Pão de Açúcar and Carrefour follow the global trend by acquiring expert companies
Between the years of 2009 and 2014, the healthy food and beverages market in Brazil grew almost 100% according to a survey carried out by the Euromonitor Internacional research agency. This sector must have an average growth of little over 4% per year until 2021, according to the same study; in this scenario, Brazil appears in fifth place in the global sales ranking, with over R$90 billion revenue in 2016 (around US$ 23 billion).
The same happens in the supermarket industry, where large chains as GPA and Carrefour are offering more and more natural products at the point of sale. Pão de Açúcar chain, through its own brand Taeq, which was launched more than 20 years ago, is established in this segment with the presence of organic products of the brand in every store.
Besides presenting smaller prices than other brands, Pão de Açúcar offers more than 600 organic items in the fruits, vegetables, grocery, dairy, and wine categories, among others. Since the beginning of 2018, the chain develops the ‘Healthy Spot’ in stores that gathers organic, natural and free from (sugar, lactose and gluten) products and functional food.
Investing more in assortment
Currently, there are 20 stores in this model and, according to Pão de Açucar, there was a 20% growth in the sales of this category since the project creation. In the same line, Carrefour has launched the “Sabor & Qualidade” brand in the second semester of 2018. According to the company, the products comply with flavor, quality, authenticity, price and sustainability criteria.
In relation to organic offering, the French chain expectation is to double the assortment in the stores until the end of 2020 through new suppliers, in order to reach 5% of sales in organic items in the coming years. The greatest example that supermarket giants from abroad are investing in healthier products, was the acquisition of the American supermarket chain Whole Foods, expert in natural and organic food, by Amazon, in 2017.
In 2018, Partners Group, from Switzerland, bought Hortifruti chain, which will receive R$80 million (about US$ 21 million), to be invested in stores in Espírito Santo and Rio de Janeiro state, as well as the points of sale of the Natural da Terra chain, from the state of São Paulo, acquired by the Hortifruti, in 2015.