Table of Contents
Executive Summary
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- Companies, brands, and innovation
- Coconut could be marketed as a healthier alternative to some foods
- The consumer
- There is room to boost the consumption of organic food/products
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- Figure 1: Frequency of cooking at home, at least once a day, November 2015
- Young consumers seek recipes that involve less cookware to wash
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- Figure 2: Important factors related to cooking, by age group, November 2015
- Cooking is something that brings a strong family bond
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- Figure 3: Cooking habits, November 2015
- Brands could help consumers to create leftover recipes
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- Figure 4: Attitudes toward cooking, November 2015
- What we think
Issues and Insights
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- Preference for healthy food can sustain the segment consumption
- The facts
- The implications
- Cooking at home can be fun and cost-effective
- The facts
- The implications
- Cooking in larger quantities can help Brazilians to save time
- The facts
- The implications
The Market – What You Need to Know
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- Unemployment impacts the income of Brazilians
- Climate, fuel, and the dollar influence the food prices
- Brazilians suffer with diabetes and hypertension
Market Drivers
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- With increasing unemployment, Brazilians see their incomes at risk
- Food prices impact the purchasing habits of Brazilians
- 6.2% of Brazilian adults have diabetes and 21.4% have hypertension
Key Players – What You Need to Know
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- Practical packaging could help consumers to save time
- Coconut could be marketed as a healthier alternative to some foods
Who’s Innovating?
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- Opportunities to explore more practical packaging
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- Figure 5: New launches of “convenient” products in Brazil and in the US, 2015
- Coconut: The healthy substitute
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- Figure 6: New launches of products with coconut*, worldwide, 2011-15
The Consumer – What You Need to Know
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- Natural ingredients are the most used for cooking
- Healthy food is important, but convenience too
- The habit of cooking is a family heritage for Brazilians
- It is possible to save money with leftover meals
Frequency of Cooking at Home
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- Products marketed as “shortcuts” for cooking can boost the consumption of processed ingredients
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- Figure 7: Types of ingredients used to cook, November 2015
- There is an opportunity to bring more organic products/food to the kitchen of Brazilian consumers
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- Figure 8: Frequency of cooking at home, at least once a day, November 2015
- Brands could encourage the habit of cooking at home in order to help young consumers to save money
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- Figure 9: Haven't cooked in the last three months, November 2015
Important Factors Related to Cooking
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- Health is the most important factor when cooking
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- Figure 10: Important factors related to cooking, November 2015
- TV programs can influence the cooking habits of AB consumers
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- Figure 11: Important factors related to cooking, by socioeconomic group, November 2015
- Young consumers want recipes that involves little cookware to wash
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- Figure 12: Important factors related to cooking, by age group, November 2015
Cooking Habits
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- Cooking is a habit that brings a strong family bond
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- Figure 13: Cooking habits, November 2015
- Linking leisure activities to cooking habits could appeal to men
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- Figure 14: Cooking habits, by gender, November 2015
- Exploring digital platforms to communicate new recipes
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- Figure 15: Cooking habits, by age group, November 2015
Attitudes toward Cooking
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- Brands could help consumers to use leftovers for the next meal
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- Figure 16: Attitudes toward cooking, November 2015
- It’s possible to boost natural ingredients use among ABC1 consumers
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- Figure 17: Attitudes toward cooking, by socioeconomic group, November 2015
- Recipes with fewer ingredients and/or preparation can appeal to men
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- Figure 18: Attitudes toward cooking, by gender and age group, November 2015
Appendix – Definitions
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- Abbreviations
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