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Processed Meat - Brazil - March 2015

“Although consumption is increasing, Brazilians still eat much more raw meat than its processed counterpart. Brazilians are consuming more, and price plays a crucial role when purchasing processed meat. Offering new flavors in familiar formats, such as burgers and sausages, could tempt consumers to buy even more.”
– Andre Euphrasio, Research Analyst

In 2014, Brazilian processed meat revenues stood at over R$7 billion, a growth of around 15% compared to the previous year. Looking ahead, sales in the processed meat market are forecast to grow by just under half between 2014 and 2019.

Brazilians are eating more processed food and processed meat than ever before, but they are also more demanding about healthier products. They like to eat a high variety of processed meat, and new flavors and recipes can help increase consumption.

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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, 2009-19
            • Market drivers
              • Companies, brands, and innovation
                • The consumer
                  • Figure 2: Types of processed meat eaten, October 2014
                • What we think
                • Issues and Insights

                  • Transparency and traceability
                    • The facts
                      • The implications
                      • Trend Application

                          • Guiding Choice
                            • Make It Mine
                              • Brand Intervention
                              • Market Drivers

                                • Key points
                                  • Segunda Sem Carne (Meatless Mondays)
                                    • Brazilian flavors
                                      • Brazil’s worst drought in history is pushing beef prices up
                                        • Traceability
                                        • Who’s Innovating?

                                          • Key points
                                            • Food trucks as an alternative way to reach customers
                                              • Sadia is the brand with most new products launched in 2014
                                                • Figure 3: Top 5 NPD by Brand, Brazil, 2013-14
                                                • Figure 4: New product launches by Sadia, Brazil, 2013-15
                                                • Figure 5: New product launches by Seara, Brazil, 2013-15
                                              • “Suitable for” and “convenience” top the ranking of claims
                                                • Figure 6: NPD by leading claims, Brazil, 2013-14
                                                • Figure 7: New products with reduced sodium content, Brazil, 2013-15
                                                • Figure 8: New products with reduced fat content, Brazil, 2013-15
                                                • Figure 9: New product launches within the Plus claim, worldwide, 2013-15
                                                • Figure 10: New products with slimming claims, Brazil, 2013-15
                                              • Individually portioned products can appeal to singles and smaller families
                                                • Figure 11: Individually packaged products, Brazil, 2013-15
                                            • Market Size, Forecast, and Segment Performance

                                              • Key points
                                                • Worldwide processed meat market
                                                  • Figure 12: Retail market volume consumption per capita (population) – worldwide, 2013
                                                • Market performance
                                                  • Figure 13: Forecast of Brazil value sales of processed meat, 2009-19
                                                  • Figure 14: Forecast of Brazil volume sales of processed meat, 2009-19
                                                • Segment performance
                                                  • Figure 15: Retail market segmentation by value (R$ billion), 2013-14
                                                  • Figure 16: Retail market segmentation by volume (000 tons), 2013-14
                                                • Exports boosting the industry
                                                  • The future of the market
                                                    • Forecast methodology
                                                    • Market Share

                                                      • Key points
                                                        • The processed meat market in Brazil is highly concentrated
                                                          • Figure 17: Company retail market share by value, Brazil, 2013-14
                                                          • Figure 18: Company retail market share by volume, Brazil, 2013-14
                                                        • Perdigão’s comeback
                                                          • Use of celebrities as the face of brands
                                                            • Seara – Fátima Bernardes
                                                              • Perdigão – Angélica e Luciano Huck
                                                                • Friboi – Toni Ramos and Roberto Carlos
                                                                  • Aurora – Gustavo Kirchner
                                                                  • Companies and Brands

                                                                    • BRF S.A.
                                                                      • Advertising and marketing
                                                                        • Operational issues
                                                                          • JBS
                                                                            • Advertising and marketing
                                                                              • Operational issues
                                                                                • Product range
                                                                                  • Cooperativa Central Aurora Alimentos
                                                                                    • Advertising and marketing
                                                                                      • Product range
                                                                                        • Operational issues
                                                                                        • The Consumer – Types of Processed Meat Eaten

                                                                                          • Key points
                                                                                            • Young consumers eat more processed meat
                                                                                              • Figure 19: Any type of processed meat eaten, by age and gender, October 2014
                                                                                            • The North-East has the highest consumption rate
                                                                                              • Figure 20: Any type of processed meat eaten, by region, October 2014
                                                                                              • Figure 21: Aurora Churrasco Fácil range
                                                                                            • Minced meat is the most popular type of processed meat
                                                                                              • Figure 22: Types of processed meat eaten, October 2014
                                                                                            • Sausages and burgers are also quite popular
                                                                                              • Figure 23: Types of processed meat eaten, sausage and burger by age, October 2014
                                                                                            • Seasoned poultry and red meat
                                                                                            • The Consumer – Ways of Eating Processed Meat

                                                                                              • Key points
                                                                                                • Eating processed meat as the main meal
                                                                                                  • Figure 24: Ways of eating processed meat, October 2014
                                                                                                  • Figure 25: Ways of eating processed meat, by socioeconomic group, October 2014
                                                                                                  • Figure 26: Variations of sausages, worldwide
                                                                                                  • Figure 27: Variations of burgers, worldwide
                                                                                                • Barbeque is an essential part of Brazilian cuisine
                                                                                                  • Eating processed meat as part of a stew
                                                                                                      • Figure 28: Ready-to-eat feijoada products
                                                                                                      • Figure 29: quick and easy-to-prepare assortment of meat products to make feijoada
                                                                                                    • Variety is the spice of life
                                                                                                    • The Consumer – Frequency of Purchase by Place

                                                                                                      • Key points
                                                                                                        • Processed meat is mostly bought in supermarkets
                                                                                                          • Figure 30: Frequency of purchase by place, October 2014
                                                                                                          • Figure 31: Frequency of purchase by place, supermarket and butcher’s, October 2014
                                                                                                        • Bakeries and street markets have similar frequency usage
                                                                                                        • The Consumer – Choice Factors

                                                                                                          • Key points
                                                                                                            • Price is a key factor when buying processed meat
                                                                                                              • Figure 32: Choice factors, October 2014
                                                                                                              • Figure 33: Choice factors, by region, October 2014
                                                                                                            • Flavors can be a way to push sales
                                                                                                              • Figure 34: Choice factors, by gender and age, October 2014
                                                                                                              • Figure 35: Flavored processed meat products, Brazil
                                                                                                              • Figure 36: Tequila Lime Flavored Wings, by Tyson, Mexico

                                                                                                          Companies Covered

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

                                                                                                          Processed Meat - Brazil - March 2015

                                                                                                          £2,684.63 (Excl.Tax)