Brazil breaks records and reaches new markets

In 2025, Brazilian food products reached around 190 countries, while processed food exports hit a record US$66.7 billion. Behind these figures is a trade network that connects Brazil with major buyers across Asia, reaches demanding markets in Europe and the United States, maintains strong commercial ties with Arab countries and continues to open up opportunities among its Latin American neighbors.

Selling to such a wide range of destinations, however, does not mean these markets operate in the same way. A product that is competitive in Brazil needs to find demand abroad, meet local requirements, reach buyers through the right channels and fit their needs. In some countries, certifications play a decisive role; in others, product characteristics, price, origin, packaging or supply capacity can shape negotiations.

Based on these differences, companies can better direct their efforts and identify opportunities that fit their products. In the sections ahead, we look at who is already buying Brazilian food products, which markets are gaining ground, the products represented in Brazil’s export portfolio and the factors companies need to consider when negotiating with international buyers.

In this article

1. Food exports contribute to Brazil’s trade surplus
2. Which markets buy the most Brazilian food products?
3. From Asia to Latin America, Brazilian exports follow different routes
4. Which Brazilian food products have a strong international presence?
5. What matters when choosing a new market?
6. How can companies reach international buyers?
7. Anuga Select Brazil brings Brazilian products closer to new markets
8. Frequently asked questions about food exports

1. Food exports contribute to Brazil’s trade surplus

The scale achieved in international markets is also reflected in the performance of Brazil’s food industry, which ended 2025 with R$1.388 trillion in revenue, up 8.02% from the previous year. Processed food exports accounted for 19.1% of everything Brazil sold abroad and increased 73% in value compared with 2020, according to the Brazilian Food Industry Association (ABIA).

Another figure stands out for the sector’s contribution to Brazil’s foreign trade. The food industry recorded a US$57.5 billion trade surplus in 2025, equivalent to 84% of the country’s overall positive trade balance that year. This result came despite tariff barriers, international conflicts and logistics costs that affected negotiations throughout the period.

The performance also points to an export portfolio that extends beyond the large agricultural volumes for which Brazil is already known. Processed food and beverages account for a substantial share of these sales, ranging from products with lower levels of processing to higher-value-added categories.

ABIA expects the sector’s exports to reach US$70 billion in 2026. Reaching that level will depend both on the major destinations that already sustain sales and on the industry’s ability to distribute business across different countries.

2. Which markets buy the most Brazilian food products?

China ranked as the leading buyer of Brazilian processed food products in 2025. The United States, the Netherlands, Indonesia and Japan completed the top five, also according to ABIA.

The ranking says a great deal about the geographic reach of these sales. Asia holds three of the top five positions, while the United States and the Netherlands show how far this commercial map extends across other regions.

Europe also accounts for a substantial share. Looking at agribusiness more broadly, Brazilian exports to the European Union rose from US$19.5 billion in 2024 to US$21.8 billion in 2025. Green coffee, soybean meal and soybeans led the export mix, followed by products such as beef, corn and sugar.

Diversifying destinations becomes particularly important when a major market undergoes changes in trade policy. Tariffs imposed by the United States affected the sector’s performance in 2025 and, according to an estimate presented by ABIA, resulted in between US$500 million and US$1 billion in unrealized sales. Having buyers across different regions reduces exposure to trade changes concentrated in a single destination.

3. From Asia to Latin America, Brazilian exports follow different routes

China leads purchases of Brazilian processed food products and is joined in Asia by two other countries that ranked among the five largest destinations in 2025. Indonesia and Japan reinforce the region’s position and, more importantly, show that Brazil’s commercial relationships in Asia extend across economies with very different profiles.

Consumer habits, sales channels, regulatory requirements and product positioning vary considerably across these markets. Entering China, Japan or Indonesia involves specific decisions about product portfolios, presentation, documentation and commercial partners. Understanding these differences allows companies to choose destinations more precisely and tailor their strategies to each market’s dynamics.

Beyond Asia, Arab countries hold a noteworthy position in the numbers. In 2025, the Arab League was the second-largest regional bloc for Brazilian processed food exports, ahead of the European Union. Depending on the country and product category, certifications, religious requirements and specific production standards can be part of market access, particularly for animal-based products. FAMBRAS Halal, the largest Halal certification body in Latin America and a partner of Anuga Select Brazil, has around 350 certified companies exporting to markets around the world.

Latin America also saw significant movement in 2025. Brazilian food exports to Argentina grew by 70%, while Paraguay, Uruguay and Chile also recorded increases. Geographic proximity can simplify some logistics operations, but price, competition, distribution and local regulations continue to determine commercial viability in each country.

These developments present Brazilian companies with a wide range of options. There are major Asian buyers, well-established trade relationships with the Arab world and Latin American countries that have recently increased their purchases. Market-entry conditions, buyer profiles and country-specific requirements ultimately determine which destinations make commercial sense for each product.

4. Which Brazilian food products have a strong international presence?

Soybeans, animal proteins, sugar, coffee and corn remain among Brazil’s most prominent products in international trade. In 2025, soybean exports generated US$43.5 billion in revenue, while beef reached a record US$17.9 billion. Coffee exports totaled US$16 billion, up 30.3% in value over the year.

These high-volume exports share the international portfolio with products at different levels of processing. Fruit, juices, biscuits, pasta, bread and cakes also reach buyers abroad, highlighting other areas of Brazil’s food offering.

Other areas of Brazil’s food exports

Sources: Conab, ComexStat and Abimapi.

New market openings are also creating opportunities for product groups that already operate at significant international scale. Brazilian beef gained access to 11 new markets during 2025, while pork exports increased 19.6% in value, taking Brazil to the position of the world’s third-largest pork exporter for the first time.

Each product group faces its own commercial conditions abroad. Scale and price may carry greater weight in some negotiations, while processing, origin, certifications, formulation or specific product attributes may shape purchasing decisions in others.

5. What matters when choosing a new market?

A country that imports large volumes of food is not automatically the best destination for every Brazilian product. Before investing in prospecting, six factors can indicate whether an opportunity makes commercial sense.

Demand

Who buys the product category, at what volume and price point? Existing demand needs to be compatible with the product’s positioning.

Market-entry requirements

Health and safety regulations, registrations, certifications, permitted ingredients and documentation vary by market and product category. Identifying these requirements early reduces the risk of developing a commercial operation that later encounters a regulatory barrier.

Product and packaging

Labeling, language, package size, formulation, nutritional information and presentation may all require adaptation. A product sold in Brazil may need adjustments before it is ready for another market.

Logistics

Lead times, freight, storage and cold-chain requirements affect final costs and competitiveness. For perishable foods, these factors carry even greater weight.

Sales channels

Importers, distributors, retailers, foodservice operators and manufacturers have different purchasing models. Defining who the company needs to reach also influences pricing, volume, sales materials and negotiations.

