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Baby Food and Drink - Brazil - December 2013

“Similar to trends seen in adult food categories, Brazilian parents are looking for convenient and healthy foods for their children. While homemade baby food remains the most popular day-to-day choice, processed baby food products can leverage their positioning as convenient as a unique selling point.”

– Naira Sato, Senior Analyst

This report will answer the following key questions:

  • How can the baby food category become more relevant to consumers?
  • Can the industry drive uptake by positioning yogurt as a healthy snack?
  • How can baby food companies meet the demands of North-Eastern consumers for good value for money?

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Table of contents

  1. Introduction

      • Definitions
        • The market
          • Brazilian government recommendation on baby food
            • Figure 1: Ministry of Health guidelines regarding babies’ diet, 2013
          • Brazilian Legislation on baby food advertising
            • Abbreviations
              • Currency and scales
              • Executive Summary

                  • The market
                    • Figure 2: Forecast of retail sales of baby food and drink in Brazil, by value, 2008-18
                  • Companies
                    • Figure 3: Leading companies’ shares in the Brazil Baby food and drink market, by value, 2012
                  • The consumer
                    • Home-made baby food enjoys a strong lead on usage
                      • Lack of endorsement and concerns about additives curb usage of prepared baby food
                        • Taste, trust, and benefits for baby affect choice of baby food
                          • High demand for transparency
                            • The issues
                              • Convenience, natural ingredients, and trust can support demand for processed baby food
                                • Figure 4: Agreement with the statement “Processed food contains too many additives”, by age of parents, July 2013
                              • Yogurt can grow as a healthy snack for babies
                                • Figure 5: Consumption of yogurt, by age of children in the household, July 2013
                              • Quality and natural ingredients can appeal to parents living in the North-East of Brazil
                                • Figure 6: Agreement with the statement “I would pay more for baby food if I knew it was made with only natural ingredients”, by North-East and South-East regions, July 2013
                              • What we think
                              • The Market

                                • Key points
                                  • The baby food and drink market enjoys healthy volume growth
                                    • Figure 7: Retail sales of baby milk and baby food, Brazil, value and volume, 2008-18
                                  • Baby cereal retains market dominance
                                    • Figure 8: Retail sales of baby food and drink in Brazil, by subcategory, by value, 2008-12
                                    • Figure 9: Retail sales of baby food and drink in Brazil, by subcategory, by volume, 2008-12
                                  • Forecast
                                    • The food market benefits from rising spend
                                      • Organic food can tap into demand for transparency
                                        • Added value is expected to drive growth in Brazilian market
                                          • Figure 10: Forecast of retail sales of baby food and drink in Brazil, by value, 2008-18
                                          • Figure 11: Forecast of retail sales of baby food and drink in Brazil, by volume (‘000 tonnes), 2008-18
                                      • Companies and Products

                                        • Key points
                                          • Nestlé dominates the market
                                            • Figure 12: Leading companies’ shares in the Brazil baby food and drink market, by value, 2012
                                            • Figure 13: Baby food and drink volume market share, by company, 2012
                                          • Nestlé
                                            • Mead Johnson and Danone
                                              • Heinz
                                              • The Consumer

                                                • Key points
                                                  • Usage of baby food and drink by type
                                                      • Figure 14: Usage of baby food and drink, July 2013
                                                    • Attitudes toward processed baby food and drink
                                                      • More than half of parents prefer homemade food
                                                        • Homecooked food has a surprisingly weak value for money image
                                                            • Figure 15: Attitudes toward processed baby food and drink, July 2013
                                                          • Important factors when choosing baby food and drink
                                                            • Taste is top consideration for parents
                                                              • Tangible benefits offer a point of difference for brands
                                                                  • Figure 16: Important factors when choosing baby food and drink, July 2013
                                                                • Attitudes toward baby food and drink
                                                                  • Transparency of ingredients plays a key role for parents
                                                                    • Price is not a barrier
                                                                        • Figure 17: Attitudes toward baby food and drink, July 2013
                                                                    • Convenience, Natural Ingredients, and Trust can Offer Processed Baby Food Brands Standout

