Consumer Trends in the Oils & Fats Market in Brazil

Synopsis

This report provides the results for the Brazilian Oils & Fats market 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 Oils & Fats 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 Oils & Fats market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The overall market is dominated by oil sales and in the longer terms unless younger consumers can be encouraged to consume these products as frequently as their older counterparts, retail sales volumes may well come under pressure. As such players in this market will need to seek out the pockets of growth that exist and seek to prevent the loss of consumers from the market.

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 oils and solid fats 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

There is a marked difference between the two categories in the extent to which Consumer Trends have a direct influence on market values. In Solid Fats this result is driven by people not often acting on these trends and as a result Solid Fats therefore appears to be a largely commoditized market. However for Oils there is greater scope to specifically target consumer trends to help sales efforts.

Further pressure will be put on future sales of Oils because Better Value for Money influences the largest part of the market of all trends (in value terms). This highlights that in the future Oils players are likely to need to compete not only to offer consumers products suited to their needs, but increasingly to do so at a competitive price

While the leading three brands have significant shares, beyond these positions the market is highly fragmented, allowing room for smaller (and new brands) to grow, as well as for Private Labels to enter the market.