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Fast Food - Brazil - August 2013

“Consumption of fast food in Brazil is extensive with nearly one in two Brazilians consuming this type of food. Major fast food chains can follow the lead of snack bars and use attributes typical of traditional Brazilian food to create more opportunities.”

– Jean Manuel Gonçalves da Silva, Senior Food Analyst

In this report we will discuss the following issues:

  • What are the distinguishing features of snack bars that can be used by fast food chains?
  • How can fast food chains expand consumption occasions?
  • What can fast food chains do to attract more low-income consumers to higher consumption frequencies?
  • What can fast food chains do to attract consumers in socioeconomic group AB?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sales of fast food in Brazil, by value, 2008-12
            • Forecast
              • Figure 2: Sales of fast food in Brazil and forecast, by value, 2008-18
            • Companies
              • Figure 3: Fast food companies in Brazil, by number of stores, 2011
            • Fast food chains can take inspiration from the more typically used independent channels
              • Figure 4: Consumption in selected fast food restaurants, January 2013
            • Targeting low consumption occasions in fast food stores can drive growth
              • Figure 5: Occasions of eating at fast food restaurants, January 2013
            • Affordable menu choices can boost food chains’ usage frequency—especially among lower earners
              • Figure 6: Consumers of fast food restaurants, by socioeconomic group, in selected fast food chains, January 2013
            • Gourmet foods, provenance, and exotic dishes are potential innovation opportunities for premium fast food chains
              • Figure 7: Away-from-home consumption, by selected types of restaurants, April 2013
            • What we think
            • Market Size and Forecast and Companies

              • Key points
                • Market size and forecast
                  • Figure 8: Brazil fast food market, value sales and stores, 2008-18
                  • Figure 9: Brazil fast food market, value sales, 2008-18
                  • Figure 10: Brazil fast food market, number of outlets, 2008-18
                • Market share
                  • Figure 11: Brazil fast food and takeaway companies, number of outlets, 2009-11
                • McDonald’s remains the biggest fast food chain
                  • Subway plans ambitious expansion
                    • BFFC falls to third position
                      • Burger King sees store numbers double over 2009-11
                      • Fast Food Chains Can Take Inspiration from the More Typically Used Independent Channels

                        • Key points
                          • Brazilians are most likely to eat fast food from snack bars
                            • Figure 12: Usage of fast food restaurants, by type, January 2013
                            • Figure 13: Usage of most popular fast food restaurants, by type, by frequency, January 2013
                            • Figure 14: Share of fast food restaurants in Brazil, by segment, 2011
                          • Home-cooked food enjoys a strong preference among Brazilian consumers…
                              • Figure 16: Frequency of consumption of frozen pizzas and prepared pasta/lasagna, November 2012
                              • Figure 17: consumption of soup, by format, November 2012
                            • …and is a menu staple at the traditional fast food outlets
                              • Taking menu inspiration from street food kiosks and snack bars can help fast food chains tap into the demand for “real” food
                                • What it means
                                • Targeting Low Consumption Occasions in Fast Food Stores Can Drive Growth

                                  • Key points
                                    • Weekends are the most typical fast food occasion
                                      • Figure 18: Occasions for eating at fast food restaurants, January 2013
                                      • Figure 19: Visiting fast food restaurants at weekend by selected fast food restaurants visited, January 2013
                                    • Dinner occasion presents potential for fast food stores
                                      • Figure 20: Occasions for eating soup, November 2012
                                    • Fast food chains should target alternative consumption occasions
                                      • What it means
                                      • Affordable Menu Choices Can Boost Food Chains’ Usage Frequency – Especially Among Lower Earners

                                        • Key points
                                          • Low-income consumers eat less at fast food restaurants
                                            • Figure 21: Usage of selected fast food outlets, by socioeconomic groups, January 2013
                                            • Figure 22: Usage of McDonald’s by frequency, by socioeconomic groups, January 2013
                                          • McDonald’s prices are likely to be an obstacle for lower earners
                                            • Figure 23: Price of a meal made at home, in a restaurant, and of a selected ready meal, 2013
                                          • Sharing deals
                                            • Smaller, affordable portion sizes
                                              • Promotions
                                                • Alternative fast food brands can be an option for a more accessible and affordable positioning
                                                  • What it means
                                                  • Gourmet Foods, Provenance, and Exotic Dishes are Potential Innovation Opportunities for Premium Fast Food Chains

