Cooking Habits - Brazil - March 2016

OVERVIEW
Definition
EXECUTIVE SUMMARY
Companies, brands, and innovation
Coconut could be marketed as a healthier alternative to some foods
The consumer
There is room to boost the consumption of organic food/products
Figure 1: Frequency of cooking at home, at least once a day, November 2015
Young consumers seek recipes that involve less cookware to wash
Figure 2: Important factors related to cooking, by age group, November 2015
Cooking is something that brings a strong family bond
Figure 3: Cooking habits, November 2015
Brands could help consumers to create leftover recipes
Figure 4: Attitudes toward cooking, November 2015
What we think
ISSUES AND INSIGHTS
Preference for healthy food can sustain the segment consumption
The facts
The implications
Cooking at home can be fun and cost-effective
The facts
The implications
Cooking in larger quantities can help Brazilians to save time
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Unemployment impacts the income of Brazilians
Climate, fuel, and the dollar influence the food prices
Brazilians suffer with diabetes and hypertension
MARKET DRIVERS
With increasing unemployment, Brazilians see their incomes at risk
Food prices impact the purchasing habits of Brazilians
6.2% of Brazilian adults have diabetes and 21.4% have hypertension
KEY PLAYERS – WHAT YOU NEED TO KNOW
Practical packaging could help consumers to save time
Coconut could be marketed as a healthier alternative to some foods
WHO’S INNOVATING?
Opportunities to explore more practical packaging
Figure 5: New launches of “convenient” products in Brazil and in the US, 2015
Coconut: The healthy substitute
Figure 6: New launches of products with coconut*, worldwide, 2011-15
THE CONSUMER – WHAT YOU NEED TO KNOW
Natural ingredients are the most used for cooking
Healthy food is important, but convenience too
The habit of cooking is a family heritage for Brazilians
It is possible to save money with leftover meals
FREQUENCY OF COOKING AT HOME
Products marketed as “shortcuts” for cooking can boost the consumption of processed ingredients
Figure 7: Types of ingredients used to cook, November 2015
There is an opportunity to bring more organic products/food to the kitchen of Brazilian consumers
Figure 8: Frequency of cooking at home, at least once a day, November 2015
Brands could encourage the habit of cooking at home in order to help young consumers to save money
Figure 9: Haven't cooked in the last three months, November 2015
IMPORTANT FACTORS RELATED TO COOKING
Health is the most important factor when cooking
Figure 10: Important factors related to cooking, November 2015
TV programs can influence the cooking habits of AB consumers
Figure 11: Important factors related to cooking, by socioeconomic group, November 2015
Young consumers want recipes that involves little cookware to wash
Figure 12: Important factors related to cooking, by age group, November 2015
COOKING HABITS
Cooking is a habit that brings a strong family bond
Figure 13: Cooking habits, November 2015
Linking leisure activities to cooking habits could appeal to men
Figure 14: Cooking habits, by gender, November 2015
Exploring digital platforms to communicate new recipes
Figure 15: Cooking habits, by age group, November 2015
ATTITUDES TOWARD COOKING
Brands could help consumers to use leftovers for the next meal
Figure 16: Attitudes toward cooking, November 2015
It’s possible to boost natural ingredients use among ABC1 consumers
Figure 17: Attitudes toward cooking, by socioeconomic group, November 2015
Recipes with fewer ingredients and/or preparation can appeal to men
Figure 18: Attitudes toward cooking, by gender and age group, November 2015
APPENDIX – DEFINITIONS
Abbreviations