Brazil dietary supplement and protein beverage markets expand

The dietary supplement and protein beverage markets in Brazil are undergoing significant expansion and diversification. The global supplement market reached US$ 40 billion in 2025, and Brazil is projected to see an average annual growth of 6.5% between 2026 and 2036.

In the beverage sector, UHT protein drinks in Brazil grew by 25.2% in volume in 2025 compared to 2024, according to Nielsen data. Protein is increasingly being integrated into diverse product categories, including sodas, energy drinks, coffees, and even non-alcoholic beers, such as Ambev’s upcoming Spaten Pro.

This growth has shifted consumer focus toward transparency and safety. A Minds & Hearts survey indicates that 77% of Brazilians have avoided purchasing supplements due to a lack of information regarding efficacy or safety. As the market expands beyond athletes to general wellness consumers, industry experts emphasize that brand competitiveness now relies heavily on demonstrating rigorous manufacturing controls and nutritional authenticity rather than just marketing claims.