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Yogurt - Brazil - December 2012

“The yogurt market has recently experienced a significant development. From 2010-11, the category grew by 4% in total volume. Also, when it comes to penetration, Mintel’ survey reveals that 74% of the population in Brazil reported consuming the category. This percentage is even higher than in the U.S., for example, where 55% of the population consumes yogurt.”

– Sheila Salina, Research Analyst

Some questions answered in this report include:

  • How is the new emerging middle class of the country influencing the yogurt market and what are the expectations for this demand?
  • What is the current status of the category in the Brazilian market and what are the possibilities for increasing the consumption frequency?
  • What are the opportunities for yogurts with functional claims, considering ANVISA (Sanitary Surveillance Agency) requirements on functional foods?
  • Healthy eating with natural and homemade ingredients, as well as sustainable manufacturing, are strong consumer trends. How can the category benefit from these concepts?
  • Why are liquid yogurts the focus of recent releases?
  • Can promotional campaigns oriented to modern moms generate unexpected sales results? How can brands attract the interest of mothers and children at the time of purchase?

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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

        • The market
            • Figure 1: Yogurt market in Brazil—volume, 2006-11
            • Figure 2: Yogurt market in Brazil—value, 2006-11
            • Figure 3: Yogurt market in Brazil—volume, by type of yogurt, 2011
            • Figure 4: Yogurt market in Brazil—value, by type of yogurt, 2011
          • Forecast
            • Figure 5: Future forecast of value sales, 2007-17
          • Leading companies
              • Figure 6: Value brand share, 2009-11
            • The issues
              • Yogurts, as healthy treats, appeal to middle-class consumers
                • Figure 7: Agreement with statement: I eat yogurt as a quick and easy treat, by socio-economic group, June 2012
              • Growing interest in yogurts with natural and sustainable production
                • Figure 8: Agreement with statements about eating yogurt as a healthy alternative to other food and wanting to see more natural products, by gender and AB socio-economic grouping, June 2012
              • A convenient, nutritious, and fun food: a successful recipe to target modern moms
                • Figure 9: Heavy yogurt users, by age of children, June 2012
              • Functional yogurts could focus on the needs of mature women
                • Figure 10: I eat yogurt with added health benefits (eg probiotic, cholesterol control), by women and age, June 2012
              • Liquid yogurts: easy to use and for the entire family
                • Figure 11: Most common occasions for liquid yogurt consumption, by selected demographics, June 2012
              • Flavor innovation to increase the repertoire of new consumers and the interest of heavy users
                • Figure 12: Agreement with statement: I like to try new flavours of yogurt by number of flavors or type of yogurt consumed, June 2012
            • Yogurts, as Healthy Treats, Appeal to Middle-Class Consumers

              • Key points
                • Private labels and those with a popular positioning are the main focus of the middle class
                    • Figure 13: Brazilian population, by socio-economic group, 2005-11
                    • Figure 14: Share of private label in the total number of launches of the top 10 food brands, 2009-12
                    • Figure 15: Share of lower-priced brands of the total number of launches of the 10 leading brands in the dairy segment, 2011-12
                    • Figure 16: Products of elegê e Betânia brands,October 2012
                  • The perception of value added is what drives the demand for dairy products
                    • Figure 17: Volume—Milk in Brazil, 2006-11
                    • Figure 18: Brazil, volume, butter and margarines, cheese, and yogurts, 2006-11
                    • Figure 19: Share of the sub-segments of cheese, butter and margarines in the number of launches, 2009-12*
                    • Figure 20: Sub-categories share of the total of dairy launches, 2012*
                  • Affordable prices are essential to stimulate yogurt purchases
                      • Figure 21: Volume per capita of yogurts (only in retail) in kg, Brazil and selected countries, 2005-11
                      • Figure 22: Frequency of eating yogurt, by socio-economic group, June 2012
                      • Figure 23: Average price in retail of natural yogurt 200 grams, in R$
                    • Yogurts with indulgent flavor and easy to use packaging are preferred by this audience
                        • Figure 24: Occasion of natural yogurt consumption, by socio-economic group, June 2012
                        • Figure 25: Agreement with statement: I eat yogurt as a quick and easy treat, by socio-economic group, June 2012
                        • Figure 26: Yogurts of the brand Vigor, before and after the brand’s new look, October 2012
                        • Figure 27: Dairy drink “Good Purchase,” spoonable and drink versions, October 2012
                        • Figure 28: Dia yogurts and dairy beverages, October 2012
                      • What it means
                      • Growing Interest in Yogurts with Natural and Sustainable Production

