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Table Sauces and Seasonings - Brazil - March 2013

‘Table sauces and seasonings have high penetration among Brazilian consumers, but the consumption frequency varies across products, as it is common for people to use table sauces and seasonings that they are more familiar with. Therefore, there are opportunities in this market to increase consumption frequency by encouraging consumers to discover and buy new products.’

– Naira Sato, Senior Food Analyst

Some questions answered in this report include:

  • Men use fewer table sauces and seasonings than women. How can operators encourage higher usage among them?
  • How can manufacturers polish the value-for-money credentials of their products to make these consumers see greater relevance in the category and encourage more frequent usage?
  • What steps can operators take to position table sauces to meet both the desires of mothers and their children in relation to food?
  • What potential is there to boost consumption by educating on how to use the products in this category?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Brazil retail sales of table sauce, by volume, 2006-11
              • Figure 2: Brazil retail sales of table sauce, by segment, by volume, 2006-11
              • Figure 3: Brazil retail sales of table sauce, by value, 2006-11
              • Figure 4: Brazil retail sales of table sauce, by segment, by value, 2006-11
            • Forecast
              • Figure 5: Brazil – Table sauce retail sales volume forecast, 2007-17
              • Figure 6: Brazil – Mayonnaise retail market volume forecast, 2007-17
              • Figure 7: Ketchup retail market volume forecast, 2007-17
              • Figure 8: Mustard retail market volume forecast, 2007-17
              • Figure 9: Salad dressing market volume forecast, 2007-17
              • Figure 10: Brazil table sauce retail sales value forecast, 2007-17
              • Figure 11: Mayonnaise retail market value forecast, 2007-17
              • Figure 12: Ketchup retail market value forecast, 2007-17
              • Figure 13: Mustard retail market value forecast, 2007-17
              • Figure 14: Salad dressing retail market value forecast, 2007-17
            • Companies
              • Figure 15: Brazil – Table sauce – company retail market share, by volume, 2010-11
              • Figure 16: Brazil – Table sauce – company retail market share, by value, 2010-11
              • Figure 17: Brazil – Mayonnaise – company retail market share, by volume, 2010-11
              • Figure 18: Brazil – Mayonnaise – company retail market share, by value, 2010-11
              • Figure 19: Brazil – Mustard – company retail market share, by volume, 2010-11
              • Figure 20: Brazil – Mustard – company retail market share, by value, 2010-11
              • Figure 21: Brazil – Salad dressing – company retail market share, by volume, 2010-11
              • Figure 22: Brazil – Salad dressing – company retail market share, by value, 2010-11
              • Figure 23: Brazil – Ketchup – company retail market share, by volume, 2010-11
              • Figure 24: Brazil – Ketchup – company retail market share, by value, 2010-11
            • The issues
              • Men have the potential to go beyond barbecue, consuming new seasonings and sauces
                • Figure 25: Types of table sauces and seasonings used, by gender, November 2012
              • Value for money positioning can attract lower socio-economic groups to the category
                • Figure 26: Attitudes toward table sauces and seasonings, by socio-economic group, November 2012
              • Table sauces can have attractive benefits to mothers and their children
                • Figure 27: Attitudes toward table sauces and seasonings, by age of children in household, November 2012
              • Education can expand the product repertoire of heavy users in Brasília
                • Figure 28: Attitudes toward table sauces and seasonings, by city, November 2012
              • With high penetration and versatility, vinegars have the potential for diversification
                • Figure 29: Types of table sauces and seasonings used, once a day or more, November 2012
              • What we think
              • Men Have the Potential to Go Beyond Barbecue, Consuming New Seasonings and Table Sauces.

                • Key points
                  • Barbecuing is a male territory, however there are few products targeted to these consumers
                    • Figure 30: Barbecuing with family and/or friends at least once a week, by gender, November 2012
                    • Figure 31: Frequency of consumption of table sauces and seasonings, by gender, November 2012
                  • Chili pepper is the top seasoning choice by men, and can be explored in other products
                    • Figure 32: Types of table sauces and seasonings used, by gender, November 2012
                  • Male celebrity chefs can encourage male consumers to cook more
                      • Figure 33: Eating habits, by gender, November 2012
                    • Directing usage can help increase consumption among men
                      • Figure 34: Attitudes toward table sauces and seasonings, by demographics, November 2012
                    • Men suffer from hypertension and seasonings can be excellent flavor substitutes for salt
                      • Figure 35: Types of table sauces and seasonings used, by gender, November 2012
                    • What it means
                    • Value for Money Positioning Attracts Lower Socio-economic Groups to the Category

