Contents

1. 2027 starts with the decisions being made today
2. GLP-1, protein, and smaller portions become part of the same conversation
3. How much are consumers willing to pay in 2027?
4. From private labels to pack sizes, retailers rethink their choices
5. After experimenting with AI, it is time to put the technology to work
6. The same meal, more ways to buy it
7. What does 2026 already tell us about the food market in 2027?
8. Frequently Asked Questions

2027 starts with the decisions being made today

The food market trends for 2027 began taking shape well before the calendar turns. In 2026, GLP-1 medications started influencing shopping baskets through changing eating habits, pressure on household budgets increased price sensitivity, and private labels attracted more consumers. Artificial intelligence, delivery, and new sales formats also began to have a direct impact on business decisions.

These changes are unfolding in a sector with enormous economic weight in Brazil. Food retail generated R$1.145 trillion in revenue in 2025, including supermarkets, cash-and-carry stores, neighborhood grocery stores, e-commerce, convenience stores, and fresh produce retailers, according to the 2026 ABRAS Ranking. That figure is equivalent to 9.02% of Brazil’s Gross Domestic Product (GDP).

The sheer size of this market means that even small shifts in consumer behavior can have significant consequences. A smaller package, a switch between brands, an order placed through an app, or a dietary preference adopted by millions of people can affect product assortment, sales volumes, formulation, and negotiations with buyers.

Companies planning for 2027 already have enough signals to reconsider some of their decisions. Five areas deserve particular attention.

GLP-1, protein, and smaller portions become part of the same conversation

Ozempic, Wegovy, and other GLP-1 receptor agonists have brought a discussion that originally centered on health directly into food and beverage companies.

A Nestlé survey of 320 Brazilians aged 18 to 50, from socioeconomic classes A, B, and C and who pay some attention to diet and body care, found that 25% were using medications in this category. Another 18% said they had used them in the past. Among current users, 95% said they were seeking a healthier diet, while 59% were receiving nutritional guidance.

The commercial implications become clearer when looking at what happens in the shopping basket. In the United States, PwC research found that households with GLP-1 users spent 5.5% less on groceries. What they bought changed as well. Among current users, 61% said they were buying fewer sweets and 56% had cut back on salty snacks. In contrast, 44% were buying more fresh fruit and vegetables, 35% had increased purchases of packaged protein products, and 34% were buying more fresh protein.

Restaurants are also part of the equation. The study recorded an 8.7% reduction in spending at quick-service restaurants after six to eight months of medication use. Among current and former users, 35% said they would like smaller portions at proportionally lower prices, while 32% were interested in half portions or shared dishes without an additional charge.

These figures come from the United States and reflect the behavior of that market. Even so, the Brazilian research indicates that GLP-1 medications have already reached a significant share of the population surveyed and could influence purchasing decisions in Brazil as well.

For 2027, the commercial discussion involves both quantity and nutritional composition. If some consumers reduce the amount they eat, products featuring protein, fiber, and other nutritional attributes may compete for a larger share of daily consumption. Individual packs and smaller portions also deserve closer attention, particularly when they maintain a good balance between price and nutritional value.

The impact will vary considerably by category. Sweets, sugary drinks, and snacks face different challenges from yogurt, ready meals, or high-protein foods. Companies will need to assess the effects product by product and consumption occasion by consumption occasion, rather than simply concluding that consumers are becoming more health-conscious.

How much are consumers willing to pay in 2027?

NielsenIQ identified food inflation and household debt among the factors associated with declining purchase volumes in Brazil. Its Full View 2026 study showed that families are looking for ways to save, cutting expenses, shifting some out-of-home consumption toward e-commerce, and reprioritizing their budgets. Weight-loss medications and sports betting are now competing for a share of that same household spending.

Brand loyalty has also been affected by greater price sensitivity. Only 12% of consumers say they continue buying their usual brands regardless of price. A promotion, a smaller package, or a more affordable alternative may be enough to prompt a switch. One of the biggest challenges for the food sector is demonstrating product value to consumers who are constantly comparing their options.

Competing in this environment requires close attention to assortment, pack size, and promotions. A smaller package lowers the amount consumers pay at checkout, but the price per kilogram remains visible to anyone comparing value. Larger packs require a higher upfront spend and may work better for households that can concentrate more of their purchases into a single shopping trip.

Taste, price, and quality remain the leading priorities in food and beverage purchases, while healthier eating is the factor growing fastest in importance, according to recent McKinsey data. Consumers want more protein, high-quality ingredients, and convenience without stretching their budgets too far. In 2027, succeeding in the market will depend on delivering that combination at a price that makes sense in the shopping basket.

From private labels to pack sizes, retailers rethink their choices

The search for more competitive prices is also reinforcing another major development on store shelves: the expansion of private labels. NielsenIQ data shows average annual growth of 9.2% in Brazil. Their household penetration is also notable, reaching 34% of families, with nearly 70% of consumers viewing the category as offering excellent value for money.

