Table of Contents
Overview
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- What you need to know
- Definition
- Terms
Executive Summary
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- Challenges
- Recession and high prices affect cheese consumption
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- Figure 1: Forecast for the cheese retail market, by value, 2012-22
- High fat content can be a consumption barrier
- Lack of knowledge about products is a challenge for the category
- Opportunities
- More healthful products can stand out
- New types of cheese and how to pair them with meals/food
- What we think
The Market – What You Need to Know
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- High prices push market value up, but sales go down in volume
- Consumption habit and price challenge the category
Market Size and Forecast
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- High prices push market value up, but sales go down in volume
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- Figure 2: Cheese retail market, by value and volume, 2012-22
- Consumption habit and price challenge the category
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- Figure 3: Forecast for the cheese retail market, by value, 2012-22
- Figure 4: Forecast for the cheese retail market, by volume, tonnes (000s) 2012-22
Market Drivers
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- Inflation rate reduction
- High cost of milk production
- Labeling law for foods with lactose
- High unemployment rate
- Aging population
- 60% of Brazil’s adult population is overweight
Key Players – What You Need to Know
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- Polenghi leads market share in value and Groupe Lactalis in volume
- Brands invest in harmonization and recipe with cheese
- Soft texture and smooth taste appeal to consumers
Market Share
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- Polenghi leads market share in value and Groupe Lactalis in volume
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- Figure 5: Cheese retail market share, by value – Brazil, 2015-16
- Figure 6: Cheese retail market share, by volume – Brazil, 2015-16
- Vigor Alimentos is acquired by the Mexican group Lala
Marketing Campaigns and Actions
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- Brands invest in actions with famous chefs
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- Figure 7: Polenghi “Não só pode, como deve” campaign, August 2017
- Figure 8: Danúbio “Desafio do Chef” campaign, June 2016
- Faixa Azul creates web series about cheese production and pairings
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- Figure 9: Faixa Azul “Certificado Faixa Azul” campaign, October 2016
- Polenghi launches lactose-free line with on-line and off-line actions
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- Figure 10: Polenguinho “Querer é poder” campaign, November 2016
- Tirolez changes its visual identity
- Président launches products for the Brazilian market
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- Figure 11: Président “Le queijo” campaign, October 2016
Who’s Innovating?
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- Soft and semi-soft cheese can attract consumers to new segments
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- Figure 12: Global launches of cheese, by subcategory and country, Jan 2014-Sep 2017
- Brazilians are interested in trying flavored cheese
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- Figure 13: Launches of flavored cheese, by type of taste and country, January 2014-September 2017
The Consumer – What You Need to Know
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- Cheaper cheese dominate the consumers' preference
- Supermarkets are the ideal place to promote experimentation
- New formats and promotions can boost consumption
- Soft texture can encourage cheese consumption in sandwiches
- Educating consumers can boost the cheese market growth
Types of Cheese Bought
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- Cheaper cheese dominate the consumers’ preference
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- Figure 14: Types of cheese bought, September 2017
- Flavored Cheddar can appeal to men
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- Figure 15: Types of cheese bought, by demography, September 2017
- Products with less salt can appeal to Brazilian women
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- Figure 16: Types of cheese bought, by demography, September 2017
Purchase Locations
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- Supermarkets are the ideal place to promote experimentation
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- Figure 17: Purchase locations, September 2017
- Lactose-free cheese can appeal to those who shopping in natural supermarkets
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- Figure 18: Purchase locations, by demography, September 2017
- Presence in specialty stores can be a strategy to keep AB consumers
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- Figure 19: Purchase locations, by demography, September 2017
Factors Influencing Purchasing Decision
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- New formats and promotions can boost consumption
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- Figure 20: Factors influencing purchasing decision, September 2017
- Low fat products with additional benefits can appeal to those aged 55+
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- Figure 21: Factors influencing purchasing decision, by demography, September 2017
- Flavored cheese can be a healthy snack option for those aged 16-34
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- Figure 22: Factors influencing purchasing decision, by demography, September 2017
Ways of Eating
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- Soft texture can encourage cheese consumption in sandwiches
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- Figure 23: Ways of eating, September 2017
- Promoting cheese as an ingredient can attract those aged 25-34
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- Figure 24: Ways to consume cheese, by demography, September 2017
- Salty snacks with taste of cheese can appeal to young consumers
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- Figure 25: Ways of eating, by demography, September 2017
Attitudes
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- Educating consumers can boost the cheese market growth
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- Figure 26: Attitudes, September 2017
- Cheese with benefits related to sports can appeal to men
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- Figure 27: Attitudes, September 2017
- Private labels have space to enhance quality perception
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- Figure 28: Attitudes, September 2017
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 29: Cheese retail market, by value and volume, 2012-22
- Figure 30: Forecast for the cheese retail market, by value, 2012-22
- Figure 31: Forecast for the cheese retail market, by volume, 2012-22
- Figure 32: Cheese retail market share, by value – Brazil, 2015-16
- Figure 33: Cheese retail market share, by volume – Brazil, 2015-16
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