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Prepared Meals - Brazil - March 2013

“Despite prepared meals being used by 80% of consumers, they are not considered by Brazilians as an option for frequent consumption. Their price is high; they can cost twice or even three times more than homemade meals. Strategies that target low-income consumers can support sales growth. Meanwhile, given the still low usage, new product launches focused on flavor, indulgence, and competitive prices are best placed to attract consumers.”

– Jean Manuel Gonçalves da Silva, Senior Food Analyst

In this report we will discuss the following issues:

  • What are the reasons behind the low frequency of consumption of prepared meals in Brazil?
  • What is the relation of Brazilians with homemade meals and what does this mean for opportunities in the prepared meals category?
  • What strategies can engage the most active prepared meal users, such as younger people and consumers who live on their own?
  • Can “healthy” claim strategies help to increase consumption in the category?
  • What strategies can be used to encourage higher consumption among lower Socio-economic groups?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Retail sales of prepared meals in Brazil, by value, 2007-12
              • Figure 2: Retail sales of prepared meals in Brazil, by volume, 2007-12
            • Forecast
              • Figure 3: Retail sales of prepared meals in Brazil, by value, 2007-17
              • Figure 4: retail sales of prepared meals in Brazil, by volume, 2007-17
            • Companies
              • Figure 5: Brazil—Prepared meals (including pizza)—company retail market share, by volume, 2011
            • The issues
              • Lower prices can boost consumption frequency
                • Figure 6: Frequency of eating frozen pizzas and chilled pasta/lasagna, November 2012
              • Homemade meals are still important to Brazilians
                • Figure 7: Average per capita consumption of selected food items in Brazil, 2008-09
              • Convenience is especially important to young and single people
                • Figure 8: Usage of chilled pasta/lasagna and frozen pizzas, “once or twice a week,” by age, November 2012
              • Innovation in indulgence can be more effective than healthy claims
                • Figure 9: New product launches in the prepared meal market in Brazil, by main claims, 2009-12
              • Strategies targeting low-income consumers have scope to increase category sales
                • Figure 10: Nonusers of prepared meals, by Socio-economic group, November 2012
              • What we think
              • Lower Prices Can Boost Consumption Frequency

                • Key points
                  • Brazilians consume prepared meals with low frequency
                    • Figure 11: Usage of prepared meals in Brazil, November 2012
                    • Figure 12: Frequency of eating frozen pizzas and chilled pasta/lasagna, November 2012
                  • Consumption is concentrated on a few products
                    • Figure 13: Frequency of eating prepared meals, by frequencies “less than once a week” and “less than once a month,” November 2012
                    • Figure 14: New product launches in the prepared meal market in Brazil, by type of product, 2009-12
                  • High price limits consumption
                    • Figure 15: Price of selected homemade meals, restaurant meals, and prepared meals, by 500g portions, 2013
                    • Figure 16: Price of a sample 500g homemade meal in Brazil, 2013
                    • Figure 17: Price of selected prepared meals in Brazil, 2013
                    • Figure 18: Shopping Behaviors, agreement with the statement “I am prepared to pay more for products that make my life easier,” November 2012
                    • Figure 19: Shopping Behaviors, agreement with statement “I am prepared to pay more for products that make my life easier,” by Socio-economic group, November 2012
                  • What it means
                  • Homemade Meals are Still Important to Brazilians

                    • Key points
                      • Homemade meals are still important to Brazilians
                        • Figure 20: Eating habits, November 2012
                        • Figure 21: Eating habits, November 2012
                        • Figure 22: Average per capita food consumption by Brazilians, selected food items, 2008-09
                        • Figure 23: Occasions for which prepared meals are bought, November 2012
                      • Low penetration of freezers limits demand for frozen food
                        • Figure 24: Items owned in households, 2011
                        • Figure 25: New product launches in the prepared meal market in Brazil, by storage type, 2009-12
                      • Ready-to-cook meals create consumer interaction with preparation process
                        • What it means
                        • Convenience is Especially Important to Young and Single People

                          • Key points
                            • Young consumers have the highest consumption frequency in the category
                              • Figure 26: Usage of prepared meals, by age, November 2012
                              • Figure 27: Usage of chilled pasta/lasagna and frozen pizzas “once or twice a week,” by age, November 2012
                              • Figure 28: Eating habits, by age, November 2012
                            • “The power of one”: the number of people who live on their own keeps growing in Brazil
                              • Figure 29: Distribution of people living in private households, Brazil, 2000 and 2010
                              • Figure 30: Average age when people get married, 2001 and 2011
                            • Speed and practicality are the main requirements of Brazilian consumers
                              • Figure 31: Attitudes toward prepared meals, November 2012
                              • Figure 32: Attitudes toward prepared meals, agreement with the statement “I buy prepared meals because I don’t have time to cook from scratch,” by age, November 2012
                            • What it means
                            • Innovations in Indulgence Can Be More Effective Than Healthy Claims

