The preservatives market is largely driven by demand for convenience and packaged foods by the burgeoning population and rising urbanization rates. However, the major constraint is the increased awareness on the ill effects of synthetic ingredients and growing consumer demand for fresh and natural foods. Companies are seeing this as an opportunity to innovate and provide solutions in the in the form of natural and functional ingredients. Growing share of organized retail in South America is driving increased acceptance of processed and packaged foods.

Brazil accounts for almost half of the population of South America. It is South America’s largest economy. Moreover,​ higher employment rates and increasing presence of women in the work place drove Brazilians to include more processed foods in their daily diet. Furthermore, overweight and obesity rates are increasing in Brazil, leading to mounting health consciousness and shifting consumer attitudes toward food products. In response, major manufacturers are expected to further develop targeted fortified/functional products with safe preservatives. ​This in turn booting the market in the country.