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Supermarkets and Hypermarkets - Brazil - April 2013

“The food retail sector has benefitted more than most from social and economic changes in Brazil. Consumer demands have started to evolve, and food retailers have had to adapt their formats to satisfy these. Some formats (such as convenience stores and mini-markets) have grown in importance, while others (mainly larger out-of-town formats) have failed to adapt to changing consumer needs and, as such, have suffered.”

– Clarissa Bueno de Almeida, Senior Retail Analyst

In this report, we will answer the following key questions:

  • How has the food retail sector been evolving in Brazil, and what level of growth is forecast for the next five years?
  • Why are hypermarkets going through an ‘identity crisis,’ and how can they become attractive again?
  • Why are food retailers focusing on lower socio-economic groups, and how can they attract these shoppers?
  • Why should Brazilian food retailers be looking to older consumers, and how can they adapt stores, services and product ranges to better meet their needs?
  • Why is it so important to implement regional and local strategies in Brazil?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Food retail sales in major world economies, 2011
              • Figure 2: Food retail annual revenues growth (in local currency) in major world economies, 2007-11
              • Figure 3: Per capita spend on food retail in major world economies, 2011
              • Figure 4: Brazil, food retail revenues, 2007-11
              • Figure 5: Brazil, food retail stores, 2007-11
              • Figure 6: Brazil’s food retail sector by store format, volume and value, 2011
            • Forecast
              • Figure 7: Forecast of number of food retail stores in Brazil, 2007-17
              • Figure 8: Forecast of Brazil’s food retail revenues, 2007-17
            • Companies
              • Figure 9: Revenues of the 10 largest food retails companies in Brazil, 2011
              • Figure 10: Share held by main food retailers in Brazil, by value, 2011
              • Figure 11: Food retail in large world economies, sector consolidation, by volume, 2011
              • Figure 12: Food retail in the large world economies, sector consolidation, by value, 2011
            • The issues
              • Some formats gain strength, others go through an identity crisis
                • Figure 13: Penetration and frequency of shopping, by type of store, November 2012
              • Low socio-economic groups are key
                • Figure 14: Preference for local grocery stores when food shopping, by socio-economic group, November 2012
              • Senior consumers need more attention from food retailers
                • Figure 15: Average monthly per capita income, by age groups, 2010
              • For each location, an opportunity: the many ‘Brazils’ in one country
                • Figure 16: Penetration by type of self-service store, November 2012
              • What we think
              • Some Formats Gain Strength, Others Go Through an Identity Crisis

                • Key points
                  • In search of convenience
                    • Inflation brought under control
                      • Figure 17: Monthly average inflation, by decade in Brazil, 1940-2000
                      • Figure 18: Penetration and frequency of shopping by store type, November 2012
                    • Convenience is vital
                      • Leading players take heed
                        • Niche stores open in affluent areas
                          • Cash & carries prosper
                            • Low prices appeal
                              • Figure 19: Customers who agree with the statement “I go to whichever store has the best special offers of the week”, November 2012
                            • Cash & carry format attracts investment
                                • Figure 20: Penetration of self-service channels, Brazil, November 2012
                                • Figure 21: Regional distribution of major cash & carry chain stores in the Brazilian market *, 2013
                              • Hypermarket format in need of adjustment
                                • Development looking mature
                                    • Figure 22: Penetration of hypermarkets, by region, November 2012
                                    • Figure 23: Hypermarket penetration by socio-economic group, November 2012
                                  • The way forward?
                                    • What it means
                                    • Low Socio-Economic Groups Are Key