The appeal for retailers is clear. Developing an own-brand line gives them greater control over formulation, positioning, packaging, and price, while also creating exclusivity within their stores. It also influences negotiations with established brands, since price comparisons happen right there, side by side on the shelf.

In the food sector, this strategy ranges from everyday staples to healthier, convenient, and higher-value products. For companies manufacturing these items, private-label growth creates more opportunities to produce for third parties, bringing requirements around production capacity, standardization, food safety, and the flexibility to meet each client’s specifications.

Packaging also feeds directly into the retailer’s calculations. The search for a lower final price at checkout is intensifying discussions around portions and pack sizes, while the growing use of GLP-1 weight-loss medications adds another factor to decisions about ideal portion sizes. Practicality, ease of transportation, and waste reduction also influence format choices.

On the shelf, the decision comes down to the combination of brand, size, price, and consumption occasion within each category.

After experimenting with AI, it is time to put the technology to work

Artificial intelligence has been one of the hottest topics in the corporate world in recent years. In food and beverage, 2026 made the difference between simply testing a tool and actually integrating it into day-to-day operations increasingly clear.

A TraceGains survey of more than 400 professionals found that 40% identified disconnected systems and fragmented data as the biggest barriers to working more efficiently. A lack of confidence in data accuracy also continues to limit broader AI adoption.

The study highlighted another striking figure. Although 83% of the brands surveyed were increasing investment in new products, only 2% had fully digitalized Research and Development processes.

AI can already support research, formulation, market analysis, forecasting, documentation, and product development. The quality of the output, however, depends on the quality of the information entering the system. Technical specifications buried in spreadsheets, disconnected ingredient information, and inconsistent historical records significantly limit the potential for safe automation.

In food manufacturing, mistakes can be costly. Changing a recipe involves allergen controls, regulatory requirements, costs, raw-material inventory, and sensory profiles. Greater speed only delivers value when it is backed by full traceability and technical validation.

The focus, then, needs to be on results. AI should make a measurable difference to daily operations, whether by reducing the time spent reformulating a product, providing faster access to reliable ingredient data, or shortening the journey from product concept to shelf.

Those are the metrics that matter far more than simply counting how many platforms a company has purchased.

The same meal, more ways to buy it

How Brazilians choose where to buy food also deserves attention in 2027 planning. Abrasel projects that bars and restaurants will close 2026 with R$540 billion in revenue, nearly 9% above the R$495 billion recorded in 2025. In August, the sector posted 7.4% year-on-year growth, marking eleven consecutive months of expansion.

Revenue tells only part of the story. The number of ways businesses can reach customers has multiplied. A study commissioned by 99Food and conducted with Abrasel found that 86% of establishments offering delivery take orders through apps, which account for an average of 58% of their delivery sales. Behind the scenes, another figure deserves attention: 78% of establishments prepare dine-in and delivery orders on exactly the same production line.

That means a single kitchen has to handle very different consumption occasions, even when the operation was not originally designed for that dynamic.

Competition for the same meal also extends across different sales formats. Supermarkets are investing heavily in prepared foods and ready meals. Convenience stores capture demand for quick snacks, while restaurants divide their operations among dine-in, takeaway, and delivery. Consumers choose according to price, time of day, travel distance, and what is most convenient at that moment.

This mix of channels changes the strategy for companies selling food. A ready-to-eat product may compete both in a supermarket’s refrigerated section and on a delivery app at lunchtime. Similarly, a beverage may be purchased at a supermarket to stock the pantry, at a convenience store for immediate consumption, or as part of a delivery meal deal.

Brazilian food retail includes traditional supermarkets, cash-and-carry stores, neighborhood grocery stores, e-commerce, convenience stores, and fresh produce retailers in a vast commercial network. In out-of-home consumption, the continued growth of delivery is multiplying the number of touchpoints throughout the day.

The commercial challenge for 2027 is to determine where each product performs best. Packaging format, margins, portion size, and even formulation may need to be adjusted to work effectively in each channel.

What does 2026 already tell us about the food market in 2027?

The developments seen throughout 2026 point to consumers becoming more selective in how they choose, buy, and consume food. Price remains important, but purchasing decisions also take nutritional composition, convenience, portion size, and suitability for different consumption occasions into account.

For 2027, the details matter. A seemingly small change in the shopping basket may require adjustments to assortment, packaging, or formulation. A new eating habit can affect categories in very different ways. And the multiplication of sales channels means companies need to understand where, how, and in what format customers expect to find a particular product.

