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Yogurt and Yogurt Drinks - Brazil - September 2014

One of the advantages of yogurt in Brazil is that it is seen as a healthy category by the majority of the population, and many people eat it a dessert or a quick snack – combining convenience with healthy attributes, which are very important in food categories. Functional yogurts, as well as Greek yogurts, have managed to increase their penetration among Brazilian consumers in the last few years, and it is expected that the Brazilian yogurt market will be driven by innovations in higher-priced products and new consumption habits.

– Naira Sato, Senior Analyst

This report will answer the following key questions:

  • How can consumption of Greek yogurt be increased in all Brazilian regions?
  • Could consumption by Brazilians in socioeconomic group AB be increased through healthy attributes?
  • Could yogurt be positioned more like a snack to be consumed at work?
  • Could a wider variety of flavors, as well as more indulgent flavors, increase consumption of yogurt among Brazilian men?

Despite the good performance of the yogurt category in Brazil, it is important to consider that major companies are continuously investing in new higher-priced products, such as functional and Greek yogurts. However, the market is quite fragmented; consumers are open to new products, and competition among leading companies can benefit smaller companies that focus on other market opportunities.

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Table of contents

  1. Introduction

      • Definitions
        • Yogurt and yogurt drinks market
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Brazil retail value sales of yogurt, 2009-19
              • Companies, brands, and innovations
                • Danone leads the yogurt market in Brazil
                  • Figure 2: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
                • The consumer
                  • Limited editions of yogurts can increase consumption frequency among Brazilians aged 16-34
                    • Figure 3: Consumption frequency of flavored spoonable yogurt (eg Danoninho), by age group, June 2014
                  • Yogurts that keep hunger at bay can be attractive to consumers who skip meals regularly
                    • Figure 4: Consumption occasion, ‘To replace a meal’, by region, June 2014
                  • Positioning yogurt as a cooking ingredient could boost the category in Brazil
                    • Figure 5: Attitudes and opinions about yogurts - ‘yogurt is a healthy substitute of double cream (ie creme de leite) as a cooking ingredient’, by age group, June 2014
                  • Households with children tend to buy more than one type of yogurt, which can boost category consumption
                    • Figure 6: Behavior toward yogurts ‘I usually choose different types of yogurts for different family members’, by children/no children in household, June 2014
                  • What we think
                  • Market – Key Points

                      • How can companies increase consumption of Greek yogurt in all Brazilian regions?
                        • Could healthy attributes increase consumption of yogurt among Brazilians in socioeconomic group AB?
                          • Could yogurt be positioned more like a snack to be consumed at work?
                            • Could a wider variety of flavors, as well as more indulgent flavors, increase consumption of yogurt among Brazilian men?
                            • Trend Applications

                              • Trend: FSTR HYPR
                                • Trend: Transumers
                                  • Trend: Extend My Brand
                                  • Who’s Innovating?

                                    • Key points
                                      • Innovation in Greek yogurt sold in the US can also be used in Brazil to help the category to grow
                                        • Figure 7: Launches of Greek yogurts as a share of new products in the Brazilian yogurt market, August 2001-July 2014
                                      • The yogurt category can meet demand for healthier children’s food
                                        • Figure 8: Launches of children’s yogurts (up to 12 years old) as a share of new products in the Brazilian yogurt market, 2009-13
                                      • Companies can stand out in the market by launching products with new functional claims by adding new ingredients
                                        • Figure 9: Launches of yogurts claims ‘low/no/reduced fat’, ‘low/no/reduced sugar’, ‘low/no/reduced calories and ‘digestive’, as a share of new products in the Brazilian yogurt market, 2009-13
                                    • Market and Forecast

                                      • Key points
                                        • The yogurt market grows mainly in value, due to launches of higher-priced products
                                          • Figure 10: Brazil retail value and volume sales of yogurt, 2009-19
                                        • Demand for more convenience and Brazilian’s higher incomes drive consumption of yogurt in Brazil
                                          • The segments of functional yogurts and Greek yogurts contribute to a more dynamic category
                                            • Figure 11: Brazil retail value sales of yogurt, 2009-19
                                            • Figure 12: Brazil retail volume sales of yogurt, 2009-19
                                          • Factors used in the forecast
                                          • Market Share

                                            • Key points
                                              • Danone leads the yogurt market in Brazil
                                                • Figure 13: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
                                                • Figure 14: Leading brands’ shares in the Brazil yogurt market, by volume, 2012-13
                                            • Companies and Brands

                                              • Danone
                                                • BRF
                                                  • Nestlé
                                                    • Vigor
                                                    • The Consumer – Consumption Frequency

