“Brazil’s economic recovery in 2017 and 2018 fuelled further growth in product innovation with consumers with more disposable income willing to pay a premium [...] for more sophisticated and higher quality products,” said Sabin.
The country's Le Sorbet brand leverages this well and is driving added-value sales as consumers pay more for indulgent offerings, according to Zenith.
Meanwhile, in Mexico, clean label claims can also offer a strategy to premiumization, a path that Mexican dairy giant Grupo Lala has been pursuing.
Speaking about the company’s Lala 100 range of high-protein and lactose-free milks, head of operations David Resgado told us: “This is a product that we brought to the consumer and ‘broke’ the commodity [status] of milk.”
"If milk costs 16 or 17 pesos, we can sell this for 22 pesos because it’s a different product. It’s milk but the taste, quality and [nutritional] properties are different, and people accept that.”