Ice Cream - Brazil - January 2013

INTRODUCTION
In this report, we will answer the following key questions
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Brazil Retail ice cream market size, by volume, 2007-11
Figure 2: Brazil Retail ice cream market size, by value, 2007-11
Forecast
Figure 3: Brazil ice cream retail market volume forecast, 2007-17
Figure 4: Brazil ice cream retail market value forecast, 2007-17
The companies
Figure 5: Brazil ice cream company retail market share, by volume, 2009-11
Figure 6: Brazil ice cream company retail market share, by value, 2009-11
 THE ISSUES
Using “healthy” claims by using fruit can generate market growth
Figure 7: Selected attitudes to ice cream, by age of children in the household, June 2012
Indulgence, affordable price, and purchase location are important attributes for lower socio-economic groups
Figure 8: Place/location where ice cream is usually bought, AB and DE socio-economic group, June 2012
Less seasonality and more innovation can increase consumption
Figure 9: Frequency of ice cream consumption, June 2012
High buying power of young adults and their extended adolescence is the perfect combination to generate higher consumption of ice cream
Figure 10: Frequency of ice cream consumption, by 16-24s and 25-34s, June 2012
Women are an important target for the market of ice cream with “minus” claims
Figure 11: Attitudes to healthy living, by women aged 35-44, June 2012
The Northeast is a potential market for premium products
Figure 12: Attitudes to ice cream, by region, June 2012
“HEALTHY” CLAIMS THROUGH THE USE OF FRUIT CAN GENERATE MARKET GROWTH
Key points
The Brazilian ice cream market still has no products that meet the new demand for healthy products
Figure 13: New product launches in the ice cream market in Brazil, by selected claims, 2008-11
Figure 14: New product launches in the ice cream market, by selected claims, by country, 2012
Figure 15: New products launches in the ice cream market in the U.S., by claim, 2008-11
Ice creams are considered treats, not food; therefore, it is difficult to position them as healthy
Figure 16: Attitudes to ice cream, by age of children in the household, June 2012
Leveraging a “natural” positioning through the use of fruit can help Brazilian ice creams to forge associations with “health”
Figure 17: Share of new products positioned as “natural” in the global ice cream market, 2008-11
Figure 18: share of new ice cream products positioned as “natural,” by country, 2012
Figure 19: Agreement with the statement “i am interested in natural ice cream,” by city, June 2012
Figure 20: Agreement with the statement “i am interested in natural ice cream,” by socio-economic groups, June 2012
Figure 21: Eating habits, June 2012
Ice cream brands need to highlight the natural aspects of the ingredients
Figure 22: Attitudes to healthy living, by ice cream consumption, June 2012
Figure 23: Attitudes to health, by frequency of ice cream consumption, June 2012
What it means
INDULGENCE, AFFORDABLE PRICE, AND PLACE OF PURCHASE ARE IMPORTANT ATTRIBUTES FOR LOWER SOCIO-ECONOMIC GROUPS
Key points
Greater economic power means consumers can spend more on nonessential food items
Figure 24: Per capita consumption of rice, beans, and whole milk, by income quarters, Brazil, 2008-09
Figure 25: Per capita consumption of ice cream/ice pops, chocolate, pizza, and fried or baked crisps, by income quarters, Brazil, 2008-09
Lower socio-economic groups have a lower consumption frequency and volume of ice cream
Figure 26: Frequency of ice cream consumption, by socio-economic group, June 2012
Figure 27: Type of ice cream consumption, by socio-economic group, June 2012
Figure 28: New ice cream product launches in Brazil, by manufacturer, by format, 2012
Figure 29: New product launches in ice cream tubs, in Brazil, by brand, 2012
Lower socio-economic groups have a more indulgent profile in relation to the category
Figure 30: Attitudes to ice cream, by socio-economic group, June 2012
It is necessary to improve consumer access to the product, even if it means taking the point of sale to the consumer
Figure 31: Place/location where ice cream is usually bought, by demographics, June 2012
Figure 32: Types of goods consumers have at home, by demographics, June 2012
What it means
MOVING AWAY FROM SEASONALITY AND BRINGING MORE INNOVATION CAN INCREASE CONSUMPTION
Key points
Seasonality is a barrier for the category
Figure 33: Frequency of ice cream consumption, June 2012
Associating ice cream with commemorative dates can generate visibility for the product throughout the year, raising consumption frequency
The market is dominated by ice pops and ice cream tubs, with limited innovations in areas like ice cream desserts
Figure 34: Types of ice cream consumed, by format, June 2012
Figure 35: New ice cream product launches, by format, by country, 2012
Ice pops sold in multipacks can generate increased consumption
What it means
HIGH PURCHASE POWER OF YOUNG ADULTS AND THEIR EXTENDED ADOLESCENCE ARE THE PERFECT COMBINATION TO INCREASE CONSUMPTION OF ICE CREAM
Key points
Young adults have a healthy economic situation, which favors consumption
