Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of Brazil value sales of processed meat, 2009-19
- Market drivers
- Companies, brands, and innovation
- The consumer
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- Figure 2: Types of processed meat eaten, October 2014
- What we think
Issues and Insights
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- Transparency and traceability
- The facts
- The implications
Trend Application
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- Guiding Choice
- Make It Mine
- Brand Intervention
Market Drivers
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- Key points
- Segunda Sem Carne (Meatless Mondays)
- Brazilian flavors
- Brazil’s worst drought in history is pushing beef prices up
- Traceability
Who’s Innovating?
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- Key points
- Food trucks as an alternative way to reach customers
- Sadia is the brand with most new products launched in 2014
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- Figure 3: Top 5 NPD by Brand, Brazil, 2013-14
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- Figure 4: New product launches by Sadia, Brazil, 2013-15
- Figure 5: New product launches by Seara, Brazil, 2013-15
- “Suitable for” and “convenience” top the ranking of claims
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- Figure 6: NPD by leading claims, Brazil, 2013-14
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- Figure 7: New products with reduced sodium content, Brazil, 2013-15
- Figure 8: New products with reduced fat content, Brazil, 2013-15
- Figure 9: New product launches within the Plus claim, worldwide, 2013-15
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- Figure 10: New products with slimming claims, Brazil, 2013-15
- Individually portioned products can appeal to singles and smaller families
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- Figure 11: Individually packaged products, Brazil, 2013-15
Market Size, Forecast, and Segment Performance
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- Key points
- Worldwide processed meat market
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- Figure 12: Retail market volume consumption per capita (population) – worldwide, 2013
- Market performance
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- Figure 13: Forecast of Brazil value sales of processed meat, 2009-19
- Figure 14: Forecast of Brazil volume sales of processed meat, 2009-19
- Segment performance
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- Figure 15: Retail market segmentation by value (R$ billion), 2013-14
- Figure 16: Retail market segmentation by volume (000 tons), 2013-14
- Exports boosting the industry
- The future of the market
- Forecast methodology
Market Share
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- Key points
- The processed meat market in Brazil is highly concentrated
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- Figure 17: Company retail market share by value, Brazil, 2013-14
- Figure 18: Company retail market share by volume, Brazil, 2013-14
- Perdigão’s comeback
- Use of celebrities as the face of brands
- Seara – Fátima Bernardes
- Perdigão – Angélica e Luciano Huck
- Friboi – Toni Ramos and Roberto Carlos
- Aurora – Gustavo Kirchner
Companies and Brands
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- BRF S.A.
- Advertising and marketing
- Operational issues
- JBS
- Advertising and marketing
- Operational issues
- Product range
- Cooperativa Central Aurora Alimentos
- Advertising and marketing
- Product range
- Operational issues
The Consumer – Types of Processed Meat Eaten
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- Key points
- Young consumers eat more processed meat
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- Figure 19: Any type of processed meat eaten, by age and gender, October 2014
- The North-East has the highest consumption rate
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- Figure 20: Any type of processed meat eaten, by region, October 2014
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- Figure 21: Aurora Churrasco Fácil range
- Minced meat is the most popular type of processed meat
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- Figure 22: Types of processed meat eaten, October 2014
- Sausages and burgers are also quite popular
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- Figure 23: Types of processed meat eaten, sausage and burger by age, October 2014
- Seasoned poultry and red meat
The Consumer – Ways of Eating Processed Meat
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- Key points
- Eating processed meat as the main meal
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- Figure 24: Ways of eating processed meat, October 2014
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- Figure 25: Ways of eating processed meat, by socioeconomic group, October 2014
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- Figure 26: Variations of sausages, worldwide
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- Figure 27: Variations of burgers, worldwide
- Barbeque is an essential part of Brazilian cuisine
- Eating processed meat as part of a stew
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- Figure 28: Ready-to-eat feijoada products
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- Figure 29: quick and easy-to-prepare assortment of meat products to make feijoada
- Variety is the spice of life
The Consumer – Frequency of Purchase by Place
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- Key points
- Processed meat is mostly bought in supermarkets
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- Figure 30: Frequency of purchase by place, October 2014
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- Figure 31: Frequency of purchase by place, supermarket and butcher’s, October 2014
- Bakeries and street markets have similar frequency usage
The Consumer – Choice Factors
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- Key points
- Price is a key factor when buying processed meat
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- Figure 32: Choice factors, October 2014
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- Figure 33: Choice factors, by region, October 2014
- Flavors can be a way to push sales
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- Figure 34: Choice factors, by gender and age, October 2014
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- Figure 35: Flavored processed meat products, Brazil
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- Figure 36: Tequila Lime Flavored Wings, by Tyson, Mexico
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