When strategy delivers results

Discover the brands

and categories that

are already transforming

health-based choices

into growth

Quando saudabilidade encontra propósito

Hydration soars in
the consumer routine

Some brands have been successfully expanding their presence in Latin America by interpreting consumers’ new health and wellbeing demands. More than simply offering products, they have understood cultural nuances, daily habits, and barriers that make it difficult to adopt healthier routines.

The first example of this transformation comes from Mexico. In recent years, the country has seen a significant growth in sugar-free drinks and hydration-focused solutions. This behaviour is related to the fact that 61% of the population already incorporates physical activity into their routine.

One of the main beneficiaries of this trend is Electrolit, a brand whose penetration has soared from 29% to 60% in just four years. One third of its sales already comes from consumers who exercise frequently, representing around US$ 20 million in value for the company. In addition, the repeat purchase rate reaches 71% among those who exercise regularly.

Beyond
eating
habits

In Colombia, another behaviour has gained momentum: extending health care beyond eating habits. The increasingly integrated wellbeing routine also involves self-care and personal care. In this context, Listerine stood out as the second brand that gained the most penetration within the personal care basket among the country’s Health Actives.

The boom of ready-to-drink high-protein beverages

Since 2023, ready-to-drink high-protein beverages have firmly won over Brazilian consumers: penetration has tripled, driven by the growing desire to increase the daily protein intake.

And it doesn’t stop there: the segment of high-protein flavoured milk has also boomed in the country. In just two years:

All of this even at a premium price: around US$ 4 per trip, 90% more expensive than flavoured milk without added proteins. The message is clear: Brazilian consumers are willing to pay more for products that deliver functionality and convenience.

And last, but not least…

The examples presented here illustrate the capacity brands and categories have to translate behaviours into strategy. They understood that wellbeing is an expanding territory, guided by real, consistent, and accessible choices, and that the role of companies is precisely to help consumers transform intention into action.