Table of Contents
Overview
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- What you need to know
- Definition
- Excluded
Executive Summary
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- Challenges
- Companies need to improve their image and regain consumer confidence
- Meat market should be impacted as more Brazilians become interested in meat alternatives
- Opportunities
- Consumption of processed meat can grow as companies change the “unhealthy” perception
- Millennials help boost consumption of meat alternatives
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- Figure 1: Meat and meat alternatives purchase, any consumption, by generation, September 2018
- What we think
The Market – What You Need to Know
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- Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
- Operation Weak Meat affects the internal market and exports of Brazilian beef
Market Size and Forecast
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- Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
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- Figure 2: Retail sales of meat, by value and volume, Brazil 2013-23
- Meat market should keep retracting in terms of volume
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- Figure 3: Forecast of Brazil retail sales of meat, by value, 2013-23
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- Figure 4: Forecast of Brazil retail sales of meat, by volume, 2013-23
Market Drivers
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- Operation Weak Meat affects the internal market and exports of Brazilian beef
- Economic and political troubles generate uncertainties for the meat industry
- Senate approves a proposal that seeks to facilitate sales of craft food made of animal meat
Key Players – What You Need to Know
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- BRF and JBS account for approximately 70% of the Brazilian market
- Brands take timid actions to reverse damages caused by the Operation Weak Meat
- Meat alternatives have space to improve their sustainable appeal
Market Share
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- BRF and JBS account for approximately 70% of the Brazilian market
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- Figure 5: Companies’ market share in the meat retail market, by value, Brazil 2016-17
- Figure 6: Companies’ market share in the meat retail market, by volume, Brazil 2016-17
Marketing Campaigns and Actions
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- Companies invest in advertising to reverse damages caused by the Operation Weak Meat, while brands ignore the episode
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- Figure 7: JBS campaign
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- Figure 8: BRF campaign
- Figure 9: BRF portal
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- Figure 10: Seara campaign
- Figure 11: Sadia response to the Operation Weak Meat
- BRF launches a new brand of processed meat at affordable prices
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- Figure 12: Kidelli products
- JBS Friboi launches 1953, a premium beef brand
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- Figure 13: Friboi 1953
- American meat snack brand Jack Links is launched in Brazil
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- Figure 14: Jack Links launching campaign
- McDonald's launches first veggie burger in Brazil
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- Figure 15: McVeggie
Who's Innovating?
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- Meat alternatives have space to improve their sustainable appeal
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- Figure 16: Top 10 claims in global launches of meat alternatives – October 2016 to October 2018
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- Figure 17: Environmental impact: Beyond Burger vs. animal meat hamburger
- Brands can invest in seasoned/flavored meat to stand out
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- Figure 18: Top 10 flavors of red meat and poultry, Brazil, 2013 to 2017
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- Figure 19: Seara DaGranja ready-to-eat product
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- Figure 20: Consumer Attribute Rating for Woolworths Simply... Roast Beef
The Consumer – What You Need to Know
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- Meat alternatives gain space among men seeking a healthy lifestyle
- Brazilians prefer fresh meat
- Image of processed meat improves among Brazilians
- Soy meat can stand out highlighting its high protein content
- 'Well-known brand' is the isolated factor that drives meat consumption the most
- Almost one third of consumers want vegan meat alternatives
- Other animal-sourced ingredients can be accepted as a meat alternative
Meat and Meat Alternatives Purchase
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- Unprocessed chicken tops consumption in Brazil
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- Figure 21: Meat and meat alternatives purchase, September 2018
- Meat alternatives gain space among men seeking a healthy lifestyle
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- Figure 22: Meat and meat alternatives purchase, any consumption, by generation, September 2018
Meat and Meat Alternative Formats Purchase
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- Brazilians prefer fresh meat
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- Figure 23: Meat and meat alternative formats purchase, September 2018
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- Figure 24: Food Sniffer
- Young consumers are more likely to have an interest in ready-to-eat meat
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- Figure 25: Meat and meat alternative formats purchase, by age group, September 2018
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- Figure 26: Vapza campaign
Changes on Meat and Meat Alternatives Consumption/Perception
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- Image of processed meat improves among Brazilians
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- Figure 27: Changes on meat and meat alternatives consumption/perception, September 2018
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- Figure 28: Seara campaign
- Cooking TV shows can increase interest in exotic meats among AB consumers
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- Figure 29: Changes in meat and meat alternatives consumption/perception, by socioeconomic group, September 2018
- International cuts can appeal to men by highlighting the animal origin
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- Figure 30: Changes on meat and meat alternatives consumption/perception, by gender, September 2018
Meat and Meat Alternatives Perception
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- Soy meat can stand out highlighting its high protein content
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- Figure 31: Meat and meat alternatives perception, correspondence analysis, September 2018
- Beef segment has space to develop premium products for special occasions
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- Figure 32: Van Swift service
- Figure 33: Beef Bistrô barbecue calculator
- Pork is perceived as a tasty option by consumers aged 35+
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- Figure 34: Meat and meat alternatives perception, by age group, September 2018
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- Figure 35: A Casa do Porco restaurant
Purchase Drivers for Meat
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- Organic meat can highlight animal welfare and absence of antibiotics to increase popularity
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- Figure 36: Purchase drivers for meat, September 2018
- 'Well-known brand' is the isolated factor that drives meat consumption the most
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- Figure 37: Purchase drivers for meat, TURF analysis, September 2018
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- Figure 38: Meet your Farmer system
Purchase Drivers for Meat Alternatives
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- Low calorie is the main driver for meat alternatives
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- Figure 39: Purchase drivers for meat alternatives, September 2018
- Almost one third of consumers want vegan meat alternatives
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- Figure 40: Seara veggie burger
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- Figure 41: Felsineo Veg Veghiamo
Meat Substitutes Ingredients
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- Other animal-sourced ingredients can be accepted as a meat alternative
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- Figure 42: Meat substitutes ingredients, September 2018
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- Figure 43: McDonald's Egg Junior
- Meat products mixed with vegetables and legumes can appeal to women with “flex” diet versions
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- Figure 44: Meat substitutes ingredients, by gender, September 2018
Appendix – Abbreviations
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- Abbreviations
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