For businesses, 2027 begins with these decisions already on the table. Companies looking to put new products, formats, and propositions in front of buyers will have an important meeting point early in the year. From April 6 to 8, Anuga Select Brazil will bring the food and beverage market together at Distrito Anhembi in São Paulo. In 2026, the event welcomed more than 14,000 visitors, brought together participants from 74 countries and more than 550 brands, and hosted 2,500 meetings through its invited buyers program.

If your company wants to be part of what consumers will find on shelves, menus, and across different points of sale and consumption in the year ahead, now is the time to secure your space. Exhibit at Anuga Select Brazil 2027, present your products directly to the market, and meet buyers looking for what is next in the sector.

Click here to learn how to exhibit.

Contents

1. A new way of thinking about the industry 
2. AI in the food and beverage industry is accelerating product development 
3. On the factory floor, anticipating problems reduces losses and improves control 
4. In retail and foodservice, inventory and product offerings become more precise 
5. Faster customer service at the final touchpoint 
6. Results depend on where AI is applied 
7. Frequently asked questions

A new way of thinking about the industry

Artificial intelligence is already part of day-to-day operations for companies across the sector, with applications extending into different areas of the business. The impact of AI in the food and beverage industry can be seen from strategic planning to the factory floor, influencing costs, waste, speed to market and sales volumes through increasingly detailed analysis.

To put the scale of this market into perspective, data from the Brazilian Food Industry Association (ABIA) shows that the sector generated BRL 1.388 trillion in revenue in 2025, alongside BRL 41.3 billion in investments. In an industry of this size, technology is playing an increasingly important role by connecting data on sales, inventory, weather, equipment performance and purchasing behavior to identify patterns that can be difficult to detect through manual analysis.

Much of this activity also happens behind the scenes, often without consumers even noticing. AI can help guide ingredient selection, plan supply levels for individual points of sale and improve customer service across digital platforms.

AI in the food and beverage industry is accelerating product development

Developing a food product requires a careful balance between flavor, texture, cost and consumer acceptance. Changing the amount of sugar, for example, can affect consistency, while replacing an ingredient to reduce costs may alter the aroma.

Consumer preferences, including growing demand for zero-sugar and high-protein products, are also pushing companies to develop new formulations. This interest is reflected in investment levels: a TraceGains survey found that 83% of brands in the sector planned to increase their R&D spending in 2025, with 17% already making extensive use of AI in the food and beverage industry for product development and another 45% testing the technology.

Consider the development of a plant-based alternative to an animal-derived product. Finding the right combination of proteins, fats and fibers to achieve the desired aroma and texture can require numerous formulations and rounds of testing. Today, algorithms can analyze molecular and sensory characteristics before a recipe even reaches the test kitchen, helping teams explore promising new flavors and combinations more efficiently.

Human validation remains a crucial part of the process. Products still need to be tasted and assessed for stability, texture, aroma and sensory acceptance. The difference is that teams can focus their efforts on the most promising options, saving both time and ingredients.

This becomes even more useful when the price of an ingredient rises or a recipe needs to contain less sodium without losing its appeal. Evaluating potential substitutions before moving into kitchen trials can shorten the development process and avoid unnecessary testing.

On the factory floor, anticipating problems reduces losses and improves control

In production, AI can help anticipate problems and reduce the risk of losses. Sensors installed across machinery monitor temperature, vibration and speed, allowing maintenance to be scheduled before a component fails and brings an entire production line to a halt.

Quality control can also be automated using computer vision. Cameras positioned along production lines check characteristics such as color, size, shape and degree of cooking in real time, identifying deviations as soon as they occur.

Demand forecasting offers another application. Historical sales data can be combined with weather, seasonality, holidays, promotions and consumer trends. A period of unusually hot weather, for example, may increase demand for beverages and ice cream, while holidays and special occasions can change the performance of specific product categories. Factoring in these variations helps bring production volumes closer to what consumers actually buy.

This fine-tuning can also help reduce waste. Producing too little can leave shelves empty, while producing too much can result in losses from expired products. Better forecasts help balance inventory levels and make logistics easier to manage.

The table below shows a few examples of how AI can be applied, the information involved and the potential impact on operations.

In retail and foodservice, inventory and product offerings become more precise

The food-away-from-home sector is also beginning to incorporate these solutions. The National Restaurant Association’s State of the Restaurant Industry 2025 report found that 28% of operators planned to invest in the technology to address longstanding challenges in areas such as inventory purchasing, marketing and kitchen workflows.

Supermarket chains, e-commerce businesses and restaurants collect large amounts of information about consumer habits. Analyzing this data can help recommend products based on previous purchases while taking individual preferences and dietary restrictions into account automatically.

For produce, deli products and dairy, shelf life becomes particularly important. Systems can compare the sales rate at each store with the remaining shelf life of a product and alert managers when it may be time to offer a discount to sell a batch before it spoils.

