Nestlé brings a model of kids’s dietary supplements and needs to steer the R$ 1 billion market within the nation

Exclusively for babies and children, Nancare is the new bet in the infant nutrition unit, an area that represents about 13% of local revenue

A market that moves around R$ 1 billion in the country is Nestlé’s new bet on the infant nutrition segment in Brazil, an area that represents about 13% of local revenue. The food and beverage giant is entering the pediatric supplement segment by bringing the Nancare brand.

Already present in other markets, the brand is exclusive to babies and children and arrives in Brazil with three products: Flora Immune, Flora Immune with Vitamin D and Fibers – a fourth item is planned for the beginning of 2023. Among the benefits, the company states that the options improve the gastrointestinal tract, help in the formation of teeth and bones, contribute to the immune system and the absorption of calcium and phosphorus.

Initially, the products will be imported from Italy and Switzerland. Depending on acceptance, the company can start producing them internally.

“Supplementation has been growing at very high rates and shows even greater potential. During the pandemic, there was a greater adoption and the post-pandemic shows that it will remain”, Fábio Spinelli, Head of Child Nutrition at Nestlé Brazil.

The company wants to take advantage of its wide penetration in Brazilian homes – around 99%, according to internal data – to grow in the category and achieve leadership within three years. Currently, the market is fragmented and the main representatives are pharmaceutical companies.

In addition, competitors operate with specific offers – either with vitamin D, probiotics or fiber -, which Nestlé considers an advantage for its entry into the sector with a portfolio that serves a larger audience.

The products arrive at the shelves with prices ranging from R$ 84.00 to R$ 130.00. The recommendation is that the intake of supplements must be accompanied by a medical prescription with the necessary amount for each baby and child.

How important is the new product?

The launch of Nancare seeks to complement the portfolio in the area of ​​supplements that covers children from conception to five years of age. For pregnant women, the company has been offering the Maternal line with vitamins and minerals for some time.

And, about a year ago, it launched Ascenda, a supplement for children from 3 years old who face problems with optimal growth or brain development.

“It brings an alternative to pediatricians and families, and the scientifically proven results are very encouraging. These are children who gain weight again, who return to the expected growth curve, who regain energy, disposition and brain development”, says Spinelli.

According to the company, in the last market reading, the brand had a 9% share.

Source: Exam