                                      • Key points
                                        • Lower socio-economic groups are concentrated in the North and North-East
                                          • Figure 24: Brazilian Socio-economic Distribution by monthly family income groups, 2011
                                          • Figure 25: Concentration of class A by Brazilian state, 2009 and 2014
                                        • Lower SEGs saw incomes rise most in the last decade
                                          • Figure 26: Evolution of annual per capita consumption, by socio-economic group, 2009-20
                                          • Figure 27: Per Capita penetration of food consumption at home, 2009
                                          • Figure 28: Investment plans for the next 12 months, by socio-economic group, November 2012
                                        • Proximity, service, and flexibility of payment draw in low-income consumers
                                          • Figure 29: Behavior Toward shopping in the retail sector, socio-economic group, November 2012
                                          • Figure 30: Car ownership, by socio-economic group, November 2012
                                          • Figure 31: Penetration by store type, by socio-economic group, November 2012
                                          • Figure 32: Preference for grocery stores when food shopping, by socio-economic group, November 2012
                                          • Figure 33: Favorite store types for food shopping, by socio-economic group, November 2012
                                        • Different needs, different formats
                                            • Figure 34: Employment status, by socio-economic group, November 2012
                                          • How can multiples attract lower SEGs?
                                            • Packaging adjustments can increase consumption among less well off
                                              • Consumption of foods rising, but lower SEGs still lag
                                                • Figure 35: Consumers from socio-economic group DE who increased consumption of the category in the last 12 months, January 2013
                                                • Figure 36: Penetration by category and socio-economic group, November 2012
                                              • Boosting low consumption
                                                • Attracting new consumers
                                                  • What it means
                                                  • Senior Consumers Need More Attention from Food Retailers

                                                    • Key points
                                                      • Senior consumers gain importance in modern Brazil
                                                          • Figure 37: Evolution of the Brazilian population, by age groups, 2001-11
                                                          • Figure 38: Main income earner in household * by age group, 2010
                                                          • Figure 39: Average per capita nominal income, by age group, 2010
                                                          • Figure 40: Employment status of those aged 55+, November 2012
                                                        • Adapting stores and services could build loyalty among senior customers
                                                          • Figure 41: Frequency of shopping at food retail stores, by age groups, November 2012
                                                          • Figure 42: Car ownership by age group, November 2012
                                                          • Figure 43: Frequency of shopping at least once a month, by store type, by age group 55+, November 2012
                                                          • Figure 44: Frequency of shopping at food retail channels, by age group 55+, November 2012
                                                        • Stores must cater for older shoppers needs
                                                          • Home-delivery options
                                                              • Figure 45: Frequency of shopping at online food retail stores in the last 12 months, November 2012
                                                            • Senior consumers want products that are convenient, homemade, and natural
                                                              • Small households, small packs
                                                                • Figure 46: Percentage of single households by age of inhabitant, 2010
                                                              • Fresh is best
                                                                • Figure 47: Shopping by category, by age group, November, November 2012
                                                                • Figure 48: Eating habits, by age group, January 2013
                                                              • Marketing ready meals to older consumers
                                                                • What it means
                                                                • For Each Location, an Opportunity – the Many ‘Brazils’ in One Country

                                                                  • Key points
                                                                    • There is a potential for small and medium supermarkets in the Central-West region
                                                                      • Figure 49: Average monthly nominal income of 10+ year old inhabitants, by Brazilian region, * 2010
                                                                      • Figure 50: Monthly average nominal income of persons of 10 years or more in some states of Brazil, * 2010
                                                                    • Affluent region lacking food retail chains
                                                                      • Figure 51: Number of stores from the three main Brazilian food retailers*, by Brazilian region, April 2013
                                                                      • Figure 52: Percentage of population (2010) and grocery stores of the three main Brazilian food retailers * in the Central-West, South and South-East regions, April 2013
                                                                      • Figure 53: Penetration of supermarkets and grocery stores by Brazilian region, November 2012
                                                                    • Supermarkets most popular in Rio de Janeiro
                                                                      • Figure 54: Monthly household per capita income comparison, 2010
                                                                      • Figure 55: Penetration by self-service stores, November 2012
                                                                      • Figure 56: Penetration of supermarkets and hypermarkets, November 2012
                                                                    • Hypermarket usage low in Rio de Janeiro despite good supply
                                                                      • Figure 57: Percentage of population (2010) and hypermarkets from the five major food retail players *, Rio de Janeiro and Belo Horizonte, April 2013
                                                                      • Figure 58: Penetration by store type in Rio de Janeiro, November 2012
                                                                    • Traditional retailers under threat from other local self-service formats in Belo Horizonte
                                                                      • Figure 59: Penetration by store type, November 2012
                                                                      • Figure 60: Penetration by store type, November 2012
                                                                      • Figure 61: Penetration of grocery stores, November 2012
                                                                    • What it means
                                                                    • Appendix – The Market

