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.
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.