Table of Contents
Executive Summary
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- Market Overview
- Analyst outlook
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- Figure 1: Analyst outlook for the cooking habits category, August 2023
- Challenges
- Black and brown consumers have less access to fresh fruit and vegetables
- Breakfast is the least likely meal to be consumed at home
- Opportunities
- Functional claims could win over egg consumers
- Healthiness can be an important differentiator for condiments and sauces, especially for older consumers
- AI can help cooks discover recipes faster and save time and money
Market Drivers
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- Food-at-home prices fall in 2023, driving deflation in the first half of the year
- Supermarket sales grow in the first half of the year
- Women are still mainly responsible for cooking at home
Key Players
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- Companies and brands
- Sadia renews the packaging of all its products and includes a QR code that directs consumers to experiences and recipes
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- Figure 2: New Sadia packaging
- Cepêra presents new range of grains and vegetables in Tetra Recart packaging
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- Figure 3: Cepêra’s pre-cooked beans and vegetables
- Camil creates double pack with rice on one side and beans on the other
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- Figure 4: Promotional packaging for Camil’s rice and beans
- After completing acquisition of Hemmer, Kraft Heinz Company expands portfolio with new sauce flavors
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- Figure 5: Heinz’s sauce launches in the second half of 2023
- Castelo Alimentos launches popcorn sauce
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- Figure 6: Castelo popcorn sauce
- Gallo launches a line of peppers
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- Figure 7: New Gallo Olive Oil-based Jalapeño Pepper
- Philips Walita promises to revolutionize the kitchen with new range of air fryers
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- Figure 8: New range of Philips Walita air fryers
- Case study
- Misfits Market makes a profit by selling food discarded by traditional retailers and buys out its main competitor
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- Figure 9: Basket of products from Misfits Market
Top Cooking Ingredients
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- Use of meat and eggs grows as the economy improves; cheaper cuts and small portioned formats could boost consumption
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- Figure 10: Top cooking ingredients, 2023
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- Figure 11: Ready-to-cook burgers
- Figure 12: Meat skewers
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- Figure 13: Meat cuts in individual/small packaging
- Industry can play a central role in improving access to fruits and vegetables among black and brown consumers
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- Figure 14: Top cooking ingredients – Fresh fruits/vegetables, by race/ethnicity, 2023
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- Figure 15: Packaged vegetables with economical positioning and easy preparation/consumption, Brazil, 2023
- Dairy products category can highlight versatility
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- Figure 16: Top cooking ingredients, by consumers who have purchased more versatile ingredients, 2023
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- Figure 17: Recipes with milk and dairy products on the Nestlé website
- Figure 18: Itambé’s campaign
Changes in Ingredients Use
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- Use of eggs as an ingredient has increased, and functional claims can boost competitiveness in the segment
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- Figure 19: Changes in ingredients use – Eggs, 2023
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- Figure 20: Eggs with functional claims
- Sweet ingredient brands can explore senses other than taste to offer a comforting experience
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- Figure 21: Changes in ingredients use – Sweet ingredients, 2023
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- Figure 22: Products for preparing sweets with elements that refer to relaxation
Cooking on a Budget
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- Brands can promote content with recipes for easily frozen dishes to encourage the use of their products
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- Figure 23: Cooking on a budget, 2023
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- Figure 24: Video on freezing food, Camil, 2022
- Figure 25: Publication on freezing food, Caldo Bom
- Ready-made sauces and condiments can invest in healthy credentials to attract consumers aged 55+
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- Figure 26: Cooking on a budget – Selected items, by age group, 2023
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- Figure 27: Sauces and condiments with healthy attributes
Time Saving Resources when Cooking
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- Brands can capitalize on social media trends by launching products that make it easier to prepare emerging recipes
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- Figure 28: Time saving resources when cooking, 2023
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- Figure 29: Kerrygold line of flavored butters, US, 2023
- Figure 30: Products positioned as good components of cold cuts boards
- Specific ingredients for oven preparations can attract AB consumers
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- Figure 31: Time saving resources when cooking – Selected item, by socioeconomic group, 2023
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- Figure 32: Publication about recipes prepared in the oven, Liv Up
- Figure 33: Section of the Panelinha website with recipes prepared in the oven
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- Figure 34: Food designed to be prepared in the oven
- AI tools can help cooks with basic skills search for recipes more quickly
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- Figure 35: Time saving resources when cooking – Selected item, by cooking skills, 2023
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- Figure 36: Recipe suggested by ChatGPT with selected ingredients
- Figure 37: Cooking-focused artificial intelligence ChefGPT
Cooking Habits by Meal and Attitudes and Habits toward Cooking at Home
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- Breakfast is the least likely meal to be consumed at home
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- Figure 38: Cooking habits by meal – Breakfast, 2023
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- Figure 39: Receitaria’s overnight oats recipes
- Figure 40: Ready-to-eat cereal range with instant milk powder
- Devices that reduce the use of fat are growing; consumers want new recipes
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- Figure 41: Attitudes and habits towards cooking at home, 2023
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- Figure 42: ‘Airfryer is Life’ e-book
- Figure 43: Airfryer recipes with Vapza products
- Cooks with advanced skills are more willing to use healthier ingredients
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- Figure 44: Attitudes and habits towards cooking at home – Selected item, by cooking skills, 2023
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- Figure 45: Premium cooking ingredients with a healthy profile
Appendix – Abbreviations
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