This type of pricing can reduce losses on perishable goods and help products sell before they lose their commercial value. In restaurants and quick-service establishments, meanwhile, mapping peak hours, best-selling dishes and frequently unused ingredients can support purchasing and menu decisions, bringing kitchen operations closer to actual customer demand.

Faster customer service at the final touchpoint

Consumer acceptance of automation depends largely on how well technology and human interaction are balanced. A global YouGov study conducted with Zendesk in 2025 found that 54% of consumers see virtual assistants as a way to make customer service faster, while 84% still consider access to a human agent important when needed.

This is where AI in the food and beverage industry can play a more direct role in the customer experience. Generative AI assistants can move beyond the rigid menus of traditional chatbots, understanding questions in natural language and working with product and delivery information to provide direct answers.

For food and beverage brands, this can mean answering questions about allergens, suggesting recipes based on ingredients a consumer already has at home or providing details about where a particular ingredient comes from.

The experience can become more relevant when a customer’s purchase history is also taken into account. Someone who regularly buys gluten-free products, for example, can receive recommendations that better match their profile instead of irrelevant offers. Routine questions can be handled through automation, while more complex cases are directed to a human team.

Results depend on where AI is applied

The first step in adopting these tools is identifying the operation’s main challenge, whether that is equipment failure, losses caused by expired products, inaccurate purchasing forecasts or customer service bottlenecks. Once the problem is clear, it becomes easier to determine which data the system needs.

The quality of that input makes a significant difference, and human oversight remains essential to ensure food safety, regulatory compliance and strong customer relationships.

For those looking to understand how AI in the food and beverage industry is being applied in real-world settings, Anuga Select Brazil is establishing itself as an ideal environment to see some of the latest developments in the market. The event brings together manufacturers, suppliers, distributors and retailers interested in exchanging experiences and discovering practical new solutions for the sector.

Taking part in an event of this scale can turn industry discussions into partnerships and new business opportunities. For companies developing technology and automation solutions, the trade show provides a valuable platform to present innovations directly to the professionals making investment decisions across the sector.

Interested in exhibiting at the next edition? Showcase your brand and solutions at Anuga Select Brazil 2027, taking place from April 6 to 8 at Distrito Anhembi in São Paulo. Click here to learn how to participate.

Contents

1. A Growing Market with New Demands

2. Technology Is Changing Operations In and Out of the Kitchen

3. New Flavors Are Making Their Way onto Menus

4. New Channels Are Changing Purchasing Needs

5. Food Waste and Labor Challenges Are Also Shaping Decisions

6. Understanding the Operation Makes a Difference When Selling

7. When Products and Buyers Join the Same Conversation

8. Frequently Asked Questions

1. A Growing Market with New Demands

Brazil’s foodservice market enters 2026 in a period of growth, but also under increasing pressure to operate more efficiently. The country’s bar and restaurant sector is expected to close the year with R$ 540 billion in revenue, up approximately 9% from the R$ 495 billion recorded in 2025, according to the Brazilian Association of Bars and Restaurants (Abrasel).

This growth highlights the opportunities in the out-of-home dining market, but higher revenue is only one part of the picture. Costs, productivity, labor, food waste and changing consumer behavior continue to influence the decisions foodservice businesses make every day.

Customer expectations have changed as well. A nationwide survey conducted in 2026 found that technology is already part of several stages of the dining journey, while the human side of the experience remains important. Food quality, enjoyment and comfort are among the factors people value when choosing a restaurant, while celebrations, relaxation, family time and socializing remain some of the main reasons for eating out.

Digital tools can make processes faster and simplify parts of the customer journey, but quality, comfort and human interaction still shape the overall experience.

All of this puts greater emphasis on efficiency, cost control and the ability to respond to changing consumer expectations. These shifts affect day-to-day operations and also influence how businesses choose food and beverage products and suppliers.

2. Technology Is Changing Operations In and Out of the Kitchen

Long before customers see a digital menu or open a delivery app, much of the technological transformation in foodservice is happening behind the scenes.

Inventory, purchasing, costs, production, waste and financial performance can now be managed in increasingly integrated ways. With more information at their fingertips, managers can spot problems, anticipate needs and make decisions faster.

This level of control becomes particularly important in a growing market that remains under pressure from costs and tight margins. A report released in 2026 by the Brazilian Food Industry Association (ABIA) points to the increasing professionalization of Brazil’s foodservice market, alongside the adoption of management technologies and more strategic use of data.

Digitalization is also changing customer service. QR codes, apps, self-service kiosks, ordering systems and digital payments can shorten the process and give customers greater autonomy. Human interaction, however, remains important when customers need guidance, personalization or direct contact with staff.

Artificial Intelligence brings another layer to this transformation. Data analysis, demand forecasting, consumption pattern identification and personalized offers are among the applications that can support everyday decision-making.

In the kitchen, more accurate inventory and production control can reduce losses and improve ingredient management. Automating certain tasks also frees up staff to focus on other parts of the operation.

