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Providing the most comprehensive and up-to-date information and analysis of the Ice Cream: Incl Impact of COVID-19 – Brazil market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
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As is the case with many other food and drink categories, the sheltering in place stages of the pandemic could prove to be a tailwind for retail purchases of ice cream, as almost 1 in 5 Brazilians report they are eating more indulgent foods (including ice cream) during lockdown. Consumers for the most part have been unable to obtain ice cream from ice cream parlors, except for the few that are delivering as a way of staying afloat, and have had to rely on ice cream products available at supermarkets. The easing of the stay at home mandates may result in a changed consumer – one who is more likely to prefer packaged ice cream to product from ice cream parlors.
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Expert analysis from a specialist in the field
Written by Laura Menegon, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Brazil’s ice cream market should continue to face the challenges imposed by the country’s economic difficulties and the population’s greater health concerns. Brands and companies, however, have the opportunity to overcome these barriers by investing in technologies that make it possible to develop healthier formulations and at the same time maintain the indulgent appeal, a characteristic highly valued by ice cream consumers 
Laura Menegon
Food & Drink Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
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Executive Summary
- Challenges
- COVID-19 worsens Brazil’s economic situation
- Brands urged to offer sugar-free alternatives as diabetes incidence grows
- High fat content is a barrier for parents
- Opportunities
- COVID-19 drives the creation of new laws and incentives
- Plant-based ice creams have space to grow
- Brands that support local communities gain loyal customers
- What we think
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The Impact of COVID-19 on Ice Cream
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- Figure 1: Short, medium and long term impact of COVID-19 on ice cream, April 2020
- Opportunities and Threats
- Consumers have health problems but want indulgence to cope with anxiety
- Price is a barrier for 43% of consumers
- Private labels can offer more ice creams as snacks
- Foodservice is forced to adapt now, but has to start thinking about the longer term
- Impact on the ice cream market
- While online grocery shopping has not surged, local store visits have increased
- Brand actions during the pandemic will be remembered at the store shelf
- How the crisis will affect ice cream’s key consumer segments
- Supermarkets can win more young consumers who have been forced to migrate away from street vendors
- Brands can help parents to make healthy ice cream treats at home
- How a COVID-19 recession will reshape the ice cream industry
- With unemployment rates forecasted to rise, informal jobs might increase
- Ice cream can be an option for immunity-boosting food
- COVID-19: Brazil context
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Market Drivers
- Impact of COVID-19 in Brazil
- New laws and incentives
- COVID-19 worsens Brazil’s economic situation
- Growing incidence of diabetes should increase demand for sugar-free products
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Key Players – What You Need to Know
- Unilever and Nestlé account for more than 50% market share
- Partnerships bring the Extend My Brand concept to the ice cream market
- Plant-based ice creams have space to grow
- Salt & Straw stands out for supporting local producers
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Market Share
- Unilever and Nestlé dominate the market
- Figure 2: Shares in the ice cream retail market, by volume – Brazil, 2017-18
- Figure 3: Shares in the ice cream retail market, by value – Brazil, 2017-18
- Unilever and Nestlé dominate the market
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Marketing Campaigns and Actions
- Ben & Jerry’s launches new flavor in partnership with Netflix
- Figure 4: Netflix & Chill’d campaign – Brazil, January 2020
- Rochinha partners with a soccer stadium to launch themed flavor
- Kibon makes partnerships for summer
- Fini launches ice cream range inspired by its products
- Chiquinho launches shake in partnership with Mondelez
- Figure 5: Chiquinho Sorvetes #ShakeMixVibes campaign featuring Maisa & Luan Santana
- Ben & Jerry’s launches new flavor in partnership with Netflix
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Who’s Innovating?
- No additives/preservatives ice creams can be marketed as healthy snacks
- Figure 6: Launches of ice creams with healthy* claims – top 5 countries, 2017-19
- Plant-based ice creams have space to grow
- Figure 7: Launches of ice creams by subcategory – global, 2017-19
- No additives/preservatives ice creams can be marketed as healthy snacks
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Case Studies
- Salt & Straw stands out for supporting local producers
- Van Leeuwen’s success is based on high quality ingredients and Instagrammable look
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The Consumer – What You Need to Know
- Brands that support local communities gain loyal customers
- Supermarkets can absorb demand from young consumers
- Permissible indulgence can boost consumption frequency
- Organic ingredients appeal to women
- High fat content is a barrier
- Non-melting ice cream can boost consumption out of home
- Bubble tea flavors can appeal to Brazilians
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Ice Cream Purchase
- Brands that support local communities gain loyal customers
- Figure 8: Ice cream purchase – Brazil, February 2020
- Freeze pops can draw inspiration from the juice category
- Brands that support local communities gain loyal customers
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Ice Cream Purchase Venue
- Ice cream parlors need to innovate during the isolation period
- Figure 9: Ice cream purchase venue – Brazil, February 2020
- Supermarkets can absorb demand from young consumers
- Figure 10: Ice cream purchase venue, street vendor, by age group – Brazil, February 2020
- Ice cream parlors need to innovate during the isolation period
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Consumption Frequency
- Permissible indulgence can boost consumption frequency
- Figure 11: Consumption frequency – Brazil, February 2020
- Soft serve ice creams can be offered for consumption at home
- Figure 12: Consumption frequency, by children living in the household – Brazil, February 2020
- Permissible indulgence can boost consumption frequency
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Consumption Occasions
- Organic ingredients appeal to women
- Figure 13: Consumption occasions, to satisfy a sweet craving, by gender – Brazil, February 2020
- Ice cream with relaxing ingredients can appeal to young consumers
- Figure 14: Consumption occasions, to relax while doing something stressful, by age group – Brazil, February 2020
- Organic ingredients appeal to women
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Barriers to Eating More Often
- Satiety ingredients can attract young consumers
- Figure 15: Barriers to eating more often, it doesn’t satisfy my hunger, by age group – Brazil, February 2020
- High fat content is a barrier
- Figure 16: Barriers to eating more often, high in fat, by children living in the household – Brazil, February 2020
- Satiety ingredients can attract young consumers
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Attitudes and Behavior toward Ice Cream
- Non-melting ice cream can boost consumption out of home
- Figure 17: Attitudes and behavior toward ice cream – Brazil, February 2020
- Ice cream can position as an affordable dessert in restaurants
- Figure 18: Attitudes and behavior toward ice cream, ice cream is cheaper than most other desserts, by purchase venue – Brazil, February 2020
- Non-melting ice cream can boost consumption out of home
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Consumption and Interest in Innovation
- Ice cream with probiotics can attract women
- Figure 19: Consumption and interest in innovation, ice cream with probiotics, by gender – Brazil, February 2020
- Bubble tea flavors can appeal to Brazilians
- Figure 20: Consumption and interest in innovation, ice cream with Brazilian regional flavors – Brazil, February 2020
- Ice cream with probiotics can attract women
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Appendix – Abbreviations
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Appendix – Market Size and Market Share
- Market size
- Figure 21: Retail sales of ice creams, by value – Brazil, 2014-19
- Figure 22: Retail sales of ice creams, by volume – Brazil, 2014-19
- Market share
- Figure 23: Shares in the ice cream retail market, by volume – Brazil, 2017-18
- Figure 24: Shares in the ice cream retail market, by value – Brazil, 2017-18
- Market size
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