Sector Report – Wellness

Wellness Food & Beverages in Brazil

Healthier eating in Brazil is no longer a niche: it is reshaping one of the largest consumer markets in the world.

Brazil’s wellness economy reached US$125 billion, the 11th-largest globally, and the country ranks 4th worldwide in health & wellness F&B. Healthy eating accounts for ~US$38 billion and takes almost twice the share of wellness spend seen globally. The demand behind it is structural and has held up despite pressure on household budgets: an ageing population, 63% of adults overweight and 86% of consumers who have already adopted at least one healthier habit.

What consumers put in their baskets is shifting quickly. Sugar intake per capita is down 18 kg in 16 years, and GLP-1 sales more than doubled in 12 months to US$2.7 billion. Protein, functional beverages and new supplement formats are expanding beyond specialist stores into supermarkets and other mass-market retail channels.

Even global players already established in Brazil are choosing to buy their way into wellness rather than build it from scratch. Ferrero acquired Bold Snacks at 20.0x EBITDA in its first better-for-you move in South America, gaining a local wellness brand, digital traction and a manufacturing base in a single step. In a market served by a wide range of specialized brands, acquisition has become the fastest route to a relevant position in the category, with at least 19 transactions announced since 2021, Nestlé’s acquisition of Puravida among them.

In Wellness Food & Beverages in Brazil, Brasilpar maps the size and drivers of the market, the shifts in consumption, the protein and functional beverage trends, the competitive landscape, valuation benchmarks and recent deals, and outlines four ways to play the sector.

Download the report to see where the growth is, who is buying and how to enter Brazilian wellness F&B.