Meat and Poultry: Processed, Non-processed and Alternatives - Brazil - March 2020

OVERVIEW 
Definition
EXECUTIVE SUMMARY
Challenges
Price is the main barrier, especially for beef
Figure 1: Reasons for eating less – Brazil, December 2019
Adoption of meat restricted diets is a challenge for the category and an opportunity for meat alternatives
Figure 2: Meat restricted diet – Brazil, December 2019
Meat alternatives have the challenge of overcoming the barriers of price and taste
Opportunities
Investing in better taste and indulgent occasions is an opportunity for the category as a whole
Healthy attributes of beef can go beyond high protein content
Meat alternatives can replace processed chicken and pork
Fish and seafood can invest in options that meet the needs of consumers who live alone
What we think
MARKET DRIVERS
The high price of beef impacts the category as a whole
Health concerns reduce the consumption of animal meat and stimulate the search for meat alternatives
Coronavirus may impact Brazilian meat exports
KEY PLAYERS – WHAT YOU NEED TO KNOW
Brazilian brands invest in natural meat, meat alternatives and affordable products
The industry can invest in animal welfare to appeal to consumers
Premium beef boosts sales at Chipotle in the US
MARKETING CAMPAIGNS AND ACTIONS
Seara invests in two new lines, one focused on more natural options and other on meat alternatives
Sadia launches line of vegetarian products Veg&Tal
Figure 3: Veg&Tal campaign
Skol and Zé Delivery campaign to dribble the meat price
Figure 4: Skol campaign
Sadia invested in affordable options during end-of-year festivities
McDonald’s and Perdigão launch limited edition of mortadella sandwich to celebrate São Paulo’s birthday
Figure 5: Launching tweet
WHO’S INNOVATING?
The industry can invest in animal welfare to appeal to consumers
Figure 6: Launches of “Ethical - Animal” products by segment within the category of animal protein, Brazil and total worldwide, 2016-19
The high protein content is an opportunity for meat alternatives
CASE STUDIES
Premium beef boosts sales at Chipotle in the US
Figure 7: Carne Asada
Beyond Meat sales grow 135% in 52 weeks in the US
THE CONSUMER – WHAT YOU NEED TO KNOW
Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
Cuts and indulgence can boost consumption of chicken
Meat alternatives can replace processed chicken and pork
Perception of high sodium content is still low but can grow
Products that contain animal and plant-based protein can combine taste and healthy attributes
MEAT AND MEAT ALTERNATIVES PURCHASE AND FORMATS 
Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
Figure 8: Meat and meat alternatives purchase – Brazil, December 2019
Processed pork can highlight indulgence to attract young women
Figure 9: Meat and meat alternatives purchase – Brazil, December 2019
Figure 10: Seara Baconlover campaign
Figure 11: Bacon hit
Fish and seafood can invest in options that meet the needs of consumers who live alone
Figure 12: Meat restricted diet, by housing status – Brazil, December 2019
CONSUMPTION CHANGES
Cuts and indulgence can boost consumption of chicken
Figure 13: Consumption changes – Brazil, December 2019
Easy-to-prepare meat alternatives can help consumers prepare meat-free meals
Figure 14: Consumption changes – Brazil, December 2019
Investment in brand positioning can sustain consumption of un-processed beef among DE consumers
Figure 15: Beef consumption changes, by socioeconomic group – Brazil, December 2019
Figure 16: Friboi seal
REASONS FOR EATING LESS
Premium and indulgent recipes can add value to cheaper cuts
Figure 17: Reasons for eating less – Brazil, December 2019
Figure 18: Google Trends Explore, weekly results for the search of the terms “brisket” and “peito bovino” (beef chest) – Brazil, November 2017-January 2020
Meat alternatives can replace processed chicken and pork
Figure 19: Reasons for eating less, health concerns – Brazil, December 2019
Healthy attributes of beef can go beyond high protein content
MEAT ALTERNATIVE PERCEPTIONS
Price and taste perception impacts consumption of meat alternatives
Figure 20: Meat alternative perceptions – Brazil, December 2019
Perception of high sodium content is still low but can grow
Meat alternatives can explore sustainability to attract Generation Z
Figure 21: Meat alternative perceptions, by generation – Brazil, December 2019
Figure 22: Gunn, Tensy, Bertil, Märtha, Ib, Bertil and Edith try oat drink for the first time
Figure 23: Video inviting consumers to sign the petition
HABITS AND ATTITUDES
Products that contain animal and plant-based protein can combine taste and healthy attributes
Figure 24: Habits and attitudes – Brazil, December 2019
Meat alternatives can communicate high protein content to attract men
Figure 24: Meat alternative perceptions, by gender – Brazil, December 2019
Figure 25: “Introducing the new meatier Beyond Burger”
APPENDIX – ABBREVIATIONS
Abbreviations