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Cooking Habits - Brazil - March 2016

"With higher living costs, and lower incomes, Brazilians are expected to cook more often at home in order to save money. Health is still a priority for consumers, mainly those suffering from problems such as diabetes and hypertension. Companies could become allies of Brazilians, educating them to cook in a healthy and cost-effective way."
– Naira Sato, Food and Drink Analyst

This report discusses the following key topics:

  • Preference for healthy food can sustain the segment consumption 
  • Cooking at home can be fun and cost-effective 
  • Cooking in larger quantities can help Brazilians to save time

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • Companies, brands, and innovation
            • Coconut could be marketed as a healthier alternative to some foods
              • The consumer
                • There is room to boost the consumption of organic food/products
                  • Figure 1: Frequency of cooking at home, at least once a day, November 2015
                • Young consumers seek recipes that involve less cookware to wash
                  • Figure 2: Important factors related to cooking, by age group, November 2015
                • Cooking is something that brings a strong family bond
                  • Figure 3: Cooking habits, November 2015
                • Brands could help consumers to create leftover recipes
                  • Figure 4: Attitudes toward cooking, November 2015
                • What we think
                • Issues and Insights

                  • Preference for healthy food can sustain the segment consumption
                    • The facts
                      • The implications
                        • Cooking at home can be fun and cost-effective
                          • The facts
                            • The implications
                              • Cooking in larger quantities can help Brazilians to save time
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Unemployment impacts the income of Brazilians
                                      • Climate, fuel, and the dollar influence the food prices
                                        • Brazilians suffer with diabetes and hypertension
                                        • Market Drivers

                                          • With increasing unemployment, Brazilians see their incomes at risk
                                            • Food prices impact the purchasing habits of Brazilians
                                              • 6.2% of Brazilian adults have diabetes and 21.4% have hypertension
                                              • Key Players – What You Need to Know

                                                • Practical packaging could help consumers to save time
                                                  • Coconut could be marketed as a healthier alternative to some foods
                                                  • Who’s Innovating?

                                                    • Opportunities to explore more practical packaging
                                                      • Figure 5: New launches of “convenient” products in Brazil and in the US, 2015
                                                    • Coconut: The healthy substitute
                                                      • Figure 6: New launches of products with coconut*, worldwide, 2011-15
                                                  • The Consumer – What You Need to Know

                                                    • Natural ingredients are the most used for cooking
                                                      • Healthy food is important, but convenience too
                                                        • The habit of cooking is a family heritage for Brazilians
                                                          • It is possible to save money with leftover meals
                                                          • Frequency of Cooking at Home

                                                            • Products marketed as “shortcuts” for cooking can boost the consumption of processed ingredients
                                                              • Figure 7: Types of ingredients used to cook, November 2015
                                                            • There is an opportunity to bring more organic products/food to the kitchen of Brazilian consumers
                                                              • Figure 8: Frequency of cooking at home, at least once a day, November 2015
                                                            • Brands could encourage the habit of cooking at home in order to help young consumers to save money
                                                              • Figure 9: Haven't cooked in the last three months, November 2015
                                                          • Important Factors Related to Cooking

                                                            • Health is the most important factor when cooking
                                                              • Figure 10: Important factors related to cooking, November 2015
                                                            • TV programs can influence the cooking habits of AB consumers
                                                              • Figure 11: Important factors related to cooking, by socioeconomic group, November 2015
                                                            • Young consumers want recipes that involves little cookware to wash
                                                              • Figure 12: Important factors related to cooking, by age group, November 2015
                                                          • Cooking Habits

                                                            • Cooking is a habit that brings a strong family bond
                                                              • Figure 13: Cooking habits, November 2015
                                                            • Linking leisure activities to cooking habits could appeal to men
                                                              • Figure 14: Cooking habits, by gender, November 2015
                                                            • Exploring digital platforms to communicate new recipes
                                                              • Figure 15: Cooking habits, by age group, November 2015
                                                          • Attitudes toward Cooking

                                                            • Brands could help consumers to use leftovers for the next meal
                                                              • Figure 16: Attitudes toward cooking, November 2015
                                                            • It’s possible to boost natural ingredients use among ABC1 consumers
                                                              • Figure 17: Attitudes toward cooking, by socioeconomic group, November 2015
                                                            • Recipes with fewer ingredients and/or preparation can appeal to men
                                                              • Figure 18: Attitudes toward cooking, by gender and age group, November 2015
                                                          • Appendix – Definitions

                                                            • Abbreviations

                                                            Companies Covered

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

                                                            Cooking Habits - Brazil - March 2016

                                                            £3,199.84 (Excl.Tax)