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Meat and Poultry - Brazil - September 2014

“Brazil produces large amounts of animal protein, most of which is consumed within the country. Although fresh meat and poultry are widely consumed in the country, their processed equivalents still have much space to grow, especially when compared to other developed countries. Brazilians like their meat fresh and to cook from scratch, but an ever increasing busy life can demand ready meals to save time. Younger consumers buy more nonorganic meat, organic meat, and ready meals.”
- Andre Euphrasio, Research Analyst
This report looks at the following issues:

  • Labeling for a healthier lifestyle
  • Organic meat is still in its early stages in Brazil
  • Quick food for the busy consumer

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil value sales of processed meat and poultry, 2009-19
              • Figure 2: Forecast of Brazil volume sales of processed meat and poultry, 2009-19
            • Market drivers
              • Companies, brands, and innovation
                • Figure 3: Processed meat: Company retail market share by value, August 2014
              • The consumer
                • What we think
                • Issues and Insights

                  • Labeling for a healthier lifestyle
                    • The facts
                      • The implications
                        • Figure 4: Consumption of processed and non-processed food, 1980-2009
                        • Figure 5: Comparison between a Brazilian and British packaging with traffic-light-coded label
                        • Figure 6: Hard-to-read nutritional labeling in packaging
                      • Organic meat is still in its early stages in Brazil
                        • The facts
                          • The implications
                            • Quick food for the busy consumer
                              • The facts
                                • The implications
                                  • Figure 7: Attitudes and behavior toward meat and poultry, by age and region, June 2014
                              • Trend Applications

                                • Prove It
                                  • Return to Experts
                                    • Figure 8: Place of purchase, June 2014
                                  • Hungry Planet
                                  • Market Drivers

                                    • Key points
                                      • Sodium reduction in processed food
                                          • Figure 9: Sodium content in selected processed meat in mg/100g
                                        • Worldwide issues affecting the local market
                                          • Restrictions on processed food publicity
                                          • Who’s Innovating?

                                            • Key points
                                              • Food trucks can be a good way for exposure
                                                • New product launches using the World Cup as a theme
                                                  • Sadia – Chicken bites
                                                    • Figure 10: Limited-edition Chicken Bites by Sadia, July 2014
                                                  • Marfrig – Barbecue pack
                                                    • McDonald’s – Hamburgers
                                                      • All-you-can-eat hot dog
                                                        • New product launch activity in processed meat and poultry
                                                          • Figure 11: New launches in the processed meat market, by launch type, 2012-14
                                                          • Figure 12: new products and new variety/range launches
                                                          • Figure 13: Processed meat with new resealable packaging
                                                          • Figure 14: Processed meat with low/reduced sodium
                                                        • NPD by storage type
                                                          • Figure 15: New launches in the processed meat market, by storage, 2012-14
                                                      • Market Size, Forecast and Segment Performance

                                                        • Key points
                                                          • Brazil’s feeding the world
                                                            • Brazilian beef
                                                              • Brazilian pork
                                                                • Brazilian poultry
                                                                  • Figure 16: Brazil’s participation in the world supply of meat and poultry
                                                                • The future for processed meat in Brazil
                                                                  • Figure 17: Forecast of Brazil value sales of processed meat and poultry, 2009-19
                                                                  • Figure 18: Forecast of Brazil volume sales of processed meat and poultry, 2009-19
                                                                  • Figure 19: Retail market volume consumption per capita (population), 2013
                                                                • Factors influencing price
                                                                  • Sales by segment
                                                                    • Figure 20: Processed meat: Retail market segmentation by volume (000 tons), 2010-13
                                                                    • Figure 21: Processed meat: Retail market segmentation by value (R$ billion), 2010-13
                                                                    • Figure 22: Selection of frozen processed meat
                                                                    • Figure 23: Selection of chilled processed meat
                                                                  • The future of the market
                                                                    • Forecast methodology
                                                                    • Market Share

                                                                      • Key points
                                                                        • Highly concentrated market for processed meat
                                                                          • Figure 24: Processed meat: Company retail market share by value, 2010-13
                                                                          • Figure 25: Processed meat: Company retail market share by volume, 2010-13
                                                                          • Figure 26: A selection of products by BRF
                                                                          • Figure 27: A selection of products by Aurora
                                                                        • Friboi’s road to success
                                                                          • Figure 28: A selection of products by JBS
                                                                      • Companies and Brands

                                                                        • BRF S.A.
                                                                          • JBS
                                                                            • Cooperativa Central Aurora Alimentos
                                                                              • Marfrig
                                                                              • The Consumer – Consumption of Meat and Poultry

                                                                                • Key points
                                                                                  • Brazil is among the biggest consumers of meat worldwide
                                                                                      • Figure 29: Top 5 domestic consumption for beef and veal – 1,000 metric tons, 2013
                                                                                      • Figure 30: Top 5 domestic consumption for pork – 1,000 metric tons, 2013
                                                                                      • Figure 31: Top 5 Domestic consumption for broiler and turkey – 1,000 Metric Tons – 2013
                                                                                      • Figure 32: Consumption of meat and poultry, June 2014
                                                                                    • Processed meat and all its varieties
                                                                                        • Figure 33: Examples of minced meat, chilled and frozen
                                                                                        • Figure 34: Examples of frankfurter and sausage
                                                                                        • Figure 35: Selection of cold cuts
                                                                                      • Products aimed at children
                                                                                          • Figure 36: Processed food by Seara aimed at children
                                                                                          • Figure 37: Processed food by Perdigão aimed at children
                                                                                      • The Consumer – Place of Purchase