                        • Key points
                          • The trend of healthy eating boosts category launches
                              • Figure 29: Foods in general, with a healthy claim, 2012
                              • Figure 30: Brazil: number of launches of yogurts per claim, 2009-12
                              • Figure 31: Attitudes toward the consumption of yogurt, June 2012
                            • Sustainable positioning influences consumers’ purchasing decision
                                • Figure 32: Yogurts with packaging and more natural look , October 2012
                              • Yogurts with natural and organic ingredients are a niche market
                                • Figure 33: Attitudes toward yogurt consumption, by selected demographics, June 2012
                                • Figure 34: National brands of organic yogurts, October 2012
                              • Using specific communication and distribution channels is the best strategy to grow the natural and organic yogurts segment
                                  • Figure 35: Chobani, October 2012
                                  • Figure 36: Stonyfield Farm, October 2012
                                  • Figure 37: Yeo Valley, October 2012
                                • What it means
                                • A Convenient, Nutritious, and Fun Food: A Successful Recipe to Target Modern Moms

                                  • Key points
                                    • Mothers prefer easy to use foods, but with a strong healthy appeal
                                      • Figure 38: Population, by gender and age, 2011
                                      • Figure 39: Three different types of industrialized food for children with a healthy claim, August 2012
                                      • Figure 40: Percentage of yogurt launches for kids, 2008-12*
                                      • Figure 41: Main petit suisse brands sold in Brazilian supermarkets, August 2012
                                      • Figure 42: Yogurts for children, with a healthy positioning, August 2012
                                    • As decision makers, mothers want more nutritious yogurts with a variety of flavors
                                      • Figure 43: Heavy yogurt users, by children in household, June 2012
                                      • Figure 44: Attitudes toward yogurt consumption, by children in household, June 2012
                                      • Figure 45: Examples of yogurts with children’s characters, August 2012
                                      • Figure 46: Danoninho brand, August 2012
                                      • Figure 47: Yogurts for kids with a healthy positioning (U.S. and European markets), August 2012
                                    • Limited and special editions bring innovations to the kids’ segment
                                      • Figure 48: Kids and teen’s UK attitudes toward yogurt as a snack, 2011
                                      • Figure 49: Flavor of yogurts, by children in household, June 2012
                                      • Figure 50: Yogurt products for kids, with portability claim, in the U.S. and European markets, August 2012
                                    • What it means
                                    • Functional Yogurts Could Focus on the Needs of Mature Women

                                      • Key points
                                        • Functional foods will grow in popularity as eating habits become healthier
                                          • Figure 51: Functional food launches, by selected countries, 2009-12
                                          • Figure 52: Attitudes toward healthy living, by socio-economic group, June 2012
                                          • Figure 53: Eating habits, by selected demographics, June 2012
                                        • Innovation should prioritize the consumption of mature women
                                          • Figure 54: Flavor of yogurt consumed, by women and age, June 2012
                                          • Figure 55: Yogurt Densia, October 2012
                                          • Figure 56: Attitudes toward yogurt consumption, by women and age, June 2012
                                          • Figure 57: Agreement with statement: I eat different yogurt depending on my mood, by women and age, June 2012
                                        • The opportunity is also to focus on yogurts with tangible benefits
                                          • Figure 58: Brazil—Share of each claim in the total of launches of the 10 main sectors, 2009-12
                                          • Figure 59: Yogurts in Brazil with claim slimming and reduced fat, October 2012
                                          • Figure 60: U.S.—Share of each claim in total of launches of the 10 main sectors, 2009-12
                                          • Figure 61: Yogurts in the U.S. with functional claims, October 2012
                                          • Figure 62: Yogurt activia, Brazil, October 2012
                                        • What it means
                                        • Liquid Yogurt: Easy to Use and for the Entire Family

