Danielle Freitas07.01.06
As this issue goes into circulation, the World Cup will be well on its way, and the world's attention will be directed to soccer! Nowhere in the world is soccer viewed with such tremendous passion as Latin America, where many of the countries literally stop to watch their teams play. Consumers of health and wellness products are equally passionate, making Latin America well worth watching for consumer and product development trends.
Latin America is considered the fourth largest market for functional/healthy foods and nutraceuticals in the world. According to research from Euromonitor International, Latin America consumed nearly $22 billion in nutraceuticals, functional foods and dietary supplements in 1995 (see Table 1), and the market is expected to nearly double to $37 billion by 2010. The population of Latin America is relatively young and growing. This next generation of Latin Americans is being raised in a "globalized" world, which means they are aware of global trends and are participating in global economies as consumers and producers. In addition, Latin Americans share a similar cultural heritage and values with their North American and European counterparts.
Although the political and regulatory environments in each country are somewhat different, the largest countries of the region have demonstrated the capacity to overcome earlier difficulties, are growing and are considered stable. This is certainly true for the two largest countries in the region: Mexico and Brazil. This is also true, to varying degrees, in the next group of countries: Argentina, Chile, Columbia, Peru and Venezuela.
According to the Brazilian Institute of Metabolism and Nutrition (IMeN), Brazil is expected to generate more than $1.9 billion per year in sales of dietary supplements by 2020. Fifty-two percent of dietary supplement consumers are men, while 48% are women, with preferences for sports drinks, vitamins and minerals.
Brazilians have experienced a significant change in perception toward nutraceuticals recently. Hippocrates' (400 BC) old saying "let your food to be your medicine and let your medicine be your food" rings true today as consumers become more aware of health and wellness issues and express a willingness to change their lifestyles.
As the market interest for functional foods, nutraceuticals and other wellness products grows, there is also a rising demand for the development of norms and standards regulating the identity, product quality, labeling and claims for these industries. In 1999, Anvisa (Agencia Nacional de Vigilancia Sanitaria), Brazil's equivalent to the FDA, published two bodies of legislation (18 and 19), which established the standards, guidelines and regulations for functional foods in Brazil. Next, in 2000, the agency introduced RDC 94, requiring manufacturers to print nutritional information, storage and product lot numbers, as well as ingredients and functional claims for the products (claims must be proven through scientific research) on all its labels. Manufacturers are restricted to the types of claims that can be made, and they may not make claims associated with the prevention or curing of disease states. The only permissible claims relate to certain foodsand/or ingredients that may reduce the risk of certain conditions or improve general health.
The Brazilian market is composed of a relatively young and increasingly well informed people, as well as an ascending middle class that has the potential for growth and diversification. The Brazilian market currently offers a wide array of products with concentration in the areas of bioactive ingredients such as fiber, probiotics, flavonoids, plant sterols and fatty acids. The preferred forms and applications for these products include: cereal bars, energy bars, cereals, energy drinks, isotonic products, dairy products, and others (Corpo a Corpo Magazine, 2005). The more common and widely consumed nutraceuticals in Brazil inclulde soy (protein), guarana, mate (stimulants) and açaí (antioxidant).
Every year, Anvisa receives more than 2000 requests for approval of new products with functional/nutraceutical properties. This demonstrates that the interest the Brazilian industry has for this market is in great ascension.
The World Health Organization (WHO) recognizes the traditional use of biodiversity as an important instrument in developing new pharmaceutical products (WHO, 2002). However, the scarce technological innovation in researching and developing natural products is one of the most remarkable characteristics of countries in development. Because of this, it is extremely important that there be a great deal more emphasis placed on developing studies of popular plants already widely used in Brazil.
A further benefit of this kind of local development is that the costs, vis-à-vis developed countries, is much lower, and other developmental barriers are greatly reduced. Brazil's rich biodiversity presents excellent opportunities for product development for the growing nutraceuticals market. Two examples that have been en vogue in Latin America and around the globe are açaí, also known as the "Brazilian berry," and maté, the "drink of the Gods."
Açaí (Euterpe oleracea Mart.) is a small dark purple fruit, the product of a palm tree, which grows wild in the Amazonian jungles of Brazil, and where natives have benefited from its powerful health properties for generations. According to studies performed by the Rio de Janeiro Federal University in Brazil, the juice of açaí not only provides the people with a lot of energy, but it also combats many illnesses. These studies have been corroborated by those carried out at Santa Catarina Federal University and Belém Federal University in Brazil. Researchers have also claimed it has an antioxidant capacity five times higher than ginkgo biloba (Centroflora Group's monograph on açaí) and it is also said to fight free radicals (DeLucca&Suttie, 1969) due to its high content of anthocyanins. Anthocyanins are powerful antioxidants that may slow the body's premature aging.