                                                                        • Figure 62: Food retail market sales, 2007-12
                                                                        • Figure 63: Number of food stores in the retail market, 2007-12
                                                                        • Figure 64: Number of food shops in the Brazilian retail market, 2011
                                                                        • Figure 65: Market value by food retail segment, Brazil, 2011
                                                                        • Figure 66: Number of stores by food retail group, Brazil, 2011
                                                                        • Figure 67: Market value of food retail groups, Brazil, 2011
                                                                        • Figure 68: Estimate of number of food retail stores, Brazil, 2012-17
                                                                        • Figure 69: Forecast value of the food retail market, Brazil, 2012-17
                                                                    • Appendix – Consumer Data

                                                                      • Frequency of shopping at different types of stores
                                                                        • Figure 70: Frequency of shopping at different types of stores, November 2012
                                                                        • Figure 71: Frequency of shopping at different types of stores, at lower frequencies, November 2012
                                                                        • Figure 72: Frequency of shopping at different types of stores, by demographics 2012
                                                                        • Figure 73: Frequency of grocery shopping at supermarkets, by demographics, at higher frequencies, November 2012
                                                                        • Figure 74: Frequency of shopping at supermarkets, by demographics, at lower frequencies, November 2012
                                                                        • Figure 75: Frequency of shopping at hypermarkets, by demographics, at higher frequencies, November 2012
                                                                        • Figure 76: Frequency of shopping at hypermarkets, by demographics, at lower frequencies, November 2012
                                                                        • Figure 77: Frequency of shopping at warehouse clubs, by demographics, November 2012
                                                                        • Figure 78: Frequency of shopping at convenience stores, by demographics, at higher frequencies, November 2012
                                                                        • Figure 79: Frequency of shopping at convenience stores, by demographics, at lower frequencies, November 2012
                                                                        • Figure 80: Frequency of shopping at department stores, by demographics, November 2012
                                                                        • Figure 81: Frequency of shopping at independent grocery stores, by demographics, at higher frequencies, November 2012
                                                                        • Figure 82: Frequency of shopping at independent grocery stores, by demographics, at lower frequencies, November 2012
                                                                        • Figure 83: Frequency of shopping at group buying websites, by demographics, November 2012
                                                                        • Figure 84: Frequency of shopping at online stores, by demographics, November 2012
                                                                        • Figure 85: Frequency of shopping at bakeries, by demographics, at higher frequencies, November 2012
                                                                        • Figure 86: Frequency of shopping at bakeries, by demographics, at lower frequencies, November 2012
                                                                        • Figure 87: Frequency of shopping at street markets, by demographics, at higher frequencies, November 2012
                                                                        • Figure 88: Frequency of shopping at street markets, by demographics, at lower frequencies, November 2012
                                                                        • Figure 89: Frequency of shopping at wholesalers, by demographics 2012
                                                                      • Main grocery stores and leading food retailers
                                                                        • Figure 90: Main grocery stores and leading food retailers, November 2012
                                                                        • Figure 91: Main grocery stores and leading food retailers, by demographics, weekly/monthly shopping, November 2012
                                                                        • Figure 92: Main grocery stores and leading food retailers, by demographics, top-up shopping, November 2012
                                                                      • Products typically purchased at supermarkets
                                                                        • Figure 93: Products typically purchased in supermarkets, November 2012
                                                                        • Figure 94: Products typically purchased at supermarkets, by demographics, November 2012
