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Milk and Dairy Drinks - Brazil - February 2015

"Brazil, together with China and the US, has delivered the highest level of innovation in the last five years in the milk market; however, compared to the two other countries, companies in Brazil don’t seem to be exploring the category’s full potential. In terms of flavors, the Brazilian market is heavily focused on chocolate-flavored milks."

Naira Sato, Food and Drink Analyst

This report looks at the following areas:

  • Is it possible to increase the consumption frequency of milk among young Brazilians through coffee-flavored milks?
  • Could the “before bedtime” consumption occasion be better explored in the milk category?
  • Could consumption of soy milk by women be increased through health claims?
  • Could milk be better positioned for consumption before/after exercise among male consumers?

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Table of contents

  1. Introduction

      • Definitions
        • Milk market
          • Types of milk in Brazil
            • Abbreviations, currencies, and scales
            • Executive Summary

                • The market
                  • Figure 1: Forecast of retail sales in the milk market, by value, 2009-19
                • Companies, brands, and innovations
                  • With strong brands, Nestlé is Brazil’s market leader
                    • Figure 2: Companies’ shares in the retail milk market, by value, Brazil 2013
                  • The consumer
                    • Consumption frequency of coffee-flavored milk among young Brazilians could be increased
                      • Figure 3: Frequency of consuming milk, by age group and type of milk, November 2014
                    • Milks positioned to be consumed before bedtime can boost night consumption
                      • Figure 4: Occasions for consuming milk, November 2014
                    • Soy milk can be positioned as a healthier option for women
                      • Figure 5: Agreement with statement “Soy milk is healthier than cow’s milk”, by gender, November 2014
                    • There is a potential for consumption of milk to be increased among men who exercise
                      • Figure 6: Agreement with statement “I tend to consume milk-based before/after exercising (eg fruit and cereal smoothies, shakes, etc)”, by gender, November 2014
                    • What we think
                    • Market – Key Points

                        • Consumption of skim milk could be increased among women through health claims
                          • Soy milk can be positioned as a healthier alternative to juice cartons among AB consumers
                            • Flavored milk can be positioned as an on-the-go option for younger consumers
                            • Trend Application

                              • Trend: Hungry Planet
                                • Trend: Non-Standard Society
                                  • Trend: Accentuate the Negative
                                  • Who’s Innovating?

                                    • Key points
                                      • Innovations in the powdered milk segment can increase consumption frequency in the country
                                        • Figure 7: Launches of powdered and liquid milk as a share of new products in the segments regular/flavored animal milk, Brazil, 2010-14
                                      • Unique benefits and a combination with other ingredients could boost consumption of functional milk
                                        • Figure 8: Launches of milk products positioned as functional and plus, by the top 3 countries*, 2010-14
                                      • Vegetable milk has the potential to grow in Brazil
                                        • Figure 9: Share of new product launches in the soy and grains/seeds segments, by country, Brazil and USA, 2010-14
                                    • Market and Forecast

                                      • Key points
                                        • Despite stable growth in volume, the market shows good results in terms of value
                                          • Figure 10: retail sales of milk, by value and volume, Brazil 2009-19
                                        • Innovations, premium positioning, and company acquisitions will define the Brazilian milk market
                                          • Figure 11: Forecast of retail sales in the milk market, by value, Brazil 2009-19
                                          • Figure 12: Forecast of retail sales in the milk market, by volume, Brazil 2009-19
                                        • Forecast methodology
                                        • Market Share

                                          • Key points
                                            • Due to its strong brands, Nestlé is Brazil’s market leader
                                              • Figure 13: Companies’ market share in the milk retail market*, by value, Brazil 2012-13
                                              • Figure 14: Companies’ market share in the milk retail market*, by volume, Brazil 2012-13
                                          • Companies and Brands

                                            • Nestlé
                                              • BRF
                                                • Itambé
                                                  • LBR
                                                  • The Consumer – Frequency of Consuming Milk

                                                    • Key points
                                                      • Whole milk is the most popular segment among Brazilians
                                                        • Figure 15: Frequency of consuming milk, November 2014
                                                      • Companies can increase consumption of alternatives to cow’s milk by highlighting their benefits
                                                        • Consumption frequency of coffee-flavored milk among young Brazilians can be increased
                                                          • Figure 16: Frequency of consuming milk, by age group and type of milk, November 2014
                                                      • The Consumer – Occasions for Consuming Milk

                                                        • Key points
                                                          • Most popular consumption occasion of milk is breakfast, which could be due to the versatility of the category
                                                            • Figure 17: Occasions for consuming milk, November 2014
                                                          • Milks positioned to make consumers feel full for longer could be popular among young consumers
                                                            • Figure 18: Occasions for consuming milk - “As a snack between meals”, by age group, November 2014
                                                          • Milks that contribute to a good night’s sleep can boost consumption at night
                                                          • The Consumer – Opinions about Milk

                                                            • Key points
                                                              • High fat content in whole milk can be a consumption barrier for a third of consumers
                                                                • Figure 19: Opinions about milk, November 2014
                                                              • Smaller packaging and more benefits could appeal to consumers aged 55+ in the powdered milk segment
                                                                • Figure 20: Opinions about milk - “Powdered milk is more suitable for children than adults”, by age group, November 2014
                                                              • Soy milk could be positioned as a healthier option for women
                                                                • Figure 21: Agreement with statement “Soy milk is healthier than cow’s milk”, by gender, November 2014
                                                            • The Consumer – Attitudes toward Milk

                                                              • Key points
                                                                • Brazilian consumers tend to associate milk to health benefits
                                                                  • Figure 22: Attitudes toward milk, November 2014
                                                                • Informing consumers about the differences between the types of milk available could make brands stand out in the market
                                                                  • There is potential to increase consumption of milk among men who exercise
                                                                    • Figure 23: Attitudes towards milk - “I tend to consume milk-based drinks before/after exercising (eg fruit and cereal smoothies, shakes, etc)”, by gender, November 2014

                                                                Companies Covered

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                                                                Milk and Dairy Drinks - Brazil - February 2015

                                                                US $3,995.00 (Excl.Tax)