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Changing Eating Habits - Brazil - June 2013

“Consumers are increasingly searching for convenience, either because they are pressed for time or because they prioritize tasks other than cooking. This is creating growing demand for products that make cooking easy, such as ready meals and ready-to-cook meals, but also for on-the-go products and for fast food restaurants.”

– Naira Sato, Senior Food Analyst

In this report, we will answer the following key questions:

  • How do young Brazilians’ eating habits differ from those of the older cohorts? What should be done to motivate them to eat healthier foods?
  • How can operators in the food industry meet the needs of the higher socio-economic groups, who increasingly have greater interest in gourmet cuisine and demand greater convenience?
  • How does the positive outlook of the Brazilian economy impact the food habits of the low-income consumers? What type of products can tap into their time-poor lifestyles?
  • Do men and women have the same health concerns? How can brands effectively tap into the differences in their eating habits?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The issues
              • New technologies can be used to influence eating habits
                • Figure 1: Opinions on eating habits, by age group, January 2013
              • Consumers in upper socioeconomic groups seek gourmet cuisine and convenient meals
                • Figure 2: Opinions on eating habits, by socioeconomic group, January 2013
              • Lower income groups have improved their income, but they have less time to cook
                • Figure 3: Attitudes to cooking and food, by socioeconomic group, January 2013
              • Men and women are in different levels in terms of healthy eating
                • Figure 4: Eating habits, by gender, June 2012
              • What we think
              • New Technologies Can be Used to Influence Eating Habits

                • Key points
                  • Government steps into action as Brazil faces a growing obesity problem
                    • Brazil faces a growing obesity problem
                      • Government focuses on early intervention
                        • Brands can benefit from taking the initiative on health
                          • Young people are consuming unhealthy foods, but look to keep fit through exercise
                            • 18-24s have less healthy diets than average
                              • Figure 5: Opinions on eating habits, by age group, January 2013
                              • Figure 6: Agreement with the statement “junk food is something you can eat everyday”, by age group, January 2013
                              • Figure 7: Vegetables and carbonated drinks purchase increase in the last year, by age group, January 2013
                            • Busy lifestyles contribute to youngsters’ unhealthy diets
                              • Figure 8: Agreement with the statement “technology resources, such as mobile phones and the Internet, make my life seem busier”, by age groups, November 2012
                              • Figure 9: Attitudes to cooking & food, by age group, January 2013
                              • Figure 10: Eating habits, by age group, November 2012
                            • Positioning products around keeping fit should resonate with young adults
                              • Figure 11: Agreement with the statement “I try to keep myself fit by doing exercises and/or practicing sports, by age group, June 2012
                              • Figure 12: Agreement with the statement “I think children and teens are often worried about what they’re eating because they don’t want to gain weight”, by age groups, January 2013
                            • Food brands can look to technology to connect with young adults
                              • Figure 13: Attitudes to internet usage, by age group, November 2012
                              • Figure 14: Agreement with the statement “I take vitamins and/or dietary supplements every day”, by age group, June 2012
                            • What it means
                            • Consumers in Upper Socioeconomic Groups Seek Gourmet Cuisine and Convenient Meals

                              • Key points
                                • Higher employment and a growing economy support the demand for eating out
                                    • Figure 15: Changes to eating out habits, by socioeconomic group, January 2013
                                    • Figure 16: Leisure habits, by socioeconomic group, November 2012
                                    • Figure 17: Agreement with the statement “Eating out is something you can do often”, by socioeconomic group, January 2013
                                  • Premium and exotic fast food is a way of attracting more consumers
                                      • Figure 18: Attitudes to trying different restaurants and foods, by socioeconomic group, January 2013
                                      • Figure 19: Attitudes to food from different cultures and fast food, by socioeconomic group, January 2013
                                    • Growth of high-end shopping creates opportunities for premium and convenient foodservice concepts
                                      • Premium retail products can tap into ABs’ interest in dining at home
                                        • Figure 20: Agreement with the statement “Famous chefs TV shows encourage me to cook more at home “, by socioeconomic group, January 2013
                                        • Figure 21: Attitudes to cooking & food, by demographics, January 2013
                                      • What it means
                                      • Lower Income Groups Have Higher Incomes than Before, but Less Time to Cook

