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Butter, Margarine and Cooking Oils - Brazil - April 2014

“Brazilian consumers consider the healthy properties of butter, margarine, and cooking oil as important. Margarine is seen as unhealthy, but this image could be changed by using olive oil, in order to project a healthier image. Olive oil is considered as an aspirational segment, not only because of its premium positioning, but also because it is perceived as a healthy product. Brazilian consumers are not aware of how versatile the category can be – companies need to focus on promoting different uses in cooking.”

– Naira Sato, Senior Analyst

This report will answer the following key questions:

  • How could margarine be perceived as a healthy category?
  • Could mature markets of olive oil, such as the South-East, serve as an example for other regions?
  • What are the needs of each specific target group in the margarine, butter, and cooking oil category?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecasts for Brazilian retail sales of butter and margarine, by value, 2008-18
              • Figure 2: Best- and worst-case forecasts for Brazilian retail sales of cooking oil, by value, 2008-18
            • Companies, brands and innovation
              • Figure 3: Companies' retail share in the butter and margarine market, by value, Brazil, 2011-12
              • Figure 4: Companies' retail share in the cooking oil market, by value, Brazil, 2011-12
            • The consumer
              • Figure 5: Usage frequency, any consumption, January 2014
            • The issues
              • Healthy attributes and innovations could boost sales of margarine
                • Figure 6: Behavior toward the purchase/use of butter, margarine, and cooking oil, January 2014
              • The highly developed olive oil market in the South-East region could serve as an example to other regions
                • Figure 7: Usage frequency of olive oil, any consumption, by region, January 2014
              • Margarine, butter and cooking oils – Target groups
                • Figure 8: Target groups according to consumption of butter, margarine, and cooking oils, January 2014
              • What we think
              • Healthy Attributes and Innovations Could Boost Sales of Margarine

                • Key points
                  • Margarine enjoys high usage levels, but it’s considered unhealthy by many consumers
                    • Figure 9: Any consumption of oil, margarine, and butter in the last six months, Brazil, January 2014
                    • Figure 10: Behavior toward the purchase/use of butter, margarine, and cooking oil, January 2014
                  • Functional properties could help margarine to be seen as a healthy product
                    • Figure 11: “I would like to see more options of margarine with functional properties (eg cholesterol control, added omega-3)”
                  • Flavored margarines to be used in cooking could boost sales
                    • Figure 12: Consumption and usage habits of margarine and cooking oil, January 2014
                    • Figure 13: Behavior toward the purchase/use of butter, margarine, and cooking oil, January 2014
                    • Figure 14: Agreement with the statement “I would be interested in trying margarine with different flavors,” January 2014
                  • What it means
                  • Highly Developed Olive Oil Market in the South-East Region Could Serve as an Example to Other Regions

                    • Key points
                      • Consumers knowledgeable about olive oils are the category’s heavy users
                        • Figure 15: Usage frequency of olive oil, any consumption, by region, January 2014
                        • Figure 16: Behavior toward the purchase/use of butter, margarine, and cooking oil, by region, January 2014
                      • Packaging can fight perception that olive oil is expensive in the South-East region
                        • Figure 17: Total agreement with the statement "I would use more olive oil if it were cheaper," by region, January 2014
                      • Olive oil brands could capitalize on the current growth enjoyed by the category and focus more on product differentials
                        • Figure 18: Total agreement with the statement “I like trying premium/gourmet varieties of olive oil (eg from special crops, special harvests, limited editions),” by region, January 2014
                      • What it means
                      • Margarine, Butter, and Cooking Oils – Consumer Groups

                        • Key points
                          • The four target groups
                            • Figure 19: Target groups according to consumption of butter, margarine, and cooking oils, January 2014
                          • Healthy and Open to Innovations (38%)
                              • Figure 20: Behavior toward the purchase/use of butter, any agree, by total and target group Healthy and Open to Innovations, January 2014
                            • Cost Conscious (24%)
                              • Figure 21: Behavior toward the purchase/use of butter and olive oil, by total and target group Cost Conscious, January 2014
                            • Olive Oil Avoiders (20%)
                              • Figure 22: Behavior toward the purchase/use of margarine, by total and target group Olive Oil Avoiders, January 2014
                            • Healthy Seniors (18%)
                              • Figure 23: Behavior toward the purchase/use of margarine, butter, and olive oil, by total and target group Healthy Seniors, January 2014
                            • What it means
                            • Trend Applications

                              • Trend: Factory Fear
                                • Trend: Middle-class Heroes
                                • Who’s Innovating?

