Brazil’s 50-Plus Consumers Drive Premium Shift

2026-03-20 - 18:50

Key Points — Brazilians aged 50 and over now represent more than a quarter of the population and are reshaping retail toward premium, health-focused categories — Nearly 57% of older consumers regularly monitor their health, driving demand for vitamins, sugar-free products, and preventive nutrition — Nestlé chose Brazil to launch its R$203 million ($39 million)