These changes are influencing how products themselves are evaluated. Solutions that simplify processes, offer greater predictability or improve yield can deliver value that goes beyond the ingredient itself.

3. New Flavors Are Making Their Way onto Menus

The experience a business offers is also shaped by what reaches the table. Flavor, presentation, ingredient sourcing and versatility all contribute to the menu and help give each establishment its own identity.

Regionality is becoming part of this conversation as well. A Mintel survey found that 26% of consumers would be willing to pay more for dishes prepared with local or regional ingredients. Another 23% cited locally produced ingredients as a reason to spend more on a meal.

This interest creates opportunities for artisanal products, Brazilian ingredients and foods associated with specific regions. They can feature in signature recipes, concepts that highlight Brazilian flavors or simply offer something new to businesses looking to refresh their menus.

Information about sourcing, production methods and possible applications can also strengthen the commercial presentation of a product. Showing where an ingredient fits on the menu and what sets it apart makes conversations with buyers more practical and more closely connected to their business needs.

4. New Channels Are Changing Purchasing Needs

Brazil’s foodservice market recorded 5.6 billion visits in the first quarter of 2025 alone, according to Circana data published by ABIA. The figures cover several consumption occasions, including dine-in, takeaway and delivery, in a market that generated R$ 61.3 billion during the period.

Consumers now interact with foodservice businesses in many ways. A restaurant may serve dine-in customers, prepare delivery and takeaway orders and cater for events. In hospitality, breakfast, restaurants, bars and room service can all be part of the same operation.

Each situation can place its own demands on a product. A sauce served in the dining room, for example, may require a different pack size or portioning format when used for high-volume delivery orders. A smaller team may prefer pre-processed products that reduce preparation steps. A multi-unit chain, on the other hand, needs consistency to deliver the same result across all its locations.

Portion sizes, packaging, shelf life, yield, ease of preparation and standardization all play a role in purchasing decisions. Ready-to-use and semi-prepared products can also be attractive when they simplify the workload without compromising the final result.

It is worth considering exactly where and how a product will be used. Dine-in service, delivery, hospitality and events may require different formats, volumes and product characteristics, even within the same business.

5. Food Waste and Labor Challenges Are Also Shaping Decisions

Discarded food, over-ordering, improper storage and preparation mistakes all increase costs. Portions suited to actual demand, good shelf life and clear storage and expiration information can reduce losses and make inventory easier to manage.

Origin, traceability, packaging and production methods can also factor into the decision, particularly when this information is part of the establishment’s positioning and is communicated to customers.

Labor adds another challenge to day-to-day operations. Recruiting and retaining staff remains difficult for the sector, and smaller teams need to handle multiple demands without sacrificing speed or consistency in the kitchen.

Consider a kitchen preparing dozens of portions of the same dish during lunch service. An ingredient that arrives already cleaned, cut or portioned eliminates part of the preparation work, improves consistency between servings and can also reduce leftovers. At scale, saving even a few minutes on each preparation can make a noticeable difference to the team’s routine.

This convenience can come from portioned, pre-processed or easy-to-use ingredients, as well as products designed to deliver consistent results every time. Yield and price remain important purchasing considerations, but preparation time and how efficiently the product can be used also influence the final decision.

What Can Make a Difference When Choosing a Foodservice Supplier?

6. Understanding the Operation Makes a Difference When Selling

Understanding how a product will actually be used is a good place to start. Where will it be stored? How long does it take to prepare? Does it require specific equipment? What yield does it deliver? Will it perform consistently during peak service?

The answers turn technical product features into selling points that are much more relevant to the buyer’s day-to-day reality.

Meeting a new demand does not always require developing an entirely new product. A different package, another portion size, a longer shelf life or simpler preparation may be enough to make an existing item better suited to a particular channel.

Price remains part of the decision, but it does not need to be considered in isolation. Yield, consistency, ease of preparation, waste reduction and reliable supply all affect the true cost of running an operation.

Staying close to buyers also makes it easier to identify emerging needs. Sometimes a market shift first appears as a problem raised by a customer and only later develops into a broader need across the sector.

7. When Products and Buyers Join the Same Conversation

Understanding the market also means being present where purchasing decisions happen. B2B trade shows put new products in front of professionals who are actively looking for suppliers, following launches and evaluating solutions for their businesses. Direct contact also brings out needs that rarely surface in a sales presentation made from a distance.

Anuga Select Brazil provides this environment for the food and beverage market. Food manufacturers, retailers, distributors, wholesalers, foodservice operators, hospitality businesses and supermarkets all take part, giving brands multiple ways to present their portfolios and meet potential partners.

The figures from the latest edition show the scale of these connections. In 2026, the event welcomed more than 14,000 visitors and over 550 exhibiting brands. The Mega Business Round brought together more than 300 companies for approximately 3,000 meetings with around 120 major Brazilian and international buyers, generating R$ 150 million in business.