                                                    • Key points
                                                      • High-income consumers eat fast food more frequently
                                                        • Figure 24: Usage of fast food restaurants, by socioeconomic group, April 2013
                                                        • Figure 25: Usage of selected fast food restaurants, by socioeconomic group, January 2013
                                                      • Delivering on customer service can add value to fast food chains
                                                        • Provenance and transparency of sourcing
                                                          • Brazil’s growing internationalization opens opportunities for ethnic foods
                                                            • Figure 26: International departures in Brazil, 2009-12
                                                          • ABs are high users of Asian restaurants
                                                            • Figure 27: Restaurant usage, by selected types of restaurants, April 2013
                                                          • What it means
                                                          • Appendix – The Market

                                                              • Figure 28: Value of sales and number of fast food outlets in Brazil, 2008-18
                                                              • Figure 29: Number of fast food outlets in Brazil, forecast, best and worst case, 2013-18
                                                              • Figure 30: Value of sales of fast food in Brazil, forecast, best and worst case, 2013-18
                                                              • Figure 31: Brazil fast food and takeaway companies, number of outlets, 2009-11
                                                              • Figure 32: Snack bar menu, "Lanchonete Chega Mais," São Paulo, June 2013
                                                          • Appendix – The Consumer

                                                            • Frequency of eating at fast food restaurants
                                                              • Figure 33: Frequency of eating at fast food restaurants, January 2013
                                                              • Figure 34: Frequency of eating at fast food restaurants, January 2013
                                                              • Figure 35: Most popular frequency of eating at McDonald's, by demographics, January 2013
                                                              • Figure 36: Next most popular frequency of eating at McDonald's, by demographics, January 2013
                                                              • Figure 37: Most popular frequency of eating at Bob's, by demographics, January 2013
                                                              • Figure 38: Next most popular frequency of eating at Bob's, by demographics, January 2013
                                                              • Figure 39: Most popular frequency of eating at Subway, by demographics, January 2013
                                                              • Figure 40: Next most popular frequency of eating at Subway, by demographics, January 2013
                                                              • Figure 41: Frequency of eating at Giraffas, by demographics, January 2013
                                                              • Figure 42: Most popular frequency of eating at Habib's, by demographics, January 2013
                                                              • Figure 43: Next most popular frequency of eating at Habib's, by demographics, January 2013
                                                              • Figure 44: Frequency of eating at Burger King, by demographics, January 2013
                                                              • Figure 45: Most popular frequency of eating at specialized hamburger restaurants, by demographics, January 2013
                                                              • Figure 46: Next most popular frequency of eating at specialized hamburger restaurants, by demographics, January 2013
                                                              • Figure 47: Frequency of eating at ethnic fast food restaurants—Japanese and Chinese restaurants, by demographics, January 2013
                                                              • Figure 48: Frequency of eating at ethnic fast food restaurants—Arabic restaurants, by demographics, January 2013
                                                              • Figure 49: Most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, by demographics, January 2013
                                                              • Figure 50: Next most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, by demographics, January 2013
                                                              • Figure 51: Most popular frequency of eating at snack bars (lanchonetes), by demographics, January 2013
                                                              • Figure 52: Next most popular frequency of eating at snack bars (lanchonetes), by demographics, January 2013
                                                              • Figure 53: Most popular frequency of eating at street kiosks with local food, by demographics, January 2013
                                                              • Figure 54: Next most popular frequency of eating at street kiosks with local food, by demographics, January 2013
                                                            • Occasions of eating at fast food restaurants
                                                              • Figure 55: Occasions of eating at fast food restaurants, January 2013
                                                              • Figure 56: Occasions of eating at fast food restaurants, by demographics, January 2013
                                                              • Figure 57: Occasions of eating at fast food restaurants, by most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 58: Occasions of eating at fast food restaurants, by next most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 59: Occasions of eating at fast food restaurants, by most popular frequency of eating at Bob's, January 2013
