Table of Contents
Executive Summary
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- Challenges
- Nonessential categories tend to take longer to recover from a recession
- Health problems may negatively affect ice cream consumption
- Premium brands and high added value products can be impacted
- Opportunities
- Innovative flavors and textures can appeal to consumers
- Health concern can boost consumption of healthy ice creams
- Ice creams can explore consumption as a snack
- Search for healthy items can be a stimulus to try organic ice creams
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- Figure 1: Consumption and interest in innovation, February 2018
- What we think
The Market – What You Need to Know
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- The ice cream market drops in value but stabilizes in volume
- Health issues should influence the category
Market Size and Forecast
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- The ice cream market drops in value but stabilizes in volume
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- Figure 2: Retail sales of ice cream, by value and volume, 2012-2022
- The category should be able to resume value and volume growth
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- Figure 3: Forecast of retail sales of ice cream, by value, 2012-22
- Figure 4: Forecast of retail sales of ice cream, by volume, 2012-22
Market Drivers
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- Falling inflation
- Trade confidence slightly increases
- Unemployment rate is still high
- Aging population
- 60% of Brazil’s adult population is overweight
- Incidence of diabetes grows
- Government action aims to reduce sugar consumption
- Label changes include allergenic and lactose content
Key Players – What You Need to Know
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- Unilever leads the ice cream market
- Brands expand portfolio and distribution
- Organic ice creams and new flavors and textures bring innovation
Market Share
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- Unilever leads the ice cream market
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- Figure 5: Shares in the ice cream retail market, by value – Brazil, 2016-17
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- Figure 6: Shares in the ice cream retail market, by volume – Brazil, 2016-17
Marketing Campaigns and Actions
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- Ben & Jerry’s expands its distribution
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- Figure 7: Ben & Jerry’s store inauguration – Iguatemi Shopping in Porto Alegre
- Kibon launches the Fruttare Muita Fruta line
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- Figure 8: Fruttare Muita Fruta campaign
- Häagen-Dazs expands portfolio and launches new global positioning
- Mondelez and Froneri (Nestlé) launch Oreo ice cream line
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- Figure 9: Oreo ice cream line – Partnership between Mondelez and Froneri
- Jundiá expands its Greek yogurt ice cream line
- Creme Mel launches a ready-to-drink milkshake
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- Figure 10: Shake Creme Mel launching
- Churros brand invests in ice lollies without sticks
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- Figure 11: oQualé campaign
Who’s Innovating?
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- Organic ice creams appeal to consumers
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- Figure 12: Percentage of "natural" ice cream* launches, top countries, January 2015-December 2017
- New flavors attract the attention of consumers
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- Figure 13: Percentage of the main ice cream* flavors, January 2013-December 2017
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- Figure 14: Top 5 textures of ice cream*, January 2016-December 2017
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- Figure 15: Ben & Jerry's campaign
The Consumer – What You Need to Know
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- Investing in smaller packages of standard pot ice cream
- Street vendors appeal to all socioeconomic groups
- Brands have the opportunity to explore the “cool down” effect even more
- Exclusive flavors can be a way to make consumers loyal
- There is space for frozen fruit creams
- Women show interest in customized ice creams
Type of Ice Cream Purchased
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- Investing in smaller packages of standard pot ice cream
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- Figure 16: Type of ice cream purchased, February 2018
- Ice lollies without sticks with typical Brazilian flavors can appeal to consumers in the North and Northeast regions
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- Figure 17: Type of ice cream purchased, by socioeconomic group, February 2018
Venue of Ice Cream Purchase
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- Ice cream parlors have space to expand
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- Figure 18: Venue of ice cream purchase, February 2018
- Street vendors appeal to all socioeconomic groups
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- Figure 19: Venue of ice cream purchase, "at a street vendor," by socioeconomic group, February 2018
Reasons for Purchase
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- Brands have the opportunity to explore the “cool down” effect even more
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- Figure 20: Reasons for purchase, February 2018
- Consumption as a snack attract those aged 16-34
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- Figure 21: Reasons for purchase, by age, February 2018
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- Figure 22: McDonald's campaign
Purchase Drivers
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- Exclusive flavors can be a way to make consumers loyal
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- Figure 23: Purchase drivers, February 2018
- Ice creams with natural ingredients appeal to those aged 35+
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- Figure 24: Purchase drivers, by age, February 2018
Ice Cream Statements
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- Lactose-free and indulgent ice creams can change perceptions
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- Figure 25: Ice cream statements, February 2018
- Ice creams to store at home for children appeal to parents
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- Figure 26: Ice cream statements, by family composition, February 2018
Ice Cream Consumption Changes
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- There is space for frozen fruit creams
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- Figure 27: Ice cream consumption changes, February 2018
- Private label ice creams have space to grow
Consumption and Interest in Innovation
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- Consumers have an interest in healthy options
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- Figure 28: Consumption and interest in innovation, February 2018
- Women show interest in customized ice creams
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- Figure 29: Consumption and interest in innovation, by gender, February 2018
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- Figure 30: Sorvete da Sorte #casquinhascoloridas
- Ice creams with hot toppings appeal to AB consumers
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- Figure 31: Consumption and interest in innovation, by socioeconomic group, February 2018
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- Figure 32: Ice Cream Fondue with Ben & Jerry's – Tastemade
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market and forecast
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- Figure 33: Retail sales of ice cream, by value and volume, 2012-22
- Figure 34: Forecast of retail sales of ice cream, by value, 2012-22
- Figure 35: Forecast of retail sales of ice cream, by volume, 2012-22
- Figure 36: Shares in the ice cream retail market, by value – Brazil, 2016-17
- Figure 37: Shares in the ice cream retail market, by volume – Brazil, 2016-17
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