                                                      • Key points
                                                          • Figure 15: Consumption frequency of yogurts, by segment, June of 2014
                                                        • Packaging more suitable for on-the-go consumption can increase consumption frequency of yogurt drinks
                                                          • Figure 16: Consumption of yogurts and consumption occasions of yogurts ‘on-the-go (eg commuting to work, etc)’, June 2014
                                                        • Limited editions can increase consumption frequency among Brazilians aged 16-34
                                                          • Figure 17: Consumption frequency of flavored spoonable yogurt (eg Danoninho), by age group, June 2014
                                                      • The Consumer – Consumption Occasions

                                                        • Key points
                                                            • Figure 18: Consumption occasion, June 2014
                                                          • Yogurts that are more filling can be appealing to consumers who skip meals
                                                            • Figure 19: Consumption occasion, ‘To replace a meal’, by region, June 2014
                                                          • Yogurts can be more positioned to be consumed at breakfast
                                                            • Figure 20: Yogurts consumption occasion ‘as part of breakfast (eg with cereal, fruit)’, by working status, June 2014
                                                        • The Consumer – Attitudes and Opinions About Yogurt

                                                          • Key points
                                                              • Figure 21: Attitudes and opinions about yogurts, June 2014
                                                            • Positioning yogurt as a cooking ingredient could drive sales of the category in Brazil
                                                              • Figure 22: Attitudes and opinions about yogurts ‘Yogurt is a healthy substitute of double cream (ie creme de leite) as a cooking ingredient’, by age group, June 2014
                                                            • The Greek yogurt segment could be more appealing to female consumers
                                                              • Figure 23: Attitudes and opinions about yogurts, by gender, June 2014
                                                          • The Consumer – Behavior toward Yogurts

                                                            • Key points
                                                                • Figure 24: Behavior toward yogurts, June 2014
                                                              • It is important for companies to keep Brazilian consumers loyal to their brands, because they are more attracted to promotions and special offers
                                                                • Figure 25: Behavior toward yogurts ‘ I usually choose whichever brand is on special offer/promotion ‘, by socioeconomic group, June 2014
                                                              • Households with children tend to buy more than one type of yogurt, which can generate higher consumption levels
                                                                • Figure 26: Behavior toward yogurts ‘I usually choose different types of yogurts for different family members’, by children/no children in household, June 2014
                                                            • Appendix – Market and Forecast

                                                                • Figure 27: Best and worst case forecast for the Brazilian retail market of yogurts, by value 2014-19
                                                                • Figure 28: Best and worst case forecast for the Brazilian retail market of yogurts, by volume 2014-19
                                                            • Appendix – Frequency of Yogurt Consumption

                                                                • Figure 29: Frequency of yogurt consumption, June 2014
                                                                • Figure 30: Frequency of yogurt consumption – Plain spoonable yogurt (eg no flavor), by demographics, June 2014
                                                                • Figure 31: Frequency of yogurt consumption – Flavored spoonable yogurt (eg Danoninho), by demographics, June 2014
                                                                • Figure 32: Frequency of yogurt consumption – Yogurt drink (eg Danup, Neston), by demographics, June 2014
                                                                • Figure 33: Frequency of yogurt consumption – Light/Fat free yogurt (eg Corpus, Molico), by demographics, June 2014
                                                                • Figure 34: Frequency of yogurt consumption – Greek yogurt (eg Vigor, Nestle), by demographics, 2014
                                                                • Figure 35: Frequency of yogurt consumption – Light/Fat free yogurt (eg Vigor Zero), by demographics, June 2014
                                                                • Figure 36: Frequency of yogurt consumption – Yogurt with functional benefits (eg Activia, Densia), by demographics, June 2014
                                                                • Figure 37: Frequency of yogurt consumption – Organic yogurt, by demographics, June 2014
                                                                • Figure 38: Frequency of yogurt consumption – Yogurt with cereal (eg with oats), by demographics, June 2014
                                                                • Figure 39: Frequency of yogurt consumption – Yogurt with fruit syrup or fruit pieces, by demographics, June 2014
                                                            • Appendix – Consumption Occasion

                                                                • Figure 40: Consumption occasion, April 2014
                                                                • Figure 41: Consumption occasions, by demographics, June 2014
                                                            • Appendix – Attitudes and Opinion About Yogurts

                                                                • Figure 42: Attitudes and opinion about yogurt, June 2014
                                                                • Figure 43: Attitudes and opinion about yogurt, by demographics, June 2014
                                                                • Figure 44: Attitudes and opinion about yogurt, by demographics, June 2014 (continued)
                                                            • Appendix – Behavior toward Yogurt

                                                                • Figure 45: Behavior toward yogurt, June 2014
                                                                • Figure 46: Behavior toward yogurt, by demographics, June 2014
                                                                • Figure 47: Behavior toward yogurt, by demographics, June 2014 (continued)

                                                            Companies Covered

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

                                                            Yogurt and Yogurt Drinks - Brazil - September 2014

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