                              • Key points
                                • Consumers tend not to link prepared meals to healthy factors
                                  • Figure 33: Attitudes toward prepared meals, November 2012
                                  • Figure 34: Attitudes toward buying prepared meals, November 2012
                                • The healthy life sacrifice
                                  • Figure 35: Attitudes toward health, June 2012
                                  • Figure 36: Attitudes toward healthy lifestyles, June 2012
                                  • Figure 37: Attitudes toward health, June 2012
                                  • Figure 38: Attitudes toward health, “I prefer to enjoy my life without constantly worrying about my health,” by Socio-economic group, June 2012
                                  • Figure 39: Attitudes toward health, “leading a healthy life involves sacrifices,” by Socio-economic group, June 2012
                                  • Figure 40: Attitudes toward healthy living, June 2012
                                • Few prepared meal launches in Brazil feature healthy claims
                                  • Figure 41: New product launches in the prepared meal market in Brazil, by main claims, 2009-12
                                  • Figure 42: New product launches in the U.S. prepared meal market, by main claims, 2009-12
                                  • Figure 43: New product launches in the UK prepared meal market, by main claims, 2009-12
                                • Appeal to taste and quality can improve consumption frequency
                                  • What it means
                                  • Strategies Targeting Low-income Households Have Scope to Increase Category Sales

                                    • Key points
                                      • Socio-economic group DE has lowest consumption frequencies
                                        • Figure 44: Consumption of prepared meals, by Socio-economic group, November 2012
                                        • Figure 45: Nonusers of prepared meals, by Socio-economic group, November 2012
                                        • Figure 46: Consumption frequency of chilled pasta/lasagna, by Socio-economic group, in selected frequencies, November 2012
                                        • Figure 47: selected frequencies of consuming frozen pizzas, by Socio-economic group, November 2012
                                      • Versatile preparation and ready-to-cook products are compatible with the lifestyle of consumers from the DE Socio-economic group
                                        • Family-size options can attract consumers
                                          • Figure 48: prepared meals launches, by weight, in selected markets, 2009-12
                                        • Own brands allow for lower price positioning
                                          • Figure 49: Own brand prepared meal launches, in selected markets, 2009-12
                                        • What it means
                                        • Appendix: The Market

                                            • Figure 50: value and volume of prepared meals retail sales in Brazil, 2007-17
                                            • Figure 51: Value and volume of retail sales of prepared meals in Brazil, Mintel forecast, worst- and best-case scenarios, 2012-17
                                            • Figure 52: Leading companies in the Brazil prepared meals market, by value and volume sales, 2011
                                        • Appendix: Consumer Data

