Butter, Margarine and Cooking Oils - Brazil - April 2014
“Brazilian consumers consider the healthy properties of butter, margarine, and cooking oil as important. Margarine is seen as unhealthy, but this image could be changed by using olive oil, in order to project a healthier image. Olive oil is considered as an aspirational segment, not only because of its premium positioning, but also because it is perceived as a healthy product. Brazilian consumers are not aware of how versatile the category can be – companies need to focus on promoting different uses in cooking.”
– Naira Sato, Senior Analyst
This report will answer the following key questions:
- How could margarine be perceived as a healthy category?
- Could mature markets of olive oil, such as the South-East, serve as an example for other regions?
- What are the needs of each specific target group in the margarine, butter, and cooking oil category?
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