban
farm in the Boulevard Shopping Mall in Belo
Horizonte (Brazil). This concept ...
NGOs, companies, restaurants, chefs,
governments, and ordinary people fight against
food waste and hunger simultaneously. ...
Copyright ©2016 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and propriet...
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Latin America Food and Beverage Trends

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Comprised of 21 countries, Latin America is a land of enormously diverse peoples, climates and geographies. Yet across the region we find two commonalities — what people eat and their high trust in the food and beverage industry.

Explore the Food and Beverage trends in Latin America.

Published in: Food
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Latin America Food and Beverage Trends

  1. 1. Latin American Food & Beverages Trends Prepared by the Daniel J. Edelman Latin American Food and Beverages Sector July 2017
  2. 2. What’s on Latin America menu? Food for the body and the soul. Health, well-being, and quality of life. Ecological awareness and social concern. Sustainability. Creativity, driven by new flavors and amazing ingredients. Technology, from farm to table. Take all these elements and throw them in the cauldron. Mix well and voilá: we have the base that gives rise to many trends of Food and Beverages in Latin America, shared in this paper by Edelman teams in Argentina, Brazil, Colombia, and Mexico. Bon appétit! Edelman Latin America team
  3. 3. Food & Beverage captivates hearts and minds. According to the 2017 Edelman Trust Barometer, this sector is among the most trusted in the world: § While trust in institutions around the world sees a broad decline, food and beverage continues to earn trust among both the mass population and the Informed Public. § The Food & Beverage sector is more trusted than Business across all markets. In Argentina, the difference is of 23 points (68-45); in Brazil, 12 points (73-61); in Colombia, 15 points (79-64) and in Mexico, 14 points (81-67). § The Food & Beverage sector is trusted across most markets (Argentina – 68, Brazil – 73, Colombia – 79, Mexico – 81). In comparison to 2016, trust in the sector rose one point in Argentina, three points in Colombia and two points in Mexico – and remained stable in Brazil. § While Food & Beverage enjoys a higher trust level than business writ large, it is crucial to proactively seek to earn more trust/protect trust – use it responsibly or risk losing it. Click here to read the complete 2017 Edelman Trust Barometer F&B 2017 Edelman Trust Barometer Food & Beverages
  4. 4. Food & Beverage Findings Functional Beverages 1 2 3 Smaller Versions, Healthier Flavors Less Sugar and Junk Food War Against Waste and Hunger Wipe the Label Clean Aspirational Agriculture Tea Gourmet Culture Natural Substitutes 4 5 6 7 8 9 10 Organic versus GMOs Social Issues Drives Purchasing
  5. 5. 1 Natural Substitutes The consumer’s point of view about health and recipe planning has led to a new practice ofusing healthier ingredients in the place of traditional ones. In Brazil, consumers go crazy for hearts of palm “spaghetti.” In Mexico, corn tortillas have been cast aside by vegetable- based ingredients, such as lettuce or “tortillas” made from nopal (cactus leaves); the base of ice-creams, traditionally made by cream derived from animal fat, are now being produced with avocado.
  6. 6. 2 Smaller Versions, Healthier Flavors As obesity is an issue all over the region, the number of calories consumed by the population in Latin America must be reduced. Moderation is key and companies are taking action. As consequence, the downsizing of containers (meaning smaller cans and bottles) and other packaging) has become the best option. Some critics say this is not enough, and demand further recipe modifications to ensure they have not only fewer calories, but also healthier alternatives from which to choose.
  7. 7. 3 Less Sugar and Junky Food Since the sugar-sweetened beverage industry penetrated the Mexican market, the country’s core culture has changed dramatically. Today, around 70% of Mexico’s adult population is overweight or obese. Three years ago, Mexico became one of the first countries in the world to impose a tax on sugary drinks and junk food. The 8% tax resulted in an average reduction of 5.1% in purchases of these items. Other Latin American countries are also facing changes: Argentina has created the Healthy Eating and Obesity Prevention Program to promote healthy eating habits among the general population, for example. In Brazil, some companies announced a new policy of not selling sodas in schools for children under the age of 12. In Colombia, sodas are restricted in schools.