The matchmaking program directs meetings according to participants’ commercial interests, allowing companies to present their products to buyers who are already looking for new options for the market.

From April 6 to 8, 2027, at Distrito Anhembi in São Paulo, Anuga Select Brazil will once again bring brands and buyers together.

What if your product is the next one to catch their attention? Click here to exhibit at Anuga Select Brazil.

Contents

1. How do consumers make food purchasing decisions?
2. Price matters, but consumers are looking for value
3. What’s inside the package also influences the purchase
4. Convenience shapes both the product and the shopping experience
5. Don’t underestimate the shelf: decisions can change at the last minute
6. What makes a product move from the shelf to the shopping cart?
7. The best answers emerge when the market comes together
8. Frequently asked questions

How do consumers make food purchasing decisions?

Choosing what goes into the shopping cart involves a quick series of comparisons. Price gets attention, but it shares the decision with flavor, perceived quality, product composition and even how easily an item fits into everyday life. Together, these criteria shape a large part of food purchasing decisions.

MindMiners’ “Do prato ao copo” survey shows just how close that competition is, with flavor ranking ahead of price when Brazilians choose food and beverages: 68% of respondents consider flavor, compared with 64% who consider price.

That narrow gap suggests the decision depends far less on the price tag than it may seem. Composition, convenience and the point-of-sale experience all enter the equation, influencing assortment, positioning, communication and how products are presented across food retail.

Of course, that does not make price any less important. When budgets are tight, consumers scrutinize the value they get from each purchase and reconsider where it makes sense to save and where paying a little more may be worthwhile.

Price matters, but consumers are looking for value

When prices rise, consumers take a closer look at every item they put in their carts. According to MindMiners, 61% of consumers have already decided against buying a food or beverage because they considered it too expensive. Red meat was the category most affected, cited by 45%, followed by cheese and dairy products (15%), olive oil (14%) and alcoholic beverages (12%).

Even under these circumstances, the lowest price does not settle the decision. A study by consultancy SKIM among Latin American consumers found that benefits, quality and previous experiences matter to 73% of respondents, while pack size, promotions and discounts account for 63%.

At the shelf, shoppers weigh package size, how much product they are getting, whether they trust the brand and whether a discount makes the purchase worthwhile. They compare the price with what they expect to receive and decide where they can save without giving up what matters most to them.

This dynamic changes the price equation. Offering multiple package sizes, options for a range of budgets and well-planned promotions gives consumers alternatives when spending is under tighter control, without making discounts the product’s only selling point.

What’s inside the package also influences the purchase

In the same study, 43% of Brazilians said they avoid certain foods or beverages for health-related reasons. This puts ingredients, nutritional composition, quantity, portion size and sensory characteristics among the factors consumers consider before a product earns a place in the cart.

Much of that assessment starts with the packaging. It is where shoppers find information about ingredients, storage, preparation and quantity, while its format, size and presentation shape the product’s first impression in the supermarket aisle.

Packaging needs to make the product’s value clear. A distinctive ingredient, a nutritional benefit or an interesting production process can lose its appeal if consumers have to work too hard to understand it. The more clearly a product communicates what it offers, the easier it becomes to see how its value compares with competing options.

Format and usability complete the picture. Sizes suited to specific occasions, easy opening and storage, individual portions or family-size packs can make a product far more practical for everyday life.

What is shaping consumer choices?

Source: MindMiners and SKIM.

Convenience shapes both the product and the shopping experience

When it comes to convenience, the product itself is only part of the story. Finding what you need easily, having good options readily available and shopping through the most convenient channel all influence the decision.

The 2026 Consumer Preference Ranking from dunnhumby shows that price, promotions and rewards programs account for 35% of supermarket preference in Brazil, while product assortment represents 28%. Digital experience follows at 15%, operations and service at 14%, and the physical store environment at 7%.

The shopping journey can begin long before a product is picked up and continue on a smartphone screen. Well-stocked, organized shelves remain essential in physical stores, while apps make it easier to compare prices, repeat previous purchases and access coupons. In food, ready-to-eat formats, individual portions and easy preparation are especially useful for busy routines.

Consumption occasions can also help shape assortment. A quick meal, a snack, something to share or a purchase intended to last several days each calls for its own solutions, while placing complementary products nearby can make the choice easier.

Don’t underestimate the shelf: decisions can change at the last minute

Even shoppers who arrive with a clear shopping list may reach the checkout with products they never intended to buy. A timely promotion, a well-positioned launch or an eye-catching product along the way can still change what ends up in the cart.

The SKIM study gives a good indication of this influence: 57% of Latin American consumers change their choice at the point of sale when they encounter a promotion, while 69% are open to buying something they had not planned to purchase when presented with an attractive offer.

