Table of Contents
Introduction
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- In this report, we will answer the following key questions
- Definition
Executive Summary
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- The market
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- Figure 1: Brazil Retail ice cream market size, by volume, 2007-11
- Figure 2: Brazil Retail ice cream market size, by value, 2007-11
- Forecast
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- Figure 3: Brazil ice cream retail market volume forecast, 2007-17
- Figure 4: Brazil ice cream retail market value forecast, 2007-17
- The companies
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- Figure 5: Brazil ice cream company retail market share, by volume, 2009-11
- Figure 6: Brazil ice cream company retail market share, by value, 2009-11
- The issues
- Using “healthy” claims by using fruit can generate market growth
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- Figure 7: Selected attitudes to ice cream, by age of children in the household, June 2012
- Indulgence, affordable price, and purchase location are important attributes for lower socio-economic groups
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- Figure 8: Place/location where ice cream is usually bought, AB and DE socio-economic group, June 2012
- Less seasonality and more innovation can increase consumption
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- Figure 9: Frequency of ice cream consumption, June 2012
- High buying power of young adults and their extended adolescence is the perfect combination to generate higher consumption of ice cream
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- Figure 10: Frequency of ice cream consumption, by 16-24s and 25-34s, June 2012
- Women are an important target for the market of ice cream with “minus” claims
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- Figure 11: Attitudes to healthy living, by women aged 35-44, June 2012
- The Northeast is a potential market for premium products
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- Figure 12: Attitudes to ice cream, by region, June 2012
“Healthy” Claims Through the Use of Fruit Can Generate Market Growth
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- Key points
- The Brazilian ice cream market still has no products that meet the new demand for healthy products
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- Figure 13: New product launches in the ice cream market in Brazil, by selected claims, 2008-11
- Figure 14: New product launches in the ice cream market, by selected claims, by country, 2012
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- Figure 15: New products launches in the ice cream market in the U.S., by claim, 2008-11
- Ice creams are considered treats, not food; therefore, it is difficult to position them as healthy
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- Figure 16: Attitudes to ice cream, by age of children in the household, June 2012
- Leveraging a “natural” positioning through the use of fruit can help Brazilian ice creams to forge associations with “health”
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- Figure 17: Share of new products positioned as “natural” in the global ice cream market, 2008-11
- Figure 18: share of new ice cream products positioned as “natural,” by country, 2012
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- Figure 19: Agreement with the statement “i am interested in natural ice cream,” by city, June 2012
- Figure 20: Agreement with the statement “i am interested in natural ice cream,” by socio-economic groups, June 2012
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- Figure 21: Eating habits, June 2012
- Ice cream brands need to highlight the natural aspects of the ingredients
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- Figure 22: Attitudes to healthy living, by ice cream consumption, June 2012
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- Figure 23: Attitudes to health, by frequency of ice cream consumption, June 2012
- What it means
Indulgence, Affordable Price, and Place of Purchase are Important Attributes for Lower Socio-economic Groups
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- Key points
- Greater economic power means consumers can spend more on nonessential food items
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- Figure 24: Per capita consumption of rice, beans, and whole milk, by income quarters, Brazil, 2008-09
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- Figure 25: Per capita consumption of ice cream/ice pops, chocolate, pizza, and fried or baked crisps, by income quarters, Brazil, 2008-09
- Lower socio-economic groups have a lower consumption frequency and volume of ice cream
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- Figure 26: Frequency of ice cream consumption, by socio-economic group, June 2012
- Figure 27: Type of ice cream consumption, by socio-economic group, June 2012
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- Figure 28: New ice cream product launches in Brazil, by manufacturer, by format, 2012
- Figure 29: New product launches in ice cream tubs, in Brazil, by brand, 2012
- Lower socio-economic groups have a more indulgent profile in relation to the category
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- Figure 30: Attitudes to ice cream, by socio-economic group, June 2012
- It is necessary to improve consumer access to the product, even if it means taking the point of sale to the consumer
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- Figure 31: Place/location where ice cream is usually bought, by demographics, June 2012
- Figure 32: Types of goods consumers have at home, by demographics, June 2012
- What it means
Moving Away from Seasonality and Bringing More Innovation Can Increase Consumption
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- Key points
- Seasonality is a barrier for the category
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- Figure 33: Frequency of ice cream consumption, June 2012
- Associating ice cream with commemorative dates can generate visibility for the product throughout the year, raising consumption frequency
- The market is dominated by ice pops and ice cream tubs, with limited innovations in areas like ice cream desserts
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- Figure 34: Types of ice cream consumed, by format, June 2012
- Figure 35: New ice cream product launches, by format, by country, 2012
- Ice pops sold in multipacks can generate increased consumption
- What it means
High Purchase Power of Young Adults and Their Extended Adolescence are the Perfect Combination to Increase Consumption of Ice Cream
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- Key points
- Young adults have a healthy economic situation, which favors consumption
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- Figure 36: Distribution of formal employment in Brazil, by age, 2010
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- Figure 37: Frequency of ice cream consumption, by age group, June 2012
- Nostalgia is very important for young adults in Brazil and can be widely used in ice cream