Competition

Brazilian products compete with both local suppliers and exporters from other countries. Price alone rarely determines the outcome. Supply consistency, quality, product differentiation and commercial reliability also influence purchasing decisions.

Assessing these factors before selecting a destination makes prospecting more focused and provides a clearer view of the different channels and consumer groups within each market.

6. How can companies reach international buyers?

Once a market has been selected, companies face a stage that is less visible in export statistics: finding the businesses and professionals capable of bringing the product into that country’s distribution chain. Depending on the product category and business model, this may involve importers, distributors, retail chains, wholesalers, manufacturers, foodservice operators or sales representatives.

Companies can combine direct prospecting with support from specialized organizations, trade missions, business matchmaking and industry trade shows. ApexBrasil, which reports supporting 3,565 companies in the food, beverage and agribusiness sectors, works to facilitate these connections and also participates in Anuga Select Brazil through initiatives focused on internationalization.

At the 2026 edition, the agency took part through Exporta Mais Brasil, which organizes business meetings between Brazilian companies and international buyers, alongside training and market intelligence initiatives. This combination is particularly valuable because an international negotiation begins well before the first conversation with a buyer. Information on demand, consumer profiles, competition and the characteristics of each destination allows companies to approach those meetings with a stronger commercial proposition.

Trade shows bring these two sides together in the same environment. Alongside direct contact with importers, distributors and retailers, companies can access specialists, industry organizations, content and market information. They can also assess competing products, speak directly with industry professionals and identify adjustments that may be needed before negotiations move forward.

7. Anuga Select Brazil brings Brazilian products closer to new markets

The figures throughout this article show that Brazil already has a presence across different routes in the global food trade. The next decision is much more specific and must be made company by company: which market fits the product, which requirements need to be met and who is worth approaching.

Anuga Select Brazil brings many of these elements together during the trade show. Its program gathers Brazilian and international companies, buyers and organizations involved in the food and beverage trade, alongside initiatives focused on business development and internationalization. It provides an environment where market research, preparation and destination selection can move into commercial conversations.

Anuga Select Brazil 2027

New markets can begin with the right business connection

From April 6 to 8, Anuga Select Brazil will bring together Brazilian and international food and beverage companies and industry professionals in São Paulo. For businesses seeking opportunities in international markets, the trade show provides a setting to showcase products, meet potential partners and take part in business development initiatives.

Explore opportunities to exhibit.

8. Frequently asked questions

Which countries buy the most Brazilian processed food products?

China, the United States, the Netherlands, Indonesia and Japan were the five largest buyers in 2025, according to ABIA. With three countries among the top five, Asia also led the regional ranking for the sector’s exports.

How much food does Brazil export?

Brazilian processed food exports totaled US$66.7 billion in 2025, the highest value ever recorded by the sector. This represented 19.1% of all Brazilian exports that year.

Which Brazilian food products rank among the country’s leading exports?

Soybeans, sugar and molasses, beef, soybean meal, corn and poultry are among the ten leading products in Brazil’s 2025 export portfolio, according to ComexStat. Brazil’s international food trade also includes processed foods, ingredients, beverages and other higher-value-added products.

What should a company consider before exporting food products?

Demand, health and safety requirements, certifications, competition, logistics, sales channels and potential product and packaging adaptations are among the main considerations. Requirements vary by country and product category, so the assessment needs to reflect the specific target market.

How can food companies find international buyers?

Direct prospecting, importers, distributors, trade missions, business matchmaking and B2B trade shows are among the available routes. Specialized events also connect companies with organizations and industry professionals who can provide insight into markets, regulations and commercial opportunities.

A product’s composition already says a lot about where the industry is headed. Manufacturers need to balance nutritional profile, preservation, cost, performance, and ingredient availability, while keeping up with consumers who are paying closer attention to what they see on labels. Finding that balance is pushing companies to explore new solutions to create, adapt, and improve their products, and there is plenty happening in this space.

The future is in formulation, and biotechnology is accelerating the shift

Fungi, algae, cultivated cells, fibers, probiotics, botanicals, and alternative proteins are part of a new generation of ingredients finding their way into a wide range of applications. Some can improve nutritional profiles, while others perform specific functions in a recipe or help achieve qualities that would be difficult to obtain through traditional methods.

Fermentation is one of the trends drawing considerable attention across the market. The technology uses microorganisms to produce proteins, fats, flavors, and other compounds with specific properties. According to McKinsey, the market for fermented protein products could reach between US$100 billion and US$150 billion by 2050.

To put that into perspective, a significant number of companies are already working in this field. The Good Food Institute counted more than 160 companies specializing in fermentation-derived proteins and ingredients in 2025. Brazil is also seeing investments in production capacity, while studies point to local advantages such as abundant agricultural resources and an established industrial and scientific base that could support further growth.

Precision fermentation is another area with significant potential. The technology can produce compounds that are identical or similar to those found in nature and is beginning to be explored for dairy and egg proteins, sweeteners, colors, fats, and specialized components. This gives manufacturers a broader range of options for different recipes while offering alternatives that could reduce reliance on certain agricultural sources.

Source: McKinsey & Company

Clean label is also a technology challenge

A package with a shorter, simpler ingredient list can be the result of surprisingly complex development work. When a conventional preservative, stabilizer, or thickener is removed, another solution needs to take over its role while ensuring that the food maintains its safety, appearance, flavor, and shelf life.

That is why the growth of clean label has been keeping suppliers and R&D teams busy, in a good way. Natural extracts, cultures, enzymes, fibers, starches, and other components are being explored for their ability to perform technological functions while supporting the simpler formulations consumers are looking for.

The number of launches carrying these claims gives a good indication of what is already happening. According to Innova Market Insights, more than one-third of new food and beverage products launched in the United States and Canada feature some type of clean label claim, with “no additives or preservatives” among the most prominent.

The opportunities also look different across categories. In bakery, enzymes and fibers can contribute to softness, volume, and preservation. In beverages, botanicals and natural alternatives can play a role in formulation, color, and the overall sensory experience. Dairy manufacturers are exploring cultures and proteins, while snacks provide room for grains, seeds, and different nutritional sources. In organic products, new solutions can help preserve the qualities consumers expect without compromising product performance.

Byproducts can find their way back as valuable resources

Peels, seeds, pomace, pulp, and other materials left over from processing can contain fibers, proteins, antioxidants, and compounds with the potential to return to production as new ingredients.

That is the idea behind upcycling, which turns byproducts into resources for new applications, and consumers are showing interest. A global analysis published by Innova Market Insights in 2026 found that one in two consumers considers recycling and upcycling among their preferred ways to contribute to the environment.

For the industry, the opportunity becomes even more attractive when these recovered resources also serve a practical purpose. Pomace can become a source of protein and fiber, fruit that does not meet retail appearance standards can be turned into new components, and underused plant materials can provide bioactive compounds or flavor bases.

