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Cooking Habits - Brazil - October 2018

"Saving money is one of the main motivations for Brazilians to cook at home. As Brazil faces an unfavorable economic scenario, affordable prices may be an important attribute for products. In order to sustain the consumers' interest and preference, however, brands need to offer something else, such as convenience and healthy ingredients for everyday recipes, and indulgence and innovation for special occasions."

– Ana Paula Gilsogamo, Food and Drink Analyst

This report examines the following issues:

  • Unfavorable economic scenario should impact cooking habits
  • Health concerns challenge the category to offer more healthful options 
  • Ready meals have the challenge of broadening consumption 
  • Restaurants and delivery services should bet on convenience

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Unfavorable economic scenario should impact cooking habits
              • Health concerns challenge the category to offer more healthful options
                • Ready meals have the challenge of broadening consumption
                  • Figure 1: Ways to cook, August 2018
                • Restaurants and delivery services should bet on convenience
                  • Opportunities
                    • Unfavorable economic scenario may encourage Brazilians to cook more at home to save money
                      • Ready-made products that serve as a "shortcut" may appeal to women
                        • Unusual ingredients and social media campaigns can appeal to men
                          • Food kits can encourage consumers who want to innovate
                            • What we think
                            • The Market – What You Need to Know

                              • Unfavorable economic scenario should impact cooking habits
                                • Demographic changes and diverse family structures affect the cooking habits
                                • Market Drivers

                                  • Unfavorable economic scenario and high unemployment rate
                                    • High US Dollar should impact food and beverage prices
                                      • Figure 2: R$/US$ exchange rate on average, January 2013-July 2018
                                    • Truck drivers' strike affects GDP forecast and food inflation
                                      • Aging population should impact the cooking habits
                                        • 60% of Brazilian adults are overweight and 6.2% have diabetes
                                          • Smaller families trend can impact the cooking habits
                                            • Gender gap is still great when it comes to household tasks, including cooking
                                            • Key Players – What You Need to Know

                                              • There are more services focused on access, convenience, and practicality of meals and ingredients
                                                • Big brands bet on healthy claims to attract Brazilian consumers
                                                  • Smaller families and waste reduction initiatives bring opportunities for small-sized packages
                                                  • Marketing Campaigns and Actions

                                                    • Acquisitions and new options evince delivery services growth
                                                      • Figure 3: McDelivery
                                                    • Apps, e-commerce websites, and purchasing groups expand their presence
                                                      • Mini-markets are convenient options for more often purchases in smaller amounts
                                                        • Big brands bet on healthy claims to attract Brazilian consumers
                                                        • Who's Innovating?

                                                          • Smaller families and waste reduction initiatives bring opportunities for small-sized packages
                                                            • Figure 4: Global launches of "individual packaging" in the categories of processed fish, meat and egg products, fruit and vegetables, sauces and seasonings, and side dishes, by semester, January 2015 to January 2018
                                                          • Healthy ingredients can appeal to Brazilians willing to cook at home
                                                            • Figure 5: Global launches of products with any "healthy" claim in the categories of processed fish, meat and egg products, fruit and vegetables, sauces and seasonings, and side dishes, by year, January 2013 to July 2018
                                                            • Figure 6: Global launches of products with healthy claim in the categories of processed fish, meat and egg products, fruit and vegetables, sauces and seasonings, and side dishes, by year, January 2013 to July 2018
                                                        • The Consumer – What You Need to Know

                                                          • "Fun" and unusual ingredients can encourage men to cook more at home, especially for a leisure occasion
                                                            • Premium products and ingredients can appeal to those who cook as a leisure activity
                                                              • Kits that offer novelty, indulgence, and detailed step-by-step recipes may be an option for leisure occasions
                                                                • Brazilians from all socioeconomic groups are cooking more meat-free recipes
                                                                  • Products and ingredients for the preparation of food from different countries can appeal to AB consumers
                                                                  • Frequency and Ways to Cook

                                                                    • Combination of natural and processed ingredients can help consumers cook healthy and practical meals for their daily routine
                                                                      • Figure 7: Ways to cook, August 2018
                                                                    • Quick to prepare ready-made products can appeal to DE consumers who use only natural/homemade ingredients
                                                                      • Figure 8: Ways to cook, by socioeconomic group, August 2018
                                                                    • "Fun" and unusual ingredients can encourage men to cook more at home, especially for a leisure occasion
                                                                      • Figure 9: Frequency and ways to cook, by gender, August 2018
                                                                      • Figure 10: Chicken Wing Roulette – ASDA
                                                                  • Drivers for Cooking

                                                                    • Premium products and ingredients can appeal to those who cook as a leisure activity
                                                                      • Figure 11: Drivers for cooking, August 2018
                                                                    • Restaurants and delivery services should keep expanding to broaden the perception of practicality
                                                                      • Figure 12: Drivers for cooking "for my daily routine," August 2018
                                                                      • Figure 13: Yurban Foods official images
                                                                    • Healthy products can use social media to attract AB consumers who cook at home to follow specific diets
                                                                      • Figure 14: Drivers for cooking, by socioeconomic group, August 2018
                                                                      • Figure 15: Mundo Verde Cauliflower Pizza Base
                                                                      • Figure 16: Tastemade Brasil campaign
                                                                  • Factors

                                                                    • Kits that offer novelty, indulgence, and detailed step-by-step recipes may be an option for leisure occasions
                                                                      • Figure 17: Factors by occasion, August 2018
                                                                      • Figure 18: Chef Time campaign
                                                                    • Ready-made products that serve as a "shortcut" may appeal to women
                                                                      • Figure 19: Factors for my daily routine, by gender, August 2018
                                                                    • Consumers aged 55+ are more likely to be interested in healthy options for leisure occasions
                                                                      • Figure 20: Factors, by age, June 2018
                                                                  • Cooking Habit Changes

                                                                    • Health concerns can boost consumption of fresh and natural seasonings
                                                                      • Figure 21: Cooking habit changes, August 2018
                                                                      • Figure 22: Aggressively Organic
                                                                      • Figure 23: Paquá Hydroponic Garden
                                                                    • Frozen natural ingredients in smaller portions can appeal to Baby Boomers
                                                                      • Figure 24: Cooking habit changes, by generation, August 2018
                                                                    • Brazilians from all socioeconomic groups are cooking more meat-free recipes
                                                                      • Figure 25: Cooking habit changes, by socioeconomic group, August 2018
                                                                      • Figure 26: Post announcing the partnership with White Castle
                                                                  • Behaviors and Attitudes

                                                                    • Light and convenient snacks can be an option for those who rarely plan dinner in advance
                                                                      • Figure 27: Behaviors and attitudes, August 2018
                                                                    • Products and ingredients for the preparation of food from different countries can appeal to AB consumers
                                                                      • Figure 28: Behaviors and attitudes, by socioeconomic group, August 2018
                                                                      • Figure 29: Moroccan Shakshuka Kit
                                                                    • Men aged 25-34 tend to share photos of their meals on social media
                                                                      • Figure 30: Behaviors and attitudes, by gender and age, August 2018
                                                                  • Appendix – Abbreviations

                                                                    • Abbreviations

                                                                    Cooking Habits - Brazil - October 2018

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