                                                                      • Key points
                                                                        • Processed baby food can be positioned as offering more quality time for parents and children
                                                                          • Figure 18: Current work situation, July 2013
                                                                          • Figure 19: Agreement with the statement ”manufactured baby food is a practical option for feeding my child on the go”, by age of parents, July 2013
                                                                          • Figure 20: usage of selected baby food and drink, by age of parents, July 2013
                                                                        • An image as having too many chemicals and preservatives is a barrier for usage of processed baby food
                                                                          • Figure 21: Agreement with the statement “Processed food contains too many additives”, by age of parents, July 2013
                                                                          • Figure 22: Important factors when choosing baby food and drink, by age of parents, July 2013
                                                                          • Figure 23: Agreement with the statement “I would pay more for baby food if I knew it was made only with natural ingredients”, by age of parents, July 2013
                                                                        • Transparency of information in processed baby food can generate more trust among consumers
                                                                          • Figure 24: Important factors when choosing baby food: “A product made by a brand I trust”, by age of parents, July 2013
                                                                        • What it means
                                                                        • Yogurt Can Grow as a Healthy Snack for Babies

                                                                          • Key points
                                                                            • Parents see yogurt as a healthy and convenient food for children
                                                                              • Figure 25: Most popular food and drink given by parents to babies in the last 12 months, July 2013
                                                                              • Figure 26: Agreement with the statement “I eat yogurt as a healthy alternative to other foods”, by age of children in household, June 2012
                                                                              • Figure 27: Consumption of yogurt, by age of children in the household, July 2013
                                                                            • Yogurt with benefits related to babies’ growth can appeal to parents
                                                                              • Figure 28: Consumption frequency of baby food and drink, clear benefits to the child as a factor in the choice of baby food and drink, July 2013
                                                                            • Innovation can help yogurt expand usage occasions
                                                                              • What it means
                                                                              • High Quality and Natural Ingredients Can Attract More North-Eastern Parents to the Category

                                                                                • Key points
                                                                                  • Better economic situation in the North-East region drives consumption
                                                                                    • Figure 29: Changes in spending habits, by North-East and South-East regions, December 2012
                                                                                  • North-Eastern consumers want value for money in products, not low prices
                                                                                    • Figure 30: Purchasing profile, by North-East and South-East regions, December 2012
                                                                                    • Figure 31: Attitudes toward buying, by North-East and South-East regions, December 2012
                                                                                  • Premium food products with natural ingredients can attract more North-Eastern parents to the baby food category
                                                                                    • Figure 32: Important factors when choosing baby food and drink – product made with natural ingredients, by North-East and South-East regions, July 2013
                                                                                    • Figure 33: Agreement with the statement ”I would pay more for baby food if I knew it was made only with natural ingredients”, by North-East and South-East regions, July 2013
                                                                                    • Figure 34: Agreement with the statement” Price is a good indication of quality”, by region, December, 2012
                                                                                  • Baby food and cereal can use a more premium and natural positioning
                                                                                    • Figure: 35 consumption of baby foods and drink, by North-East and South-East regions, July 2013
                                                                                  • What it means
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 36: Retail sales of baby milk and baby food, Brazil, volume, 2008-18
                                                                                      • Figure 37: Retail sales of baby milk and baby food, Brazil, value and volume, 2008-18
                                                                                      • Figure 38: Forecast of retail sales of baby milk and baby food, Brazil, best and worst case, value, 2013-18
                                                                                      • Figure 39: Forecast of retail sales of baby milk and baby food, Brazil, best and worst case, volume, 2013-18
                                                                                    • Baby milk
                                                                                      • Figure 40: Forecast of retail sales of baby milk in Brazil, by value, 2008-18
                                                                                      • Figure 41: Forecast of retail sales of baby milk in Brazil, by volume, 2008-18
                                                                                      • Figure 42: Retail sales of baby milk, Brazil, value and volume, 2008-18
                                                                                      • Figure 43: Forecast of retail sales of baby milk, Brazil, best and worst case, value, 2013-18
                                                                                      • Figure 44: Forecast of retail sales of baby milk, Brazil, best and worst case, volume, 2013-18
                                                                                    • Cereals/snacks
                                                                                      • Figure 45: Retail sales of baby cereal/snacks in Brazil, by value, 2008-18
                                                                                      • Figure 46: Retail sales of baby cereal/snacks in Brazil, by volume, 2008-18
                                                                                      • Figure 47: Retail sales of cereals/snacks for babies, Brazil, value and volume, 2008-18
                                                                                      • Figure 48: Forecast of retail sales of cereals/snacks for babies, Brazil, best and worst case, value, 2013-18
                                                                                      • Figure 49: Forecast of retail sales of cereals/snacks for babies, Brazil, best and worst case, volume, 2013-18
                                                                                    • Wet baby food
                                                                                      • Figure 50: Forecast of retail sales of wet baby food in Brazil, by value, 2008-18
                                                                                      • Figure 51: Forecast of retail sales of wet baby food in Brazil, by volume, 2008-18
                                                                                      • Figure 52: Retail sales of wet baby food, Brazil, value and volume, 2008-18
                                                                                      • Figure 53: Forecast of retail sales of wet baby food, Brazil, best and worst case, value, 2013-18
                                                                                      • Figure 54: Forecast of retail sales of wet baby food, Brazil, best and worst case, volume, 2013-18
                                                                                  • Appendix – Usage of Baby Food and Drink