                                  • Key points
                                    • Healthy properties and gourmet positioning stand out as main innovations
                                      • Figure 24: Launches in the cooking oil category, with Functional, Minus and Natural claims, by top five countries, 2009-13
                                  • Market and Forecast

                                    • Key points
                                      • Higher value-added products contribute to the growth of butter, margarine, and cooking oils
                                        • Figure 25: Retail sales of butter and margarine in Brazil, by value and volume, 2008-18
                                        • Figure 26: Retail sales of cooking oil in Brazil, by value and volume, 2008-18
                                      • Forecasts for Brazilian sales of butter, margarine, and cooking oil is higher in value than volume
                                        • Figure 27: Best- and worst-case forecasts for Brazilian retail sales of butter and margarine, by value, 2008-18
                                        • Figure 28: Best- and worst-case forecasts for Brazilian retail sales of butter and margarine, by volume, 2008-18
                                        • Figure 29: Best- and worst-case forecasts for Brazilian retail sales of oil, by value, 2008-18
                                        • Figure 30: Best- and worst-case forecasts for Brazilian retail sales of cooking oil, by volume, 2008-18
                                      • High inflation also impacts value growth
                                        • The forecast for butter and margarine is higher in value, but volume could grow through higher consumption frequency levels
                                          • Healthy properties drive value and volume sales in cooking oils
                                            • Forecast methodology
                                            • Market Share

                                                • BRF, Bunge, and Cargill dominate the butter, margarine, and cooking oils market
                                                  • Figure 31: Companies' retail sales share in the butter and margarine market, by value, Brazil, 2011-12
                                                  • Figure 32: Companies' retail sales share in the butter and margarine market, by volume, Brazil, 2011-12
                                                  • Figure 33: Companies' retail sales share in the cooking oil market, by value, Brazil, 2011-12
                                                  • Figure 34: Companies' retail sales share in the cooking oil market, by volume, Brazil, 2011-12
                                              • Companies and Brands

                                                • BRF
                                                  • Bunge
                                                    • Cargill
                                                      • Unilever
                                                        • Gonçalves Salles
                                                        • The Consumer – Usage Frequency

                                                          • Key points
                                                            • Margarine and soy oil are used by eight in 10 Brazilians
                                                              • Figure 35: Usage frequency, any consumption, January 2014
                                                          • The Consumer – Consumption and Usage Habits

                                                            • Key points
                                                              • In Brazil, usage of butter, margarine, and cooking oils is limited
                                                                • Figure 36: Consumption and usage habits, January 2014
                                                            • The Consumer – Attitudes and Opinions About Butter, Margarine, and Oil

                                                              • Key points
                                                                • Olive oil can serve as an example for margarine and cooking oils categories
                                                                  • Figure 37: Attitudes and opinions about butter, margarine, and oil, January 2014
                                                              • The Consumer – Behavior Toward the Purchase/Usage of Butter, Margarine, and Cooking Oil

                                                                • Key points
                                                                  • Brands need to change unhealthy image of margarine and boost consumption by focusing on flavor
                                                                    • Figure 38: Behavior toward the purchase/use of butter, margarine, and cooking oil, any agree, January 2014
                                                                • Appendix – Market and Forecast

                                                                    • Figure 39: Best- and worst-case forecasts for retail sales of margarine and butter, by value, Brazil, 2013-18
                                                                    • Figure 40: Best- and worst-case forecasts for retail sales of margarine and butter, by volume, Brazil, 2013-18
                                                                    • Figure 41: Best- and worst-case forecasts for retail sales of cooking oil, by value, Brazil, 2013-18
                                                                    • Figure 42: Best- and worst-case forecasts for retail sales of cooking oil, by volume, Brazil, 2013-18
                                                                • Appendix – Usage Frequency

