Fi South America Launches Circuit to Connect Industry with Protein Suppliers
The 28th edition of Fi South America (FiSA) is set to spotlight whey protein, a significant dairy industry byproduct, at its event from August 4 to 6 at the São Paulo Expo. A newly launched initiative, the Circuito Health & Wellness, is designed to guide buyers and industry professionals in finding suppliers aligned with their innovation projects.
This initiative is organized around three thematic routes: Proteins, Fibers, and Creatine. The Proteins route features whey protein alongside plant proteins, yeasts, collagen, and functional blends. This setup places dairy ingredients alongside alternative competitors, providing a curated space for exhibitors.
The Fibers route focuses on intestinal health with prebiotics, inulin, and solutions related to GLP-1 medication trends. The Creatine route highlights its expanding use beyond sports nutrition into everyday food and beverage products.
Specialists will tailor personalized itineraries for attendees, whether they are seeking a protein snack, a fiber-enriched functional beverage, or a reduced-sugar bar. This approach addresses a common issue identified by Safer Food consulting: professionals often struggle to find specific ingredients among numerous stands.
Augusto Ichisato, Safer Food's commercial director, noted the importance of practical application, stating that ingredients without immediate use often become forgotten brochures. With Brazil typically lagging 12 to 18 months behind the U.S. in adopting wellness trends, the circuit aims to provide a practical framework for integrating global trends into local markets.
The initiative is supported by data indicating the wellness sector's growth. The Global Wellness Economy Monitor 2025 projects the global wellness economy reached $6.8 trillion in 2024, a 7.9% increase from the previous year, with expectations to hit $9.8 trillion by 2029.
Additionally, the event will host sessions on reverse engineering of international products, such as snacks, beverages, and bars. These sessions will involve a technical team analyzing formulation, labeling, and regulatory issues to help exhibitors adapt these solutions for the Brazilian market.
This year's Fi South America is expected to attract over 12,000 visitors and 290 exhibitors from 15 countries. Its program includes the Summit Future of Nutrition, the Spot Regulatory with Regularium, the Women's Networking Meeting, the Innovation Hub, the Innovation Tour, and the New Product Zone, showcasing launches and Fi Innovation Awards finalists.