This changes the conversation around food byproducts and puts these resources on the commercial radar. A material with little or no market value can return to production with a different purpose, generate revenue, and find applications across several categories. For producers and processors, it is a way to capture greater value from what they already produce. Manufacturers, in turn, gain additional sources to test and incorporate into their recipes.

From formulation to market

By now, it is clear that a strong formulation can do a lot for both a product and the business behind it. The challenge is taking that potential from research and development into the market, connecting new ideas with the right buyers and commercially viable opportunities.

And it is impressive to see how quickly manufacturers and suppliers are working to turn these possibilities into real products. New formulations are making their way to business meetings, trade shows, and commercial events in search of buyers, distributors, and partners. On the other side, retailers are watching what could be coming to their shelves, while restaurants, hotels, bakeries, and other foodservice businesses consider how these innovations could fit into menus and preparations. It is through this interaction between those who develop, produce, buy, and sell that a technological innovation begins to prove its commercial potential.

And where can you find all of this in one place? At Anuga Select Brazil. The trade show brings together manufacturers, suppliers, buyers, and industry experts to discover new products and applications, exchange ideas, and build connections that can take a promising concept from the development bench to the market.

Want to learn more? Exhibit at Anuga Select Brazil and connect your ingredients, technologies, and solutions with the market’s next opportunities. Click here to learn more.

To put the size of this market into perspective, Brazil’s frozen food market reached US$5.9 billion in 2025 and is expected to reach US$7.8 billion by 2034, growing at a CAGR of 3.23% between 2026 and 2034, according to IMARC Group, a company specializing in market research and analysis. Demand for convenient ready meals, urbanization, rising consumption of frozen fruits and vegetables, and the expansion of supermarket and retail infrastructure are among the factors supporting this outlook.

Frozen foods reflect new consumer choices

A look inside the supermarket freezer already reveals a much more diverse category. Alongside traditional options, there is a growing selection of products designed for different meals, dietary preferences and times of day. Meals developed around specific nutritional goals, ready-to-use ingredients and products that simplify preparation show how the industry is responding to consumers who value convenience while paying closer attention to what goes on their plate.

Frozen fruits and vegetables offer one example. The segment generated US$610.2 million in Brazil in 2025 and could reach US$744.7 million by 2034. Advances in freezing technology and demand for practical, nutritious options are among the factors associated with the category’s growth.

How much are Brazil’s key frozen food segments worth?

All figures are from IMARC and refer to the Brazilian market in 2025.

Products associated with a more balanced diet are gaining attention as manufacturers and retailers reassess the presence of categories strongly associated with high levels of sugar and refined carbohydrates. Freezing fits naturally into this shift, allowing for appropriate portion sizes, formulations aligned with changing food preferences and simple preparation — attributes well suited to the demands of urban lifestyles.

Technology brings frozen foods closer to the fresh food experience

An important part of this evolution takes place before the product ever reaches the supermarket freezer. Rapid-freezing techniques, tighter temperature control and advances in the cold chain help preserve attributes that are essential to the eating experience, including texture, taste, appearance and the inherent properties of the food.

The category also faces a long-standing misconception: freezing and the use of preservatives are not the same thing. Low temperatures already act as a preservation method, although whether a product contains preservatives ultimately depends on its formulation. New technologies are further improving what manufacturers can achieve. Individual Quick Freezing (IQF) systems, vacuum skin packaging and advanced packaging materials are among the solutions companies are adopting to better preserve products and differentiate their offerings in the market.

These advances also carry commercial value. When quality and technology are communicated effectively, frozen products have a stronger story to tell beyond the time they save in the kitchen. Explaining how a product is preserved, where its ingredients come from, the care taken throughout production and the best way to prepare it gives consumers a clearer understanding of what they are buying and can help overcome long-standing reservations about the category.

Convenience creates new occasions for frozen foods

The range of ways frozen foods can be consumed helps explain the variety now found across the category. Consumers may be looking for a complete lunch, a healthy prepared meal to organize their week, ingredients that make dinner easier or a snack that can be ready within minutes. These different needs create opportunities for brands to explore formats, portion sizes and product propositions designed around different routines.

This diversity is also reflected in IMARC’s analysis of the Brazilian market, which includes ready-to-eat meals and dishes, snacks, meat and poultry, seafood, fruits and vegetables, and bakery products among its main segments. Serving so many occasions, however, requires consumers to quickly understand what a product offers and why it belongs in their routine.

Communication plays a major role in that decision, particularly in a category that still faces long-standing questions around quality, ingredients and processing. Clear information about composition, preservation methods, ingredient sourcing and preparation makes these attributes easier to recognize. Packaging can also highlight benefits that consumers may not immediately associate with frozen foods, including portion control, convenient storage and better use of the product.

This is also where clean label propositions become particularly relevant. Shorter, easier-to-understand ingredient lists, supported by transparent information on the label, make products easier to assess and give consumers concrete reasons to understand what they are getting. For brands, making this information easy to find allows the product itself to build trust in a category that has evolved considerably in technology, variety and quality.

Less waste strengthens frozen foods in foodservice and retail

These benefits extend beyond the home. In restaurants, professional kitchens and foodservice operations, frozen ingredients can bring greater predictability to purchasing and inventory, make it easier to use the right amount for each preparation and reduce losses caused by the deterioration of fresh products.

A bag of vegetables, for example, allows a kitchen to use only what a recipe requires while keeping the rest stored for later. Proteins supplied in cuts or quantities suited to the operation, along with pre-prepared items, can also streamline kitchen processes, improve ingredient control and deliver greater consistency across preparations.

The infrastructure supporting this market is advancing as well. Brazil’s cold chain logistics market reached US$5.4 billion in 2025 and is projected to reach US$11.5 billion by 2034, driven by the growing circulation of fresh and frozen products and investment in temperature-controlled storage and transportation.

Choosing a frozen product means weighing several factors. Shelf life, storage requirements, availability, yield and waste potential matter just as much as taste and quality. In a professional kitchen, cost, preparation time and ingredient utilization complete that assessment and determine which products truly make sense for the operation.

The next generation of frozen foods is already competing in the market

Many of these changes can already be seen in new product launches and commercial conversations across the industry. The latest edition of Anuga Select Brazil brought together companies from different segments, showcasing ready-made foods, fruits, frozen desserts, foodservice products and other categories aligned with demand for convenience and new eating experiences. The event also featured culinary demonstrations and experiences geared toward the out-of-home food market.

Tastings make a real difference at events like these because they give buyers access to attributes that packaging alone cannot always convey. Texture, taste and performance after preparation offer a clearer view of how far frozen food technology has come. Walking among different exhibitors also gives industry professionals the chance to see how companies are approaching formulation, packaging, product formats and positioning, while identifying references that may inform their next business decisions.

