The consumption of ultra-processed foods has increased consistently among traditional peoples and communities in Brazil, while foods historically present in their diets, such as fruits and beans, have lost ground.

This is the conclusion of a study that investigated the consumption of ultra-processed foods among 21 traditional communities, including quilombolas, riverine communities, agro-extractivists, communities of Afro-Brazilian religions, Romani people, artisanal fishermen, caiçaras (traditional coastal communities in Brazil, mainly found along the Atlantic Forest coastline), and non-settled indigenous peoples.

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The research was coordinated by professor and nutritionist Greyceanne Dutra Brito, a doctoral candidate in public health at the Federal University of Ceará (UFC), based on data from 2015 to 2022 from the Ministry of Health’s Food and Nutrition Surveillance System (SISVAN).

Although the results vary among the groups analyzed, the researchers consider the overall picture to be unfavorable. Most of the groups surveyed live in rural areas and grow their own food through family farming.

Among children aged two to four, consumption of hamburgers and processed meats increased by 3.87 percent between 2015 and 2022. Among children aged five to nine, consumption rose by 5.59 percent.

Among pregnant teenagers, there was a decline in the consumption of both healthy and unhealthy foods. Among healthy foods, there was a 3.65 percent annual decrease in bean consumption and a 2.9 percent annual decrease in fresh fruit consumption.

“And among unhealthy foods, we observed a reduction in the consumption of ultra-processed foods by 1.18 percent, sweetened beverages by 3.22 percent, and filled cookies, candies, or sweets by 3.31 percent per year,” explains Brito.

Among pregnant women, a 2.11 percent annual decrease in fresh fruit consumption was also observed. In contrast, there was a small 0.71 percent increase in vegetable consumption. “But at least there was that increase,” she noted.

Among adults, an increase in the consumption of hamburgers and processed meats was observed, at 4.7 percent per year, although the increase in vegetables and legumes grew by 3.3 percent per year. The same trend was observed among the elderly, with the increase in hamburgers and processed meats reaching 5.84 percent per year and the increase in vegetable consumption at 1.78 percent.

During the period analyzed, the researchers observed that these populations’ access to ultra-processed foods had become much easier, partly due to increased mobility. Brito pointed out that, in addition, there are socioeconomic factors at play, due to the low cost of these foods, as well as their appeal in advertising and the use of food delivery apps.

“In short, all this intense advertising exposure can reach these areas as well,” she added.

Diet deterioration

According to Brito, frequent consumption of ultra-processed foods can lead to nutritional deficiencies, including iron, fiber, vitamin, and mineral deficiencies, and is associated with a higher risk of developing chronic noncommunicable diseases such as type 2 diabetes, hypertension, and cardiovascular diseases, as well as obesity.

The study is considered pioneering in its assessment of temporal trends in dietary consumption markers among traditional peoples and communities across the country. In Brito’s view, the findings contribute to the advancement of scientific literature and can support the strengthening of public policies aimed at promoting healthy and sustainable diets.

Among possible measures, the nutritionist highlighted the regulation of the sale of ultra-processed foods and the development of food and nutrition education strategies targeted at the populations studied.

Territories

Ensuring healthy food consumption for the populations studied is also linked to securing access to these territories, the nutritionist explains.

“Growing their own food would be one of the first things to address. Because, once ultra-processed foods become part of these populations’ daily lives, they have, in a way, easier access in these mostly rural territories. So, if this food leaves the city and reaches the countryside, it’s because this trade already exists,” she says.

Brito noted that if the consumption of ultra-processed foods is increasing over time, it means these populations have been suffering from a lack of food security for longer, which ultimately also harms the health professionals working in these regions.

The study will be officially released on May 11, with publication in the journal Ciência & Saúde Coletiva.

Brazil already has more than 33 million people aged 60 or older and is on track to become the country with the fifth-largest elderly population in the world. This demographic generates BRL 2 trillion annually, according to a study by the consulting firm Data8.

This economic potential is driven by both consumers and entrepreneurs in the so-called silver economy, a term referring to gray hair.

