Brazil Probiotic Market Outlook

brazil is a key market for the probiotic industry, with consumers increasingly recognizing the potential benefits of ingesting beneficial bacteria to improve the health of the gut, among other benefits. consumers in brazil are increasingly keen to make healthier food choices, which has largely spurred the demand for probiotic-enriched products. moreover, the preference for probiotics in the brazilian market is further propelled by rising awareness among consumers regarding the importance of maintaining a balanced microbiome for digestion, weight management, health of the skin & immune system. the growing demand for probiotic-enriched products is further stimulated by the endorsement of the health benefits of probiotics in brazil by leading doctors & nutritionists, and some of the leading market players in probiotics are increasingly undertaking strategic initiatives to create a brand foothold in the country. for example, danone has recently launched a new probiotic product in brazil under their activia brand. brazilian food regulations have also enabled the legal sale of probiotic products in the country. in 2017, ministry of agriculture created the “normative instruction n. 45”, which regulates and authorizes the use of probiotics as food ingredients in brazil. in 2019, brazilian health regulatory agency anvisa enabled the sale of pharmaceutical probiotic products. this move has allowed the market players in probiotic market of brazil to expand into pharmaceutical probiotic products as well, and given a major boost to the market. brazil's young population is also proving to be an advantage as far as consumption of probiotic products is concerned, as young people have embraced the concept of health and wellbeing more readily than other demographic groups. companies in probiotic market in brazil are capitalizing on this trend, and actively marketing probiotic products to the young consumer audience. through an array of marketing initiatives, such as television & radio advertising campaigns, as well as digital platforms, companies are strongly positioning probiotics as a health-enhancing product in the mid of consumers.