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From healthy indulgence to functional ingredients, the latest health trends in Latin America reveal key product development opportunities to cater to today’s consumers.
The rise of high-protein chocolates highlights just how much consumers’ growing interest in health is reshaping the food landscape in Latin America. Developed to meet the increasing demand for indulgent snacks with nutritional benefits, these chocolates have quickly become a favorite among health-conscious consumers.
The pandemic marked a notable shift in snack preferences, with consumers focused on staying healthy while still craving comfort food. The Glanbia Nutritionals team identified high-protein treats as a significant market opportunity—and a space ripe for innovation.
Here, we explore this and other emerging health trends in Latin America, offering actionable insights for food and beverage manufacturers:
Snacks that balance indulgence with health benefits are an exciting trend with wide appeal, offering consumers an easy way to make healthier food choices. Adding protein is an effective strategy since protein is the single most important ingredient to nearly half (48%) of Latin American consumers.1
Nearly one in ten recent new product launches in the Latin American market contain protein ingredients, with Brazil the leading innovator in this space.2 In Brazil, 32% of new food and beverage launches contain a protein ingredient, followed by Mexico at 13%.3
Reducing sugar in sweet treats such as bakery products and ice cream is another way brands offer healthy indulgence. When buying a healthy snack, a claim of no, low, or less sugar is the most important claim consumers look for after “natural.”4
Functional and fortified foods are another key health trend, pointing to consumers' interest in meeting specific health needs through foods and beverages rather than supplements. This includes probiotics for gut health and vitamin C for immune support.
Vitamins are important ingredients to 45% of Latin American consumers and are ranked #1 in importance by Gen Z and Millennial consumers.5 More than one in three consumers consider omega-3s and fiber to be important.6
Top 5 Most Important Ingredients to Consumers
#1 Protein (48%)
#2 Vitamins (45%)
#3 Omega-3s (36%)
#4 Fiber (34%)
#5 Minerals (28%)
Source: Innova Market Insights, Top Trends 2024: Latin America, March 2024
For Gen Z, skin health is a top concern.7 This presents an opportunity for functional beauty-from-within beverages like the recently launched Nutrify Red Berries Collagen Drink (Brazil), with collagen peptides and vitamin C, which comes in a convenient soda can format.
Also trending is an interest in healthy aging products that promote longevity and overall wellness, focusing on ingredients that support physical vitality and cognitive function. This includes protein-enriched snacks and omega-3-fortified beverages. Omega-3s, which are essential for brain health and function, are the single most important ingredient to Latin American Boomers.8
Protein is a valuable addition to snacks targeting seniors due to its roles in maintaining strength, mobility, immune function, and bone health. Boomers express greater concern about bone and joint health compared to the other generations.9
“34% of Latin American consumers say healthy aging is extremely important.”
—Innova Market Insights, Top Trends 2024: Latin America
In Mexico, two in five consumers seek a healthier lifestyle because they want to age well; in Brazil, that rate rises to three in five.10 Importantly, healthy aging is not just an issue for Boomers but is a top five health concern for most generations, including Gen X (39%) and Gen Z (29%).11
Consumers’ growing awareness of sustainability issues—from ethical production to the environmental impact of purchasing decisions—is another trend to watch, especially for food and beverage manufacturers selling products positioned as better for you.
Consumer research reveals an interesting correlation: sustainable food choices tend to be perceived as healthier choices. 66% consumers in Chile and 63% in Brazil who have changed their dietary habits to be more sustainable in the past two years associate the changes with being healthier.12
This highlights the value of using sustainable ingredients and processes to reinforce a product’s healthy image. Product packaging might include messaging such as “better for you and the planet” to resonate with consumers.
Latin America faces several serious diet-related health challenges, including obesity, high cholesterol, and diabetes. In Mexico, obesity is considered the most pressing public health issue, with more than two-thirds of the population classified as overweight or obese.