Bring your latest products to the next Anuga Select Brazil and put your brand in front of buyers, distributors and foodservice professionals looking for new products and suppliers. Opportunities exist both for new concepts and for brands that can communicate the quality, convenience and distinctive features of what they already produce.

Want to learn more? Click here to find out how to exhibit at Anuga Select Brazil.

This shift is already showing up in shopping habits. Five in ten Brazilians say they are increasingly choosing foods with less sugar and opting for no- or low-calorie sweeteners, according to the third-quarter 2025 Consumer Insights study by Worldpanel by Numerator. Among consumers in the A and B socioeconomic classes, sugar reduction has already surpassed 50%.

At the point of sale, data from Scanntech Brasil shows that, among consumers who changed their eating habits over the past year, 64% started buying products considered healthier, while 53% reduced their consumption of sugar and sweets.

The question is how to reduce sugar while preserving the taste, texture and overall experience that make a product earn a place in the shopping cart.

Consumption of foods with less sugar is growing in Brazil

With so much information circulating on smartphones, television and social media, consumers’ relationship with food has gained another layer. Before placing a product in their cart, shoppers can compare ingredients, research its composition online, check the nutrition facts panel and pay attention to the information highlighted on the packaging.

Mandatory front-of-pack nutrition labeling, introduced in Brazil in 2022, has made this information more visible. The magnifying glass symbol created by Brazil’s National Health Surveillance Agency (Anvisa) indicates when a product contains high levels of added sugars, saturated fat or sodium.

Following the introduction of this labeling system, a Scanntech survey found that between the first quarter of 2022 and the same period in 2026, sugar sales fell by 21.2%, while cookies and chocolate recorded declines of 19.3% and 15.7%, respectively. The figures point to growing demand for new formulations and product concepts that can bring together enjoyment and changing dietary preferences.

From soft drinks to chocolate: new formulations reach supermarket shelves

Some of the most visible responses are emerging in familiar product categories. In beverages, for example, versions with less or no sugar are gaining ground. Coca-Cola Zero Sugar already accounts for more than 31% of the company’s total sales in Brazil, according to data republished by MarketScreener.

Behind these products lies a significant formulation challenge. Reducing sugar means preserving the taste, aroma, body and characteristics that consumers already know. Achieving this balance can involve different types of sweeteners, ingredient combinations and adjustments to the formulation.

In confectionery and snacks, the same challenge opens up other possibilities. Chocolate products can use higher cocoa concentrations and adjustments to the ratio of sugar and fat to balance taste and texture. At the latest edition of Anuga, exhibitors were already showcasing innovations in this area, including organic and sustainable chocolate, bean-to-bar options and naturally sweetened products, demonstrating how the category is exploring different ways to combine quality, innovation and taste. Biscuits and snacks are also incorporating ingredients with different nutritional profiles, such as grains, seeds and fiber. Alongside no-added-sugar alternatives, new recipes are being developed for specific consumption occasions and preferences.

Some companies are also investing in proprietary technologies. Nestlé has developed an enzymatic process that can reduce naturally occurring sugars in ingredients such as malt and milk by up to 30%, while preserving taste and texture without the need to add sweeteners or bulking agents to compensate for the reduction. The technology has already been applied to cocoa- and malt-based beverages in different markets.

Across these categories, reformulation requires a delicate balance between reducing certain components and preserving the texture, taste and experience consumers expect when they open a package. This is where research, product development and ingredient selection become key to creating new products. In this process, several solutions can help guide the development of new formulations:

Yogurts, bakery and gourmet products open up new possibilities

Since every food behaves differently, sugar reduction also requires category-specific approaches. In yogurt, for example, removing part of the sucrose can affect viscosity, creaminess and flavor perception. This is where options such as sweeteners, fruit, lactase and flavor solutions can help recreate these characteristics.

One of these possibilities involves aroma itself. Research by NIZO, a research institute based in the Netherlands, has shown that certain aromas can enhance the perception of sweetness and contribute to sugar reduction in formulations. The approach is based on a relatively new concept in the industry, using aroma to intensify the perception of sweetness and allow for a lower amount of sugar without compromising the sensory experience.

In bakery, the challenge takes a different shape, as sugar contributes to texture, color, moisture and flavor development during preparation. Quality ingredients and process adjustments can help preserve softness, volume and appearance while creating room for recipes using different types of flour and other raw materials.

In gourmet products, reformulation can also become a point of differentiation. Ingredients with a clear origin, unexpected combinations, higher cocoa content, fruit, nuts and other components can create a sophisticated experience while responding to new expectations around product composition.

Reformulation also creates new opportunities

A portfolio needs to keep pace with what is happening beyond its own products. New raw materials, technologies and solutions can open up opportunities to revisit a recipe, test an idea or create a product that stands out in the market.

Keeping up with research, following what other companies are developing and maintaining direct contact with suppliers and industry professionals can also help businesses identify these opportunities before they reach supermarket shelves. Direct connections are what turn information into ideas and ideas into products.

Having access to all of this in one place is one of the opportunities offered by Anuga Select Brazil, the largest food and beverage trade fair in Latin America. Held at Distrito Anhembi in São Paulo, the event brings together leading companies, manufacturers, retailers and industry experts for three days of business, networking and knowledge sharing. It is an environment designed to discover solutions, strengthen connections and explore new opportunities across the market.

If a new technology, ingredient or supplier could make a difference to your business, it pays to be close to the people driving these developments. Take part in the next edition of Anuga Select Brazil and discover what can help your company innovate, rethink its portfolio and reach new consumers. Find out more about exhibiting at the fair.

In Brazil, this shift is already influencing purchasing decisions. An AtlasIntel survey found that three in ten Brazilians take protein claims on packaging into account when choosing what to buy. Retail sales point in the same direction. Data from Scanntech in partnership with McKinsey showed that, in 2025, sales of high-protein cereals grew 21%, followed by high-protein yogurts at 16% and flavored high-protein milk at 14%.

Behind this demand are habits that have been gradually changing. People are paying more attention to what they eat, showing greater interest in functional foods and, of course, still looking for convenience in their busy routines. Protein and fiber fit naturally into these priorities, creating new possibilities for the products reaching the market.

Protein leads the way, but fiber is joining the conversation

For a long time, high-protein products were mainly associated with sports nutrition. That appeal has now moved into everyday eating, reaching products designed for a much broader audience.

According to Mordor Intelligence, the global protein market generated US$24.49 billion in revenue in 2024 and is projected to reach US$32.42 billion by 2029. Growth is being fueled by higher levels of physical activity, an aging population and greater concern about maintaining muscle mass.

Fiber is following a similar path and drawing more attention in new product launches. Research published by Maximum Boxing found that Google searches for “high-fiber foods” reached 247,000 over the past year, reflecting growing interest in gut health and the benefits associated with fiber intake.

Protein and fiber have also become more prominent on packaging and are increasingly being used to differentiate products. The challenge now is turning this interest into balanced, flavorful and functional options that suit different routines and consumer profiles without losing the simplicity and convenience people value in everyday life.

