• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Thorne Relaunches Gut Health Test with Microbiome Wipe

    Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports

    GC Rieber Foundations Expand Philanthropic Efforts

    Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

    Stratum Nutrition’s Patent Portfolio Grows to Europe and Canada
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    GC Rieber Foundations Expand Philanthropic Efforts

    Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Cargill’s Stevia Sustainability Program Benchmarked by FSA

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Thorne Relaunches Gut Health Test with Microbiome Wipe

    Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports

    GC Rieber Foundations Expand Philanthropic Efforts

    Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

    Stratum Nutrition’s Patent Portfolio Grows to Europe and Canada
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Thorne Relaunches Gut Health Test with Microbiome Wipe

    Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

    Beyond Raw Launches Concept X Pre-Workout Line

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Aiya America, Inc. (Aiya Matcha)

    Sabinsa Corporation

    Gencor

    Nutrition21, LLC

    ESHA Research
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Aiya America, Inc. (Aiya Matcha)

    Sabinsa Corporation

    Gencor

    Nutrition21, LLC

    ESHA Research
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Blog

    Brazil Declares War on ‘Ultra-Processed’ Products

    Vilification of fortified and reformulated products runs contrary to consumer demand for healthy convenience.

    Brazil Declares War on ‘Ultra-Processed’ Products
    Brazil Declares War on ‘Ultra-Processed’ Products
    Related CONTENT
    • Thorne Relaunches Gut Health Test with Microbiome Wipe
    • Digital Marketing Specialist
    • Danone Celebrates 10th anniversary of Grant Program for Probiotics Research
    • Digital Marketing Manager
    • Vitafoods Europe 2022 Attendance Returns to 2019 Level
    Simone Baroke, Contributing Analyst, Euromonitor International01.05.15
    The Brazilian Ministry of Health recently published its Dietary Guidelines For The Brazilian Population. For most food and beverage industry players, these will not be an enjoyable read—the Brazilian government is coming down hard on processed foods and beverages, and the darkest corner of the doghouse, it seems, is reserved for health and wellness-positioned products, including better-for-you (BFY) offerings.
     
    Fresh Good, Processed Evil
    Brazil, like other emerging economies, has experienced a profound shift in terms of public health. Instead of infectious diseases and health complications arising from poverty and malnutrition, it is now non-communicable chronic diseases that are the leading cause of death among Brazilian adults. According to Brazil's Ministry of Health, one in two adults and one in three children are now overweight.
     
    Seeking to address this issue, the Brazilian Ministry of Health issued a new set of dietary guidelines, filling 154 pages, this autumn. It is the first update since Promoting Healthy Eating, published in 2006. The new guidelines place great emphasis on fresh, unprocessed foods, including fruits and vegetables. This, in itself, is hardly contentious. What the industry might find unpalatable, however, is the guidelines' outright hostility toward packaged foods, regardless of their nature.
     
    To illustrate, the document's Ten Steps to Healthy Diets advise consumers to "limit consumption of processed foods" and to "avoid consumption of ultra-processed foods.” By "processed foods," the Ministry of Health is referring to items such as bread, cheese and bacon as well as canned fruits, vegetables and fish.
     
    Among the "ultra-processed foods," which it considers "nutritionally unbalanced" and which it doesn't want its population to consume, are soft drinks, sweetened breakfast cereals, cereal bars, sweetened and flavored yoghurts and dairy drinks, and also breads that contain anything other than wheat flour, yeast, water and salt. In fact, any product containing more than five ingredients should be avoided. The guidelines specifically mention a number of undesirable ingredients, such as soy and milk proteins and protein isolates.
     
    As for health and wellness-positioned products, the Ministry of Health shows no mercy. It cautions consumers that "ultra-processed foods are often reformulated and advertised as if they are healthy, being labeled as, for example, 'light' or 'diet' or low in fat or sugar, or free from trans fats, or high in fiber or vitamins and minerals."
     
    It goes on to say that reformulation may improve products, but that these, nevertheless, remained ultra-processed and, ergo, unhealthy, and that they certainly were not good alternatives to natural or minimally processed foods. Furthermore, the guidelines state that "ultra-processed foods’ means of production, distribution, marketing and consumption damage culture, social life and the environment."
     