Açaí also has abundant, high quality fatty acids, 60% of which are monounsaturated and 13% polyunsaturated (Lubrano et al., 1994). These fatty acids are said to work in decreasing the amount of LDL cholesterol, while maintaining normal levels of HDL cholesterol. An article recently published in the Journal of Agricultural and Food Chemistry (Fapesp Agency newsletter, 2006) claims the antioxidant content of açaí may also possess the ability to destroy cancerous cells. Specifically, the study showed that açaí extracts were able to stimulate 86% of leukemia-tested cells. In the Brazilian food industry, açaí has been widely used in dairy products, cereals, energy bars, smoothies and drinks by those who exercise as well as those interested in the nutritional advantages of the fruit.
Native to the South and Southeast of Brazil, maté (Ilex paraguariensis Saint Hil.) is one of the most popular and traditionally used herbs from South America. Maté is considered a national treasure, and it is widely consumed nationally and internationally as a tea, functional food and dietary supplement. In the U.S., maté dry extracts are enjoying tremendous new popularity for their use in diet and weight loss products. Though maté is primarily consumed as a tea in Brazil, it has an interesting chemical profile (methylxanthines and polyphenols) that has received a great deal of attention worldwide. It is thought that the antioxidants found in maté are quickly absorbed, and therefore may contribute to its potency. Its reported thermogenic effects may be (PubMed), as observed in a few Paraguayan communities,related to its reputation as an effective diuretic, metabolic enhancer and mild laxative (Alonso, 1998).
Maté also has roots in traditional medicine. It is used, for example, in oral preparations to reduce fatigue, increase appetite and aid in digestion (Lorenzi e Matos, 2002). In the Brazilian food industry, maté has been used mostly in drinks, juice mixes, cereal bars, teas and in its natural state (leaves infusion).NW
About the author: Danielle Freitas is the North American account manager for Centroflora Group, São Paulo, Brazil. Centroflora is a leading developer and manufacturer of botanical and fruit extracts for the pharmaceutical, cosmetic and food industries in South America. She can be reached at 55-11-4133-1125; E-mail: daniellefreitas@centroflora.com.br.
References furnished upon request.
Latin America is considered the fourth largest market for functional/healthy foods and nutraceuticals in the world. According to research from Euromonitor International, Latin America consumed nearly $22 billion in nutraceuticals, functional foods and dietary supplements in 1995 (see Table 1), and the market is expected to nearly double to $37 billion by 2010. The population of Latin America is relatively young and growing. This next generation of Latin Americans is being raised in a "globalized" world, which means they are aware of global trends and are participating in global economies as consumers and producers. In addition, Latin Americans share a similar cultural heritage and values with their North American and European counterparts.
Although the political and regulatory environments in each country are somewhat different, the largest countries of the region have demonstrated the capacity to overcome earlier difficulties, are growing and are considered stable. This is certainly true for the two largest countries in the region: Mexico and Brazil. This is also true, to varying degrees, in the next group of countries: Argentina, Chile, Columbia, Peru and Venezuela.
According to the Brazilian Institute of Metabolism and Nutrition (IMeN), Brazil is expected to generate more than $1.9 billion per year in sales of dietary supplements by 2020. Fifty-two percent of dietary supplement consumers are men, while 48% are women, with preferences for sports drinks, vitamins and minerals.
Brazilians have experienced a significant change in perception toward nutraceuticals recently. Hippocrates' (400 BC) old saying "let your food to be your medicine and let your medicine be your food" rings true today as consumers become more aware of health and wellness issues and express a willingness to change their lifestyles.
As the market interest for functional foods, nutraceuticals and other wellness products grows, there is also a rising demand for the development of norms and standards regulating the identity, product quality, labeling and claims for these industries. In 1999, Anvisa (Agencia Nacional de Vigilancia Sanitaria), Brazil's equivalent to the FDA, published two bodies of legislation (18 and 19), which established the standards, guidelines and regulations for functional foods in Brazil. Next, in 2000, the agency introduced RDC 94, requiring manufacturers to print nutritional information, storage and product lot numbers, as well as ingredients and functional claims for the products (claims must be proven through scientific research) on all its labels. Manufacturers are restricted to the types of claims that can be made, and they may not make claims associated with the prevention or curing of disease states. The only permissible claims relate to certain foodsand/or ingredients that may reduce the risk of certain conditions or improve general health.