A few categories already offer a glimpse of what is starting to appear on shelves:

GLP-1 is raising new questions for food development

The growing use of GLP-1 medications has added another factor to changing eating habits. The reduced appetite experienced by some users can affect portion sizes, snacking frequency and what ultimately makes it into the shopping cart.

PwC data shows that 61% of users surveyed are buying fewer sweets, while 56% have cut back on salty snacks. Other categories are moving in the opposite direction. Around 44% are buying more fresh products, 35% have increased their purchases of packaged protein and 34% are consuming more fresh protein sources.

Some of these preferences were already taking shape before GLP-1 medications became widely used, but their rise has brought more attention to portion sizes, nutrient density and what to offer consumers who are eating less and choosing more carefully what goes into each meal.

How companies are preparing for this shift

If some consumers are eating less and paying closer attention to what goes on their plates, companies need to keep up. And many are already showing that they got the message.

In the United States, Nestlé created a line of meals designed for GLP-1 users and people focused on weight management. The products come in smaller portions suited to reduced appetites, with high protein content and options that are also sources of fiber. The company continues to research new formulations for this audience, including protein, collagen and other nutrients.

Hershey is responding as well, expanding its sugar-free options and its presence in other snack categories. Its Zero Sugar line, for example, saw sales grow more than fourfold between 2020 and 2025, while the company continues to invest in tools that help identify shifts in consumer behavior and speed up product development.

Companies are taking very different approaches to the same change in consumption habits. Some are creating dedicated product lines, others are reformulating familiar products or exploring new categories to broaden their portfolios. Protein, fiber, reduced sugar and smaller portions are appearing more frequently in these decisions.

There is also room to explore less obvious occasions. Coffee-based beverages enriched with protein and other nutrients show how functional benefits can fit into habits people already have, whether at breakfast, after a workout or during a break at work.

Brazil is stepping up its bets on protein and fiber

The pace of new product launches in Brazil shows that the trend has already reached a wide range of categories, with some examples revealing just how far the idea can go. There are now breads offering 12 grams of protein per two slices and twice the fiber of their traditional versions, along with Parmesan snacks packing 16 grams of protein per serving. These are familiar products that already have a place in people’s routines, now offering something new without asking consumers to completely change their habits.

Packaging plays a direct role in this conversation with consumers. A high protein count displayed prominently on the front can spark interest on a first purchase, but communicating a product’s benefits clearly is becoming increasingly important when it comes to capturing attention.

Nutrition claims also need to be understood quickly, especially when several benefits are competing for limited space on a label. The easier it is to understand what a product offers and why it might fit into someone’s routine, the better.

What comes after the protein wave

The food industry is already preparing a new generation of products with protein at the heart of the proposition. The question now is what else might emerge from here.

Many of these ideas make their way to trade shows as they begin to move from concept to reality. This is where new ingredients, technologies, formulations and products meet buyers, distributors, suppliers and partners looking for what could be next on store shelves.

Anuga Select Brazil is one of the country’s leading meeting points for the food and beverage industry, bringing these conversations face-to-face with the market. Between new product launches, suppliers and emerging consumer preferences, the show connects those developing what’s next with professionals looking for products, partnerships and business opportunities for the years ahead.

The next edition takes place from April 6–8, 2027, at Distrito Anhembi in São Paulo, bringing together topics that are already influencing upcoming launches, including protein, fiber, functionality and new responses to changing consumer habits.

Want to showcase your brand, meet new partners and get a closer look at the changes shaping the food and beverage industry? Find out how to exhibit at Anuga Select Brazil 2027.

Saving money remains part of Brazilian consumers’ shopping routines, but that does not prevent some products from making their way into the shopping cart even at a higher price point. When a product delivers quality, innovation or clear differentiators, many consumers are willing to pay a little more. This scenario helps explain the growing presence of premium foods in retail.

A quick look at supermarket launches reveals this trend. From cottage cheese to prebiotic beverages, the range of premium products continues to expand, showing that the industry is responding to consumers who are paying closer attention to ingredients, food functionality and transparency in product labels. This shift also guides new product development and negotiations between manufacturers and retailers.

What makes premium foods stand out in the market

The growth of this category does not happen by chance. Once mainly associated with luxury, premium products have become part of the daily choices of people who prioritize quality and well-being. Changes in consumption habits, growing interest in balanced diets, the popularity of weight-loss medications and even the influence of content creators on social media help explain why certain foods are attracting more attention and purchase interest.

NielsenIQ data shows that 59% of Brazilians are willing to pay more for healthier and differentiated products. Another Kantar Worldpanel survey recorded a 5.8% increase in the sales volume of premium items, even amid an inflationary environment.

These figures help explain why many brands have increased investments in innovation. Products featuring natural ingredients, cleaner recipes, certifications, artisanal processes or functional benefits stand out because they can justify a higher price in consumers’ eyes.

The appreciation of these characteristics also appears in a survey released by the Brazilian Association of Supermarkets (Abras), based on NielsenIQ data. The study shows that one in three Brazilian households is inclined to purchase premium products when they identify advantages such as selected ingredients, for example. Among this audience, 78% continue buying their preferred brand even when it is not on promotion, showing that perceived value can often outweigh price considerations.

Health and wellness strengthen a new shopping basket

The search for healthier eating habits is becoming increasingly present in the purchasing decisions of different consumer groups. The global health and wellness market currently represents US$ 6.3 trillion and is expected to grow at an annual rate of 7.3% between 2023 and 2028, surpassing the projected global GDP growth of 4.8%. The sector is expected to reach US$ 9 trillion by 2028.

On supermarket shelves, this transformation can be seen in categories gaining momentum across retail, including functional foods, organic products, natural options, lactose-free and gluten-free alternatives, as well as products offering greater transparency about ingredients and manufacturing processes.

But what makes a food product be considered premium? A combination of characteristics contributes to this choice, from the ingredients used to convenience and the overall consumption experience:

To keep up with this purchasing behavior, manufacturers are investing in research and development to create products aligned with healthier lifestyles. In retail, understanding these categories helps build a more attractive product mix that is connected to audience expectations.

New consumer profiles are reshaping supermarket shelves

It is important to consider that purchasing decisions made inside supermarkets often begin long before consumers reach the shelves. With smaller apartments and less storage space at home, many shoppers are buying smaller quantities more frequently. This behavior is benefiting convenience stores, neighborhood markets and proximity retail formats, which are expanding their selection of differentiated foods and ready-to-consume options.

Another factor changing the dynamics of the market is Brazil’s aging population. Consumers over the age of 50 are becoming increasingly strategic for the growth of the food retail sector.

According to a Worldpanel by Numerator study, this audience has greater financial stability and a more qualified consumption profile, with above-average spending across several categories. The focus on quality of life and prevention also contributes to higher demand for healthier foods, supplements and products with greater added value.

