42% of Ecuadorian households are more concerned about their health. This, according to a study conducted by Kantar, a company dedicated to data analysis, vision and consulting worldwide.

The study reveals that consumers are looking for less processed products, with more natural formulas and less harmful ingredients such as dyes and preservatives; and they mostly focus on superfoods, the consumption of which is recommended by the World Health Organization (WHO), due to the contribution of: vitamin C, vitamin A, omega-3, antioxidants, calcium, phosphorus, folic acid, magnesium, carotenoids, potassium, etc.

The food industry is strengthening its portfolio with new brands and renewed packaging

Tomatoes, broccoli, carrots, olive oil, sweet potatoes, salmon, chickpeas, garlic, among others, stand out among the superfoods recommended for their benefits.

Companies dedicated to food production are also increasingly aligning their product portfolios with this trend. For example, Oriental has indicated that it has invested in diversifying its portfolio with nutrition-focused products. Among the new products are rice noodles and sweet potato noodles, 100% vegan, free of gluten, cholesterol and allergens, ideal for keto and vegan diets.

“The diversity of food in Ecuador was an opportunity for the food sector to develop tasty proposals with a focus on nutrition, betting on well-being and products such as sweet potatoes, cassava, rice, soy, guayusa and more,” reported the company, which also she pointed out that nutritionists recommend the intake of tubers such as sweet potatoes, because they are a source of fiber, vitamins and minerals and other benefits. Likewise, the American Diabetes Association (ADA) included it among the 10 superfoods, since it improves blood glucose levels, the company points out.

Yuri León succeeds his father, Wilson León, as executive chairman of Oriental, which plans 20% growth with an international expansion plan

In addition, a study by the Center for Generational Kinetics shows that millennials expect healthy food to taste good, 89% see taste as their top priority; At the same time, the Center for digitization of the sector Food and Beverages (EY) says consumers are increasingly looking at the ingredients of processed foods, looking for products with more transparent labelling.