A survey by the Hibou institute, conducted at the end of 2025 with 1,501 people across Brazil, revealed that 72% of Brazilians chose health and well-being as a priority for this year. The survey also indicated that 68% of the population intends to dedicate more time to activities that unite body and mind throughout 2026. The numbers confirm a behavioral shift that had been taking shape in recent years and that now takes on clearer contours in the daily lives of a large part of society.
This movement is not limited to gyms or clinics. It spreads across different consumption habits, including the search for dietary supplements, now present in almost six out of every ten Brazilian households, according to data from the Brazilian Association of Food Industries for Special Purposes and Similar Products.
In this scenario, national brands aimed at the general public gain space, not just athletes or regular gym-goers, such as the São Paulo company Lirius Suplementos, founded in 2022 by four young entrepreneurs. The company has been strengthening itself in an expanding market, taking advantage of the growing demand for products focused on well-being.
