The Brazilian Meat Market: What Consumers Eat and Why?

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 101 pages

Product Synopsis

This report provides the results for the Meat market in Brazil from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices, as well as retailer choices in organized retail market.. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Meat market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Meat market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As Brazil undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. Markets in the country are not only growing due to demographic growth, but increasing affluence means new trends and new consumer behaviors are taking hold. This makes early identification of the consumer groups and trends driving market behavior essential.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Meat, Cooked Meats - Counter, Cooked Meats - Packaged, Fresh Meat (Counter), Frozen Meat, Raw Packaged Meat - processed, and Raw Packaged Meat - whole cuts.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

While the Better Off wealth group has the largest share of the Meat market in Brazil by value, its consumption is proportionate to its share of the population. Since wealth groups are only slightly below or above average consumption, companies need to introduce differentiated products targeting various income groups, in order to cover the market fully.

Consumer survey results reveal that Better Value for Money, Changing Age Structures, and Busy Lives are the leading market drivers that influence the consumption of Meat products in Brazil. Not only do consumers highlight these trends as important, they also act on them, as evident from the significant value shares of the market these trends shape, at least in some categories.

The distribution of Meat in Brazil is fragmented, despite the top three retailers in the organized retail market accounting for almost half of the market by volume. Distribution strategies and supply chain decisions therefore need to maintain relationships with as many retailers in the organized retail market as possible.

Key Highlights

While private label products account for approximately half of the volume of products distributed in the Fresh Meat (counter), Raw Packaged Meat - whole cuts, Ambient Meat and Cooked Meat - counter categories, private label penetration is low in Cooked Meats - Packaged and Frozen meats. Retailers may increase their investment in these areas given their success in growing market share in the other Meat product categories.

Kids and Babies are the most valuable age group, with an18% share of the Meat market by value. However, their consumption is proportionate to the large size of the age group, which accounts for 18% of the population. While Brazil's large young population provide a tempting target for marketers, the fact no age group consumes disproportionately means that marketers need to target a range of differentiated products at different age groups in order to maximize their revenues.

A significant “attitude-behavior” gap exists in the Cooked Meats - Packaged between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don't always act on these trends - the result is that overall trend influence is limited, but has the potential to grow.

