Table of Contents
Executive Summary
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- Challenges
- Truck drivers' strike exposes the weaknesses of the sector
- Industry needs to invest in the milk supply chain to gain consumer confidence
- Consumption of plant-based drinks is still limited in Brazil
- Opportunities
- Category can use several strategies to bring innovation to consumers
- Facilitating access to the diagnosis of lactose intolerance can bring benefits to the industry
- What we think
The Market – What You Need to Know
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- Milk market grows in value and stagnates in volume
- Draft bill proposes a ban on the word "milk" when a product is not animal-sourced
Market Size and Forecast
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- Milk market grows in value and stagnates in volume
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- Figure 1: Retail sales of milk, by value and volume, Brazil 2013-23
- Milk market should have modest growth over the coming years
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- Figure 2: Forecast of Brazil retail sales of milk, by value, 2013-23
- Figure 3: Forecast of Brazil retail sales of milk, by volume, 2013-23
Market Drivers
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- Brazilian government sets out new labeling requirements for products with lactose
- Draft bill proposes a ban on the word "milk" when a product is not animal-sourced
- Truck drivers' strike brings consequences to the market in the short and long term
- Less-educated Brazilians are those who need to take care of their eating habits the most
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- Figure 4: Percentage of selected health conditions by years of schooling (people aged 18+)
Key Players – What You Need to Know
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- Groupe Lactalis S.A. leads the market and can increase its market share
- Starbucks launches new plant-based drinks in partnership with A Tal da Castanha
- High protein milk presents growth
Market Share
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- Groupe Lactalis S.A. leads the market and can increase its market share
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- Figure 5: Companies’ market share in the milk retail market, by value, Brazil 2016-17
Marketing Campaigns and Actions
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- Market expands the offer of plant-based drinks in Brazil
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- Figure 6: AdeS's new plant-based drinks
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- Figure 7: Do Bem's coconut-based drinks launching a campaign
- Nestlé develops campaign considering the regional differences of milk consumption
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- Figure 8: Nestlé's campaign
- Starbucks launches new plant-based drinks in partnership with A Tal da Castanha
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- Figure 9: Starbucks' new options made with plant-based drinks
- Nestlé eliminates stabilizers of its UHT milk
Who's Innovating?
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- Latin American countries can diversify the offer of milk alternatives
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- Figure 10: Launches of white milk, plant-based drinks, and flavored milk by region, from August 2017 to August 2018
- There has been an increase in high-protein milk
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- Figure 11: Global launches of "high-protein/added protein" white milk, plant-based drinks, and flavored milk, 2015-2018*
The Consumer – What You Need to Know
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- Soy milk may be losing ground to new lactose-free plant-based options
- Coconut milk is associated with culinary use
- One in seven Brazilians have changed the brand of milk because of safety-related issues in the production process
- Hormones in dairy milk is a cause for concern
- New flavors can boost consumption of milk in general
- Price, availability, and taste are barriers to the consumption of plant-based drinks
Milk and Milk Alternatives Consumption
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- Soy milk may be losing ground to new lactose-free plant-based options
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- Figure 12: Milk and milk alternatives consumption, August 2018
- Waste reduction can encourage consumption of lactose-free cow's milk among those who are not dairy intolerant
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- Figure 13: Milk and milk alternatives consumption, August 2018
- AB consumers are more likely to consume low-fat milk
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- Figure 14: Milk and milk alternatives consumption, by socioeconomic group, August 2018
Milk and Milk Alternatives Ways of Consuming
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- Coconut milk is associated with the culinary use
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- Figure 15: Milk and milk alternatives ways of consuming, August 2018
- Industry can take advantage of young people's habit of consuming powdered milk added to food
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- Figure 16: Milk and milk alternatives ways of consuming, by age, August 2018
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- Figure 17: Nutry Açaí Cream with Powdered Milk
- Smoothies made with skimmed milk can please consumers with children
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- Figure 18: Milk and milk alternatives ways of consuming, by children living in the household, August 2018
Behaviors toward Milk and Milk Alternatives
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- One in seven Brazilians have changed the brand of milk because of safety-related issues in the production process
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- Figure 19: Behaviors toward milk and milk alternatives, August 2018
- Part of the population may not know they are lactose intolerant
- Men are drinking more organic milk
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- Figure 20: Behaviors toward milk and milk alternatives, by gender, August 2018
Opinions toward Milk and Milk Alternatives
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- Hormones in dairy milk is a cause for concern
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- Figure 21: Opinions toward milk and milk alternatives, August 2018
- Adding calcium to plant-based drinks can boost consumption
- Powdered milk is an affordable option for those living in the North and the Northeast
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- Figure 22: Opinions toward milk and milk alternatives, CHAID analysis, August 2018
Milk Consumption Drivers
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- New flavors can boost consumption of milk in general
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- Figure 23: Milk consumption drivers, August 2018
- Textures can be a way to provide new experiences in the consumption of milk
Milk Alternatives Consumption Drivers
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- Price, availability, and taste are barriers to the consumption of plant-based drinks
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- Figure 24: Milk alternatives consumption drivers, August 2018
- Mixed plant-based milk options can be a way to expand consumption
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- Figure 25: Milk alternatives consumption drivers by consumption of milk and milk alternatives – Any consumption of milk, August 2018
Appendix – Abbreviations
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- Abbreviations
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