With these changes, categories that were once targeted at specific audiences are becoming more strategic within retail, influencing portfolio decisions, positioning strategies and product offerings on supermarket shelves.

Understanding consumers creates new business opportunities

Understanding which categories are gaining relevance and which product characteristics attract public interest helps companies make more accurate portfolio decisions, expand commercial opportunities and respond to new retail demands.

This is where business fairs become even more relevant. They bring together industry players, retailers and distributors in an environment focused on knowledge exchange, product launches and the development of new commercial partnerships.

At Anuga Select Brazil, premium foods are already part of the products showcased by exhibitors across different segments. Over three days of the event, supermarket executives, importers, distributors, wholesalers and industry professionals have the opportunity to discover trends, speak directly with manufacturers and close deals that can make a difference on shelves and in business results.

The next edition will take place from April 6 to 8, 2027, at Distrito Anhembi in São Paulo, bringing together even more exhibitors showcasing premium foods and other trends shaping the sector.

Want to present your products to leading retail buyers or get ahead by finding new suppliers and discovering these innovations firsthand? Click here and learn how to exhibit at Anuga Select Brazil.

With the advancement of artificial intelligence (AI), manufacturers are using information about consumption habits, purchasing behavior, global trends and product performance to identify opportunities, improve processes and develop solutions that are more aligned with market needs. The technology is already being applied across different stages of the food production chain, from creating new flavors to quality control, waste reduction and supply chain optimization.

According to a report by Mordor Intelligence, the global artificial intelligence market applied to the food sector is expected to grow significantly in the coming years, driven by the expansion of technology in areas such as demand forecasting, industrial automation and product development.

In Brazil, adoption is also gaining momentum. According to research from the Brazilian Food Industry Association (ABIA), the national industry is experiencing a shift focused on efficiency, innovation and stronger connections with consumers, increasing interest in tools capable of analyzing large volumes of information.

How artificial intelligence is helping companies create new foods

Before a product reaches store shelves, companies must make a series of decisions involving ingredients, formulations, packaging and positioning. Artificial intelligence is making this process more strategic by analyzing thousands of data points in a matter of minutes.

The technology can evaluate consumption trends, customer reviews, social media behavior and market information to identify opportunities for new products. This allows companies to create foods that are more aligned with consumer preferences while shortening the time between an idea and a market launch.

One example is the development of new flavors. Intelligent systems can assess ingredient combinations, acceptance patterns and regional preferences to suggest new formulations. The industry is increasingly using predictive models that analyze data, anticipate trends and help guide research more efficiently.

This approach was explored by Coca-Cola internationally with the launch of Y3000, a limited-edition beverage created with the support of artificial intelligence to explore how consumers imagined the flavor of the future. The company combined consumer insights with technology-driven analysis to create a beverage experience that brought together data, creativity and innovation.

Beyond creating new products, AI also supports the adaptation of formulations. As consumers look for healthier foods, functional products and options that match different lifestyles, data analysis helps companies identify ingredient combinations and product attributes with greater potential for acceptance.

Why data has become an ally in reducing food waste

In a supply chain where every loss represents wasted raw materials, energy and resources, artificial intelligence is emerging as a tool to make processes more predictable and efficient. According to the Food and Agriculture Organization of the United Nations (FAO), around one-third of all food produced worldwide is lost or wasted, equivalent to approximately 1.3 billion tons every year.

Within the industry, algorithms can analyze production processes, identify inefficiencies and predict needs with greater accuracy. According to data published by Food Digital, manufacturers that use artificial intelligence in process management can reduce ingredient losses by up to 25% and lower energy consumption by approximately 10%.

The technology also supports production planning. By analyzing sales history, seasonality and consumer behavior, intelligent systems can improve demand forecasting, helping companies avoid overproduction and unnecessary inventory. This strategic use of data helps balance productivity, costs and sustainability in an industry that needs to respond quickly to market changes.

From farms to factories, where artificial intelligence is already present in the food chain

From the seed to the final product, data has become part of different stages of the food supply chain. In agriculture, artificial intelligence is already helping producers monitor crops, forecast productivity and make more informed decisions about cultivation.

With sensors, drones and predictive analytics systems, farmers can track information such as soil moisture, plant development and weather conditions in real time. These resources allow producers to adjust management strategies, identify risks before they escalate and use resources such as water and inputs more efficiently.

In logistics, data also plays a strategic role. Artificial intelligence can optimize transportation routes, predict equipment maintenance needs and monitor storage conditions in real time, reducing risks during the transportation of perishable products.

The integration of these insights allows producers and companies to anticipate challenges, adjust processes and find new ways to balance productivity and sustainability throughout the supply chain.

What changes when industry decisions are guided by data

Within the food industry, artificial intelligence works alongside technical expertise, helping teams analyze information, identify trends and support more accurate decisions.

With consumers becoming more demanding and markets changing rapidly, companies that can turn information into action gain greater agility to develop products, optimize processes and respond to new demands.

The advancement of artificial intelligence shows that the future of the food industry will rely less on the amount of data available and more on the ability to transform that information into strategic decisions. From recipe development to supply chain management, technology is already influencing how food products are designed, manufactured and delivered.

Artificial intelligence is one of the technologies reshaping the future of the food and beverage industry. Anuga Select Brazil brings together companies, specialists and professionals who are closely following these changes, showcasing solutions, trends and opportunities for the sector’s development.

The next edition of the event will take place from April 6 to 8, 2027, at Distrito Anhembi in São Paulo, bringing together leading names from the food and beverage supply chain.

Want to showcase your solutions to a qualified audience and connect with the trends shaping the future of the industry? Click here and become an exhibitor at Anuga Select Brazil 2027

By adopting technologies that analyze data, optimize processes, and support strategic decision-making, companies are operating in a business environment where the European Union and other international buyers continue to strengthen requirements related to food safety, traceability, and reducing the environmental impact of packaging. Together, these developments are reshaping the industry and reinforcing the need to balance innovation, operational efficiency, and regulatory compliance.

For Brazilian companies, keeping pace with these changes is essential not only to access the European market but also to meet the expectations of buyers that increasingly apply similar standards in their purchasing decisions.

How Artificial Intelligence is changing the food industry

The growing adoption of Artificial Intelligence shows that the technology is becoming an integral part of the food sector. Research cited by the Capgemini Research Institute indicates that around 40% of food and beverage companies already use AI in some capacity, while many others are testing generative AI applications.

For many years, developing a new food product or reformulating an existing recipe required extensive laboratory testing, ingredient evaluations, and lengthy development cycles before reaching supermarket shelves. With AI, part of this work can now be accelerated through simulations capable of analyzing ingredient combinations, nutritional profiles, consumer preferences, and emerging market trends. The result is a more agile development process that significantly shortens the time between an idea and its commercial launch.