The shelf deserves as much attention as the product itself. Organization, visual prominence and clear communication can bring new products into view, make comparisons easier and place complementary categories together. Promotions require some balance, as the same study warns that aggressive and frequent discounts can erode perceived brand value over time.

There is another particularly useful tool when food is involved: sampling. If flavor leads the purchasing criteria in the MindMiners study, at 68%, offering consumers a taste gives the product a chance to present one of its strongest selling points before it even reaches the cart.

The decision continues to take shape at the shelf. Product visibility, surrounding stimuli and the opportunity to try something new can all influence the final choice.

What makes a product move from the shelf to the shopping cart?

There is no magic formula. Price sets the boundaries of what consumers can afford, while flavor, quality, ingredients, convenience, brand trust and the shopping experience complete the equation.

Perhaps the more useful question for the market is not simply “How much does it cost?”, but “Can consumers see why this product is worth its price?”

That perception of value is built through multiple details, from packaging that makes benefits easy to identify and an assortment that addresses different occasions and budgets to sampling that introduces a new product through flavor. Well-planned promotions can reinforce that work by encouraging trial without undermining the brand’s perceived value.

Price and value need to make sense within the same offer. When packaging, assortment, sampling and promotions reinforce that perception, a product is better positioned to compete for consumer preference.

The best answers emerge when the market comes together

Knowing what can win over consumers means keeping up with what is reaching the shelves, trying new products, discovering new solutions and exchanging ideas with professionals facing similar decisions every day. Bringing manufacturers, retailers, distributors and buyers into the same conversation is a practical way to move closer to those answers.

At Anuga Select Brazil, those exchanges happen face to face. Products are launched and sampled at the trade show, new offerings meet potential buyers, and suppliers can speak directly with the professionals who decide what earns a place on the shelf.

And those face-to-face conversations generate tangible results. In 2026, Anuga Select Brazil’s Mega Business Roundtable generated approximately R$150 million in business, bringing together more than 300 companies, around 3,000 meetings and 120 major Brazilian and international buyers. The event welcomed more than 14,000 visitors and featured over 550 exhibiting brands.

From April 6 to 8, 2027, at Distrito Anhembi in São Paulo, Anuga Select Brazil creates another opportunity to bring products, buyers and suppliers together.

Could your product be one of the next to stand out in the market? Exhibit at Anuga Select Brazil and present it directly to the people involved in these decisions. Learn more!

Contents

1. Artisanal and regional products are reaching wider audiences
2. Regional products can find a market far from where they originated
3. Biscuits show the strength of small businesses in the sector
4. Small businesses already play a major role in large food categories
5. How can an artisanal product stand out on the shelf?
6. Growth means preserving what makes the product different
7. Finding the right buyers remains a crucial step
8. Products from different regions at the same business table
9. Frequently asked questions

1. Artisanal and regional products are reaching wider audiences

Small-batch cheeses, biscuits made from local recipes, specialty coffees, jams, sweets, honey and preserves are part of an offering that, for a long time, circulated mainly near where it was produced. Today, many of these artisanal and regional products are finding their way to new audiences.

Origin and production methods also influence consumer choices. According to Mintel research cited by Sebrae RS in 2025, 67% of Brazilian consumers prefer products with a known origin, while 54% value artisanal foods and products made with natural ingredients.

This interest is also putting new products on the radar of supermarkets, specialty food stores and distributors. Projects, specialized platforms and trade shows bring producers closer to professionals looking for new products to sell.

2. Regional products can find a market far from where they originated

A connection to a particular place is often one of the defining characteristics of regional products. The ingredients used, techniques preserved across generations or recipes associated with a particular city or state create an identity that would be difficult to reproduce in the same way through fully standardized production.

A 2025 study published in Embrapa’s Cadernos de Ciência & Tecnologia examined how consumers and cheese producers in Southern Brazil perceive artisanal foods. Among the groups surveyed, artisanal foods were associated with small-scale production, craftsmanship and freshness, while emotional memories were also among the characteristics linked to cheese. Participating consumers also showed a willingness to pay more for products carrying artisanal certification labels, mainly because they perceived these labels as an assurance of quality.

Origin can open doors for a small brand, but it needs to be supported by attributes consumers can recognize. Packaging, information about provenance, ingredients, presentation and quality turn characteristics of the production process into clearer reasons to choose a product.

This combination also matters to those deciding what reaches store shelves. In aisles filled with established brands, adding foods with different flavors, recipes and origins gives retailers more variety and an opportunity to test categories that appeal to specific consumption habits.

3. Biscuits show the strength of small businesses in the sector

Few foods are as familiar as biscuits, yet a look at products made across different regions of Brazil reveals just how much variety exists within the category. Family recipes, local ingredients, distinctive shapes and traditional preparation methods coexist with businesses that start small and seek to take their products to new points of sale.