                                                                                      • Figure 55: Usage of baby food and drink, by segment, by frequency of feeding, July 2013
                                                                                      • Figure 56: Frequency of feeding breast milk to baby, by demographics, July 2013
                                                                                      • Figure 57: Frequency of feeding fruit to baby, by demographics, July 2013
                                                                                      • Figure 58: Frequency of feeding homemade baby food to baby, by demographics, July 2013
                                                                                      • Figure 59: Frequency of feeding freshly made baby food from a specialist shops to baby, by demographics, July 2013
                                                                                      • Figure 60: Frequency of feeding processed baby food to baby, by demographics, July 2013
                                                                                      • Figure 61: Frequency of feeding formula milk powder to baby, by demographics, July 2013
                                                                                      • Figure 62: Frequency of feeding formula milk powder for special dietary needs to baby, by demographics, July 2013
                                                                                      • Figure 63: Frequency of feeding milk powder to baby, by demographics, July 2013
                                                                                      • Figure 64: Frequency of feeding ready-to-drink milk (eg Leite Ninho) to baby, by demographics, July 2013
                                                                                      • Figure 65: Frequency of feeding flavored ready-to-drink milk to baby, by demographics, July 2013
                                                                                      • Figure 66: Frequency of giving supplements to baby, by demographics, July 2013
                                                                                      • Figure 67: Frequency of feeding cereal to baby, by demographics, July 2013
                                                                                      • Figure 68: Frequency of feeding yogurt to baby, by demographics, July 2013
                                                                                      • Figure 69: Baby food and drink fed to baby at least once a week, by reason for the choice of baby food and drink, July 2013
                                                                                  • Appendix – Attitudes toward Processed Baby Food and Drink

                                                                                      • Figure 70: Attitudes toward processed baby food and drink, July 2013
                                                                                      • Figure 71: Attitudes toward processed baby food and drink, by demographics, July 2013
                                                                                  • Appendix – Important Factors When Choosing Baby Food and Drink

                                                                                      • Figure 72: Important factors when choosing baby food and drink, July 2013
                                                                                      • Figure 73: Important factors when choosing baby food and drink, July 2013
                                                                                  • Appendix – Attitudes toward Baby Food and Drink

                                                                                      • Figure 74: Attitudes toward baby food and drink, July 2013
                                                                                      • Figure 75: Attitudes toward baby food and drink, by demographics, July 2013

                                                                                  Companies Covered

                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                  Baby Food and Drink - Brazil - December 2013

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