- Ice cream targeted at young adults offers a combination of nostalgia with the positive side of adulthood
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- Figure 38: Attitudes to ice cream, yogurt and sweets, by demographics, June 2012
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- Figure 39: New ice cream product launches, by flavor, in Brazil, 2012
- Premium indulgence can help brands to encourage young adults to trade up
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- Figure 40: Attitudes to ice cream, by age, June 2012
- What it means
Women Represent an Important Target Group for Ice Creams with “Minus” Claims
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- Key points
- Brazilian women are gaining more financial independence, being more relevant to marketers
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- Figure 41: Global Index of salary differences between genders, by selected countries, 2012
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- Figure 42: Ice cream consumption, by demographics, June 2012
- Indulgent ice cream can serve as a reward for the stressed modern mother
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- Figure 43: Attitudes to ice cream, by demographics, June 2012
- Healthy products with a touch of indulgence are attractive to women
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- Figure 44: Attitudes to ice cream, by demographics, June 2012
- Figure 45: Attitudes to healthy living, by demographics, June 2012
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- Figure 46: Share of launches with “minus” claims of all new ice cream product launches in Brazil, 2008-11
- Individual consumption generates guilt, but it is desired by mothers
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- Figure 47: Consumption of tubs of standard ice cream, by demographics, June 2012
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- Figure 48: New ice cream product launches with “minus” claims, by pack size, in Brazil, 2012
- What it means
Northeast Offers Growth Potential for Premium Products
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- Key points
- North and Northeast regions are new luxury markets, but still consume little ice cream
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- Figure 49: Income strata in Brazil, by region and country, 2001 and 2008
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- Figure 50: Ice cream consumption, by city, June 2012
- The premium market can be a gateway for ice cream in the region
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- Figure 51: Consumption of premium ice cream, by region, June 2012
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- Figure 52: Agreement with the statement “I am prepared to pay more for premium ice cream,” by region, June 2012
- Northeast has the potential to drive sales of premium tubs of ice cream through a positioning as affordable luxury
- Local and global brands can learn from each other
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- Figure 53: Agreement with the statement “I like buying new brands of ice cream,” by city, June 2012
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- Figure 54: Type of ice cream consumption, by region, June 2012
- What it means
Appendix: The Market
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- Figure 55: Retail ice cream market size, by volume, 2007-11
- Figure 56: Retail ice cream market size, by value, 2007-11
- Figure 57: Ice cream company retail market share, by volume, 2009-11
- Figure 58: Ice cream company retail market share, by value, 2009-11
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- Figure 59: Ice cream market forecast by value, 2012-17
- Figure 60: Ice cream market forecast by volume, 2012-17
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Appendix: Consumer Data
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- Frequency of eating ice cream
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- Figure 61: Frequency of ice cream consumption, June 2012
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- Figure 62: Frequency of ice cream consumption, by demographics, June 2012
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- Figure 63: Frequency of ice cream consumption, by demographics, June 2012 (continued)
- Type of ice cream eaten
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- Figure 64: Types of ice cream consumed, June 2012
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- Figure 65: Most popular types of ice cream consumed, by demographics, June 2012
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- Figure 66: Next most popular types of ice cream eaten, by demographics, June 2012
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- Figure 67: Type of ice cream consumed by the frequency of eating ince cream, June 2012
- Location where ice cream is typically bought
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- Figure 68: Location where ice cream is typically bought, June 2012
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- Figure 69: Most popular location where ice cream is typically bought, by demographics, June 2012
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- Figure 70: Most popular location where ice cream is typically bought
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- Figure 71: Most popular location where ice cream is typically bought
- Attitudes to ice cream
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- Figure 72: Attitudes to ice cream, June 2012
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- Figure 73: Most popular attitudes to ice cream, by demographics, June 2012
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- Figure 74: Next most popular attitudes to ice cream, by demographics, June 2012
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- Figure 75: Attitudes to ice cream, by type of ice cream eaten, June 2012
Appendix: Healthy Living Habits—Ice Cream
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- Figure 76: Attitudes to healthy living, by frequency of ice cream consumption, June 2012
- Figure 77: Attitudes to healthy living, by frequency of ice cream consumption, June 2012 (continued)
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- Figure 78: Eating habits, by frequency of ice cream consumption, June 2012
- Figure 79: eating habits, by frequency of ice cream consumption, June 2012 (continued)
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- Figure 80: Attitudes to health, by frequency of ice cream consumption, June 2012
- Figure 81: Attitudes to health, by frequency of ice cream consumption, June 2012 (continued)
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Appendix: Product Innovation
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- Figure 82: Top claims in new ice cream product launches in Brazil, January 2010-December 2012
- Figure 83: Top 10 flavors among new ice cream product launches in Brazil, January 2010-December 2012
- Figure 84: Most common formats of new product launches of ice cream in Brazil, January 2010-December 2012
- Figure 85: Top 10 brands by new ice cream launches in Brazil, January 2010-December 2012
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