Data from Sebrae’s Observatory show that, among businesses registered in the segment through 2026, 55.1% are microenterprises and 36.8% are registered as individual microbusiness owners. Another 2.61% are classified as small businesses, while 5.49% fall into other categories. Together, the first two groups account for more than nine out of every ten registrations.

Having a product that is well received in its home region does not automatically translate into a place in retail. A small producer may have room to grow, but it still needs to put its biscuits in front of buyers from supermarkets, specialty food stores and distributors.

As orders increase, packaging, shelf life, logistics and delivery capacity become increasingly important. The challenge is to bring the product’s identity and distinguishing features to new shelves while maintaining the consistency required by a larger commercial operation.

4. Small businesses already play a major role in large food categories

Company size alone does not determine how far a category can reach. The Brazilian ice cream sector is a strong example. Approximately 11,000 companies generate more than R$15 billion in annual revenue, according to the Brazilian Association of Ice Cream Industries and Sector (ABIS). Around 92% of these businesses are micro and small enterprises.

The ice cream sector has also been represented at Anuga Select Brazil through a pavilion dedicated to the industry and its suppliers. The initiative brought together different parts of the value chain, from machinery and equipment companies to suppliers of ingredients and finished products.

5. How can an artisanal product stand out on the shelf?

When a small brand begins talking to supermarkets, distributors and other sales channels, food quality remains essential, but commercial and operational considerations become part of the equation as well.

Packaging that explains where a product comes from, for example, helps consumers understand its proposition. Clear information about ingredients, storage and distinguishing features also makes it easier for buyers to assess potential new suppliers. Price, margin, delivery capacity and supply consistency are part of that planning because they directly affect whether the product can remain reliably available.

The commercial presentation itself also deserves attention. Bringing well-prepared samples, knowing production figures, explaining which channels the brand already serves and presenting supply conditions make conversations with buyers more concrete. If orders have the potential to increase, producers also need to know how far production can grow without compromising the characteristics that made the product appealing in the first place.

Giving buyers the opportunity to taste the product can shorten that distance even further. At the latest edition of Anuga Select Brazil, tastings and other experiences were part of the program, bringing buyers into direct contact with a range of foods. Ice cream, artisanal confectionery, brownies, snack bars and biscuits were among the products presented, showing how different categories can use tasting to spark interest and highlight what makes them distinctive.

A similar approach can be used inside supermarkets. Tastings put a lesser-known brand directly in front of consumers and allow them to experience flavors, textures and ingredients that may not be immediately apparent from the packaging alone. When accompanied by information about the food’s origin and characteristics, the experience can also explain what sets the product apart from others on the shelf and encourage a first purchase.

Is your product ready to reach new shelves?

Before presenting a brand to a new buyer, having a few key answers ready can make negotiations more objective:

Having this information organized allows buyers to assess the product as a commercial opportunity while also learning about its recipe and story.

6. Growth means preserving what makes the product different

Entering new points of sale can quickly increase demand for a small business. When that happens, maintaining the same standards across larger batches becomes part of the challenge.

A recipe that worked well in small quantities needs to retain its flavor, texture, weight and quality as production volumes increase. Ingredient supply must keep pace as well, along with storage, food safety controls, packaging and logistics.

Some categories also have specific identification and regulatory mechanisms. Brazil’s Ministry of Agriculture and Livestock maintains the National Registry of Artisanal Products, which includes registrations related to the Selo ARTE and Selo Queijo Artesanal certification programs. In September 2026, the database was updated with information organized by state, region and product type.

These mechanisms become particularly important when artisanal characteristics and origin are part of what a brand communicates to consumers. As distribution grows, demonstrating provenance and maintaining proper controls help preserve the trust built around the brand.

7. Finding the right buyers remains a crucial step

A small business may have a well-developed recipe, organized production and a clear identity and still struggle to reach the people responsible for purchasing at supermarkets, distributors, specialty food stores, hotels, restaurants and other channels.

On the other side, buyers need to discover suppliers, taste products, understand commercial terms and assess production and supply capacity. Trade shows shorten that path by bringing both sides face to face. At Anuga Select Brazil, exhibition stands and business meetings allow companies to present products, discuss supply conditions and better understand what different sales channels are looking for.

8. Products from different regions at the same business table

From April 6 to 8, 2027, at Distrito Anhembi in São Paulo, Anuga Select Brazil will once again bring together companies and professionals from across the food and beverage industry. Following an edition that mobilized hundreds of brands and generated thousands of business meetings, the next event will put small producers in front of professionals looking for new products and opportunities for their businesses.

Is your brand ready to bring the flavors of your region to new buyers? Join Anuga Select Brazil 2027 and present your products to professionals from different channels across the food and beverage market. Click here to exhibit.

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.