                                                                    • Figure 43: Usage frequency, January 2014
                                                                    • Figure 44: Usage frequency, January 2014 (continued)
                                                                    • Figure 45: Usage frequency – Salted/unsalted butter, by demographics, January 2014
                                                                    • Figure 46: Usage frequency – Salted/unsalted butter, by demographics, January 2014 (continued)
                                                                    • Figure 47: Usage frequency – Salted/unsalted margarine, by demographics, January 2014
                                                                    • Figure 48: Usage frequency – Salted/unsalted margarine, by demographics, January 2014 (continued)
                                                                    • Figure 49: Usage frequency – Margarine with functional properties, by demographics, January 2014
                                                                    • Figure 50: Usage frequency – Margarine with functional properties, by demographics, January 2014 (continued)
                                                                    • Figure 51: Usage frequency – Butter & margarine blend, by demographics, January 2014
                                                                    • Figure 52: Usage frequency – Butter & margarine blend, by demographics, January 2014 (continued)
                                                                    • Figure 53: Usage frequency – Light/diet butter/margarine, by demographics, January 2014
                                                                    • Figure 54: Usage frequency – Light/diet butter/margarine, by demographics, January 2014 (continued)
                                                                    • Figure 55: Usage frequency – Premium/gourmet margarine/butter, by demographics, January 2014
                                                                    • Figure 56: Usage frequency – Premium/gourmet margarine/butter, by demographics, January 2014 (continued)
                                                                    • Figure 57: Usage frequency – Sunflower oil, by demographics, January 2014
                                                                    • Figure 58: Usage frequency – Sunflower oil, by demographics, January 2014 (continued)
                                                                    • Figure 59: Usage frequency – Canola oil, by demographics, January 2014
                                                                    • Figure 60: Usage frequency – Canola oil, by demographics, January 2014 (continued)
                                                                    • Figure 61: Usage frequency – Soy oil, by demographics, January 2014
                                                                    • Figure 62: Usage frequency – Soy oil, by demographics, January 2014 (continued)
                                                                    • Figure 63: Usage frequency – Standard olive oil, by demographics, January 2014
                                                                    • Figure 64: Usage frequency – Standard olive oil, by demographics, January 2014 (continued)
                                                                    • Figure 65: Usage frequency – Virgin/extra virgin olive oil, by demographics, January 2014
                                                                    • Figure 66: Usage frequency – Virgin/extra virgin olive oil, by demographics, January 2014 (continued)
                                                                    • Figure 67: Usage frequency – Vegetable oil & olive oil blend, by demographics, January 2014
                                                                    • Figure 68: Usage frequency – Vegetable oil & olive oil blend, by demographics, January 2014 (continued)
                                                                    • Figure 69: Usage frequency – Corn oil, by demographics, January 2014
                                                                    • Figure 70: Usage frequency – Corn oil, by demographics, January 2014 (continued)
                                                                    • Figure 71: Usage frequency – Other seed oil, by demographics, January 2014
                                                                    • Figure 72: Usage frequency – Other seed oil, by demographics, January 2014 (continued)
                                                                • Appendix – Consumption and Usage Habits

                                                                    • Figure 73: Consumption and usage habits, January 2014
                                                                    • Figure 74: Consumption and usage habits – Butter, by demographics, January 2014
                                                                    • Figure 75: Consumption and usage habits – Butter, by demographics, January 2014 (continued)
                                                                    • Figure 76: Consumption and usage habits – Margarine, by demographics, January 2014
                                                                    • Figure 77: Consumption and usage habits – Margarine, by demographics, January 2014 (continued)
                                                                    • Figure 78: Consumption and usage habits – Cooking oil, by demographics, January 201
                                                                    • Figure 79: Consumption and usage habits – Cooking oil, by demographics, January 2014 (continued)
                                                                • Appendix – Attitudes and Opinions About Butter, Margarine, and Cooking Oil

