Present in 50 countries, the brand presented a study of trends at an event held in Buenos Aires, Argentina
One of the largest manufacturers of food inputs in the world, the Belgian multinational Puratos, is present in around 50 countries, including Brazil, where it has a factory and an experimental kitchen, in So Paulo. Every year, Puratos carries out Taste Tomorrow, a survey on consumption trends in the areas of baking, confectionery and chocolates.
The study is considered one of the most complete in the world in the sector. This year’s edition was presented on the 7th, in Buenos Aires, Argentina. It was the first time that the event took place in a Latin American country.
Costa Rican Evelyn Gonzalez, VP of marketing at Puratos for Latin America, says that this illustrates the growing importance that the continent has for the company and, at the same time, shows the leading role of Latin American consumers at the forefront of certain trends in food consumption, such as the search for increasingly healthier plant-based products, called plant-based in the study.
See below the main excerpts of this interview.
Taste Tomorrow is a global study by Puratos. Why is this year being presented in Latin America? What is the importance of the region in this study?
Taste Tomorrow is the largest global system for understanding consumer trends in the areas of bakery, confectionery and chocolate. Latin America is a very important area for Puratos, which is why we now have seven countries that are part of this survey. Latin America is a region where we find a lot of innovation, a lot of inspiration and a lot of acceptance for new things. So we were only too happy to use this region as an inspiration and testing base. Being in these seven countries, which make a difference with the trends we are seeing in the rest of the world, is an opportunity to create and innovate.
Can you name some differences between these countries and other markets where Taste Tomorrow carried out the study?
I can name two of the trends that are making a big difference. The first was a lot of search for what we know as the plant based movement. Consumers in Latin America are looking for a lot of plant-based products, they like it a lot and we’ve had a real growth percentage, in the US it’s growing and also in the rest of the world. In line with this, we have a plant-based program or products of plant origin, we also have good felling, where nine out of ten consumers are interested in consuming products that help the gastrointestinal system. So let’s say there are two trends that are superior or different from the rest of the world. The continent is at the forefront in these areas.
And which countries stand out?
For example, Brazil, the country stands out a lot when we talk about gastrointestinal health. More than a concern, it is a growing awareness of the Brazilian consumer in uniting health and food. And that’s why many consumers are looking for more solutions that help in this dual relationship, because they associate it with what we call holistic health, which includes the immune system and mental health.
How long ago did you find out about this new consumer behavior, notably in Brazil?
Our study has been carried out for ten years. But notably the relationship between health and food grew with the pandemic. We can say that the trend has increased from three years to now.
How much does Brazil, in market terms, represent in the Puratos universe?
Brazil is one of the most important countries. Not only for current sales, but also for potential, because we still have a lot to grow in the country. a strategic market for us.
How many consumers does the global survey listen to?
About 20 thousand consumers in 50 countries.
E Latam?
In Latam, we heard about 5 thousand consumers.
Brazil and what other countries?
Chile, Peru, Colombia, Costa Rica and Mxico.
And how many were heard in Brazil?
In Brazil, we conducted about a thousand interviews in all regions of the country.
How is the bread market consumption in Brazil?
We are exploring the business opportunity to penetrate the bread category in Brazil, where we have detected a great opportunity to grow, mainly in inputs for natural fermentation doughs.
Is chocolate consumption in Brazil low?
Consumption of chocolates is not as high as in the rest of the region. Not low, but not as high as in other markets and with the country’s potential. For example, countries like Chile are consuming around two kilos. In Brazil, it does not reach one kilo, however, it can grow more.
The first Puratos plant with zero carbon emissions will be the Brazilian plant, in Guarulhos. When this happens?
J happens. Guarulhos is already a carbon-free factory.
Is there anything different about this year’s survey identified with Latin American consumers?
Technology in food has evolved a lot. The concern with health and the appreciation of classic recipes, those that pass through generations in the family, gained strength with the end of the pandemic. Consumers are wanting to go back to consuming what they consumed before, stop depending so much on delivery.
That classic you’re talking about, the traditional family recipe?
What did grandmother and mother prepare? Is there a return to that?
Yes. The consumer is wanting to return to emotional, familiar flavors.
The pandemic led a lot of people to delivery, is there now a reversal of this trend, or rather a need, are people now returning to their old routine in terms of food?
Yes, but I would say that it is different because consumers are buying more things abroad, but they are also wanting to have their mother’s bread, their mother’s cake, the things they used to eat, the things that remind them of their childhood. So this is very important for them.
Is natural fermentation successful in Brazil?
Natural fermentation grows a lot in Brazil, consumers are increasingly interested in it. They want to find good, new things, not only for taste, aroma or texture, but also for health benefits. Therefore, interest in products based on natural fermentation has increased.
