April 5, 2020


Delacon survey reveals high-level of food consciousness in Brazilian millennials



Having performed surveys in different areas, global leader in phytogenics, Delacon, is highly interested in connecting with the millennial consumer to learn about their food beliefs. The insights of a recent survey in Brazil are worth to be considered across the entire feed-to-food-chain.


In January, Delacon commissioned its fourth consumer survey. "After the United States and Thailand, we took a look at Brazil for the first time – and we are amazed about the results," says Markus Dedl, CEO Delacon. "The survey shows that Brazilian millennials are very food-conscious – much more than their US or Thai counterparts. In Brazil, 85% of millennials care very much about the quality and source of their food."


Markus Dedl believes that "The positive image of phytogenics as natural ingredients for sustainable production resonates very well with the Brazilian millennial consumer. Animal protein producers who rely on phytogenics can use it as differentiating argument in their communications to the consumer."


These are key findings for animal protein producers:


Nearly two-thirds of the Brazilian millennials say, "My body is a temple, I am very careful about what goes in it". About half of the millennials in Brazil state, "I eat fresh food as much as possible, and stay away from processed food".


Almost 4 out of 5 millennials look "very closely" or "somewhat closely" at the label when they buy chicken. Almost all of those that look closely at labels, care very much about the quality and source of their food. They want to make considered choices that go with their food beliefs. If it fits in with their beliefs, 4 out of 10 would "gladly pay more for food".


When selecting a specific brand of eggs, meat or poultry, for 8 in 10 millennials the following is important: "good animal welfare practices", "raised in a sustainable way", "raised in ways that reduce environmental impact", "raised with no antibiotics ever".


"I am delighted that we are supported by valid data that shows what millennials think about how their food is produced, what they really care about and what their beliefs are, says Roberto Montanhini Neto, regional technical manager Latin America at Delacon. "We were aware that we have a high-level food consciousness in Brazil, but it was surprising how high these numbers are. This clearly shows the direction for feed and food production in Brazil".