    Brazil's Health & Wellness Market Has Been Booming, Until Now
    Harsh words indeed, and worrisome for a market as important and dynamic as Brazil. Our latest data show that Brazil is the world's fourth largest market for health and wellness-positioned packaged foods and beverages after the U.S., China and Japan, accruing retail value sales of $35.2 billion in 2014. A value growth gain of 14% in 2014 ranks Brazil as the eighth most dynamic market for health and wellness products this year.
     
    BFY foods and beverages, which are "dissed" by the new guidelines in one fell swoop, account for 20% of the value sales garnered by health and wellness-positioned products, while naturally healthy (NH) high-fiber foods, many of which contain more than five ingredients, made up 15% in 2014.
     
    NH snack bars, which saw value sales leap from $157.6 million in 2009 to $451.6 million in 2014, are exceedingly popular with Brazilian consumers, as are health and wellness-positioned breakfast cereals, which managed to double their value sales over the same time period.
     
    A Need for Dialogue
    Like snack bars, breakfast cereals get very short shrift indeed. They don't even feature as a component of the eight different breakfast examples purported as healthy choices in the document. It is arguable whether an oat-based breakfast cereal made with low-fat milk and served with fruit, for example, isn't, in fact, healthier than the guidelines' suggestion of "orange juice, French bread with butter and papaya," which is virtually devoid of protein as well as fairly low in fiber.
     
    Although arguably well intentioned from the outset, it is questionable whether Brazil's Ministry of Health is really doing its population a big favor by tarring everything that can't be bought in a traditional wet market with the same brush. A focus on fresh whole foods is one thing, but the vilification of everything that is fortified and/or reformulated with the objective of offering a healthier choice runs contrary to consumer demand for healthy convenience.
     
    The reality is that Brazilian consumers, especially those living in the country's expanding and busy urban centers, are highly unlikely to return to cooking three meals a day from scratch. But many, led by official healthy eating advice, may turn their back on products carefully formulated to be low in fat, sugar or salt, high in fiber, or those that can help with lowering cholesterol levels. Also, child malnutrition remains rife in Brazil, but products fortified with vitamins and minerals aimed at youngsters, such as biscuits, milk drinks and snack foods, are suddenly to be held in "ultra-processed" disgrace, which is bound to put off parents.
     
    Companies developing these kinds of products will have a very hard time indeed educating consumers against explicit advice emanating from their own government. The only way to ameliorate the situation is for the industry and food scientists to engage with the government in order to bring about a reconsideration of its rigid black-and-white approach to healthy eating.
     
    For further insight, contact Ewa Hudson, Global Head of Health and Wellness Research at Euromonitor International, at ewa.hudson@euromonitor.com.
    Related Searches
    • Fortified
    • China
    • Japan
    • Research
    Related Knowledge Center
    • Functional Foods & Beverages
    • Regulations
    • Minerals
    Suggested For You
    Thorne Relaunches Gut Health Test with Microbiome Wipe Thorne Relaunches Gut Health Test with Microbiome Wipe
    Digital Marketing Specialist Digital Marketing Specialist
    Danone Celebrates 10th anniversary of Grant Program for Probiotics Research Danone Celebrates 10th anniversary of Grant Program for Probiotics Research
    Digital Marketing Manager Digital Marketing Manager
    Vitafoods Europe 2022 Attendance Returns to 2019 Level Vitafoods Europe 2022 Attendance Returns to 2019 Level
    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort
    FDA Issues Draft Guidance on NDI Enforcement Discretion FDA Issues Draft Guidance on NDI Enforcement Discretion
    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
    Choline Alone May Improve Maternal DHA Status During Pregnancy Choline Alone May Improve Maternal DHA Status During Pregnancy
    Cranberry Consumption Linked to Memory and Neurological Function Improvements Cranberry Consumption Linked to Memory and Neurological Function Improvements
    Consumer Conviction: Results of consumer satisfaction study on mental wellness and sleep. Consumer Conviction: Results of consumer satisfaction study on mental wellness and sleep.
    Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
    Jordan Process Receives Nutrasource ICAP Certification for CBD Jordan Process Receives Nutrasource ICAP Certification for CBD
    Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision

    Related Content

    • Digestive Health | Testing
      Thorne Relaunches Gut Health Test with Microbiome Wipe

      Thorne Relaunches Gut Health Test with Microbiome Wipe

      This first-to-market approach to testing makes stool sampling for the personalized test more user-friendly.
      05.24.22

    • Digital Marketing Specialist

      Digital Marketing Specialist

      Are you an experienced Digital Marketing Specialist looking for more challenges and professional growth?

