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Ice Cream - Brazil - January 2013

“The ice cream category in Brazil needs to start associating the product with ‘healthy’ claims through the use of different Brazilian fruits as ingredients. Another key thing is to find a way to end the seasonal consumption of ice cream. Highlighting the ‘natural’ aspects of fruit, it is possible to make consumers associate ice cream with something that is not harmful to their health, since it is made with natural ingredients and therefore can be consumed with no guilt. Regarding seasonality, the category needs to make consumers remember that ice cream is not just for hot days—it can also be a great dessert option for other occasions. It is important to generate brand visibility throughout the year, not only during summer months, so that consumers can start breaking this paradigm.”

– Naira Sato, Senior Food Analyst

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

  • How can the concept of “health” be promoted in the ice cream market in a relevant way to grow sales?
  • Brazilians in the rapidly growing socio-economic groups DE still show low levels of ice cream consumption. What do companies need to do to change this scenario?
  • The ice cream category in Brazil is still considered very seasonal, with low consumption levels compared to other countries. How is it possible to overcome seasonality and raise consumption?
  • Can the values favored by young adults (boomerangs) be exploited by the ice cream category in order to increase consumption?
  • How can ice cream brands more effectively target women by positioning themselves as a way to treat themselves in the midst of increasingly hectic lifestyles?
  • Is there a potential for premium ice cream to expand to the Northeast region of Brazil?

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Table of contents

  1. Introduction

      • In this report, we will answer the following key questions
        • Definition
        • Executive Summary

          • The market
            • Figure 1: Brazil Retail ice cream market size, by volume, 2007-11
            • Figure 2: Brazil Retail ice cream market size, by value, 2007-11
          • Forecast
            • Figure 3: Brazil ice cream retail market volume forecast, 2007-17
            • Figure 4: Brazil ice cream retail market value forecast, 2007-17
          • The companies
            • Figure 5: Brazil ice cream company retail market share, by volume, 2009-11
            • Figure 6: Brazil ice cream company retail market share, by value, 2009-11
          • The issues
            • Using “healthy” claims by using fruit can generate market growth
              • Figure 7: Selected attitudes to ice cream, by age of children in the household, June 2012
            • Indulgence, affordable price, and purchase location are important attributes for lower socio-economic groups
              • Figure 8: Place/location where ice cream is usually bought, AB and DE socio-economic group, June 2012
            • Less seasonality and more innovation can increase consumption
              • Figure 9: Frequency of ice cream consumption, June 2012
            • High buying power of young adults and their extended adolescence is the perfect combination to generate higher consumption of ice cream
              • Figure 10: Frequency of ice cream consumption, by 16-24s and 25-34s, June 2012
            • Women are an important target for the market of ice cream with “minus” claims
              • Figure 11: Attitudes to healthy living, by women aged 35-44, June 2012
            • The Northeast is a potential market for premium products
              • Figure 12: Attitudes to ice cream, by region, June 2012
          • “Healthy” Claims Through the Use of Fruit Can Generate Market Growth

            • Key points
              • The Brazilian ice cream market still has no products that meet the new demand for healthy products
                  • Figure 13: New product launches in the ice cream market in Brazil, by selected claims, 2008-11
                  • Figure 14: New product launches in the ice cream market, by selected claims, by country, 2012
                  • Figure 15: New products launches in the ice cream market in the U.S., by claim, 2008-11
                • Ice creams are considered treats, not food; therefore, it is difficult to position them as healthy
                    • Figure 16: Attitudes to ice cream, by age of children in the household, June 2012
                  • Leveraging a “natural” positioning through the use of fruit can help Brazilian ice creams to forge associations with “health”
                    • Figure 17: Share of new products positioned as “natural” in the global ice cream market, 2008-11
                    • Figure 18: share of new ice cream products positioned as “natural,” by country, 2012
                    • Figure 19: Agreement with the statement “i am interested in natural ice cream,” by city, June 2012
                    • Figure 20: Agreement with the statement “i am interested in natural ice cream,” by socio-economic groups, June 2012
                    • Figure 21: Eating habits, June 2012
                  • Ice cream brands need to highlight the natural aspects of the ingredients
                    • Figure 22: Attitudes to healthy living, by ice cream consumption, June 2012
                    • Figure 23: Attitudes to health, by frequency of ice cream consumption, June 2012
                  • What it means
                  • Indulgence, Affordable Price, and Place of Purchase are Important Attributes for Lower Socio-economic Groups

