Growing demand for clean and traceable products expands launches and gains space at the Organic Atmosphere Pavilion at Anuga Brazil
Organic and natural foods are gaining increasing relevance in the daily lives of Brazilians, moving beyond specialized fairs to become a consistent presence in supermarkets and everyday purchasing decisions. Produced without pesticides, synthetic fertilizers, or harsh chemical substances, these products represent a choice aligned with the search for greater food safety, transparency, and quality of life.
This shift has helped strengthen the entire supply chain, encouraging producers, manufacturers, and retailers to invest in certifications, quality control, and clearer communication about origin and production methods. At the same time, topics such as health, sustainability, and responsible production have begun to directly influence brand positioning and consumer behavior, reshaping the dynamics of the sector.
How organic and natural foods are influencing product development and brand positioning
Consumption growth is closely linked to greater access to information and a more attentive consumer profile. Purchasing decisions are no longer based solely on price and appearance but increasingly include criteria such as product origin, environmental impact, and ingredient composition. Reading labels has become a more common habit, driven by interest in recognizable ingredients and reliable production processes.
This scenario is also connected to the advancement of the clean label concept, which prioritizes shorter, more understandable ingredient lists free from artificial additives. As a result, foods perceived as closer to their original form have gained space, while ultra-processed products are approached with greater caution.
According to the Panorama of Organic Consumption in Brazil 2023, conducted by Instituto Organis, approximately 46% of the Brazilian population consumes organic products, and the sector recorded 16% growth between 2021 and 2023. The study shows that fruits, vegetables, greens, and dairy products are among the most sought-after items, reinforcing the preference for categories associated with the foundation of everyday diets.
Health benefits are the main motivation for 47% of consumers, while 24% associate these products with superior quality. The absence of pesticides and artificial substances is also seen as a relevant factor, especially among families with children and individuals seeking to improve their eating habits.
Certification and traceability strengthen trust
As the market expands, credibility has become a central element. Consumers seek assurance that products meet strict standards, and certification fulfills this role by confirming compliance with officially recognized regulations.
In addition to protecting buyers, certification adds value and strengthens brand positioning, enabling companies to communicate their differentiators more consistently. This process supports the development of more transparent and long-term commercial relationships.
Traceability has also gained importance. Information about origin, producers, and cultivation methods is increasingly present on packaging and communication materials, bringing consumers closer to the source of their food. This connection reinforces authenticity and enables more informed choices.
Sales channels have evolved as well. Specialized markets, subscription programs, and direct-to-consumer delivery services have expanded access and diversified consumption formats. In traditional retail, supermarkets have created dedicated sections and broadened their assortments, reflecting rising demand and making these products easier to identify at the point of sale.
Impacts on product development and brand positioning
The growth of organic and natural foods is also shaping corporate strategies, leading companies to invest in new product lines, repositioning efforts, and transparency-based communication. Market data illustrates how this movement is already impacting the industry:
| Observed trend | Recorded percentage |
| Food manufacturers that expanded their portfolio with natural and organic products | 32% |
| Consumers willing to pay more for products with sustainable attributes | 68% |
| Brands that improved perception after investing in transparency and traceability | 73% |
| Global growth in product launches with natural or clean label claims in the past five years | +24% |
Source: NielsenIQ
These figures help explain why organic and natural foods are influencing strategic decisions, from product development to how brands build their presence in the market.
Challenges and opportunities in the Brazilian market
Despite consistent growth, the sector still faces relevant challenges. Higher prices remain a barrier for part of the population, reflecting more controlled production processes, smaller scale, and higher operational costs.
Another challenge involves expanding awareness of certification and organic production, reducing uncertainty and strengthening consumer trust. Access to reliable information plays an important role in supporting broader adoption and sustained market development.
At the same time, the outlook presents meaningful opportunities. Trade agreements within Mercosur may encourage exchange between producers, facilitate access to inputs, and expand the presence of these products in new markets. This environment can strengthen competitiveness and stimulate investment in innovation and production capacity.
Brazil also benefits from favorable natural conditions and a diverse agricultural base, factors that support sustainable sector growth over the medium and long term.
Organic Atmosphere Pavilion reflects market evolution
The growth of this segment is also visible at key industry gatherings such as Anuga Brazil. In the most recent edition, the Organic Atmosphere Pavilion recorded a 50% increase in the number of exhibiting brands, bringing together companies with diverse profiles, from primary producers to manufacturers with complete product lines focused on the segment.
The pavilion has established itself as a strategic environment for showcasing launches, monitoring trends, and creating qualified business connections. The presence of both national and international companies contributes to knowledge exchange and reinforces Brazil’s position in this market.
For the next edition, expectations are even higher. Anuga Brazil will take place from April 7 to 9, 2026, at Distrito Anhembi in São Paulo, bringing together professionals from across the food and beverage supply chain.
The Organic Atmosphere Pavilion will once again serve as one of the main meeting points for those looking to identify opportunities, discover innovative solutions, and follow the transformations shaping the future of food.
Companies, buyers, and industry specialists will find an environment designed for networking, business development, and access to strategic insights, reinforcing the event’s role as a key platform for the sector.
Would you like to connect with the brands driving this market and unlock new business opportunities? Register now and join the next edition of Anuga Brazil.