Figure 36: Distribution of formal employment in Brazil, by age, 2010
Figure 37: Frequency of ice cream consumption, by age group, June 2012
Nostalgia is very important for young adults in Brazil and can be widely used in ice cream
Ice cream targeted at young adults offers a combination of nostalgia with the positive side of adulthood
Figure 38: Attitudes to ice cream, yogurt and sweets, by demographics, June 2012
Figure 39: New ice cream product launches, by flavor, in Brazil, 2012
Premium indulgence can help brands to encourage young adults to trade up
Figure 40: Attitudes to ice cream, by age, June 2012
What it means
WOMEN REPRESENT AN IMPORTANT TARGET GROUP FOR ICE CREAMS WITH “MINUS” CLAIMS
Key points
Brazilian women are gaining more financial independence, being more relevant to marketers
Figure 41: Global Index of salary differences between genders, by selected countries, 2012
Figure 42: Ice cream consumption, by demographics, June 2012
Indulgent ice cream can serve as a reward for the stressed modern mother
Figure 43: Attitudes to ice cream, by demographics, June 2012
Healthy products with a touch of indulgence are attractive to women
Figure 44: Attitudes to ice cream, by demographics, June 2012
Figure 45: Attitudes to healthy living, by demographics, June 2012
Figure 46: Share of launches with “minus” claims of all new ice cream product launches in Brazil, 2008-11
Individual consumption generates guilt, but it is desired by mothers
Figure 47: Consumption of tubs of standard ice cream, by demographics, June 2012
Figure 48: New ice cream product launches with “minus” claims, by pack size, in Brazil, 2012
What it means
NORTHEAST OFFERS GROWTH POTENTIAL FOR PREMIUM PRODUCTS
Key points
North and Northeast regions are new luxury markets, but still consume little ice cream
Figure 49: Income strata in Brazil, by region and country, 2001 and 2008
Figure 50: Ice cream consumption, by city, June 2012
The premium market can be a gateway for ice cream in the region
Figure 51: Consumption of premium ice cream, by region, June 2012
Figure 52: Agreement with the statement “I am prepared to pay more for premium ice cream,” by region, June 2012
Northeast has the potential to drive sales of premium tubs of ice cream through a positioning as affordable luxury
Local and global brands can learn from each other
Figure 53: Agreement with the statement “I like buying new brands of ice cream,” by city, June 2012
Figure 54: Type of ice cream consumption, by region, June 2012
What it means
APPENDIX: THE MARKET
Figure 55: Retail ice cream market size, by volume, 2007-11
Figure 56: Retail ice cream market size, by value, 2007-11
Figure 57: Ice cream company retail market share, by volume, 2009-11
Figure 58: Ice cream company retail market share, by value, 2009-11
Figure 59: Ice cream market forecast by value, 2012-17
Figure 60: Ice cream market forecast by volume, 2012-17
APPENDIX: CONSUMER DATA
Frequency of eating ice cream
Figure 61: Frequency of ice cream consumption, June 2012
Figure 62: Frequency of ice cream consumption, by demographics, June 2012
Figure 63: Frequency of ice cream consumption, by demographics, June 2012 (continued)
Type of ice cream eaten
Figure 64: Types of ice cream consumed, June 2012
Figure 65: Most popular types of ice cream consumed, by demographics, June 2012
Figure 66: Next most popular types of ice cream eaten, by demographics, June 2012
Figure 67: Type of ice cream consumed by the frequency of eating ince cream, June 2012
Location where ice cream is typically bought
Figure 68: Location where ice cream is typically bought, June 2012
Figure 69: Most popular location where ice cream is typically bought, by demographics, June 2012
Figure 70: Most popular location where ice cream is typically bought
Figure 71: Most popular location where ice cream is typically bought
Attitudes to ice cream
Figure 72: Attitudes to ice cream, June 2012
Figure 73: Most popular attitudes to ice cream, by demographics, June 2012
Figure 74: Next most popular attitudes to ice cream, by demographics, June 2012
Figure 75: Attitudes to ice cream, by type of ice cream eaten, June 2012
APPENDIX: HEALTHY LIVING HABITS—ICE CREAM
Figure 76: Attitudes to healthy living, by frequency of ice cream consumption, June 2012
Figure 77: Attitudes to healthy living, by frequency of ice cream consumption, June 2012 (continued)
Figure 78: Eating habits, by frequency of ice cream consumption, June 2012
Figure 79: eating habits, by frequency of ice cream consumption, June 2012 (continued)
Figure 80: Attitudes to health, by frequency of ice cream consumption, June 2012
Figure 81: Attitudes to health, by frequency of ice cream consumption, June 2012 (continued)
APPENDIX: PRODUCT INNOVATION
Figure 82: Top claims in new ice cream product launches in Brazil, January 2010-December 2012
Figure 83: Top 10 flavors among new ice cream product launches in Brazil, January 2010-December 2012
Figure 84: Most common formats of new product launches of ice cream in Brazil, January 2010-December 2012
Figure 85: Top 10 brands by new ice cream launches in Brazil, January 2010-December 2012