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Meat and Poultry - Brazil - March 2016

“A key challenge for the market is the current economic crisis and high inflation, making meat and poultry products even more expensive for the Brazilian consumer. Consumers are eating less of most types of meat and poultry and one of the main reasons to cut back on consumption is high prices, associated with healthier lifestyles and worries about health and safety issues in the production process of such products.
Social media offers a potential channel for operators to convey the high standards of living of their poultry (eg through video footage), and eliminate any concerns. Development of healthier products can also play a role in getting consumers eating more processed meat and poultry.”
– Andre Euphrasio, Research Analyst

This report discusses the following key topics:

  • Social media can be used to offset young consumers’ concerns over ingredients and animal welfare
  • Launching meat snacks to Brazilian consumers

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Table of contents

  1. Overview

    • What you need to know 
      • Products covered
        • Red meat
          • Poultry
            • Market size
              • Excluded
                • Terms
                • Executive Summary

                    • The market
                      • In 2015, the processed meat and poultry market is estimated to have grown 9% by value
                        • Figure 1: Forecast of Brazil retail sales of processed meat, by value, 2010-20
                      • Brazil pulls ahead of China in poultry production
                        • Market drivers
                          • World Health Organization (WHO) alert of red meat cancer risk
                            • Changes in labels to include allergens
                              • The economy is going through a bad time
                                • Companies and brands
                                  • BRF has 75.2% of value share, leading the market
                                    • Sadia is investing in the snack category
                                      • Perdigão’s comeback presents a challenge to competitors
                                        • JBS is boosting its brands through heavy advertising
                                          • The consumer
                                            • Consumption of chilled raw red meat/poultry is nearly universal
                                              • Figure 2: Changes in meat consumption, November 2015
                                            • High prices are undermining consumption
                                              • Figure 3: Reasons for not eating more meat, November 2015
                                            • Consumers like to season their own meat
                                              • Figure 4: Behaviors relating to buying meat, November 2015
                                            • Ingredients used is the number one concern for consumers
                                              • Figure 5: Attitudes toward meat, November 2015
                                            • What we think
                                            • Issues and Insights

                                              • Social media can be used to offset young consumers’ concerns over ingredients and animal welfare
                                                • The facts
                                                  • The implications
                                                    • Launching meat snacks to Brazilian consumers
                                                      • The facts
                                                        • The implications
                                                          • Figure 6: Meat snack innovations, worldwide
                                                      • The Market – What You Need to Know

                                                        • Brazil surpasses China in poultry production
                                                          • The processed meat and poultry market is expected to have grown 9% in 2015
                                                            • World Health Organization (WHO) warns of red meat cancer risk
                                                              • Changes in labels to include allergens
                                                                • The economy is going through a bad time
                                                                • Market Size and Forecast

                                                                  • Brazil becomes the second biggest poultry producer in the world
                                                                    • Worldwide processed meat and poultry market
                                                                      • Brazilian processed meat market performance
                                                                        • Figure 7: Retail sales of processed meat in Brazil, by value, 2010-14
                                                                        • Figure 8: Retail sales of processed meat in Brazil, by volume, 2010-14
                                                                      • Segment performance
                                                                        • Figure 9: Retail value sales of processed meat, in R$ billion, 2013-14
                                                                        • Figure 10: Retail volume sales of processed meat, in (000) tons, 2013-14
                                                                      • Forecast for the processed meat market
                                                                        • Figure 11: Forecast of Brazil retail sales of processed meat, by value, 2010-20
                                                                        • Figure 12: Forecast of Brazil retail sales of processed meat, by volume, 2010-20
                                                                    • Market Drivers

                                                                      • World Health Organization (WHO) warns of red meat cancer risk
                                                                        • Rising prices for red meat and poultry
                                                                          • Italian processed meat allowed back in the market
                                                                            • Promotion of organic and sustainable food
                                                                              • Changes in labels to include allergens
                                                                                • The Brazilian economy is struggling
                                                                                  • Inflation is diminishing consumers’ spending power
                                                                                    • Figure 13: IPCA monthly change, by percentage, January 2014-January 2016
                                                                                  • Unemployment rate stops increasing
                                                                                    • Figure 14: PME’s monthly unemployment rate, Brazil, 2015
                                                                                  • Average earnings decline
                                                                                  • Key Players – What You Need to Know

                                                                                    • BRF is the main processed meat company with 75.2% value share
                                                                                      • Sadia debuts in the snack category
                                                                                        • Perdigão’s comeback will pose a challenge to competitors
                                                                                          • JBS is heavily promoting its brands
                                                                                          • Market Share

                                                                                            • BRF leads the market with 75.2% value share in 2014
                                                                                              • Figure 15: Value shares in the processed meat retail market, 2013 and 2014
                                                                                              • Figure 16: Volume shares in the processed meat retail market, 2013 and 2014
                                                                                            • Sadia gets closer to Millennials with new advertising campaign
                                                                                              • Sadia’s mysterious box
                                                                                                • JBS invests in promoting its products
                                                                                                  • Virtual tour
                                                                                                  • Who’s Innovating?