                                        • Key points
                                          • Tax exemption on staple foods and rising incomes help lower socioeconomic groups to diversify their diet
                                            • Figure 22: Food & drink purchase increase in the last year, by socioeconomic group, January 2013
                                          • Cooking is a low priority for time-pressed DE consumers
                                            • Figure 23: Leisure time and housework behaviour, by socioeconomic group, November 2012
                                            • Figure 24: Attitudes to cooking & food, by socioeconomic group, January 2013
                                            • Figure 25: Percentage of households that own a freezer, by household monthly income, 2011
                                            • Figure 26: Non-usage of prepared meals, by socioeconomic group, November 2012
                                          • Prepared meals can tap into DE consumers’ demand for convenience and affordability
                                            • Figure 27: Attitudes toward prepared meals, by socioeconomic group, November 2012
                                            • Figure 28: Agreement with the statement “I expect prepared meals to taste as good as a regular meal of the same kind”, by socioeconomic group, November 2012
                                            • Figure 29: Frequency of eating prepared meals, by socioeconomic group, November 2012
                                          • What it means
                                          • Men and Women have Different Approaches to Healthy Eating

                                            • Key points
                                              • Men have less healthy eating habits than women
                                                • Figure 30: Food & drink purchase increase in the last year, by gender, January 2013
                                                • Figure 31: Eating habits, by gender, June 2012
                                                • Figure 32: Agreement with the statement “I am aware of hereditary conditions in my family and I have adjusted my lifestyle accordingly”, by gender, June 2012
                                              • Men eat out more often and eat more junk food than women, but would like to eat more at home
                                                • Figure 33: Attitudes to eating out and junk food, by gender, January 2013
                                                • Figure 34: Attitudes to cooking & food, by gender, January 2013
                                              • Women look for a more holistic approach to health with physical and mental balance
                                                • Figure 35: Percentage of people who have increased the amount of yoghurt they purchase in the last year, by gender, January 2013
                                                • Figure 36: Major factors that people view as contributing to healthy living, by gender, June 2012
                                              • What it means
                                              • Appendix – The Consumer

                                                • Food and drink purchase increase in the last year
                                                  • Figure 37: Food and drink categories where consumers have increased their purchases in the last year, January 2013
                                                  • Figure 38: Most popular food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
                                                  • Figure 39: Next most popular food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
                                                  • Figure 40: Other food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
                                                • Opinions on eating habits
                                                  • Figure 41: Opinions on eating habits, January 2013
                                                  • Figure 42: Most popular opinions on eating habits, by demographics, January 2013
                                                  • Figure 43: Next most popular opinions on eating habits, by demographics, January 2013
                                                  • Figure 44: Opinions on eating habits, by most popular food and drink categories where consumers have increased their purchases in the last year, 2012
                                                  • Figure 45: Opinions on eating habits, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
                                                  • Figure 46: Opinions on eating habits, by other food and drink categories where consumers have increased their purchases in the last year, 2012
                                                • Impacts on eating habits
                                                  • Figure 47: Impacts on eating habits, January 2013
                                                  • Figure 48: Most popular impacts on eating habits, by demographics, January 2013
                                                  • Figure 49: Next most popular impacts on eating habits, by demographics, January 2013
                                                  • Figure 50: Agreement with the statement: “my children learn a lot about healthy eating habits in school”, by demographics, January 2013
                                                  • Figure 51: Impacts on eating habits, by most popular food and drink categories where consumers have increased their purchasesincrease in the last year, 2012
                                                  • Figure 52: Impacts on eating habits, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
                                                  • Figure 53: Impacts on eating habits, by other food and drink categories where consumers have increased their purchases in the last year, 2012
                                                • Attitudes to cooking and food
                                                  • Figure 54: Attitudes to cooking and food, January 2013
                                                  • Figure 55: Agreement with the statements “I would like to eat more often at home “ and “Food delivery (e.g., takeaway) is a convenient option when you don’t have time to cook”, by demographics, January 2013
                                                  • Figure 56: Agreement with the statements “Ready meals are more practical than cooking from scratch “ and “It’s a good thing to cook large dishes in so this can last more than one meal “, by demographics, January 2013
                                                  • Figure 57: Agreement with the statements “Frozen food is a must have at home “ and “Eating out is something you can do often “, by demographics, January 2013
                                                  • Figure 58: Agreement with the statements “Fast food is better value for money than eating at restaurants” and “Junk food (e.g., Pizza, salty snacks) is something you can eat everyday”, by demographics, January 2013
                                                  • Figure 59: Agreement with the statements “Cooking is only for special occasions (e.g., Christmas, birthdays, Easter, etc) “ and “Cooking is a difficult skill to learn”, by demographics, January 2013
                                                  • Figure 60: Attitudes to cooking and food, by most popular food and drink categories where consumers have increased their purchases in the last year, 2012
                                                  • Figure 61: Attitudes to cooking and food, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
                                                  • Figure 62: Attitudes to cooking and food, by other food and drink categories where consumers have increased their purchases in the last year, 2012

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                                              Changing Eating Habits - Brazil - June 2013

                                              £3,277.28 (Excl.Tax)