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To serve this demographic, business models must adapt to new demands. They seek better lighting in stores, clear signage, accessibility, welcoming service, and a simplified purchasing process. Entrepreneurs who offer these advantages tend to be preferred by older consumers, says Gilvany Isaac, national manager of the Senior Entrepreneurship 60+ program at the Brazilian Micro and Small Business Support Service (Sebrae).

“I believe the silver economy reflects the structural transformation of Brazilian society. Businesses that understand this shift and develop products aligned with it will not only tap into a growing market but also contribute to a more inclusive, sustainable development model focused on longevity,” says Isaac.

Retired banker João Gualberto de Almeida Teixeira belongs to the 70+ demographic. He stresses that what he misses most in customer service is attention.

“I’ve noticed that when you go somewhere, staff are often distracted, looking at other things, and don’t give you the attention you desserve - and, more importantly, need. It’s about being served attentively, that is, eye to eye. That’s fundamental,” says Teixeira.

Sectors

Among the sectors with the greatest potential for the 60+ demographic, Gilvany Isaac highlights health and wellness, such as specialized fitness centers. “This includes adapted training, personalized guidance, and a focus on functionality rather than just aesthetics.”

Another promising niche is telemedicine and remote health monitoring services. “Caregivers are also gaining significant traction, as they can operate as individual microentrepreneurs (MEIs) and obtain a National Registry of Legal Entities (CNPJ). This is increasingly important for families seeking the security of a formal contract, as well as for the caregivers themselves,” notes Isaac.

Another sector with significant potential to serve this population is tourism and leisure - especially companies that offer off-season packages with cultural itineraries and experiential travel. She also highlights financial services, such as planning for active retirement, as well as adapted housing.

“We’re talking about architectural and housing accessibility solutions that adapt homes to provide greater comfort for older adults,” she explains.

Isaac also notes a growing trend in e-commerce among consumers aged 60 and older. They are buying more online, but greater digital engagement is still needed, as this group remains the segment most frequently targeted by scams. There has also been a rise in computer and digital literacy courses aimed at this demographic.

Honey

Microentrepreneur João Lopes approached Sebrae Rio de Janeiro to learn how to structure his business to specifically serve the 60+ demographic. In June 2024, he launched Mel Mania, which sells honey. At 54, João saw a strong business opportunity in this segment.

“My target audience is entirely 60+. I have an 84-year-old customer who buys every month, almost like a subscription. The whole family consumes it, but he is the main buyer,” explains Lopes .

In addition to selling honey nationwide, the company provides free training to people with unused space for honey production. Lopes supplies equipment and support and then buys the honey from his partners. Mel Mania has already introduced 112 people to beekeeping.

“After going through Sebrae, I realized that I am a social entrepreneur, because my business has a positive impact on society. Anyone who buys my honey knows they are helping generate income for others,” he adds.

Training

In Rio de Janeiro, Sebrae is developing a project specifically aimed at serving older adults who wish to remain productive. Sebrae Silver Economy is in its third edition, and the next cohort will begin in May. In total, 144 people have already participated in the program.

The participants are predominantly women and come from a wide range of sectors.

“Many people are starting businesses in gastronomy, the creative economy, crafts, fashion, beauty, and consulting-related services,” explains project manager and Sebrae Rio de Janeiro analyst Juliana Lima.

Regarding senior consumers, Juliana Lima highlighted a rapidly expanding market, as aging in Brazil has evolved. “The profile of older adults has changed. Today, they no longer stay at home as they did in the past. They are active - they travel, date, study, and care about beauty and well-being.”

The Sebrae Silver Economy project works in partnership with other institutions, such as the Social Service of Commerce (Sesc) and the state government, to expand its reach. As of October last year, so-called senior entrepreneurs accounted for 16 percent of all business owners in the state of Rio de Janeiro.

“The population is aging more actively, but the market still presents barriers. Due to ageism in the formal workforce, seniors often turn to entrepreneurship to generate income,” adds Lima.