                                                                                                    • Sadia changes Soltíssimo’s packaging to reduce plastic usage
                                                                                                      • Figure 17: New (left) and old (right) packaging for Soltíssimo, Brazil
                                                                                                    • Sadia launches its first protein snack in Brazil
                                                                                                      • Figure 18: Salamitos Pocket by Sadia, Brazil
                                                                                                    • Seara seeks inspiration on boteco-style food
                                                                                                      • Figure 19: Seara’s Petisco range, Brazil, 2015
                                                                                                    • Seara launches an antibiotic-free range
                                                                                                      • Figure 20: Seara’s DaGranja, Brazil, 2015
                                                                                                    • Flexible packaging is the most used type
                                                                                                      • Figure 21: Meat and poultry products featuring skinpack, Brazil
                                                                                                      • Figure 22: Meat and poultry products featuring tray, Brazil
                                                                                                      • Figure 23: Top five most used types of primary packaging*, Brazil, 2011-15
                                                                                                    • Worldwide launches in the processed meat and poultry market
                                                                                                      • Figure 24: Interesting product innovations around the world
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Chilled raw red meat/poultry is eaten by 94%
                                                                                                      • Consumers are eating less due to high prices
                                                                                                        • Consumers like to season their own meat
                                                                                                          • Ingredients used and unhealthfulness worry consumers
                                                                                                          • Changes in Meat Consumption

                                                                                                            • Chilled raw red meat/poultry is the most consumed type
                                                                                                              • Aging population presents a challenge
                                                                                                                • Figure 25: Eaten at least once, by age, November 2015
                                                                                                              • 27% are eating more chilled raw red meat/poultry
                                                                                                                • Figure 26: Changes in chilled raw meat consumption, by age, November 2015
                                                                                                              • DE consumers lead in eating more
                                                                                                                • Figure 27: Changes in meat consumption (eating more), by socioeconomic group, November 2015
                                                                                                                • Figure 28: Changes in meat consumption, November 2015
                                                                                                            • Reasons for Not Eating More Meat

                                                                                                              • High prices are putting off consumers
                                                                                                                • It is important to make DE consumers loyal to brands, as they are more sensitive to price
                                                                                                                  • Red meat and poultry facing competition from other protein sources as well as “vegetarian” meat
                                                                                                                    • “Meat-free” days are done by 20%
                                                                                                                      • Figure 29: Reasons for not eating more meat, November 2015
                                                                                                                      • Figure 30: New product launches of meat substitute products, Brazil, 2011-15
                                                                                                                      • Figure 31: Meat substitute products, Brazil
                                                                                                                    • Consumers are worried about health and safety
                                                                                                                      • Doctor recommendation is higher among older consumers
                                                                                                                        • Figure 32: Reasons for not eating more meat, by age, November 2015
                                                                                                                        • Figure 33: Reasons for not eating more meat, by reason, November 2015
                                                                                                                    • Behaviors Relating to Buying Meat

                                                                                                                      • Preseasoned products are not so much desired
                                                                                                                        • Poultry has been gaining more space
                                                                                                                          • Figure 34: Behaviors relating to buying meat, by age, November 2015
                                                                                                                        • Place of origin should have space in the packaging
                                                                                                                          • Figure 35: Product with a QR code on the packaging, Korin, Brazil, January 2016
                                                                                                                          • Figure 36: Farmers to Market, Ireland, and Jan & Gisles, Norway
                                                                                                                          • Figure 37: Behaviors relating to buying meat, November 2015
                                                                                                                      • Attitudes to Meat

                                                                                                                        • Concerns about ingredients and unhealthfulness are most important
                                                                                                                          • Figure 38: Products with natural claims, Brazil, 2011-15
                                                                                                                          • Figure 39: Products with no additives/preservatives, Brazil, 2015-16
                                                                                                                          • Figure 40: Organic or all natural products, Brazil, 2015
                                                                                                                          • Figure 41: Products with low/no/reduced claims, Brazil, 2011-15
                                                                                                                          • Figure 42: L/N/R fat new product launches, Brazil
                                                                                                                          • Figure 43: L/N/R sodium new product launches, Brazil
                                                                                                                        • Using poultry’s versatility to boost sales
                                                                                                                          • Young consumers most likely to opt for convenience
                                                                                                                            • Figure 44: Attitudes to meat, by age, November 2015
                                                                                                                            • Figure 45: New convenient product launches, Brazil, 2011-15
                                                                                                                            • Figure 46: New convenient product launches, Brazil, 2011-15
                                                                                                                            • Figure 47: Attitudes toward meat, November 2015
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                            • Figure 48: Value sales for processed meat, 2010-20
                                                                                                                            • Figure 49: Volume sales for processed meat, 2010-20
                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                            • Figure 50: Top five most used types of packaging, Brazil, 2011-15
                                                                                                                        • Appendix – Methodology and Definitions

                                                                                                                          • Fan chart forecast
                                                                                                                            • Abbreviations

                                                                                                                            Companies Covered

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

                                                                                                                            Meat and Poultry - Brazil - March 2016

                                                                                                                            £3,277.28 (Excl.Tax)