Table of Contents
Executive Summary
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- Challenges
- Price is the main barrier, especially for beef
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- Figure 1: Reasons for eating less – Brazil, December 2019
- Adoption of meat restricted diets is a challenge for the category and an opportunity for meat alternatives
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- Figure 2: Meat restricted diet – Brazil, December 2019
- Meat alternatives have the challenge of overcoming the barriers of price and taste
- Opportunities
- Investing in better taste and indulgent occasions is an opportunity for the category as a whole
- Healthy attributes of beef can go beyond high protein content
- Meat alternatives can replace processed chicken and pork
- Fish and seafood can invest in options that meet the needs of consumers who live alone
- What we think
Market Drivers
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- The high price of beef impacts the category as a whole
- Health concerns reduce the consumption of animal meat and stimulate the search for meat alternatives
- Coronavirus may impact Brazilian meat exports
Key Players – What You Need to Know
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- Brazilian brands invest in natural meat, meat alternatives and affordable products
- The industry can invest in animal welfare to appeal to consumers
- Premium beef boosts sales at Chipotle in the US
Marketing Campaigns and Actions
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- Seara invests in two new lines, one focused on more natural options and other on meat alternatives
- Sadia launches line of vegetarian products Veg&Tal
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- Figure 3: Veg&Tal campaign
- Skol and Zé Delivery campaign to dribble the meat price
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- Figure 4: Skol campaign
- Sadia invested in affordable options during end-of-year festivities
- McDonald’s and Perdigão launch limited edition of mortadella sandwich to celebrate São Paulo’s birthday
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- Figure 5: Launching tweet
Who’s Innovating?
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- The industry can invest in animal welfare to appeal to consumers
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- Figure 6: Launches of “Ethical - Animal” products by segment within the category of animal protein, Brazil and total worldwide, 2016-19
- The high protein content is an opportunity for meat alternatives
Case Studies
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- Premium beef boosts sales at Chipotle in the US
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- Figure 7: Carne Asada
- Beyond Meat sales grow 135% in 52 weeks in the US
The Consumer – What You Need to Know
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- Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
- Cuts and indulgence can boost consumption of chicken
- Meat alternatives can replace processed chicken and pork
- Perception of high sodium content is still low but can grow
- Products that contain animal and plant-based protein can combine taste and healthy attributes
Meat and Meat Alternatives Purchase and Formats
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- Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
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- Figure 8: Meat and meat alternatives purchase – Brazil, December 2019
- Processed pork can highlight indulgence to attract young women
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- Figure 9: Meat and meat alternatives purchase – Brazil, December 2019
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- Figure 10: Seara Baconlover campaign
- Figure 11: Bacon hit
- Fish and seafood can invest in options that meet the needs of consumers who live alone
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- Figure 12: Meat restricted diet, by housing status – Brazil, December 2019
Consumption Changes
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- Cuts and indulgence can boost consumption of chicken
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- Figure 13: Consumption changes – Brazil, December 2019
- Easy-to-prepare meat alternatives can help consumers prepare meat-free meals
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- Figure 14: Consumption changes – Brazil, December 2019
- Investment in brand positioning can sustain consumption of un-processed beef among DE consumers
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- Figure 15: Beef consumption changes, by socioeconomic group – Brazil, December 2019
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- Figure 16: Friboi seal
Reasons for Eating Less
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- Premium and indulgent recipes can add value to cheaper cuts
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- Figure 17: Reasons for eating less – Brazil, December 2019
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- Figure 18: Google Trends Explore, weekly results for the search of the terms “brisket” and “peito bovino” (beef chest) – Brazil, November 2017-January 2020
- Meat alternatives can replace processed chicken and pork
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- Figure 19: Reasons for eating less, health concerns – Brazil, December 2019
- Healthy attributes of beef can go beyond high protein content
Meat Alternative Perceptions
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- Price and taste perception impacts consumption of meat alternatives
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- Figure 20: Meat alternative perceptions – Brazil, December 2019
- Perception of high sodium content is still low but can grow
- Meat alternatives can explore sustainability to attract Generation Z
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- Figure 21: Meat alternative perceptions, by generation – Brazil, December 2019
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- Figure 22: Gunn, Tensy, Bertil, Märtha, Ib, Bertil and Edith try oat drink for the first time
- Figure 23: Video inviting consumers to sign the petition
Habits and Attitudes
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- Products that contain animal and plant-based protein can combine taste and healthy attributes
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- Figure 24: Habits and attitudes – Brazil, December 2019
- Meat alternatives can communicate high protein content to attract men
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- Figure 24: Meat alternative perceptions, by gender – Brazil, December 2019
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- Figure 25: “Introducing the new meatier Beyond Burger”
Appendix – Abbreviations
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- Abbreviations
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