                      • Key points
                        • With high penetration, there is an opportunity to increase the average consumption and the purchase frequency of table sauces and seasonings
                          • Figure 36: Average per capita consumption of rice, beans and whole milk, per income group, by food, Brazil 2008-09
                          • Figure 37: Average per capita consumption of table sauces and seasoning, by income group, Brazil 2008-09
                          • Figure 38: Retail prices of rice, milk, and table sauces, in R$ per L/kg, Brazil 2011
                          • Figure 39: consumption of table sauces and seasonings 2-5 times a week or more, by socio-economic group, November 2012
                          • Figure 40: Usage of table sauces and seasonings, by socio-economic group, November 2012
                        • Table sauces and seasonings can be positioned as helping consumers to save money
                          • Figure 41: Types of table sauces and seasonings used, by socio-economic group, November 2012
                        • Quality is not the most relevant attribute in the category for low-income consumers
                          • Figure 42: Places of purchase – Table sauces and seasonings – street market, by socio-economic group, November 2012
                          • Figure 43: Attitudes toward table sauces and seasonings, by socio-economic group, November 2012
                        • What it means
                        • Table Sauces Can Be Allies to Mothers Having Benefits to Both Mothers and their Children

                          • Key points
                            • Mothers of young children are more concerned about natural foods
                              • Figure 44: Attitudes toward table sauces and seasonings, by age of children in household, November 2012
                              • Figure 45: Eating habits, by age of children in household, November 2012
                              • Figure 46: Places of purchase – Table sauces and seasonings, by age of children, November 2012
                            • Table sauces and seasonings can be mothers’ allies in the pursuit of a healthy diet for their children
                              • Figure 47: Types of table sauces and seasonings used, by children in household, November 2012
                              • Figure 48: Health-related claims in launches of table sauces and seasonings in Brazil and the U.S., January-December 2012
                            • Cartoon characters can help promote healthy concepts
                              • What it means
                              • Education Can Expand Product Repertoire of Heavy Users in Brasília

                                • Key points
                                  • Brasília citizens consume a lot of seasoning, but they use traditional ones more often
                                    • Figure 49: daily usage of table sauces and seasonings, by city, November 2012
                                    • Figure 50: Attitudes toward table sauces and seasonings, by city, November 2012
                                  • New variants of well-known products can help to change ingrained usage habits
                                    • Figure 51: Types of table sauces and seasonings used, by city, November 2012
                                    • Figure 52: Usage of mayonnaise, ketchup and mustard, by city, November 2012
                                  • Small-size packaging and premium variants can help boost consumption among Brasilienses
                                    • Figure 53: Attitudes toward table sauces and seasonings, by city, November 2012
                                    • Figure 54: Attitudes toward table sauces and seasonings, by city, November 2012
                                  • What it means
                                  • With High Penetration and Versatility, Vinegars Have Potential to Diversify

                                    • Key points
                                      • Vinegars have a high penetration, frequency, and volume of consumption
                                        • Figure 55: Average per capita food consumption outside the home in relation to total consumption, by Gender, by food, Brazil, 2008-09
                                        • Figure 56: Usage of vinegar and salad dressing in the past six months, November 2012
                                        • Figure 57: Types of table sauces and seasonings used daily in the past six months, November 2012
                                      • Consumption of salads and ethnic foods can boost diversification of vinegars
                                        • Figure 58: New product launches of vinegar, by selected country, 2009-12
                                        • Figure 59: Launches of vinegar & salad dressings in Brazil, by flavor, 2012
                                      • Vinegars can use its high penetration among high socio-economic groups to develop premium products
                                        • Figure 60: Usage of vinegar in the past six months, by socio-economic group, November 2012
                                      • What it means
                                      • Appendix – The Market

                                          • Figure 61: Value and volume of table sauces retail sales in Brazil, 2007-17
                                          • Figure 62: Value and volume of mayonnaise retail sales in Brazil, 2007-17
                                          • Figure 63: Value and volume of ketchup retail sales in Brazil, 2007-17
                                          • Figure 64: Value and volume of mustard retail sales in Brazil, 2007-17
                                          • Figure 65: Value and volume of salad dressing retail sales in Brazil, 2007-17
                                          • Figure 66: Table sauce retail sales in Brazil, by value, best and worst-case scenario forecast, 2012-17
                                          • Figure 67: Table sauces retail sales in Brazil, by volume, best and worst-case scenario forecast, 2012-17
                                          • Figure 68: Mayonnaise retail sales in Brazil, by value, best and worst-case scenario forecast, 2012-17
                                          • Figure 69: Mayonnaise retail sales in Brazil, by volume, best and worst-case scenario forecast, 2012-17
                                          • Figure 70: Ketchup retail sales in Brazil, by value, best and worst-case scenario forecast, 2012-17
                                          • Figure 71: Ketchup retail sales in Brazil, by volume, best and worst-case scenario forecast, 2012-17
                                          • Figure 72: Mustard retail sales in Brazil, by value, best and worst-case scenario forecast, 2012-17
                                          • Figure 73: Mustard retail sales in Brazil, by volume, best and worst-case scenario forecast, 2012-17
                                          • Figure 74: Salad dressing retail sales in Brazil, by value, best and worst-case scenario forecast, 2012-17
                                          • Figure 75: Salad dressing retail sales in Brazil, by volume, best and worst-case scenario forecast, 2012-17
                                          • Figure 76: Table sauce retail sales in Brazil, by segment, by volume, 2006-11
                                          • Figure 77: Table sauce retail sales in Brazil, by segment, by value, 2006-11
                                          • Figure 78: Brazil – Table sauces – company retail market share, by volume, 2010-11
                                          • Figure 79: Brazil – Table sauces – company retail market share, by value, 2010-11
                                          • Figure 80: Brazil – Mayonnaise – company retail market share, by volume, 2010-11
                                          • Figure 81: Brazil – Mayonnaise – company retail market share, by value, 2010-11
                                          • Figure 82: Brazil – Ketchup – company retail market share, by volume, 2010-11
                                          • Figure 83: Brazil – Ketchup – company retail market share, by value, 2010-11
                                          • Figure 84: Brazil – Mustard – company retail market share, by volume, 2010-11
                                          • Figure 85: Brazil – Mustard – company retail market share, by value, 2010-11
                                          • Figure 86: Brazil – Salad dressing – company retail market share, by volume, 2010-11
                                          • Figure 87: Brazil – Salad dressing – company retail market share, by value, 2010-11
                                      • Appendix – Consumer Data