                                          • Key points
                                              • Figure 63: Frequency of yogurt consumption, June 2012
                                              • Figure 64: Frequency of liquid yogurts consumption, by socio-economic group, June 2012
                                              • Figure 65: Consumption per type of yogurt, by volume in selected countries*, 2010
                                              • Figure 66: Launches of liquid and spoonable yogurt in the last 12 months, in selected countries, August 2012
                                              • Figure 67: Agreement with statement: I usually buy whichever brand is on offer, by socio-economic group, June 2012
                                              • Figure 68: Liquid yogurts recently launched in the Brazilian market, August 2012
                                            • It is by the packaging that liquid yogurts attract consumers with different needs
                                              • Figure 69: Bliss and Danup, the most traditional yogurt drink brands in Brazil, August 2012
                                              • Figure 70: Frequency of consumption of liquid yogurts, by selected demographics, June 2012
                                              • Figure 71: Occasion of eating yogurts June 2012
                                              • Figure 72: Most popular occasion of consuming liquid yogurt, by selected demographics, June 2012
                                              • Figure 73: Dairy beverages and fermented milk, plastic or carton packaging, August 2012
                                              • Figure 74: Types of yogurts in China and Russia, August 2012
                                              • Figure 75: Agreement of statement: I usually buy whichever is on offer, by occasion of eating liquid yogurt, June 2012
                                            • To increase the frequency of consumption of the middle class, the best alternative is to continue investing in variations of liquid yogurts
                                              • Figure 76: Agreement with statement: I eat yogurt as a quick and easy treat, by socio-economic group, June 2012
                                            • Yogurt in individual packages and portables are the best options for snacks out of home
                                              • Figure 77: Examples of yogurts with portable packaging, for children, August 2012
                                              • Figure 78: Examples of yogurts with portable packaging for young consumers, August 2012
                                            • What it means
                                            • Flavor Innovation to Increase the Repertoire of New Consumers and the Interest of Heavy Users

                                              • Key points
                                                • Most consumers prefer sweet and healthy flavors; strawberry is a great category hit
                                                    • Figure 79: Type of yogurt flavor consumed, June 2012
                                                    • Figure 80: Attitudes toward consumption of yogurts, June 2012
                                                  • Traditional flavors help to attract new consumers, but they do not drive mature markets
                                                      • Figure 81: Share of each flavor among the 10 main flavors of the category, in selected countries, 2012*
                                                      • Figure 82: Share of each flavor among the top 10 of the category, in selected countries, 2012*
                                                      • Figure 83: Yogurts in the EU market, with diversity of flavors, September 2012
                                                      • Figure 84: Attitudes toward yogurt consumption, by number of flavors and types of yogurts consumed, June 2012
                                                      • Figure 85: Yogurts of the German brand Oetker, which launches seasonal combinations of flavors, September 2012
                                                      • Figure 86: Yogurts of the German brand Oetker, which launches seasonal combinations of flavors, September 2012
                                                    • Innovation of flavors for encouraging the audience to repeat purchases
                                                        • Figure 87: Number of yogurt types and flavors consumed, June 2012
                                                        • Figure 88: Heavy yogurt consumption, by number of flavors and types of yogurts consumed, June 2012
                                                      • Brands use high-quality ingredients to please demanding consumers
                                                          • Figure 89: Ati Latte yogurts, September 2012
                                                          • Figure 90: Verde Campo Yogurts, September 2012
                                                          • Figure 91: Launches of new flavors through limited editions or together with traditional flavors, Brazilian market, Semptember 2012
                                                        • What it means
                                                        • Appendix—The Market

                                                            • Figure 92: Yogurt market, by value, 2007-11
                                                            • Figure 93: Yogurt market, by volume, 2007-11
                                                            • Figure 94: Yogurt market consumption value per capita, 2007-11
                                                            • Figure 95: Yogurt market consumption volume per capita, 2007-11
                                                            • Figure 96: Yogurt market, volume annual growth, 2008-11
                                                            • Figure 97: Yogurt market volume, value annual growth, 2008-11
                                                            • Figure 98: Yogurt market volume by segment, 2011
                                                            • Figure 99: Yogurt market value per segment, 2011
                                                            • Figure 100: Percentage share of leading companies, by value, 2009-11
                                                            • Figure 101: Sales forecast by volume (retail), 2009-17
                                                            • Figure 102: Sales forecast by value, 2009-17
                                                        • Appendix—Consumer Data

