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Consumer Attitudes to Organic Food - Brazil - October 2016

“The category of organic food/drinks enjoys a positive perception by consumers, who tend to think organic products are healthy, tastier, sustainable and transparent. The many positive qualities associated with organic food/drinks create vast opportunities for companies to develop the category even further in Brazil.”
– Naira Sato, Food and Drink Specialist

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • Companies, brands, and innovation
            • There is a demand for more organic food and drinks
              • Getting the balance right between taste and healthful attributes
                • The consumer
                  • Transparency can boost sales of organic baby food/drinks
                    • Figure 1: Purchase of organic food/drinks, by category “Baby food (eg milk formula, supplementary food)” in households with children under three years old, June 2016
                  • AB consumers buy organic products online the most
                    • Figure 2: Purchasing channels of organic food/drinks, by “online supermarket,” by socioeconomic group, June 2016
                  • Organic products can stand out by highlighting taste
                    • Figure 3: Reasons for purchasing organic food/drinks, June 2016
                  • Companies can take advantage of “imperfect” fruit and vegetables
                    • Figure 4: Attitudes toward organic food/drinks, June 2016
                  • Claims associated with diabetes/hypertension can appeal to women aged 45+
                    • Figure 5: Purchasing behavior “I read the product claims (eg vitamin fortified, strong bones) on the package,” by gender and age group 45+, June 2016
                  • What we think
                  • Issues and Insights

                    • Restaurants could benefit from offering more organic options
                      • The facts
                        • The implications
                          • Companies can take advantage of blended drinks trend
                            • The facts
                              • The implications
                                • Organic bread can be perceived as more nutritious
                                  • The facts
                                    • The implications
                                    • The Market — What You Need to Know

                                      • Markets and stores specializing in organic products are growing in Brazil
                                        • Organic products and sustainability
                                          • Pesticides in Brazil
                                          • Market Drivers

                                            • Search for health benefits drives the organic category in Brazil
                                              • Sustainable businesses help small producers
                                                • Pesticides in Brazil
                                                • Key Players — What You Need to Know

                                                  • There is a demand for more organic food and drinks
                                                    • Getting the balance right between taste and healthful attributes
                                                    • Who’s Innovating?

                                                      • Brazilians want a greater variety of organic products
                                                        • Figure 6: Percentage of launches with claim “organic,” within the total categories of food and drink in Brazil, 2015-16
                                                      • Organic products manage to balance taste and healthful attributes
                                                      • The Consumer — What You Need to Know

                                                        • Organic baby food and drink are appealing to Brazilian parents
                                                          • Online channel attracts socioeconomic group AB
                                                            • Opportunities to focus on superior taste of organic products
                                                              • The “imperfect” food trend
                                                                • Opportunity for organic products among women aged 45+
                                                                • Purchase of Organic Food/Drinks by Category

                                                                  • Opportunity to improve consumption of processed organic food
                                                                    • Figure 7: Purchase of organic food/drinks by category, June 2016
                                                                  • Women show interest in buying more organic desserts and sweets
                                                                    • Figure 8: Purchase of organic food/drinks by category of “sweets/dessert (eg ice cream, chocolate),” by age and women, June 2016
                                                                  • Transparency can boost sales of baby organic food
                                                                    • Figure 9: Purchase of organic food/drinks by category “baby food (eg milk formula, supplementary food)” in households with children under three years old, June 2016
                                                                • Purchasing Channels of Organic Products

                                                                  • Specialized stores can stand out with their personalized service
                                                                    • Figure 10: Purchasing channels of organic food/drinks, June 2016
                                                                  • Free samples and products for special occasions influence male consumers’ choice of purchasing channels
                                                                    • Figure 11: Purchasing channels of organic food/drinks, by gender, age range 16-34, in specialized shops, June 2016
                                                                  • AB consumers are the ones who buy more organic products online
                                                                    • Figure 12: Purchasing channels of organic food/drinks “online supermarket,” by socioeconomic group, June 2016
                                                                • Reasons for Purchasing Organic Food/Drinks

                                                                  • Taste: A differential factor for the organic category
                                                                    • Figure 13: Reasons for purchasing organic food/drinks, June 2016
                                                                  • Loyalty programs could attract more male consumers to the organic category
                                                                    • Figure 14: Reasons for buying organic food/drinks, by statement “to take advantage of a special offer,” by gender, June 2016
                                                                  • Associating organic products with health factors and sustainability
                                                                    • Figure 15: Reasons for purchasing organic food/drinks, “I wanted to switch my food for a healthy alternative” and “They are more sustainable than regular food/drinks,” by social class, June 2016
                                                                • Attitudes toward Organic Food/Drinks

                                                                  • Companies can take advantage of the “imperfect” food trend
                                                                    • Figure 16: Attitudes toward organic food/drinks, June 2016
                                                                  • Social networks could be used more to inform consumers about the organic category
                                                                    • Figure 17: Attitudes toward organic food/drinks, by statement “I have little knowledge about food/drinks,” by socioeconomic group, June 2016
                                                                  • Companies can help children and adolescents adopt healthful eating habits
                                                                    • Figure 18: “Organic food/drinks are more nutritious than regular ones,” by age of children in the household, June 2016
                                                                • Purchasing Behavior

                                                                  • Companies should highlight the word “organic” in their packaging
                                                                    • Figure 19: Purchasing behavior, June 2016
                                                                  • Claims related to diabetes/hypertension can attract women aged 45+
                                                                    • Figure 20: Purchasing behavior, by “I read the product claims (eg vitamin fortified, strong bones) on the package,” by gender and age group 45+, June 2016
                                                                  • Information about origin of organic products could add more value to the category
                                                                    • Figure 21: Purchasing behavior, by statement “I check the product origin (country/region/city of origin) on the packaging,” by age group, June 2016
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations

                                                                  Companies Covered

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

                                                                  Consumer Attitudes to Organic Food - Brazil - October 2016

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