                                                                                        • Key points
                                                                                            • Figure 38: Place of purchase, June 2014
                                                                                          • Supermarkets are the top choice for buying meat and poultry
                                                                                              • Figure 39: Place of purchase, by cities, June 2014
                                                                                            • Fancy cuts to satisfy the hungry middle class
                                                                                            • The Consumer – Change in Buying Habits

                                                                                              • Key points
                                                                                                • Ready meals still have room to grow
                                                                                                    • Figure 40: Change in buying habits, by gender and age, June 2014
                                                                                                  • Young adults are leading the consumption of healthier alternatives
                                                                                                      • Figure 41: Change in buying habits related to healthier products, June 2014
                                                                                                      • Figure 42: Change in buying habits related to organic products, by age, June 2014
                                                                                                  • The Consumer – Attitudes and Behavior Towards Meat and Poultry

                                                                                                    • Key points
                                                                                                        • Figure 43: Attitudes and behavior towards meat and poultry, June 2014
                                                                                                      • Buying premium and in greater quantity
                                                                                                        • Figure 44: Attitudes and behavior towards meat and poultry, by age, June 2014
                                                                                                      • Meals with a wider variety of meat
                                                                                                        • Figure 45: Attitudes and behavior towards meat and poultry, by region, June 2014
                                                                                                        • Figure 46: Lamb products
                                                                                                      • Organic meat
                                                                                                          • Figure 47: Attitudes and behavior towards meat and poultry, June 2014
                                                                                                      • Appendix – Market Size and Forecast

                                                                                                          • Figure 48: Additional best case/worst case for value, 2014-19
                                                                                                          • Figure 49: Additional best case/worst case for volume, 2014-19
                                                                                                      • Appendix – The Consumer – Change in buying habits

                                                                                                          • Figure 50: Change in buying habits, June 2014
                                                                                                          • Figure 51: Most popular change in buying habits – Buyers, by demographics, June 2014
                                                                                                          • Figure 52: Next most popular change in buying habits – Buyers, by demographics, June 2014
                                                                                                          • Figure 53: Change in buying habits – Health-related including organic, by demographics, June 2014
                                                                                                          • Figure 54: Change in buying habits – Health-related excluding organic, by demographics, June 2014
                                                                                                          • Figure 55: Change in buying habits – Organic, by demographics, June 2014
                                                                                                          • Figure 56: Change in buying habits – Individual-size portion packs, by demographics, June 2014
                                                                                                          • Figure 57: Change in buying habits – Family-size portion packs, by demographics, June 2014
                                                                                                          • Figure 58: Change in buying habits – Gluten-free options, by demographics, June 2014
                                                                                                          • Figure 59: Change in buying habits – Low/no/reduced fat, by demographics, June 2014
                                                                                                          • Figure 60: Change in buying habits – Low/no/reduced sodium, by demographics, June 2014
                                                                                                          • Figure 61: Change in buying habits – No additives/preservatives, by demographics, June 2014
                                                                                                          • Figure 62: Change in buying habits – Resealable packaging, by demographics, June 2014
                                                                                                          • Figure 63: Change in buying habits – Ready meals containing meat or poultry, by demographics, June 2014
                                                                                                      • Appendix – The Consumer – Place of Purchase

                                                                                                          • Figure 64: Place of purchase, June 2014
                                                                                                          • Figure 65: Most popular place of purchase, by demographics, June 2014
                                                                                                          • Figure 66: Next most popular place of purchase, by demographics, June 2014
                                                                                                          • Figure 67: Place of purchase, by most popular consumption of meat and poultry, June 2014
                                                                                                          • Figure 68: Place of purchase, by next most popular consumption of meat and poultry, June 2014
                                                                                                          • Figure 69: Place of purchase, by other consumption of meat and poultry, June 2014
                                                                                                      • Appendix – The Consumer – Consumption of Meat and Poultry

                                                                                                          • Figure 70: Consumption of meat and poultry, June 2014
                                                                                                          • Figure 71: Most popular consumption of meat and poultry, by demographics, June 2014
                                                                                                          • Figure 72: Next most popular consumption of meat and poultry, by demographics, June 2014
                                                                                                          • Figure 73: Other consumption of meat and poultry, by demographics, June 2014
                                                                                                      • Appendix – The Consumer – Attitudes and Behaviors toward Meat and Poultry

                                                                                                          • Figure 74: Attitudes and behaviors toward meat and poultry, June 2014
                                                                                                          • Figure 75: Most popular attitudes and behaviors toward meat and poultry, by demographics, June 2014
                                                                                                          • Figure 76: Next most popular attitudes and behaviors toward meat and poultry, by demographics, June 2014
                                                                                                          • Figure 77: Other attitudes and behaviors toward meat and poultry, by demographics, June 2014

                                                                                                      Companies Covered

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

                                                                                                      Meat and Poultry - Brazil - September 2014

                                                                                                      £3,277.28 (Excl.Tax)