Consumer Trends in the Meat Market in Brazil

Synopsis

This report provides the results for the Meat market in Brazil from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Meat market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the meat market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As Brazil undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. Markets in the country are not only growing due to demographic growth, but increasing affluence means new trends and new consumer behaviors are taking hold. This makes early identification of the consumer groups and trends driving market behavior essential.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: the Ambient Meat, Cooked Meats - Counter, Cooked Meats - Packaged, Fresh Meat (counter), Frozen Meat, Raw Packaged Meat- processed and Raw Packaged Meat- whole cuts markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

While private label products account for approximately half of the volume of products distributed in the Fresh Meat (counter), Raw Packaged Meat - whole cuts, Ambient Meat and Cooked Meat – counter categories, private label penetration is low in Cooked Meats – Packaged and Frozen meats. Retailers may increase their investment in these areas given their success in growing market share in the other Meat product categories.

Kids & Babies are the most valuable age group, with an 18% share of the Meat market by value. However, their consumption is proportionate to the large size of the age group, which accounts for 18% of the population. While Brazil’s large young population provide a tempting target for marketers, the fact no age group consumes disproportionately means that marketers need to target a range of differentiated products at different age groups in order to maximize their revenues.

A significant “attitude-behavior” gap exists in the Cooked Meats – Packaged between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don’t always act on these trends – the result is that overall trend influence is limited, but has the potential to grow.