                                          • Frequency of eating prepared meals
                                            • Figure 53: Frequency of eating prepared meals, November 2012
                                            • Figure 54: Frequency of eating prepared meals, by demographics, November 2012
                                            • Figure 55: Frequency of eating chilled pasta/lasagna prepared meal, by demographics, November 2012
                                            • Figure 56: Frequency of eating frozen pizzas (oven-ready) prepared meal, by demographics, November 2012
                                            • Figure 57: Frequency of eating frozen nuggets, hamburgers, and other ready meats prepared meal, by demographics, November 2012
                                            • Figure 58: Frequency of eating chilled pies prepared meal, by demographics, November 2012
                                            • Figure 59: Frequency of eating frozen/chilled soups prepared meal, by demographics, November 2012
                                            • Figure 60: Frequency of eating frozen/chilled vegetable-based meals prepared meal, by demographics, November 2012
                                            • Figure 61: Frequency of eating frozen/chilled bakery products prepared meal, by demographics, November 2012
                                            • Figure 62: Frequency of eating frozen/chilled meal kits prepared meal, by demographics, November 2012
                                          • Occasions for which prepared meals are bought
                                            • Figure 63: Occasions for which prepared meals are bought, November 2012
                                            • Figure 64: Occasions for which prepared meals are bought, by frequency of eating chilled pasta/lasagna prepared meal, November 2012
                                            • Figure 65: Occasions for which prepared meals are bought, by frequency of eating frozen pizzas (oven-ready) prepared meal, November 2012
                                            • Figure 66: Occasions for which prepared meals are bought, by frequency of eating frozen nuggets, hamburgers, and other ready meats prepared meal, November 2012
                                            • Figure 67: Occasions for which prepared meals are bought, by frequency of eating chilled pies prepared meal, November 2012
                                            • Figure 68: Occasions for which prepared meals are bought, by frequency of eating frozen/chilled soups prepared meal, November 2012
                                            • Figure 69: Occasions for which prepared meals are bought, by frequency of eating chilled vegetable-based meals prepared meal, November 2012
                                            • Figure 70: Occasions for which prepared meals are bought, by frequency of eating frozen/chilled bakery products prepared meal, November 2012
                                            • Figure 71: Occasions for which prepared meals are bought, by frequency of eating frozen/chilled meal kits prepared meal, November 2012
                                            • Figure 72: Most popular occasions for which prepared meals are bought, by demographics, November 2012
                                            • Figure 73: Next most popular occasions for which prepared meals are bought, by demographics, November 2012
                                          • Attitudes toward eating prepared meals
                                            • Figure 74: Attitudes toward prepared meals, November 2012
                                            • Figure 75: Attitudes toward prepared meals, by occasions for which prepared meals are bought, November 2012
                                            • Figure 76: Attitudes toward prepared meals, by frequency of eating chilled pasta/lasagna prepared meal, November 2012
                                            • Figure 77: Attitudes toward prepared meals, by frequency of eating frozen pizzas (oven-ready) prepared meal, November 2012
                                            • Figure 78: Attitudes toward prepared meals, by frequency of eating frozen nuggets, hamburgers, and other ready meats prepared meal, November 2012
                                            • Figure 79: Attitudes toward prepared meals, by frequency of eating chilled pies prepared meal, November 2012
                                            • Figure 80: Attitudes toward prepared meals, by frequency of eating frozen/chilled soups prepared meal, November 2012
                                            • Figure 81: Attitudes toward prepared meals, by frequency of eating chilled vegetable-based meals prepared meal, November 2012
                                            • Figure 82: Attitudes toward prepared meals, by frequency of eating frozen bakery products prepared meal, November 2012
                                            • Figure 83: Attitudes toward prepared meals, by frequency of eating frozen/chilled meal kits prepared meal, November 2012
                                          • Attitudes toward buying prepared meals
                                            • Figure 84: Attitudes toward buying prepared meals, November 2012
                                            • Figure 85: Attitudes toward buying prepared meals, by occasions for which prepared meals are bought, November 2012
                                            • Figure 86: Attitudes toward buying prepared meals, by frequency of eating chilled pasta/lasagna prepared meal, November 2012
                                            • Figure 87: Attitudes toward buying prepared meals, by frequency of eating frozen pizzas (oven-ready) prepared meal, November 2012
                                            • Figure 88: Attitudes toward buying prepared meals, by frequency of eating frozen nuggets, hamburgers, and other ready meat prepared meal, November 2012
                                            • Figure 89: Attitudes toward buying prepared meals, by frequency of eating chilled pies prepared meal, November 2012
                                            • Figure 90: Attitudes toward buying prepared meals, by frequency of eating frozen/chilled soups prepared meal, November 2012
                                            • Figure 91: Attitudes toward buying prepared meals, by frequency of eating frozen/chilled vegetable-based meals prepared meal, November 2012
                                            • Figure 92: Attitudes toward buying prepared meals, by frequency of eating frozen/chilled bakery products prepared meal, November 2012
                                            • Figure 93: Attitudes toward buying prepared meals, by frequency of eating frozen/chilled meal kits prepared meal, November 2012
                                            • Figure 94: Most popular attitudes toward buying prepared meals, by demographics, November 2012
                                            • Figure 95: Next most popular attitudes toward buying prepared meals, by demographics, November 2012
                                        • Appendix: GNPD Data

                                            • Figure 96: New product launches in the prepared meal market in Brazil, by segment, 2007-12
                                            • Figure 97: New product launches in the prepared meal markets in Brazil, by company, 2007-12
                                            • Figure 98: New product launches in the prepared meal market in Brazil, by main claims, 2007-12
                                            • Figure 99: New product launches in the Prepared meal market in Brazil, by type of launch, 2007-12

                                        Companies Covered

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

                                        Prepared Meals - Brazil - March 2013

                                        £3,199.84 (Excl.Tax)