                                                              • Figure 60: Occasions of eating at fast food restaurants, by next most popular frequency of eating at Bob's, January 2013
                                                              • Figure 61: Occasions of eating at fast food restaurants, by most popular frequency of eating at Subway, January 2013
                                                              • Figure 62: Occasions of eating at fast food restaurants, by next most popular frequency of eating at Subway, January 2013
                                                              • Figure 63: Occasions of eating at fast food restaurants, by frequency of eating at Giraffas, January 2013
                                                              • Figure 64: Occasions of eating at fast food restaurants, by most popular frequency of eating at Habib's, January 2013
                                                              • Figure 65: Occasions of eating at fast food restaurants, by next most popular frequency of eating at Habib's, January 2013
                                                              • Figure 66: Occasions of eating at fast food restaurants, by frequency of eating at Burger King, January 2013
                                                              • Figure 67: Occasions of eating at fast food restaurants, by most popular frequency of eating at specialized hamburger restaurants, January 2013
                                                              • Figure 68: Occasions of eating at fast food restaurants, by next most popular frequency of eating at specialized hamburger restaurants, January 2013
                                                              • Figure 69: Occasions of eating at fast food restaurants, by frequency of eating at ethnic fast food restaurants—Japanese and Chinese restaurants, January 2013
                                                              • Figure 70: Occasions of eating at fast food restaurants, by frequency of eating at ethnic fast food restaurants—Arabic restaurants, January 2013
                                                              • Figure 71: Occasions of eating at fast food restaurants, by most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 72: Occasions of eating at fast food restaurants, by next most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 73: Occasions of eating at fast food restaurants, by most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 74: Occasions of eating at fast food restaurants, by next most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 75: Occasions of eating at fast food restaurants, by most popular frequency of eating at street kiosks with local food, January 2013
                                                              • Figure 76: Occasions of eating at fast food restaurants, by next most popular frequency of eating at street kiosks with local food, January 2013
                                                              • Figure 77: Occasions of eating at fast food restaurants, by most popular behaving toward buying food at fast food restaurants, January 2013
                                                              • Figure 78: Occasions of eating at fast food restaurants, by next most popular behavior toward fast food restaurants, January 2013
                                                              • Figure 79: Occasions of eating at fast food restaurants, by any agreement with most popular attitudes toward eating at fast food restaurants, January 2013
                                                              • Figure 80: Occasions of eating at fast food restaurants, by any agreement with next most popular attitudes toward eating at fast food restaurants, January 2013
                                                            • Attitudes toward buying fast food
                                                              • Figure 81: Attitudes toward buying fast food, January 2013
                                                              • Figure 82: Most popular attitudes toward buying fast food, by demographics, January 2013
                                                              • Figure 83: Next most popular attitudes toward buying fast food, by demographics, January 2013
                                                              • Figure 84: Attitudes toward buying fast food, by most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 85: Attitudes toward buying fast food, by next most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 86: Attitudes toward buying fast food, by most popular frequency of eating at Bob's, January 2013
                                                              • Figure 87: Attitudes toward buying fast food, by next most popular frequency of eating at Bob's, January 2013
                                                              • Figure 88: Attitudes toward buying fast food, by most popular frequency of eating at Subway, January 2013
                                                              • Figure 89: Attitudes toward buying fast food, by next most popular frequency of eating at Subway, January 2013
                                                              • Figure 90: Attitudes toward buying fast food, by frequency of eating at Giraffas, January 2013
                                                              • Figure 91: Attitudes toward buying fast food, by most popular frequency of eating at Habib's, January 2013
                                                              • Figure 92: Attitudes toward buying fast food, by next most popular frequency of eating at Habib's, January 2013
                                                              • Figure 93: Attitudes toward buying fast food, by frequency of eating at Burger King, January 2013
                                                              • Figure 94: Attitudes toward buying fast food, by most popular frequency of eating at specialized hamburger restaurants January 2013
                                                              • Figure 95: Attitudes toward buying fast food, by next most popular frequency of eating at specialized hamburger restaurants January 2013
                                                              • Figure 96: Attitudes toward buying fast food, by frequency of eating at ethnic fast food restaurants—Japanese and Chinese restaurants, January 2013