                    • Key points
                      • Greater economic power means consumers can spend more on nonessential food items
                        • Figure 24: Per capita consumption of rice, beans, and whole milk, by income quarters, Brazil, 2008-09
                        • Figure 25: Per capita consumption of ice cream/ice pops, chocolate, pizza, and fried or baked crisps, by income quarters, Brazil, 2008-09
                      • Lower socio-economic groups have a lower consumption frequency and volume of ice cream
                        • Figure 26: Frequency of ice cream consumption, by socio-economic group, June 2012
                        • Figure 27: Type of ice cream consumption, by socio-economic group, June 2012
                        • Figure 28: New ice cream product launches in Brazil, by manufacturer, by format, 2012
                        • Figure 29: New product launches in ice cream tubs, in Brazil, by brand, 2012
                      • Lower socio-economic groups have a more indulgent profile in relation to the category
                        • Figure 30: Attitudes to ice cream, by socio-economic group, June 2012
                      • It is necessary to improve consumer access to the product, even if it means taking the point of sale to the consumer
                        • Figure 31: Place/location where ice cream is usually bought, by demographics, June 2012
                        • Figure 32: Types of goods consumers have at home, by demographics, June 2012
                      • What it means
                      • Moving Away from Seasonality and Bringing More Innovation Can Increase Consumption

                        • Key points
                          • Seasonality is a barrier for the category
                            • Figure 33: Frequency of ice cream consumption, June 2012
                          • Associating ice cream with commemorative dates can generate visibility for the product throughout the year, raising consumption frequency
                            • The market is dominated by ice pops and ice cream tubs, with limited innovations in areas like ice cream desserts
                              • Figure 34: Types of ice cream consumed, by format, June 2012
                              • Figure 35: New ice cream product launches, by format, by country, 2012
                            • Ice pops sold in multipacks can generate increased consumption
                              • What it means
                              • High Purchase Power of Young Adults and Their Extended Adolescence are the Perfect Combination to Increase Consumption of Ice Cream

                                • Key points
                                  • Young adults have a healthy economic situation, which favors consumption
                                    • Figure 36: Distribution of formal employment in Brazil, by age, 2010
                                    • Figure 37: Frequency of ice cream consumption, by age group, June 2012
                                  • Nostalgia is very important for young adults in Brazil and can be widely used in ice cream
                                    • Ice cream targeted at young adults offers a combination of nostalgia with the positive side of adulthood
                                      • Figure 38: Attitudes to ice cream, yogurt and sweets, by demographics, June 2012
                                      • Figure 39: New ice cream product launches, by flavor, in Brazil, 2012
                                    • Premium indulgence can help brands to encourage young adults to trade up
                                      • Figure 40: Attitudes to ice cream, by age, June 2012
                                    • What it means
                                    • Women Represent an Important Target Group for Ice Creams with “Minus” Claims

                                      • Key points
                                        • Brazilian women are gaining more financial independence, being more relevant to marketers
                                          • Figure 41: Global Index of salary differences between genders, by selected countries, 2012
                                          • Figure 42: Ice cream consumption, by demographics, June 2012
                                        • Indulgent ice cream can serve as a reward for the stressed modern mother
                                          • Figure 43: Attitudes to ice cream, by demographics, June 2012
                                        • Healthy products with a touch of indulgence are attractive to women
                                          • Figure 44: Attitudes to ice cream, by demographics, June 2012
                                          • Figure 45: Attitudes to healthy living, by demographics, June 2012
                                          • Figure 46: Share of launches with “minus” claims of all new ice cream product launches in Brazil, 2008-11
                                        • Individual consumption generates guilt, but it is desired by mothers
                                          • Figure 47: Consumption of tubs of standard ice cream, by demographics, June 2012
                                          • Figure 48: New ice cream product launches with “minus” claims, by pack size, in Brazil, 2012
                                        • What it means
                                        • Northeast Offers Growth Potential for Premium Products