Brazilian Demographics
The Brazilian market is composed of a relatively young and increasingly well informed people, as well as an ascending middle class that has the potential for growth and diversification. The Brazilian market currently offers a wide array of products with concentration in the areas of bioactive ingredients such as fiber, probiotics, flavonoids, plant sterols and fatty acids. The preferred forms and applications for these products include: cereal bars, energy bars, cereals, energy drinks, isotonic products, dairy products, and others (Corpo a Corpo Magazine, 2005). The more common and widely consumed nutraceuticals in Brazil inclulde soy (protein), guarana, mate (stimulants) and açaí (antioxidant).
Every year, Anvisa receives more than 2000 requests for approval of new products with functional/nutraceutical properties. This demonstrates that the interest the Brazilian industry has for this market is in great ascension.
The World Health Organization (WHO) recognizes the traditional use of biodiversity as an important instrument in developing new pharmaceutical products (WHO, 2002). However, the scarce technological innovation in researching and developing natural products is one of the most remarkable characteristics of countries in development. Because of this, it is extremely important that there be a great deal more emphasis placed on developing studies of popular plants already widely used in Brazil.
A further benefit of this kind of local development is that the costs, vis-à-vis developed countries, is much lower, and other developmental barriers are greatly reduced. Brazil's rich biodiversity presents excellent opportunities for product development for the growing nutraceuticals market. Two examples that have been en vogue in Latin America and around the globe are açaí, also known as the "Brazilian berry," and maté, the "drink of the Gods."
Açaí's Popularity
Açaí (Euterpe oleracea Mart.) is a small dark purple fruit, the product of a palm tree, which grows wild in the Amazonian jungles of Brazil, and where natives have benefited from its powerful health properties for generations. According to studies performed by the Rio de Janeiro Federal University in Brazil, the juice of açaí not only provides the people with a lot of energy, but it also combats many illnesses. These studies have been corroborated by those carried out at Santa Catarina Federal University and Belém Federal University in Brazil. Researchers have also claimed it has an antioxidant capacity five times higher than ginkgo biloba (Centroflora Group's monograph on açaí) and it is also said to fight free radicals (DeLucca&Suttie, 1969) due to its high content of anthocyanins. Anthocyanins are powerful antioxidants that may slow the body's premature aging.
Açaí also has abundant, high quality fatty acids, 60% of which are monounsaturated and 13% polyunsaturated (Lubrano et al., 1994). These fatty acids are said to work in decreasing the amount of LDL cholesterol, while maintaining normal levels of HDL cholesterol. An article recently published in the Journal of Agricultural and Food Chemistry (Fapesp Agency newsletter, 2006) claims the antioxidant content of açaí may also possess the ability to destroy cancerous cells. Specifically, the study showed that açaí extracts were able to stimulate 86% of leukemia-tested cells. In the Brazilian food industry, açaí has been widely used in dairy products, cereals, energy bars, smoothies and drinks by those who exercise as well as those interested in the nutritional advantages of the fruit.
Magnificent Maté
Native to the South and Southeast of Brazil, maté (Ilex paraguariensis Saint Hil.) is one of the most popular and traditionally used herbs from South America. Maté is considered a national treasure, and it is widely consumed nationally and internationally as a tea, functional food and dietary supplement. In the U.S., maté dry extracts are enjoying tremendous new popularity for their use in diet and weight loss products. Though maté is primarily consumed as a tea in Brazil, it has an interesting chemical profile (methylxanthines and polyphenols) that has received a great deal of attention worldwide. It is thought that the antioxidants found in maté are quickly absorbed, and therefore may contribute to its potency. Its reported thermogenic effects may be (PubMed), as observed in a few Paraguayan communities,related to its reputation as an effective diuretic, metabolic enhancer and mild laxative (Alonso, 1998).
Maté also has roots in traditional medicine. It is used, for example, in oral preparations to reduce fatigue, increase appetite and aid in digestion (Lorenzi e Matos, 2002). In the Brazilian food industry, maté has been used mostly in drinks, juice mixes, cereal bars, teas and in its natural state (leaves infusion).NW
About the author: Danielle Freitas is the North American account manager for Centroflora Group, São Paulo, Brazil. Centroflora is a leading developer and manufacturer of botanical and fruit extracts for the pharmaceutical, cosmetic and food industries in South America. She can be reached at 55-11-4133-1125; E-mail: daniellefreitas@centroflora.com.br.
References furnished upon request.
