Table of Contents
Introduction
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- Definitions
- Yogurt and yogurt drinks market
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Brazil retail value sales of yogurt, 2009-19
- Companies, brands, and innovations
- Danone leads the yogurt market in Brazil
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- Figure 2: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
- The consumer
- Limited editions of yogurts can increase consumption frequency among Brazilians aged 16-34
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- Figure 3: Consumption frequency of flavored spoonable yogurt (eg Danoninho), by age group, June 2014
- Yogurts that keep hunger at bay can be attractive to consumers who skip meals regularly
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- Figure 4: Consumption occasion, ‘To replace a meal’, by region, June 2014
- Positioning yogurt as a cooking ingredient could boost the category in Brazil
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- Figure 5: Attitudes and opinions about yogurts - ‘yogurt is a healthy substitute of double cream (ie creme de leite) as a cooking ingredient’, by age group, June 2014
- Households with children tend to buy more than one type of yogurt, which can boost category consumption
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- Figure 6: Behavior toward yogurts ‘I usually choose different types of yogurts for different family members’, by children/no children in household, June 2014
- What we think
Market – Key Points
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- How can companies increase consumption of Greek yogurt in all Brazilian regions?
- Could healthy attributes increase consumption of yogurt among Brazilians in socioeconomic group AB?
- Could yogurt be positioned more like a snack to be consumed at work?
- Could a wider variety of flavors, as well as more indulgent flavors, increase consumption of yogurt among Brazilian men?
Trend Applications
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- Trend: FSTR HYPR
- Trend: Transumers
- Trend: Extend My Brand
Who’s Innovating?
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- Key points
- Innovation in Greek yogurt sold in the US can also be used in Brazil to help the category to grow
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- Figure 7: Launches of Greek yogurts as a share of new products in the Brazilian yogurt market, August 2001-July 2014
- The yogurt category can meet demand for healthier children’s food
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- Figure 8: Launches of children’s yogurts (up to 12 years old) as a share of new products in the Brazilian yogurt market, 2009-13
- Companies can stand out in the market by launching products with new functional claims by adding new ingredients
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- Figure 9: Launches of yogurts claims ‘low/no/reduced fat’, ‘low/no/reduced sugar’, ‘low/no/reduced calories and ‘digestive’, as a share of new products in the Brazilian yogurt market, 2009-13
Market and Forecast
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- Key points
- The yogurt market grows mainly in value, due to launches of higher-priced products
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- Figure 10: Brazil retail value and volume sales of yogurt, 2009-19
- Demand for more convenience and Brazilian’s higher incomes drive consumption of yogurt in Brazil
- The segments of functional yogurts and Greek yogurts contribute to a more dynamic category
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- Figure 11: Brazil retail value sales of yogurt, 2009-19
- Figure 12: Brazil retail volume sales of yogurt, 2009-19
- Factors used in the forecast
Market Share
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- Key points
- Danone leads the yogurt market in Brazil
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- Figure 13: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
- Figure 14: Leading brands’ shares in the Brazil yogurt market, by volume, 2012-13
Companies and Brands
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- Danone
- BRF
- Nestlé
- Vigor
The Consumer – Consumption Frequency
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- Key points
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- Figure 15: Consumption frequency of yogurts, by segment, June of 2014
- Packaging more suitable for on-the-go consumption can increase consumption frequency of yogurt drinks
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- Figure 16: Consumption of yogurts and consumption occasions of yogurts ‘on-the-go (eg commuting to work, etc)’, June 2014
- Limited editions can increase consumption frequency among Brazilians aged 16-34
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- Figure 17: Consumption frequency of flavored spoonable yogurt (eg Danoninho), by age group, June 2014
The Consumer – Consumption Occasions
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- Key points
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- Figure 18: Consumption occasion, June 2014
- Yogurts that are more filling can be appealing to consumers who skip meals
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- Figure 19: Consumption occasion, ‘To replace a meal’, by region, June 2014
- Yogurts can be more positioned to be consumed at breakfast
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- Figure 20: Yogurts consumption occasion ‘as part of breakfast (eg with cereal, fruit)’, by working status, June 2014
The Consumer – Attitudes and Opinions About Yogurt
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- Key points
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- Figure 21: Attitudes and opinions about yogurts, June 2014
- Positioning yogurt as a cooking ingredient could drive sales of the category in Brazil
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- Figure 22: Attitudes and opinions about yogurts ‘Yogurt is a healthy substitute of double cream (ie creme de leite) as a cooking ingredient’, by age group, June 2014
- The Greek yogurt segment could be more appealing to female consumers
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- Figure 23: Attitudes and opinions about yogurts, by gender, June 2014
The Consumer – Behavior toward Yogurts
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- Key points
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- Figure 24: Behavior toward yogurts, June 2014
- It is important for companies to keep Brazilian consumers loyal to their brands, because they are more attracted to promotions and special offers
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- Figure 25: Behavior toward yogurts ‘ I usually choose whichever brand is on special offer/promotion ‘, by socioeconomic group, June 2014
- Households with children tend to buy more than one type of yogurt, which can generate higher consumption levels
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- Figure 26: Behavior toward yogurts ‘I usually choose different types of yogurts for different family members’, by children/no children in household, June 2014
Appendix – Market and Forecast
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- Figure 27: Best and worst case forecast for the Brazilian retail market of yogurts, by value 2014-19
- Figure 28: Best and worst case forecast for the Brazilian retail market of yogurts, by volume 2014-19
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Appendix – Frequency of Yogurt Consumption
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- Figure 29: Frequency of yogurt consumption, June 2014
- Figure 30: Frequency of yogurt consumption – Plain spoonable yogurt (eg no flavor), by demographics, June 2014
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- Figure 31: Frequency of yogurt consumption – Flavored spoonable yogurt (eg Danoninho), by demographics, June 2014
- Figure 32: Frequency of yogurt consumption – Yogurt drink (eg Danup, Neston), by demographics, June 2014
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- Figure 33: Frequency of yogurt consumption – Light/Fat free yogurt (eg Corpus, Molico), by demographics, June 2014
- Figure 34: Frequency of yogurt consumption – Greek yogurt (eg Vigor, Nestle), by demographics, 2014
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- Figure 35: Frequency of yogurt consumption – Light/Fat free yogurt (eg Vigor Zero), by demographics, June 2014
- Figure 36: Frequency of yogurt consumption – Yogurt with functional benefits (eg Activia, Densia), by demographics, June 2014
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- Figure 37: Frequency of yogurt consumption – Organic yogurt, by demographics, June 2014
- Figure 38: Frequency of yogurt consumption – Yogurt with cereal (eg with oats), by demographics, June 2014
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- Figure 39: Frequency of yogurt consumption – Yogurt with fruit syrup or fruit pieces, by demographics, June 2014
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Appendix – Consumption Occasion
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- Figure 40: Consumption occasion, April 2014
- Figure 41: Consumption occasions, by demographics, June 2014
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Appendix – Attitudes and Opinion About Yogurts
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- Figure 42: Attitudes and opinion about yogurt, June 2014
- Figure 43: Attitudes and opinion about yogurt, by demographics, June 2014
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- Figure 44: Attitudes and opinion about yogurt, by demographics, June 2014 (continued)
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Appendix – Behavior toward Yogurt
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- Figure 45: Behavior toward yogurt, June 2014
- Figure 46: Behavior toward yogurt, by demographics, June 2014
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- Figure 47: Behavior toward yogurt, by demographics, June 2014 (continued)
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