Probiotics in Brazil: Almost half of online products carry a ‘free-from’ claim, says new analysis

By Stephen Daniells

- Last updated on GMT

© Getty Images / Vepar5
© Getty Images / Vepar5
Gluten-free leads the way for ‘free-from’ claims on the labels of probiotic products available online in Brazil, according to data from Lumina Intelligence.

Data from its new “Online engagement with probiotics in Brazil”​ report indicated that the second and third most common free-from claims in Brazil are soy-free and dairy-free.

While the Lumina data the number of probiotic products available online in Brazil using some kind of free-from claim is significantly lower than 71% in the US, it is significantly higher than China, were only 16% of brands carry any kind of ‘free-from’ claim.

Lumina Intelligence​, launched recently by NutraIngredients’ parent company William Reed Business Media, offers granular data on products and ingredients, including online engagement data for 116 probiotic products in Brazil linked to 2,816 consumer reviews.

The report also showed that capsules dominate the delivery forms for most of the demographic groups, representing 100% of products for adults, men, women, and seniors. For children, the most common form is packet/sachets/sticks (44% of products), closely followed by chewable tablets (43%).

Brazil #1 in LATAM

According to a recent white paper from Kerry​, Latin America is the fastest growing in the world, with Brazil contributing to 52% of the areas total probiotic market. The country’s probiotic market is predicted to grow with a compound annual growth rate (CAGR) of about 11% through 2022.

The two largest segments are dietary supplements and functional foods and beverages. A rising middle-class, with more disposable income is expanding awareness, innovation and product availability across the region.

Digestive health is the most observed health benefit in Brazil’s fledgling online probiotics space, but it may come as a surprise to many that women’s health is second, according to the Lumina Intelligence data. Immunity was a close third on the list.

Online reviews © Getty Images vladwel
© Getty Images / vladwel

Consumers increasingly rely on reviews when purchasing online, which is why Lumina Intelligence tracks these.
According to a blog post at (updated Sept 2018):

1. 92% of consumers read online user reviews, compared to 88% in 2014

2. 88% of online shoppers integrate reviews into their purchase decision

3. 40% of consumers form an opinion by reading one to three reviews, compared to 29% in 2014

4. The top factor used by consumers to judge a business is "Star rating"

Brazilian probiotics & dietary supplements

Brazil’s ANVISA is working on a new law for food supplements​, which would include a list of permitted ingredients and the maximum levels for each, while select health claims will also be permitted.

The regulatory agency is paying specific attention to the probiotics category, with the potential for it to be treated differently. The International Probiotics Association​ has held meetings with ANVISA in recent years, to share industry’s expertise and guidance on how best to approach the category.

Beyond probiotics

The Lumina Intelligence platform, which is initially focused on probiotics and will soon expand to sports nutrition and sustainability, allows for users to customize their dashboard.

“There is a lot of customization available on the dashboard. They can research who their competitors are, where their competitor’s products are focused in terms of strains. They can also search to find all the science behind certain strains,” ​said Ewa Hudson Head of Market Insights – Lumina Intelligence.


Lumina Intelligence Logo

Lumina Intelligence​ is an insights service delivering a unique perspective on high-growth food and nutrition markets brought to you by William Reed, publisher of food and drink news sites including Nutraingredients-USA and FoodNavigator-USA.

Lumina Intelligence has been created to equip the industry with tools to measure the evolution of science, online consumer engagement and regulation and its impact on product formulation, labelling and new product development.

Its aim is to help users pinpoint trends and opportunities in niche markets, helping maximize the chance for success for new product launches.

With data from over 20 countries, Lumina provides in-depth ingredient analysis and product labelling information across Probiotics, Sports Nutrition and Sustainability.

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