Brazilians & Healthy Eating: Bridging the Gap Between Intent & Action

The challenge: Health is top of mind for Brazilian consumers, and most see fresh produce as essential but a notable gap remains between intention and action. While many are guided by doctors and open to lifestyle-based health solutions, only some are consistently following through.

The International Fresh Produce Association surveyed 753 Brazilian consumers to explore how beliefs, behaviors, and medical advice intersect when it comes to healthy eating. This section uncovers the tensions between aspiration, behavior, and opportunity in Brazil’s fresh produce landscape.

Price Perception & Action

96% of Brazilians express concern about eating healthy, with 76% saying they are very or extremely concerned.

However, nearly 1 in 4 (23%) admit they eat whatever they want, whenever they want.

A clay pot with a stew of black beans and sausage, surrounded by fresh vegetables on a wooden surface.

The Opportunity: Shift healthy eating from concept to daily behavior by promoting easy, realistic ways to incorporate fruits and vegetables, especially in moments of indulgence.

Doctor-Directed Eating Is on the Rise

76% of Brazilians have been asked by a healthcare provider to follow a specific diet, and among them, 64% report high success in sticking to it.

The Opportunity: Leverage this momentum by developing partnerships with clinics, nutritionists, and wellness programs to reinforce fresh produce as a tool for compliance and health transformation.

Person in a medical coat holding a green apple with a stethoscope around their neck.

A Culture of Preventive Eating

73% of Brazilians prefer to tailor their diet for health management rather than turn to medication for chronic conditions like high blood pressure or obesity.

The Opportunity: Position produce as a proactive health strategy, with messaging that connects fruits and vegetables to longevity, vitality, and disease prevention.

GLP-1 Usage Signals New Eating Patterns

19% of Brazilian households have used GLP-1 drugs (e.g., Ozempic or Wegovy) in the past year.

The Opportunity: Create offerings and messaging that support smaller, more nutrient-dense meals and snacks, especially formats that are fresh, easy, and satisfying.

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