LATAM Consumers Reprioritizing Health and Wellness
With Latin America hard hit by the COVID-19 pandemic (particularly Brazil), the importance of health and wellness has made a deep impression on many LATAM consumers. This includes using exercise and nutrition to stay healthy and support immunity, as well as to help consumers feel their best.
An active lifestyle has become a priority, with South America leading globally in the proportion of consumers who plan to become more active after COVID (at 50%), compared to North America at 40% and Europe at 34%.1 This makes the LATAM region a key market for food and supplement manufacturers that understand the emerging wellness trends in this region.
Consumers’ activity levels have taken a dive due to pandemic lockdowns and anxieties about catching COVID-19, making weight loss and management a growing concern. In Brazil, although one in three consumers reports feeling comfortable doing outdoor activities, over half are still not comfortable going to the gym.2 Some are trying to compensate for their lower activity levels, with 37% of Brazilians choosing to eat healthier due to their decrease in physical activity.3
Overall, 43% of South Americans have become more conscious about their weight, while 51% plan to try to lose weight once COVID is over.4 Exercise, coupled with sports nutrition products, will be a top weight loss strategy. Sports nutrition powders (the largest sports nutrition sub-category) are forecast to grow by 10% annually to 2025, while protein/energy bars are expected to grow by nearly 15%.5 While sports nutrition products that provide an energy boost are always popular in LATAM, newer innovations include products that support specific types of workouts.