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Yogurt - Brazil - November 2017

“Brazil’s yogurt market has been affected by the economic recession and high production costs. However, the perception of yogurt as a healthful ingredient can be a good way to overcome the crisis. The category can gain space by expanding its portfolio of products, offering convenient options for different consumption occasions, and educating consumers about new usage possibilities. All of these actions can stimulate the category to be seen as a healthful alternative to other categories, such as snacks, desserts, and culinary ingredients.”
– Ana Paula Gilsogamo, Food and Drink Analyst

This report looks at the following areas:

  • Economic recession and price rise affect consumption
  • Combined consumption can hinder the maturing of the category
  • Difficulty in understanding the benefits of yogurts may damage the perception of added-value products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Economic recession and price rise affect consumption
              • Figure 1: Retail sales of yogurt, by value and volume, 2012-22
            • Combined consumption can hinder the maturing of the category
              • Difficulty in understanding the benefits of yogurts may damage the perception of added-value products
                • Opportunities
                  • Search for more-healthful options can boost consumption
                    • Diversification of consumption occasions opens opportunities to expand the portfolio of products
                      • Educating consumers about new usages and benefits may help the category evolve
                        • What we think
                        • The Market – What You Need to Know

                          • Economic recession and price rise affect consumption
                            • Stabilization of Brazil’s economy helps the category recover
                            • Market Size and Forecast

                              • Economic recession and price rise affect consumption
                                • Figure 2: Retail sales of yogurt, by value and volume, 2012-22
                              • Stabilization of Brazil’s economy helps the category recover
                                • Figure 3: Forecast of retail sales of yogurt, by value, 2012-22
                                • Figure 4: Forecast of retail sales of yogurt, by volume, 2012-22
                            • Market Drivers

                              • Inflation decline
                                • High production costs
                                  • High unemployment rate
                                    • Women’s participation in the labor market
                                      • Aging population
                                        • 60% of Brazil’s adult population is overweight
                                        • Key Players – What You Need to Know

                                          • Danone keeps leading the yogurt market
                                            • Brands diversify their products by focusing on specific occasions
                                              • Yogurt with fruits and vegetables can appeal to the Brazilian consumer
                                              • Market Share

                                                • Danone keeps leading the market of yogurt
                                                  • Figure 5: Companies’ share in the yogurt retail market, by value – Brazil, 2015-16
                                                  • Figure 6: Companies’ share in the yogurt retail market, by volume – Brazil, 2015-16
                                              • Marketing Campaigns and Actions

                                                • Danone performs a multibrand promotion
                                                  • Figure 7: Danone’s “Tampinha Premiada” campaign, August 2017
                                                • Danoninho launches “to-go” package
                                                  • Figure 8: Danoninho’s “Para Levar” campaign, August 2017
                                                • Activia adopts new global positioning
                                                  • Figure 9: Activia’s “#VivendoInSync” campaign, September 2016
                                                • Activia launches new breakfast line
                                                  • Figure 10: Activia’s “Café da Manhã” campaign, May 2016
                                                • Vigor adopts new positioning and visual identity
                                                  • Figure 11: Vigor’s “Uma Vigor renovada, descubra esse sabor” campaign, July 2017
                                                • Batavo unveils new line of yogurt with more pieces of fruit
                                                  • Figure 12: Vigor’s “Uma Vigor renovada, descubra esse sabor” campaign, July 2017
                                              • Who’s Innovating?

                                                • Yogurt with fruits and vegetables appeals to Brazilian consumers
                                                  • Yogurt with vegetable milk creates interest among Brazilians
                                                    • Figure 13: Percentage of lactose-free yogurt launches, globally, per year, January 2012-November 2017
                                                • The Consumer – What You Need to Know

                                                  • Larger bottle can encourage consumption of more-healthful yogurt
                                                    • Yogurt with relaxing benefits can boost use as a late-night snack
                                                      • There is space for indulgent yogurts for adults
                                                        • Explaining the benefits of yogurt with probiotics can boost the segment
                                                          • Triple-layered yogurt can be a good option for line extension
                                                          • Consumption Habits

                                                            • Larger bottle can encourage consumption of more-healthful yogurt
                                                              • Figure 14: Yogurt consumption, format by type of yogurt, September 2017
                                                            • Teaching consumers to use natural plain yogurt in recipes can boost consumption of the product
                                                              • Figure 15: Consumption of natural plain yogurt, by gender, September 2017
                                                            • Drinkable Greek yogurt can appeal to Brazilian men
                                                              • Figure 16: Greek yogurt consumption, by gender, September 2017
                                                          • Consumption Occasions

                                                            • Yogurt with relaxing benefits can boost use as a late-night snack
                                                              • Figure 17: Consumption occasions, September 2017
                                                            • On-the-go yogurts with thicker texture and/or pieces of fruit can stimulate consumption as meal replacement
                                                              • Figure 18: Consumption occasions, for a meal – On its own, by work situation, September 2017
                                                            • Yogurt with indulgent flavors can be a good snack option for consumers aged 16-34
                                                              • Figure 19: Consumption occasions, as a snack, by age, September 2017
                                                          • Yogurt Perceptions

                                                            • There is space for indulgent yogurts for adults
                                                              • Figure 20: Yogurt perceptions, October 2017
                                                            • Light/zero segment needs to renew itself
                                                              • Ready-to-eat desserts made with yogurt can be seen as a healthful option
                                                              • Attitudes Related to Yogurt

                                                                • Explaining the benefits of yogurt with probiotics can boost the segment
                                                                  • Figure 21: Attitudes related to yogurt, September 2017
                                                                • Culinary yogurt can appeal to consumers aged 35+
                                                                  • Figure 22: Attitudes related to yogurt, “I would use yogurt as a healthy substitute for a cooking ingredient (eg instead of cream),” by age, September 2017
                                                                • Clean label yogurt can be an opportunity among AB consumers
                                                                  • Figure 23: Attitudes related to yogurt, “I check the nutritional information when buying yogurt (eg calories, protein content),” by socioeconomic group, September 2017
                                                              • Interest in Innovation

                                                                • Triple-layered yogurt can be a good option for line extension
                                                                  • Figure 24: Interest in innovation, September 2017
                                                                • Packages with biscuits for dipping can be a snack option for children
                                                                  • Figure 25: Interest in innovation, “split pots with biscuits for dipping,” by age group of children in the household, September 2017
                                                                • Greek yogurt with grains can appeal to women aged 35+
                                                                  • Figure 26: Interest in innovation, “containing grains and seed (eg quinoa, linseed),” by gender and age group, September 2017
                                                              • Appendix – Abbreviations

                                                                • Abbreviations
                                                                • Appendix – Market Size and Forecast

                                                                  • Market size and forecast
                                                                    • Figure 27: Retail sales of yogurt, by value and volume, 2012-22
                                                                    • Figure 28: Forecast of retail sales of yogurt, by value, 2012-22
                                                                    • Figure 29: Forecast of retail sales of yogurt, by volume, 2012-22
                                                                    • Figure 30: Companies’ share in the yogurt retail market, by value – Brazil, 2015-16
                                                                    • Figure 31: Companies’ share in the yogurt retail market, by volume – Brazil, 2015-16
                                                                • Appendix – Correspondence Analysis

                                                                  • Methodology
                                                                    • Figure 32: Correspondence analysis, yogurt, October 2017
                                                                    • Figure 33: Yogurt perception, Brazil – October 2017

                                                                Yogurt - Brazil - November 2017

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