The benefits extend far beyond research and development. Intelligent tools help companies identify consumption patterns, forecast demand, optimize inventory, and monitor performance indicators in real time. In an industry affected by fluctuating raw material costs and rapidly changing consumer behavior, access to organized data and more accurate insights provides a significant competitive advantage.

As its applications continue to expand, Artificial Intelligence is becoming a strategic asset across the food supply chain. According to a 2026 market estimate, the AI market for food and beverages is expected to grow from US$18.34 billion in 2026 to US$88.37 billion by 2031, representing a compound annual growth rate of 36.96%. This growth becomes even more significant as major trading partners introduce increasingly demanding regulatory requirements.

What changes in the European Union are impacting the food industry

More sustainable packaging, stricter traceability requirements, and tighter rules for animal products are among the main regulatory changes adopted by the European Union that are already affecting the food industry. Manufacturers and exporters doing business with the bloc must adapt to these requirements to meet buyer expectations and remain competitive in international markets.

One of the latest developments is the Packaging and Packaging Waste Regulation (PPWR), which introduces measures to reduce single-use packaging and encourage reusable and recyclable solutions. Among its provisions is the restriction on single-use plastic packaging intended for on-site consumption in bars, restaurants, and hotels, including traditional sachets for ketchup, mayonnaise, mustard, sugar, salt, olive oil, and other condiments. The new rules encourage the use of reusable dispensers and shared containers, reducing waste in a sector that consumes millions of small packaging units every year.

The changes extend beyond the food service sector. Animal products exported to the European Union must comply with strict requirements related to antimicrobial use, sanitary controls, and production traceability. Exporters of meat, poultry, eggs, seafood, and honey are required to demonstrate compliance throughout different stages of the supply chain by maintaining detailed records on suppliers, animal feed, farming practices, and batch histories.

Taken together, these measures reinforce that competing in international markets requires processes capable of ensuring quality, traceability, food safety, and regulatory compliance throughout production.

How technology and regulation work together

As requirements for traceability, food safety, and sustainability become more demanding, the need for reliable information throughout the supply chain also increases. This is where Artificial Intelligence becomes even more valuable.

AI-powered tools help companies organize large volumes of data, identify inconsistencies, and monitor processes in an integrated way. Across operations involving suppliers, manufacturing, logistics, and distribution, these technologies reduce errors, improve decision-making, and simplify compliance with increasingly rigorous standards.

By automating data analysis and making information more accessible, Artificial Intelligence strengthens companies’ ability to respond quickly to audits, verify the origin of raw materials, and maintain detailed records throughout the production process. One example comes from Kraft Heinz, which has adopted AI to support new product development, analyze consumer preferences, and optimize operational processes, demonstrating how the technology is becoming part of the strategic operations of leading food manufacturers.

This combination of technological innovation and evolving regulations highlights that competitiveness in the food industry is increasingly linked to the ability to develop high-quality products, maintain safe processes, and ensure transparency across operations. For Brazilian companies, it also creates new opportunities to strengthen their presence in international markets.

What these changes mean for Brazilian companies

The impact of these transformations is already being felt by Brazilian businesses. Investments in technology, traceability, and sustainability strengthen competitiveness, expand export opportunities, and contribute to stronger commercial relationships with buyers who value transparency and compliance.

Keeping an eye on these trends also means anticipating the industry’s next moves. Regulations introduced by major consumer markets often become benchmarks for other countries, driving

new practices across the global food supply chain. Companies that prepare early gain more time to adapt processes, develop new solutions, and respond quickly to evolving market demands.

Specialized trade events reflect this evolution by bringing together manufacturers, retailers, distributors, importers, and suppliers to discuss the trends shaping the future of food. Beyond showcasing product launches, these events create opportunities to exchange knowledge, discover emerging technologies, and gain deeper insights into the changes transforming the entire food supply chain.

Anuga Select Brazil brings together professionals from across the food supply chain to discuss innovation, sustainability, technology, and the trends shaping the industry in Brazil and around the world. In its latest edition, the event welcomed more than 14,000 visitors, featured 550 exhibiting brands, and hosted representatives from 96 countries, reinforcing its position as one of the industry’s leading business and networking events.

Want to discover the technologies and trends shaping the future of the food industry?

Click here to learn how you can take part in the next edition of Anuga Select Brazil.

Every year, thousands of companies take part in industry trade shows seeking visibility, networking opportunities, and business growth. The difference between simply showing up and leaving with meaningful results lies in how each connection is built and developed. In a competitive market, turning business meetings into real opportunities requires preparation, strategy, and market insight.

Trade shows bring together a valuable concentration of contacts, market trends, and negotiations in just a few days. Buyers, suppliers, distributors, investors, and decision-makers all gather in the same space in search of solutions, innovation, and new partnerships. For companies that know how to make the most of this environment, every conversation can lead to relevant negotiations and new growth opportunities.

Why trade shows accelerate strategic connections

Trade shows remain one of the most effective platforms for building qualified business connections. They bring together professionals in one place with clear objectives: closing deals, identifying opportunities, and expanding their professional network.

Unlike purely digital interactions, in-person meetings create room for deeper exchanges. Face-to-face conversations help build trust, facilitate negotiations, and strengthen business relationships.

Another important factor is market concentration. In just a few days, companies can connect with dozens of potential partners, present solutions, validate products, and identify partnership opportunities that could otherwise take months to develop through traditional business routines.

This dynamic makes trade shows highly favorable spaces for accelerating negotiations and opening new paths for growth.

How to turn visits and connections into business opportunities

Simply attending a trade show does not guarantee results. The real advantage lies in the ability to turn interactions into promising business opportunities.

This process starts well before the event begins. Companies that arrive prepared tend to make better use of every meeting. Having clear objectives, understanding visitor profiles, and knowing which solutions offer the strongest commercial potential can significantly improve the quality of conversations.

During the event, approach also matters. Companies that communicate their differentiators clearly and demonstrate value in an objective way tend to attract more relevant connections.

Post-event follow-up is another key factor. Many negotiations begin during the trade show but mature in the weeks that follow. Well-structured follow-ups, consistent communication, and fast response times help keep momentum alive and increase conversion potential.

In the B2B environment, strong business results are built through relationships, consistency, and effective commercial execution.

How meaningful conversations create valuable opportunities

Business meetings at trade shows also provide access to valuable market insights, often in real time. Every interaction, conversation, and meeting can generate strategic insights into trends, buyer behavior, and shifts that directly influence business decision-making.

This access to information becomes even stronger through event content programming. At Anuga Select Brazil 2026, specialists, executives, and chefs shared practical and strategic knowledge through talks and panels connecting trends, innovation, and real-world applications across industry, retail, and food service.

Within the trade show environment, networking happens in a more organic, strategic, and meaningful way. Often, a quick conversation at a booth, a meeting in the corridors, or an exchange of ideas after a panel discussion can open doors to important negotiations.