Perhaps not surprisingly, weight management and heart health are the top two concerns reported by consumers across generations.13 Beyond these shared critical health concerns, we see various generational differences that can help brands develop targeted nutritional and functional products.
| Gen Z | Millennials | Gen X | Boomers | |
|---|---|---|---|---|
| #1 | Weight management | Weight management | Weight management | Heart health |
| #2 | Heart health | Heart health | Heart health | Weight management |
| #3 | Skin health | Immune health | Healthy aging | Healthy aging |
| #4 | Energy and stamina | Brain health | Immune health | Brain health |
| #5 | Healthy aging | Skin health | Brain health | Bone or joint health |
For example, Gen Z emphasizes skin health and energy levels more, while Millennials express more concern about their immunity and brain health.14 Healthy aging is a major concern of Gen X and Boomers, with bone and joint health a key aspect of this for Boomers.15
The widespread concern about weight represents a significant opportunity for food and beverage brands to provide healthier options through product innovation. To appeal to consumers, brands can make nutritional profile improvements such as reducing sugar and increasing protein, while using targeted messaging around weight management—for example, “feel full for longer.”
Protein is no longer seen solely as a nutrient for strength and muscle building. Nearly one-third (31%) of consumers in Latin America make sure to consume enough protein in order to support weight management.16 Energy and stamina drive protein intake for another one-third of consumers,17 indicating additional messaging opportunities (such as “fuel your day” or “maintain your energy).”
Brands can also fortify with ingredients such as omega-3s for cognitive support and vitamins A, C, and E for eye health. Curcumin or collagen can be used for joint health positioning, while calcium and other minerals can be added to support strong and healthy bones.
Since the right ingredients are essential to delivering real benefits and building consumer trust, brands should leverage science-based research to guide product development. In addition to featuring hero ingredients, successful health-focused products should offer great taste and come in convenient formats that fit consumers’ lifestyles—whether nutrition bars, ready-to-drink beverages, or powder drink mixes.
Many food and beverage brands in Latin America have successfully tapped into the growing demand for healthier indulgence products by reformulating traditional snacks with high protein and low sugar profiles.
For instance, Brazilian cereal and energy bar manufacturers prioritize protein-fortification, with “high in protein” claims becoming common in new launches. This aligns with consumer preferences for snacks that balance nutrition and convenience, particularly in morning routines.
Companies leverage functional ingredients like omega-3s, fiber, and protein in the healthy aging segment to cater to senior consumers. Latin American cereal bar and beverage launches increasingly emphasize nutrition boosts, such as chia seed-infused drinks, which provide omega-3s and fiber.
Several brands in Mexico and Chile are also reformulating sweet bakery items with high-protein claims, targeting older adults seeking muscle maintenance and sustained energy.
Latin America’s evolving health trends present a dynamic landscape full of opportunity for food and beverage manufacturers. From the rise of high-protein indulgences to the growing demand for functional ingredients and healthy aging nutrition, today’s consumers actively seek products that support their health goals without compromising taste or convenience.
Weight management is a top priority, with protein a valuable ingredient to support this, as well as energy and healthy aging needs. To successfully engage with health-conscious consumers, brands can focus on using science-backed ingredients, highlighting clear health benefits, and aligning with values like sustainability.
By staying attuned to generational needs and preferences, manufacturers can create innovative, relevant products that resonate with Latin American consumers and stand out in a competitive marketplace. For more information on tailoring nutritional solutions to your consumers’ needs, contact Glanbia Nutritionals.
Protein fortification aligns with many top health trends by supporting weight management, muscle building and strengthening, active lifestyles, and healthy aging. Protein-fortified products also appeal to consumers of popular diets like keto and vegan diets.
The latest trends in protein ingredients focus on clean-label, high-protein, and functional solutions that meet consumer demand for transparency, nutrition, and health benefits. Protein ingredients that do not impact product texture or taste, whether due to protein source or ingredient optimization, play a key role in delivering the high-quality sensory experience consumers expect.
Advancements in protein extraction and processing technologies are helping to create cleaner label, more functional proteins that offer better dispersion and solubility, as well as improved product taste, texture, and shelf life.