  8. 8. Organic Versus GMOs 4 On one hand, while the number of consumers and producers of organic products increases, on the other hand, are people divided about the benefits (e.g. durability or nutritional value) and negative aspects (allergenic potential, gene transfer and outcrossing) that involve GMOs. Unlike in the United States, in Latin America , not many people seem to be really worried about the negative impact; some companies are not transparent about their use of GMOs. Preferences aside, both continue to gain more and more ground. In Argentina, healthy and organic markets sponsored by the Buenos Aires City Government are held on a regular basis. São Paulo has just inaugurated its first 100% organic market. Meanwhile, almost 100% of the soy beans produced in Brazil and 80% of yellow corn used in the Mexico, as a commodity in other industries, are genetically modified.
  9. 9. 5 Functional Beverages 5 Managing stress, combating fatigue, losing weight, and maintaining an eye on health. These concerns are moving people to look for foods and beverages with strong nutritional profiles. Millennials in particular believe that functional foods can replace some medications. A surge in beverages replacing sodas, including natural, organic, detox, and fresh-pressed juices, flavored waters – a technique that consists of adding fruits, vegetables, herbs and seeds to the water, bringing flavor and aroma, has been seen in Latin America in recent years. In Brazil, kombucha and kefir are the newest trend, and functional beverages can be found even at Oktoberfest, the traditional beer celebration.
  10. 10. 6 Gourmet Tea Culture The region has a strong coffee culture – most latinos began to drink it during childhood. Given the need for new options as well as a focus on new health benefits, tea has started to take hold among local consumers. New blends means more creative mergers of tea with other herbs, spices, and fruits. A considerable increase has been observed in the consumption of Matcha tea, which is now popularly perceived as a natural remedy for nearly anything (not to mention, it looks great on Instagram). It is even consumed in other preparations, such as tea-infused jams and desserts, haute cuisine, and cocktails.
  11. 11. Wipe the Label Clean 7 The growing need for authenticity and transparency in the Food & Beverage sector has sparked a slew of clean labeling efforts to assure consumers that their food comes from recognizable, trustworthy ingredients. The pressure to minimize the use of artificial ingredients, combined with increased legislative regulation around labeling is placing strong expectations on brands worldwide.
  12. 12. Social Issues Drives Purchasing More and more consumers, especially millennials, consider social issues at the time of purchase. According to the global study of Edelman Earned Brand 2017, 51% believe brands can do more to solve social ills than the government. And among millennials, that number is even bigger: 60% of them buy based on shared beliefs. Sustainability, human rights, and fair-trade rank high among these audiences. Fair-trade certification focuses on empowerment, moving away from forced labor or poor working conditions. This allows farming communities to make decisions about the future of their crops through a democratic process. 8
  13. 13. The startup Be Green created the first urban farm in the Boulevard Shopping Mall in Belo Horizonte (Brazil). This concept is a first in Latin America and the main idea is to provide cheaper fresh food produced inside the city. Huerto Roma, in Mexico, allows visitors to plant and grow their own fruit and vegetables. With a keen eye for agriculture’s impact on the environment, the diminishing amount of arable land, and the population shifts to urban areas, new methods of farming are positioned to support sustainability in inventive ways. Aspirational Agriculture 9
  14. 14. NGOs, companies, restaurants, chefs, governments, and ordinary people fight against food waste and hunger simultaneously. An organization in Argentina is a great example: Move for Hunger has created a program that provides access to “social refrigerators” where people can leave their leftovers for hungry individuals. Through different projects in the region, the food that would be discarded is shared with those in need. Growing consumer awareness and continued concern about how food impacts the environment has moved the food waste discussion firmly into the mainstream, and now food and beverage companies are feeling the pressure to engage on the issue. War Against Waste and Hunger 10
  15. 15. Copyright ©2016 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”). References: 2017 Edelman Trust Barometer – Food & Beverages Cultural Connections – Latin America What‘s on the menu in 2017 Global Food and Beverage Trends Information provided by trend hunters from Edelman Latin America

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