                                          • Key points
                                            • North and Northeast regions are new luxury markets, but still consume little ice cream
                                              • Figure 49: Income strata in Brazil, by region and country, 2001 and 2008
                                              • Figure 50: Ice cream consumption, by city, June 2012
                                            • The premium market can be a gateway for ice cream in the region
                                              • Figure 51: Consumption of premium ice cream, by region, June 2012
                                              • Figure 52: Agreement with the statement “I am prepared to pay more for premium ice cream,” by region, June 2012
                                            • Northeast has the potential to drive sales of premium tubs of ice cream through a positioning as affordable luxury
                                              • Local and global brands can learn from each other
                                                • Figure 53: Agreement with the statement “I like buying new brands of ice cream,” by city, June 2012
                                                • Figure 54: Type of ice cream consumption, by region, June 2012
                                              • What it means
                                              • Appendix: The Market

                                                  • Figure 55: Retail ice cream market size, by volume, 2007-11
                                                  • Figure 56: Retail ice cream market size, by value, 2007-11
                                                  • Figure 57: Ice cream company retail market share, by volume, 2009-11
                                                  • Figure 58: Ice cream company retail market share, by value, 2009-11
                                                  • Figure 59: Ice cream market forecast by value, 2012-17
                                                  • Figure 60: Ice cream market forecast by volume, 2012-17
                                              • Appendix: Consumer Data

                                                • Frequency of eating ice cream
                                                  • Figure 61: Frequency of ice cream consumption, June 2012
                                                  • Figure 62: Frequency of ice cream consumption, by demographics, June 2012
                                                  • Figure 63: Frequency of ice cream consumption, by demographics, June 2012 (continued)
                                                • Type of ice cream eaten
                                                  • Figure 64: Types of ice cream consumed, June 2012
                                                  • Figure 65: Most popular types of ice cream consumed, by demographics, June 2012
                                                  • Figure 66: Next most popular types of ice cream eaten, by demographics, June 2012
                                                  • Figure 67: Type of ice cream consumed by the frequency of eating ince cream, June 2012
                                                • Location where ice cream is typically bought
                                                  • Figure 68: Location where ice cream is typically bought, June 2012
                                                  • Figure 69: Most popular location where ice cream is typically bought, by demographics, June 2012
                                                  • Figure 70: Most popular location where ice cream is typically bought
                                                  • Figure 71: Most popular location where ice cream is typically bought
                                                • Attitudes to ice cream
                                                  • Figure 72: Attitudes to ice cream, June 2012
                                                  • Figure 73: Most popular attitudes to ice cream, by demographics, June 2012
                                                  • Figure 74: Next most popular attitudes to ice cream, by demographics, June 2012
                                                  • Figure 75: Attitudes to ice cream, by type of ice cream eaten, June 2012
                                              • Appendix: Healthy Living Habits—Ice Cream

                                                  • Figure 76: Attitudes to healthy living, by frequency of ice cream consumption, June 2012
                                                  • Figure 77: Attitudes to healthy living, by frequency of ice cream consumption, June 2012 (continued)
                                                  • Figure 78: Eating habits, by frequency of ice cream consumption, June 2012
                                                  • Figure 79: eating habits, by frequency of ice cream consumption, June 2012 (continued)
                                                  • Figure 80: Attitudes to health, by frequency of ice cream consumption, June 2012
                                                  • Figure 81: Attitudes to health, by frequency of ice cream consumption, June 2012 (continued)
                                              • Appendix: Product Innovation

                                                  • Figure 82: Top claims in new ice cream product launches in Brazil, January 2010-December 2012
                                                  • Figure 83: Top 10 flavors among new ice cream product launches in Brazil, January 2010-December 2012
                                                  • Figure 84: Most common formats of new product launches of ice cream in Brazil, January 2010-December 2012
                                                  • Figure 85: Top 10 brands by new ice cream launches in Brazil, January 2010-December 2012

                                              Companies Covered

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                                              Ice Cream - Brazil - January 2013

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