                                                                    • Figure 80: Attitudes and opinions about butter, margarine, and cooking oil, January 2014
                                                                    • Figure 81: Attitudes and opinions about butter, margarine, and cooking oil, January 2014
                                                                    • Figure 82: Attitudes and opinions about butter, margarine, and cooking oil, January 2014 (continued)
                                                                    • Figure 83: Attitudes and opinions about butter, margarine, and cooking oil, January 2014 (continued)
                                                                • Appendix – Behavior Toward the Purchase/Use of Butter, Margarine, and Cooking Oil

                                                                    • Figure 84: Behavior toward the purchase/use of butter, margarine, and cooking oil, January 2014
                                                                    • Figure 85: Behavior in relation to the purchase/use of butter, margarine and oil – buy more butter if it were cheaper, by demography, January 2014
                                                                    • Figure 86: Behavior toward the purchase/use of butter, margarine, and cooking oil – I tend to avoid butter/margarine due to health issues, by demographics, January 2014
                                                                    • Figure 87: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would like to see more options of margarine with functional properties (eg cholesterol control, added omega-3), by demographics, January 2014
                                                                    • Figure 88: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would be interested in new formats of margarine, such as spray or liquid, by demographics, January 2014
                                                                    • Figure 89: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would be interested in trying margarine with different flavors, by demographics, January 2014
                                                                    • Figure 90: Behavior toward the purchase/use of butter, margarine, and cooking oil – I tend to use higher quality brands of margarine for spreading and lower quality ones for cooking, by demographics, January 2014
                                                                    • Figure 91: Behavior toward the purchase/use of butter, margarine, and cooking oil – Cooking with margarine/butter gives the dish a better flavor than using oil, by demographics, January 2014
                                                                    • Figure 92: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would use more margarine if it were healthier, by demographics, January 2014
                                                                    • Figure 93: Behavior toward the purchase/use of butter, margarine, and cooking oil – It’s worth paying more for margarine/butter that is suitable for cooking (eg it does not burn easily), by demographics, January 2014
                                                                    • Figure 94: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would pay more for margarine/butter made with premium ingredients (eg canola oil, imported milk), by demographics, January 2014
                                                                    • Figure 95: Behavior toward the purchase/use of butter, margarine, and cooking oil – I would use more olive oil if it were cheaper, by demographics, January 2014
                                                                    • Figure 96: Behavior toward the purchase/use of butter, margarine, and cooking oil – I tend to use cooking oil mainly for deep frying, by demographics, January 2014
                                                                    • Figure 97: Behavior toward the purchase/use of butter, margarine, and cooking oil – I tend to choose cooking oils with added properties (eg omega-3), by demographics, January 2014
                                                                    • Figure 98: Behavior toward the purchase/use of butter, margarine, and cooking oil – I like trying premium/gourmet varieties of olive oil (eg from special crops, special harvests, limited edition), by demographics, January 2014
                                                                    • Figure 99: Behavior toward the purchase/use of butter, margarine, and cooking oil – The difference between the flavor of standard olive oil and virgin/extra virgin oil is clear to me, by demographics, January 2014
                                                                • Appendix – Consumer Target Groups

                                                                    • Figure 100: Target groups, January 2014
                                                                    • Figure 101: Target groups, any agree, by demographics, January 2014
                                                                    • Figure 102: Usage frequency, by target groups, January 2014
                                                                    • Figure 103: Consumption and usage habits, by target groups, January 2014
                                                                    • Figure 104: Attitudes and opinions about butter, margarine and oil, by target groups, January 2014
                                                                    • Figure 105: Behavior toward the purchase/use of butter, margarine, and cooking oil, by target groups, January 2014
                                                                • Appendix – GNPD Data

                                                                    • Figure 106: Launches in the cooking oil category, considering functional, minus and natural claims, among the top five countries, 2009-13

                                                                Companies Covered

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

                                                                Butter, Margarine and Cooking Oils - Brazil - April 2014

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