This is where many valuable opportunities begin. The right connection at the right time can evolve into commercial partnerships, new distribution channels, entry into new markets, and even international expansion.

At Anuga Select Brazil, connections drive results at scale

The 7th edition of Anuga Select Brazil 2026 clearly demonstrated how strategic meetings can generate meaningful results for companies of all sizes.

Held at Distrito Anhembi, the event brought together major players from the food and beverage industry over three days in an environment focused on negotiations, networking, and commercial growth.

Anuga Select Brazil holds a unique position in the country by bringing together the entire food and beverage supply chain in one place. Industry leaders, retailers, food service professionals, distributors, importers, and buyers meet in a single environment designed to foster business, partnerships, and market expansion.

The numbers from this edition highlight the strength of this business ecosystem:

Anuga Select Brazil 2026 in Numbers

• More than 14,000 visitors
• Companies from 74 nationalities
• More than 550 exhibiting brands
• 10% growth in event size
• 14% growth in international presence

The mega business matchmaking round was one of the event’s highlights, reinforcing the trade show’s role as a powerful business platform.

• Approximately R$150 million in business generated
• More than 300 participating companies
• Around 3,000 business meetings
• Participation from 120 major domestic and international buyers

Your company’s next big growth opportunity could start here

These numbers reinforce the strategic value of trade shows for companies looking to grow, expand their market presence, and strengthen business relationships.

The true value of these events lies in their ability to transform valuable connections into strategic partnerships and promising conversations into long-term business relationships.

In an increasingly dynamic market, participating in events that bring together buyers, suppliers, and industry leaders can accelerate negotiations, shorten sales cycles, and create new opportunities for growth.

Looking to connect your brand with the leading players in the food and beverage industry? Click here to learn how to become an exhibitor at the next edition of Anuga Select Brazil, taking place from April 6–8, 2027, at Distrito Anhembi in São Paulo.

For many years, private label products played a limited role in retail strategies. They were primarily seen as a way to offer more competitive pricing and appeal to cost-conscious consumers. That perception has changed significantly over the past decade.

The growth of the segment in Brazil shows that the conversation has expanded beyond affordability. Private label products are increasingly being used to differentiate retail chains, strengthen customer relationships and create long-term business value.

The numbers illustrate the scale of this shift. According to NielsenIQ data presented at SIMP 2025 (International Private Label Symposium), the Brazilian private label sector is growing at an average rate of 9.2% per year. The study also found that 58% of Brazilian consumers intend to increase their purchases of private label products in 2025 and 2026.

To understand what is driving this growth, it is worth looking at the factors behind the sector’s evolution and the opportunities it creates for both manufacturers and retailers.

What factors have driven the growth of private label products?

The rise of private label products is the result of several changes in consumer behavior, with trust emerging as one of the most influential factors.

Historically, many private label products were sold in basic packaging and were often perceived as generic alternatives to leading brands. As the market matured, retailers began placing their own names and reputations on product packaging, directly associating their brand image with product quality.

This shift transformed consumer perception. Seeing a retailer’s name on the package changed expectations. Price remained important, but factors such as reliability, product consistency, quality standards and performance became equally relevant.

Another key driver has been the professionalization of product development. Investments in research, supplier selection, innovation and quality control have enabled private label products in several categories to reach standards comparable to those of established brands.

At the same time, the pursuit of operational efficiency has encouraged retailers to view private label as a strategic tool to improve margins, create differentiation and reduce dependence on external suppliers. As a result, the sector continues to grow based on a broader value proposition than price alone.

Which categories are expected to attract investment in the coming years?

Although private label products are present across virtually every consumer segment, some categories stand out for their particularly strong growth potential.

According to Euromonitor, the beauty, personal care and hygiene segments in Brazil have recorded growth rates ranging from 24% to 55%, outperforming the global average for private label products. These figures are especially noteworthy because they involve categories traditionally associated with strong brand loyalty and significant marketing investments.

The food and beverage sector also presents substantial opportunities. Healthy foods, functional products, ready-to-eat meals, snacks, beverages, frozen products and family-oriented solutions are among the categories expected to see continued development.

Looking ahead to 2026, retailers are expected to significantly expand portfolios aimed at specific consumption occasions. Sporting events, social gatherings and shared consumption moments are likely to drive new product launches tailored to consumers’ everyday lifestyles and needs.

For manufacturers, this creates fertile ground for innovation and opens the door to increasingly strategic partnerships with retailers.

How do consumers view private label products today?

Consumer perception of private label products has evolved considerably. According to a study referenced by SA+, 69% of consumers view private label products as offering excellent value for money, while 68% consider them equal to or even better than leading industry brands.

This shift in perception helps explain why private label products are gaining traction in higher-value categories. Today’s consumers are less concerned about who owns the brand and more focused on whether the product delivers on its promise.

This does not mean that national and global brands have lost relevance. Instead, a more balanced retail environment is emerging. Rather than replacing traditional manufacturers, private label products are expanding consumer choice and strengthening retailers’ value propositions.

The main challenges of competing with established brands

Building credibility remains one of the sector’s greatest challenges. Major brands benefit from decades of investment in branding, communication and customer engagement. Private label products, on the other hand, must prove their quality through every purchasing experience.

Attractive packaging and competitive pricing can capture consumers’ attention, but they are not enough to ensure loyalty. Consistency between expectations and product performance remains essential.

This requires ongoing attention to product quality, supplier partnerships, traceability and innovation.

Another challenge lies in the speed at which consumer preferences continue to evolve. Demand for healthier products, sustainable practices, transparency and convenience is growing rapidly, requiring retailers and manufacturers to adapt quickly. Companies that respond effectively to these shifts are more likely to secure a competitive advantage in an increasingly dynamic market.

Where are private label investments heading?

The sector is entering a new stage of maturity. Many retailers are planning significant portfolio expansions in categories related to convenience, healthier products, family consumption and social occasions, particularly those expected to be boosted by the FIFA World Cup.

Below is an overview based on Euromonitor, NielsenIQ and industry market trends:

Source: Euromonitor, NielsenIQ and ABMAPRO.

An opportunity for companies looking to be part of this market

The continued growth and consolidation of private label products is creating opportunities for strategic partnerships, supplier expansion and new business models. For companies looking to stay close to this evolution, connecting with key industry players has become a competitive advantage.

Private Label Brazil, the leading private label and outsourcing trade show in Latin America, takes place in strategic partnership with Anuga Select Brazil and brings together retailers, manufacturers and suppliers looking to grow their businesses within this segment.

The event gathers companies interested in understanding where the market is heading, presenting solutions to strategic buyers and expanding their business networks in a segment that continues to gain relevance across retail channels.

Looking to showcase your solutions to leading buyers, retailers and decision-makers in the industry?

Click HERE to learn how to become an exhibitor at Anuga Select Brazil 2027.