                                                          • Frequency of eating yogurt
                                                            • Figure 103: Most popular frequency of eating yogurt, June 2012
                                                            • Figure 104: Next most popular frequency of eating yogurt, June 2012
                                                          • Occasion of eating yogurt
                                                            • Figure 105: Occasion of eating natural yogurt, June 2012
                                                            • Figure 106: Occasion of eating flavored/fruit yogurt, June 2012
                                                            • Figure 107: Occasion of eating liquid yogurt, June 2012
                                                          • Type and flavor of yogurt consumed
                                                            • Figure 108: Type and flavor of yogurt consumed, June 2012
                                                            • Figure 109: Type and flavor of yogurt consumed, by most popular occasion of eating natural yogurt, June 2012
                                                            • Figure 110: Type and flavor of yogurt consumed, by next most popular occasion of eating natural yogurt, June 2012
                                                            • Figure 111: Type and flavor of yogurt consumed, by most popular occasion of eating flavored/fruit yogurt, June 2012
                                                            • Figure 112: Type and flavor of yogurt consumed, by next most popular occasion of eating flavored/fruit yogurt, June 2012
                                                            • Figure 113: Type and flavor of yogurt consumed, by most popular occasion of eating liquid yogurt, June 2012
                                                            • Figure 114: Type and flavor of yogurt consumed, by next most popular occasion of eating liquid yogurt, June 2012
                                                          • Attitudes toward yogurt
                                                            • Figure 115: Attitudes toward yogurt, June 2012
                                                            • Figure 116: Attitudes toward yogurt, by most popular occasion of eating natural yogurt, June 2012
                                                            • Figure 117: Attitudes toward yogurt, by next most popular occasion of eating natural yogurt, June 2012
                                                            • Figure 118: Attitudes toward yogurt, by most popular occasion of eating flavored/fruit yogurt, June 2012
                                                            • Figure 119: Attitudes toward yogurt, by next most popular occasion of eating flavored/fruit yogurt, June 2012
                                                            • Figure 120: Attitudes toward yogurt, by most popular occasion of eating liquid yogurt, June 2012
                                                            • Figure 121: Attitudes toward yogurt, by next most popular occasion of eating liquid yogurt, June 2012
                                                          • Type and flavor of yogurt consumed
                                                            • Figure 122: Number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 123: Frequency of eating yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 124: Frequency of eating yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 125: Occasion of eating natural yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 126: Occasion of eating flavored/fruit yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 127: Occasion of eating liquid yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 128: Type and flavor of yogurt consumed, by number of types and flavors of yogurt consumed, June 2012
                                                            • Figure 129: Attitudes toward yogurt, by number of types and flavors of yogurt consumed, June 2012
                                                          • Frequency of eating yogurt
                                                            • Figure 130: Most popular frequency of eating any yogurt, by demographics, June 2012
                                                            • Figure 131: Next most popular frequency of eating any yogurt, by demographics, June 2012
                                                            • Figure 132: Most popular frequency of eating natural yogurt, by demographics, June 2012
                                                            • Figure 133: Next most popular frequency of eating natural yogurt, by demographics, June 2012
                                                            • Figure 134: Most popular frequency of eating flavored/fruit yogurt, by demographics, June 2012
                                                            • Figure 135: Next most popular frequency of eating any yogurt, by demographics, June 2012
                                                            • Figure 136: Most popular frequency of eating liquid yogurt, by demographics, June 2012
                                                            • Figure 137: Next most popular frequency of eating liquid yogurt, by demographics, June 2012
                                                            • Figure 138: Frequency of eating any yogurt, by demographics, June 2012
                                                            • Figure 139: Frequency of eating any natural yogurt, by demographics, June 2012
                                                            • Figure 140: Frequency of eating flavored/fruit yogurt, by demographics, June 2012
                                                            • Figure 141: Frequency of eating liquid yogurt, by demographics, June 2012
                                                          • Occasions of eating yogurt
                                                            • Figure 142: Most popular occasion of eating natural yogurt, by demographics, June 2012
                                                            • Figure 143: Most popular occasion of eating flavored/fruit yogurt, by demographics, June 2012
                                                            • Figure 144: Next most popular occasion of eating flavored/fruit yogurt, by demographics, June 2012
                                                            • Figure 145: Most popular occasion of eating liquid yogurt, by demographics, June 2012
                                                          • Type and flavor of yogurt consumed
                                                            • Figure 146: Most popular type and flavor of yogurt consumed, by demographics, June 2012
                                                            • Figure 147: Next most popular type and flavor of yogurt consumed, by demographics, June 2012
                                                          • Attitudes toward yogurt
                                                            • Figure 148: Most popular attitudes toward yogurt, by demographics, June 2012
                                                            • Figure 149: Next most popular attitudes toward yogurt, by demographics, June 2012
                                                          • Type and flavor of yogurt consumed
                                                            • Figure 150: Number of types and flavors of yogurt consumed, by demographics, June 2012
                                                        • Appendix – GNPD Data

                                                            • Figure 151: Yogurt launches by year, between Jan. 2009 and Aug. 2012
                                                            • Figure 152: Yogurt launches, by segment, between Jan. 2009 and Aug. 2012
                                                            • Figure 153: Yogurt launches, “top ten" flavors, between Jan. 2009 and Aug.2012
                                                            • Figure 154: Claims in yogurt launches, by year, between Jan. 2009 and Aug. 2012
                                                            • Figure 155: Share of launches by company, per year, between Jan. 2009 and Aug. 2012

                                                        Companies Covered

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

                                                        Yogurt - Brazil - December 2012

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