Table Of Contents

1 Introudction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Meat Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Ambient Meat
3.2.2 Cooked Meats - Counter
3.2.3 Cooked Meats - Packaged
3.2.4 Fresh Meat (counter)
3.2.5 Frozen Meat
3.2.6 Raw Packaged Meat - processed
3.2.7 Raw Packaged Meat - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Meat
3.3.2 Cooked Meats - Counter
3.3.3 Cooked Meats - Packaged
3.3.4 Fresh Meat (counter)
3.3.5 Frozen Meat
3.3.6 Raw Packaged Meat - processed
3.3.7 Raw Packaged Meat - whole cuts
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Meat
4.1.2 Cooked Meats - Counter
4.1.3 Cooked Meats - Packaged
4.1.4 Fresh Meat (counter)
4.1.5 Frozen Meat
4.1.6 Raw Packaged Meat - processed
4.1.7 Raw Packaged Meat - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Meat
4.2.2 Cooked Meats - Counter
4.2.3 Cooked Meats - Packaged
4.2.4 Fresh Meat (counter)
4.2.5 Frozen Meat
4.2.6 Raw Packaged Meat - processed
4.2.7 Raw Packaged Meat - whole cuts
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Meat Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Meat
5.2.2 Cooked Meats - Counter
5.2.3 Cooked Meats - Packaged
5.2.4 Fresh Meat (counter)
5.2.5 Frozen Meat
5.2.6 Raw Packaged Meat - processed
5.2.7 Raw Packaged Meat - whole cuts
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Meat
6.1.2 Ambient Meat
6.1.3 Cooked Meats - Counter
6.1.4 Cooked Meats - Packaged
6.1.5 Fresh Meat (counter)
6.1.6 Frozen Meat
6.1.7 Raw Packaged Meat - processed
6.1.8 Raw Packaged Meat - whole cuts
7 Consumption Impact: Market Valuation
7.1 Meat Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Meat Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Meat Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share in Meat of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume - Ambient Meat
8.2.2 Retail Share by Volume - Cooked Meats - Counter
8.2.3 Retail Share by Volume - Cooked Meats - Packaged
8.2.4 Retail Share by Volume - Fresh Meat (counter)
8.2.5 Retail Share by Volume - Frozen Meat
8.2.6 Retail Share by Volume - Raw Packaged Meat - processed
8.2.7 Retail Share by Volume - Raw Packaged Meat - whole cuts
8.3 Profiles of End-Consumers of Meat, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Cia Zaffari
8.3.4 Companhia Brasileira de Distribuicao
8.3.5 Coop Cooperativa de Consumo
8.3.6 G.Barbosa
8.3.7 Irmaos Bretas
8.3.8 Irmaos Muffato
8.3.9 Lojas Americanas
8.3.10 Prezunic
8.3.11 SHV Makro
8.3.12 Wal-Mart
8.3.13 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Meat Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Meat Value Share (%), by Age Groups, 2012
Table 5: Brazil Meat Value Share (%), by Gender, 2012
Table 6: Brazil Meat Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Meat Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Meat Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Meat Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Ambient Meat Consumer Group Share (% market value), 2012
Table 11: Brazil Cooked Meats - Counter Consumer Group Share (% market value), 2012
Table 12: Brazil Cooked Meats - Packaged Consumer Group Share (% market value), 2012
Table 13: Brazil Fresh Meat (counter) Consumer Group Share (% market value), 2012
Table 14: Brazil Frozen Meat Consumer Group Share (% market value), 2012
Table 15: Brazil Raw Packaged Meat - processed Consumer Group Share (% market value), 2012
Table 16: Brazil Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2012
Table 17: Brazil Total Ambient Meat Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Cooked Meats - Counter Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Cooked Meats - Packaged Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Fresh Meat (counter) Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Frozen Meat Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Total Raw Packaged Meat - processed Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Brazil Total Raw Packaged Meat - whole cuts Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Brazil Ambient Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Brazil Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Brazil Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Brazil Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Brazil Ambient Meat Consumer Profiles (% consumers by sub-group), 2012
Table 39: Brazil Cooked Meats - Counter Consumer Profiles (% consumers by sub-group), 2012
Table 40: Brazil Cooked Meats - Packaged Consumer Profiles (% consumers by sub-group), 2012
Table 41: Brazil Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 42: Brazil Frozen Meat Consumer Profiles (% consumers by sub-group), 2012
Table 43: Brazil Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2012
Table 44: Brazil Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 45: Brazil Meat Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: Brazil Ambient Meat Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Brazil Cooked Meats - Counter Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Brazil Cooked Meats - Packaged Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Brazil Fresh Meat (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Brazil Frozen Meat Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Brazil Raw Packaged Meat - processed Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Brazil Raw Packaged Meat - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Brazil Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Brazil Ambient Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Brazil Cooked Meats - Counter: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Brazil Cooked Meats - Packaged: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Brazil Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Brazil Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Brazil Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Brazil Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Brazil Meat Market Value (Brazilian Real million), by Category, 2012
Table 62: Brazil Meat Market Value (US$ million), by Category, 2012
Table 63: Brazil Meat Market Volume (Kg m), by Category, 2012
Table 64: Brazil Meat Market Value (US$ million), by Category, 2012
Table 65: Brazil Meat Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 66: Brazil Meat Expenditure Per Capita (US$), by Category, 2012
Table 67: Brazil Meat Expenditure Per Household (Brazilian Real), by Category
Table 68: Brazil Meat Expenditure Per Household (US$), by Category
Table 69: Brazil Meat Market Volume (Kg m), by Category, 2012
Table 70: Brazil Meat Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 71: Brazil Meat Consumption Per Household (Kg m / Households m), by Category, 2012
Table 72: Brazil Meat Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
Table 73: Brazil Ambient Meat Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 74: Brazil Cooked Meats - Counter Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 75: Brazil Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 76: Brazil Fresh Meat (counter) Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 77: Brazil Frozen Meat Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 78: Brazil Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 79: Brazil Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 80: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 81: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 82: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 83: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 84: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 85: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 86: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 87: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 88: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 89: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 90: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 91: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 92: Brazil: Profile of Meat Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Meat Value Share (%), by Age Groups, 2012
Figure 3: Brazil Meat Value Share (%), by Gender, 2012
Figure 4: Brazil Meat Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Meat Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Meat Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Meat Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Ambient Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Brazil Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Brazil Meat Market Value (US$ million), by Category, 2012
Figure 23: Brazil Meat Expenditure Per Capita (US$), by Category, 2012
Figure 24: Brazil Meat Expenditure Per Household (US$), by Category
Figure 25: Brazil Meat Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
Figure 26: Brazil Ambient Meat Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 27: Brazil Cooked Meats - Counter Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 28: Brazil Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 29: Brazil Fresh Meat (counter) Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 30: Brazil Frozen Meat Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 31: Brazil Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 32: Brazil Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Brand SharA. Angeloni, Carrefour, Cia Zaffari, Companhia Brasileira de Distribuicao, Coop Cooperativa de Consumo, G.Barbosa ,Irmaos Bretas ,Irmaos Muffato

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