    • Digestive Health | Immune Function | Probiotics & Prebiotics | Research
      Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

      Danone Celebrates 10th anniversary of Grant Program for Probiotics Research

      Two graduate students were awarded $50,000 in grants from the annual gut microbiome, yogurt, and probiotics-focused program.
      05.24.22


    • Digital Marketing Manager

      Digital Marketing Manager

      Are you an experienced Digital Marketing Manager looking for more challenges and professional growth?

    • Breaking News | Consumer Trends | Healthcare Trends | Industry & Market News | World Markets
      Vitafoods Europe 2022 Attendance Returns to 2019 Level

      Vitafoods Europe 2022 Attendance Returns to 2019 Level

      This year's installation of the event brought in over 15,000 participants from 130 countries.
      05.23.22

      Trending
      • Leaven Essential To Launch Branded Botanical Extracts To Global Markets | Nutraceuticals World
      • Oregon Files Lawsuit Against GNC | Nutraceuticals World
      • Coca-Cola To Phase Out Honest Tea Brand By Year’s End, Citing Supply Chain Challenges | Nutraceuticals World
      Breaking News
      • Thorne Relaunches Gut Health Test with Microbiome Wipe
      • Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      • GC Rieber Foundations Expand Philanthropic Efforts
      • Danone Celebrates 10th anniversary of Grant Program for Probiotics Research
      • Stratum Nutrition’s Patent Portfolio Grows to Europe and Canada
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      What are You Reading this Week?
      Nippon Paint Automotive Americas Appoints Robert Angart CEO and President
      Sustainability, Economy are Focus of BCF’s Annual Conference
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most-Read Stories This Week—May 28
      New Breast Implant Surgery Guidelines to Enhance Patient Safety
      Rhythm Management Group Debuts RhythmSynergy Tech Platform
      Contract Pharma

      Latest Breaking News From Contract Pharma

      iECURE Enters Agreement with Center for Breakthrough Medicines
      CPDC Enters Clinical Manufacturing Deal with CellBion
      Olon to Build New R&D Center in Italy
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      Shellworks Raises $6.2 Million in Seed Funding
      Ulta Beauty Reports Record First Quarter 2022 Results
      Happi

      Latest Breaking News From Happi

      Global Skincare Treatment Devices Market Expected to Grow at Over 11.5% CAGR Rate Through 2028
      Technology Cuts Plastic Decomposition from 500 Years to Three Months
      Honeywell Addresses Critical Issues Such as Sustainability, Workforce Training and Digitalization
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Flint Group, New Inks from Siegwerk and Zeller+Gmelin Lead This Week’s News
      Orion to Finish Gas Black Expansion in Germany by Early 2023
      Richard Childress Racing Shows Off New Wraps for 2022 NASCAR Season
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      UPM Raflatac accelerates label growth with acquisition
      Labelexpo Asia 2022 postponed
      Teklynx software helps Top Clean Injection validate labels
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Rael Raises $35M in Series B Funding
      Schobertechnologies Offers Rotary Web-fed Converting Solutions
      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most-Read Stories This Week—May 28
      Toetal Solutions Raises $1.02 Million in New Financing
      ManaMed's ManaSport Wearable Ultrasound Earns FDA Nod
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: OPV’s Future, Graphene Flagship and Japan Display Top This Week’s Stories
      SEMI Foundation Receives $1.5 Million Grant to Bolster Michigan’s Semiconductor Talent Pipeline
      onsemi Recognized by Fortune 500 for Its Transformation Journey

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login