This was based on the responses of 1,013 Brazilian consumers, mainly from urban areas, who were surveyed by UK-based Leatherhead Food Research. For comparison, sugar reduction also led the dietary habit change wish list of US consumers asked the same question, though only at 48%.
By looking at the other top responses among Brazilian respondents, who were asked to describe what dietary changes they tried to make in the past 12 months, it can be inferred that ‘less is more’ is a philosophy Brazilians are trying to incorporate in their eating habits.
In second place is ‘eating less meat’ with 34%, followed by ‘drinking less alcohol’ with 33% (which tied with ‘cooking more with raw ingredients.’)
Pessimistic economic outlook in Brazil
Leatherhead’s survey results reflect findings in Mintel’s 2017 Global Food & Drink Trends report, which indicated that 25% of Brazilian consumers who eat meat claimed that they are eating the same or less met compared to 12 months ago, and are now eating more protein from other sources.
A third (33%) said they wanted to cook more with raw ingredients, with only 19% saying they have been eating out of the home more.
In terms of staying healthy, 39% of the Leatherhead survey’s respondents said that ‘it is expensive to change my eating and/or drinking habits,’ though 64% felt that their dietary habit change plans have been successful.