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Meat and Poultry: Processed, Non-processed and Alternatives - Brazil - December 2018

OVERVIEW
What you need to know
Definition
Excluded
EXECUTIVE SUMMARY
Challenges
Companies need to improve their image and regain consumer confidence
Meat market should be impacted as more Brazilians become interested in meat alternatives
Opportunities
Consumption of processed meat can grow as companies change the “unhealthy” perception
Millennials help boost consumption of meat alternatives
Figure 1: Meat and meat alternatives purchase, any consumption, by generation, September 2018
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
Operation Weak Meat affects the internal market and exports of Brazilian beef
MARKET SIZE AND FORECAST
Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
Figure 2: Retail sales of meat, by value and volume, Brazil 2013-23
Meat market should keep retracting in terms of volume
Figure 3: Forecast of Brazil retail sales of meat, by value, 2013-23
Figure 4: Forecast of Brazil retail sales of meat, by volume, 2013-23
MARKET DRIVERS
Operation Weak Meat affects the internal market and exports of Brazilian beef
Economic and political troubles generate uncertainties for the meat industry
Senate approves a proposal that seeks to facilitate sales of craft food made of animal meat
KEY PLAYERS – WHAT YOU NEED TO KNOW
BRF and JBS account for approximately 70% of the Brazilian market
Brands take timid actions to reverse damages caused by the Operation Weak Meat
Meat alternatives have space to improve their sustainable appeal
MARKET SHARE
BRF and JBS account for approximately 70% of the Brazilian market
Figure 5: Companies’ market share in the meat retail market, by value, Brazil 2016-17
Figure 6: Companies’ market share in the meat retail market, by volume, Brazil 2016-17
MARKETING CAMPAIGNS AND ACTIONS
Companies invest in advertising to reverse damages caused by the Operation Weak Meat, while brands ignore the episode
Figure 7: JBS campaign
Figure 8: BRF campaign
Figure 9: BRF portal
Figure 10: Seara campaign
Figure 11: Sadia response to the Operation Weak Meat
BRF launches a new brand of processed meat at affordable prices
Figure 12: Kidelli products
JBS Friboi launches 1953, a premium beef brand
Figure 13: Friboi 1953
American meat snack brand Jack Links is launched in Brazil
Figure 14: Jack Links launching campaign
McDonald's launches first veggie burger in Brazil
Figure 15: McVeggie
WHO'S INNOVATING?
Meat alternatives have space to improve their sustainable appeal
Figure 16: Top 10 claims in global launches of meat alternatives – October 2016 to October 2018
Figure 17: Environmental impact: Beyond Burger vs. animal meat hamburger
Brands can invest in seasoned/flavored meat to stand out
Figure 18: Top 10 flavors of red meat and poultry, Brazil, 2013 to 2017
Figure 19: Seara DaGranja ready-to-eat product
Figure 20: Consumer Attribute Rating for Woolworths Simply... Roast Beef
THE CONSUMER – WHAT YOU NEED TO KNOW
Meat alternatives gain space among men seeking a healthy lifestyle
Brazilians prefer fresh meat
Image of processed meat improves among Brazilians
Soy meat can stand out highlighting its high protein content
'Well-known brand' is the isolated factor that drives meat consumption the most
Almost one third of consumers want vegan meat alternatives
Other animal-sourced ingredients can be accepted as a meat alternative
MEAT AND MEAT ALTERNATIVES PURCHASE
Unprocessed chicken tops consumption in Brazil
Figure 21: Meat and meat alternatives purchase, September 2018
Meat alternatives gain space among men seeking a healthy lifestyle
Figure 22: Meat and meat alternatives purchase, any consumption, by generation, September 2018
MEAT AND MEAT ALTERNATIVE FORMATS PURCHASE
Brazilians prefer fresh meat
Figure 23: Meat and meat alternative formats purchase, September 2018
Figure 24: Food Sniffer
Young consumers are more likely to have an interest in ready-to-eat meat
Figure 25: Meat and meat alternative formats purchase, by age group, September 2018
Figure 26: Vapza campaign
CHANGES ON MEAT AND MEAT ALTERNATIVES CONSUMPTION/PERCEPTION 
Image of processed meat improves among Brazilians
Figure 27: Changes on meat and meat alternatives consumption/perception, September 2018
Figure 28: Seara campaign
Cooking TV shows can increase interest in exotic meats among AB consumers
Figure 29: Changes in meat and meat alternatives consumption/perception, by socioeconomic group, September 2018
International cuts can appeal to men by highlighting the animal origin
Figure 30: Changes on meat and meat alternatives consumption/perception, by gender, September 2018
MEAT AND MEAT ALTERNATIVES PERCEPTION 
Soy meat can stand out highlighting its high protein content
Figure 31: Meat and meat alternatives perception, correspondence analysis, September 2018
Beef segment has space to develop premium products for special occasions
Figure 32: Van Swift service
Figure 33: Beef Bistrô barbecue calculator
Pork is perceived as a tasty option by consumers aged 35+
Figure 34: Meat and meat alternatives perception, by age group, September 2018
Figure 35: A Casa do Porco restaurant
PURCHASE DRIVERS FOR MEAT
Organic meat can highlight animal welfare and absence of antibiotics to increase popularity
Figure 36: Purchase drivers for meat, September 2018
'Well-known brand' is the isolated factor that drives meat consumption the most
Figure 37: Purchase drivers for meat, TURF analysis, September 2018
Figure 38: Meet your Farmer system
PURCHASE DRIVERS FOR MEAT ALTERNATIVES
Low calorie is the main driver for meat alternatives
Figure 39: Purchase drivers for meat alternatives, September 2018
Almost one third of consumers want vegan meat alternatives
Figure 40: Seara veggie burger
Figure 41: Felsineo Veg Veghiamo
MEAT SUBSTITUTES INGREDIENTS
Other animal-sourced ingredients can be accepted as a meat alternative
Figure 42: Meat substitutes ingredients, September 2018
Figure 43: McDonald's Egg Junior
Meat products mixed with vegetables and legumes can appeal to women with “flex” diet versions
Figure 44: Meat substitutes ingredients, by gender, September 2018
APPENDIX – ABBREVIATIONS
Abbreviations

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