                                                              • Figure 97: Attitudes toward buying fast food, by frequency of eating at ethnic fast food restaurants—Arabic restaurants, January 2013
                                                              • Figure 98: Attitudes toward buying fast food, by most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 99: Attitudes toward buying fast food, by next most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 100: Attitudes toward buying fast food, by most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 101: Attitudes toward buying fast food, by next most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 102: Attitudes toward buying fast food, by most popular frequency of eating at street kiosks with local food, January 2013
                                                              • Figure 103: Attitudes toward buying fast food, by next most popular frequency of eating at street kiosks with local food, January 2013
                                                            • Attitudes toward eating at fast food restaurants
                                                              • Figure 104: Attitudes toward eating at fast food restaurants, January 2013
                                                              • Figure 105: Agreement with statements: “Eating at fast food restaurants in moderation is not bad for your health “and "Fast food meals are as healthy as meals served at a regular restaurant," by demographics, January 2013
                                                              • Figure 106: Agreement with statements "I prefer the light menu (e.g., low calories, reduced fat) when I go to fast food restaurants' and 'Fast food restaurants offer a good ambience," by demographics, January 2013
                                                              • Figure 107: Agreement with statements: "Fast food meals are satisfying (filling)" and "The overall user service (e.g., staff friendliness, helpfulness) offered at fast food restaurants is good,” by demographics, January 2013
                                                              • Figure 108: Agreement with statements: "I would prefer to cook rather than eat at a fast food restaurant if I had the time" and "I would eat more often at regular restaurants rather than fast food restaurants if they were less expensive,” by demographics, January 2013
                                                              • Figure 109: Agreement with statements: "Fast food meals are better value for money than homemade meals" and "I would drink more at fast food restaurants if there were unlimited refilling,” by demographics, January 2013
                                                              • Figure 110: Agreement with the statement "Services at fast food restaurants are similar from one place to another," by demographics, January 2013
                                                              • Figure 111: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 112: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at McDonald's, January 2013
                                                              • Figure 113: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at Bob's, January 2013
                                                              • Figure 114: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at Bob's, January 2013
                                                              • Figure 115: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at Subway, January 2013
                                                              • Figure 116: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at Subway, January 2013
                                                              • Figure 117: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at Giraffas, January 2013
                                                              • Figure 118: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at Habib's, January 2013
                                                              • Figure 119: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at Habib's, January 2013
                                                              • Figure 120: Any agreement with attitudes toward eating at fast food restaurants, by frequency of eating at Burger King, January 2013
                                                              • Figure 121: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at specialized hamburger restaurants, January 2013
                                                              • Figure 122: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at specialized hamburger restaurants, January 2013
                                                              • Figure 123: Any agreement with attitudes toward eating at fast food restaurants, by frequency of eating at ethnic fast food restaurants—Japanese and Chinese restaurants, January 2013
                                                              • Figure 124: Any agreement with attitudes toward eating at fast food restaurants, by frequency of eating at ethnic fast food restaurants —Arabic restaurants, January 2013
                                                              • Figure 125: Any agreement with the attitudes toward eating at fast food restaurants, by most popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 126: Any agreement with attitudes toward eating at fast food restaurants, by next popular frequency of eating at "sliced/prepared" fast food pizza restaurants, January 2013
                                                              • Figure 127: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 128: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at snack bars (lanchonetes), January 2013
                                                              • Figure 129: Any agreement with attitudes toward eating at fast food restaurants, by most popular frequency of eating at street kiosks with local food, January 2013
                                                              • Figure 130: Any agreement with attitudes toward eating at fast food restaurants, by next most popular frequency of eating at street kiosks with local food, January 2013

                                                          Companies Covered

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

                                                          Fast Food - Brazil - August 2013

                                                          US $3,995.00 (Excl.Tax)