                                        • Table sauces and seasonings consumption frequency
                                          • Figure 88: Table sauces and seasonings consumption frequency, November 2012
                                          • Figure 89: Table sauces and seasonings consumption frequency, November 2012
                                        • Places of purchase – Table sauces and seasonings
                                          • Figure 90: Places of purchase of table sauces and seasonings, November 2012
                                          • Figure 91: Places of purchase – table sauces and seasonings, by table sauces and seasonings consumption frequency, November 2012
                                          • Figure 92: Places of purchase – table sauces and seasonings, by table sauces consumption frequency, November 2012
                                          • Figure 93: Places of purchase – table sauces and seasonings, by table sauces consumption frequency, November 2012
                                          • Figure 94: Places of purchase – table sauces and seasonings, by seasonings consumption frequency, November 2012
                                        • Types of table sauces and seasonings used
                                          • Figure 95: Types of table sauces and seasonings used, November 2012
                                          • Figure 96: Types of table sauces and seasonings used, by table sauces and seasonings consumption frequency, November 2012
                                          • Figure 97: Types of table sauces and seasonings used, by most popular table sauces consumption frequency, November 2012
                                          • Figure 98: Types of table sauces and seasonings used, by next most popular table sauces consumption frequency, November 2012
                                          • Figure 99: Types of table sauces and seasonings used, by most popular seasonings consumption frequency, November 2012
                                          • Figure 100: Types of table sauces and seasonings used, by places of purchase of Table sauces and seasonings, November 2012
                                        • Attitudes toward table sauces and seasonings
                                          • Figure 101: Attitudes toward table sauces and seasonings, November 2012
                                          • Figure 102: Attitudes toward table sauces and seasonings, by table sauces and seasonings used, November 2012
                                        • Table sauces and seasonings consumption frequency
                                          • Figure 103: Most popular table sauces and seasonings consumption frequency, by demographics, November 2012
                                          • Figure 104: Next most popular table sauces and seasoning consumption frequency, by demographics, November 2012
                                          • Figure 105: Most popular table sauces consumption frequency, by demographics, November 2012
                                          • Figure 106: Next most popular table sauces consumption frequency, by demographics, November 2012
                                          • Figure 107: Most popular seasonings consumption frequency, by demographics, November 2012
                                          • Figure 108: Next most popular seasonings consumption frequency, by demographics, November 2012
                                        • Places of purchase – Table sauces and seasonings
                                          • Figure 109: Places of purchase – Table sauces and seasonings, by demographics, November 2012
                                        • Types of table sauces and seasonings used
                                          • Figure 110: Most popular types of table sauces used, by demographics, November 2012
                                          • Figure 111: Next most popular types of table sauces used, by demographics, November 2012
                                          • Figure 112: Most popular types of seasonings used, by demographics, November 2012
                                          • Figure 113: Next most popular types of seasonings used, by demographics, November 2012
                                          • Figure 114: Other types of seasonings used, by demographics, November 2012
                                        • Attitudes toward table sauces and seasonings
                                          • Figure 115: Most popular attitudes toward table sauces and seasonings, by demographics, November 2012
                                          • Figure 116: Next most popular attitudes toward table sauces and seasonings, by demographics, November 2012
                                        • Consumption habits of the new Brazilian middle class
                                          • Figure 117: Leisure activities done – frequency of barbecuing with family and/or friends, by demographics, November 2012
                                        • Attitude toward convenience
                                          • Figure 118: Eating habits, by demographics, November 2012
                                      • Appendix – GNPD Data

                                          • Figure 119: New product launches in the table sauces and seasonings market in Brazil, by claims, January 2009-December 2012
                                          • Figure 120: New product launches in the table sauces and seasonings market in U.S., by claims, January 2009-December 2012
                                          • Figure 121: Vinegar launches, table sauces and seasonings sub-category, by country, 2009-12
                                          • Figure 122: Launches of vinegar and salad dressings, in Brazil, by flavor, January 2009-December 2012

                                      Companies Covered

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                                      Table Sauces and Seasonings - Brazil - March 2013

                                      US $3,995.00 (Excl.Tax)