Quality, transparency and perceived benefits are among the factors shaping purchase decisions and new product launches across the food industry
Saving money remains part of Brazilian consumers’ shopping routines, but that does not prevent some products from making their way into the shopping cart even at a higher price point. When a product delivers quality, innovation or clear differentiators, many consumers are willing to pay a little more. This scenario helps explain the growing presence of premium foods in retail.
A quick look at supermarket launches reveals this trend. From cottage cheese to prebiotic beverages, the range of premium products continues to expand, showing that the industry is responding to consumers who are paying closer attention to ingredients, food functionality and transparency in product labels. This shift also guides new product development and negotiations between manufacturers and retailers.
What makes premium foods stand out in the market
The growth of this category does not happen by chance. Once mainly associated with luxury, premium products have become part of the daily choices of people who prioritize quality and well-being. Changes in consumption habits, growing interest in balanced diets, the popularity of weight-loss medications and even the influence of content creators on social media help explain why certain foods are attracting more attention and purchase interest.
NielsenIQ data shows that 59% of Brazilians are willing to pay more for healthier and differentiated products. Another Kantar Worldpanel survey recorded a 5.8% increase in the sales volume of premium items, even amid an inflationary environment.
These figures help explain why many brands have increased investments in innovation. Products featuring natural ingredients, cleaner recipes, certifications, artisanal processes or functional benefits stand out because they can justify a higher price in consumers’ eyes.
The appreciation of these characteristics also appears in a survey released by the Brazilian Association of Supermarkets (Abras), based on NielsenIQ data. The study shows that one in three Brazilian households is inclined to purchase premium products when they identify advantages such as selected ingredients, for example. Among this audience, 78% continue buying their preferred brand even when it is not on promotion, showing that perceived value can often outweigh price considerations.
Health and wellness strengthen a new shopping basket
The search for healthier eating habits is becoming increasingly present in the purchasing decisions of different consumer groups. The global health and wellness market currently represents US$ 6.3 trillion and is expected to grow at an annual rate of 7.3% between 2023 and 2028, surpassing the projected global GDP growth of 4.8%. The sector is expected to reach US$ 9 trillion by 2028.
On supermarket shelves, this transformation can be seen in categories gaining momentum across retail, including functional foods, organic products, natural options, lactose-free and gluten-free alternatives, as well as products offering greater transparency about ingredients and manufacturing processes.
But what makes a food product be considered premium? A combination of characteristics contributes to this choice, from the ingredients used to convenience and the overall consumption experience:
| What makes a food product premium? | ||
| Valued differentiator | How it appears in products | Opportunity for brands and retailers |
| Selected ingredients | Products with more natural formulations, organic options or higher perceived quality | Meeting consumers looking for greater transparency and trust |
| Functional benefits | Foods containing proteins, fibers, vitamins or other components associated with well-being | Expanding categories connected to health and quality of life |
| Convenience | Ready-to-eat options, individual portions and solutions for busier routines | Creating new purchase and consumption occasions |
| Origin and processes | Products with certifications, traceability and clear information about production | Increasing perceived value and differentiation |
| Consumption experience | Exclusive flavors, differentiated recipes and innovative concepts | Building connections with consumers interested in trying new products |
To keep up with this purchasing behavior, manufacturers are investing in research and development to create products aligned with healthier lifestyles. In retail, understanding these categories helps build a more attractive product mix that is connected to audience expectations.
New consumer profiles are reshaping supermarket shelves
It is important to consider that purchasing decisions made inside supermarkets often begin long before consumers reach the shelves. With smaller apartments and less storage space at home, many shoppers are buying smaller quantities more frequently. This behavior is benefiting convenience stores, neighborhood markets and proximity retail formats, which are expanding their selection of differentiated foods and ready-to-consume options.
Another factor changing the dynamics of the market is Brazil’s aging population. Consumers over the age of 50 are becoming increasingly strategic for the growth of the food retail sector.
According to a Worldpanel by Numerator study, this audience has greater financial stability and a more qualified consumption profile, with above-average spending across several categories. The focus on quality of life and prevention also contributes to higher demand for healthier foods, supplements and products with greater added value.
With these changes, categories that were once targeted at specific audiences are becoming more strategic within retail, influencing portfolio decisions, positioning strategies and product offerings on supermarket shelves.
Understanding consumers creates new business opportunities
Understanding which categories are gaining relevance and which product characteristics attract public interest helps companies make more accurate portfolio decisions, expand commercial opportunities and respond to new retail demands.
This is where business fairs become even more relevant. They bring together industry players, retailers and distributors in an environment focused on knowledge exchange, product launches and the development of new commercial partnerships.
At Anuga Select Brazil, premium foods are already part of the products showcased by exhibitors across different segments. Over three days of the event, supermarket executives, importers, distributors, wholesalers and industry professionals have the opportunity to discover trends, speak directly with manufacturers and close deals that can make a difference on shelves and in business results.
The next edition will take place from April 6 to 8, 2027, at Distrito Anhembi in São Paulo, bringing together even more exhibitors showcasing premium foods and other trends shaping the sector.
Want to present your products to leading retail buyers or get ahead by finding new suppliers and discovering these innovations firsthand? Click here and learn how to exhibit at Anuga Select Brazil.