                                                                        • Figure 95: Products typically purchased at supermarkets, by demographics, November 2012 (cont.)
                                                                        • Figure 96: Products typically purchased at supermarkets, by demographics, November 2012 (cont.)
                                                                      • Behavior and attitudes toward grocery shopping
                                                                        • Figure 97: Behavior and attitudes Toward grocery shopping, November 2012
                                                                        • Figure 98: Behavior and attitudes toward grocery shopping, by shopping frequency, November 2012
                                                                        • Figure 99: Behavior and attitudes toward grocery shopping, by frequency of shopping at supermarkets, November 2012
                                                                        • Figure 100: Behavior and attitudes toward grocery shopping, by frequency of shopping at supermarkets, November 2012 (cont.)
                                                                        • Figure 101: Behavior and attitudes toward grocery shopping, by frequency of shopping at hypermarkets, November 2012
                                                                        • Figure 102: Behavior and attitudes toward grocery shopping, by frequency of shopping at hypermarkets, November 2012 (cont.)
                                                                        • Figure 103: Behavior and attitudes toward grocery shopping, by frequency of shopping at warehouse clubs, November 2012
                                                                        • Figure 104: Behavior and attitudes toward grocery shopping, by frequency of shopping at convenience stores, November 2012
                                                                        • Figure 105: Behavior and attitudes toward grocery shopping, by frequency of shopping at department stores, November 2012
                                                                        • Figure 106: Behavior and attitudes toward grocery shopping, by frequency of shopping at independent grocery stores, November 2012
                                                                        • Figure 107: Behavior and attitudes toward grocery shopping, by frequency of shopping at independent grocery stores, November 2012 (cont.)
                                                                        • Figure 108: Behavior and attitudes toward grocery shopping, by frequency of shopping at group buying websites, November 2012
                                                                        • Figure 109: Behavior and attitudes toward the grocery shopping, by frequency of shopping at group buying websites , November 2012
                                                                        • Figure 110: Behavior and attitudes toward grocery shopping, by frequency of shopping at bakeries, November 2012
                                                                        • Figure 111: Behavior and attitudes toward grocery shopping, by frequency of shopping at street markets, November 2012
                                                                        • Figure 112: Behavior and attitudes toward grocery shopping, by frequency of shopping at street markets, November 2012 (cont.)
                                                                        • Figure 113: Behavior and attitudes toward grocery shopping, by frequency of shopping at wholesalers, November 2012
                                                                        • Figure 114: Behavior and attitudes toward weekly/monthly grocery shopping, by main grocery stores and leading retailers, November 2012
                                                                        • Figure 115: Behavior and attitudes toward top-up grocery shopping, by main grocery stores and leading retailers, November 2012
                                                                        • Figure 116: Behavior and attitudes toward grocery shopping, by demographics, November 2012
                                                                        • Figure 117: Behavior and attitudes toward grocery shopping, by demographics, November 2012
                                                                    • Appendix – GNPD Data

                                                                        • Figure 118: Launches of food products with individual portion positioning, selected countries, 2010-12
                                                                        • Figure 119: Launches of ready meals with natural and functional claims, selected countries, 2010-12
                                                                        • Figure 120: Launches of snacks with natural and functional claims, selected countries, 2010-12
                                                                        • Figure 121: Launches of private brand and other brands of foods and drink products, 2010-12
                                                                        • Figure 122: Launches of private brand and other brands of foods and drink products, by sub-category, 2010-12

                                                                    Companies Covered

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

                                                                    Supermarkets and Hypermarkets - Brazil - April 2013

                                                                    £3,174.67 (Excl.Tax)