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Cheese - Brazil - October 2017

OVERVIEW
What you need to know
Definition
Terms
EXECUTIVE SUMMARY
Challenges
Recession and high prices affect cheese consumption
Figure 1: Forecast for the cheese retail market, by value, 2012-22
High fat content can be a consumption barrier
Lack of knowledge about products is a challenge for the category
Opportunities
More healthful products can stand out
New types of cheese and how to pair them with meals/food
What we think
THE MARKET – WHAT YOU NEED TO KNOW
High prices push market value up, but sales go down in volume
Consumption habit and price challenge the category
MARKET SIZE AND FORECAST
High prices push market value up, but sales go down in volume
Figure 2: Cheese retail market, by value and volume, 2012-22
Consumption habit and price challenge the category
Figure 3: Forecast for the cheese retail market, by value, 2012-22
Figure 4: Forecast for the cheese retail market, by volume, tonnes (000s) 2012-22
MARKET DRIVERS
Inflation rate reduction
High cost of milk production
Labeling law for foods with lactose
High unemployment rate
Aging population
60% of Brazil’s adult population is overweight
KEY PLAYERS – WHAT YOU NEED TO KNOW
Polenghi leads market share in value and Groupe Lactalis in volume
Brands invest in harmonization and recipe with cheese
Soft texture and smooth taste appeal to consumers
MARKET SHARE
Polenghi leads market share in value and Groupe Lactalis in volume
Figure 5: Cheese retail market share, by value – Brazil, 2015-16
Figure 6: Cheese retail market share, by volume – Brazil, 2015-16
Vigor Alimentos is acquired by the Mexican group Lala
MARKETING CAMPAIGNS AND ACTIONS
Brands invest in actions with famous chefs
Figure 7: Polenghi “Não só pode, como deve” campaign, August 2017
Figure 8: Danúbio “Desafio do Chef” campaign, June 2016
Faixa Azul creates web series about cheese production and pairings
Figure 9: Faixa Azul “Certificado Faixa Azul” campaign, October 2016
Polenghi launches lactose-free line with on-line and off-line actions
Figure 10: Polenguinho “Querer é poder” campaign, November 2016
Tirolez changes its visual identity
Président launches products for the Brazilian market
Figure 11: Président “Le queijo” campaign, October 2016
WHO’S INNOVATING?
Soft and semi-soft cheese can attract consumers to new segments
Figure 12: Global launches of cheese, by subcategory and country, Jan 2014-Sep 2017
Brazilians are interested in trying flavored cheese
Figure 13: Launches of flavored cheese, by type of taste and country, January 2014-September 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Cheaper cheese dominate the consumers' preference
Supermarkets are the ideal place to promote experimentation
New formats and promotions can boost consumption
Soft texture can encourage cheese consumption in sandwiches
Educating consumers can boost the cheese market growth
TYPES OF CHEESE BOUGHT
Cheaper cheese dominate the consumers’ preference
Figure 14: Types of cheese bought, September 2017
Flavored Cheddar can appeal to men
Figure 15: Types of cheese bought, by demography, September 2017
Products with less salt can appeal to Brazilian women
Figure 16: Types of cheese bought, by demography, September 2017
PURCHASE LOCATIONS
Supermarkets are the ideal place to promote experimentation
Figure 17: Purchase locations, September 2017
Lactose-free cheese can appeal to those who shopping in natural supermarkets
Figure 18: Purchase locations, by demography, September 2017
Presence in specialty stores can be a strategy to keep AB consumers
Figure 19: Purchase locations, by demography, September 2017
FACTORS INFLUENCING PURCHASING DECISION
New formats and promotions can boost consumption
Figure 20: Factors influencing purchasing decision, September 2017
Low fat products with additional benefits can appeal to those aged 55+
Figure 21: Factors influencing purchasing decision, by demography, September 2017
Flavored cheese can be a healthy snack option for those aged 16-34
Figure 22: Factors influencing purchasing decision, by demography, September 2017
WAYS OF EATING
Soft texture can encourage cheese consumption in sandwiches
Figure 23: Ways of eating, September 2017
Promoting cheese as an ingredient can attract those aged 25-34
Figure 24: Ways to consume cheese, by demography, September 2017
Salty snacks with taste of cheese can appeal to young consumers
Figure 25: Ways of eating, by demography, September 2017
ATTITUDES
Educating consumers can boost the cheese market growth
Figure 26: Attitudes, September 2017
Cheese with benefits related to sports can appeal to men
Figure 27: Attitudes, September 2017
Private labels have space to enhance quality perception
Figure 28: Attitudes, September 2017
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Market size and forecast
Figure 29: Cheese retail market, by value and volume, 2012-22
Figure 30: Forecast for the cheese retail market, by value, 2012-22
Figure 31: Forecast for the cheese retail market, by volume, 2012-22
Figure 32: Cheese retail market share, by value – Brazil, 2015-16
Figure 33: Cheese retail market share, by volume – Brazil, 2015-16

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