Ice Cream - Brazil - January 2013
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“The ice cream category in Brazil needs to start associating the product with ‘healthy’ claims through the use of different Brazilian fruits as ingredients. Another key thing is to find a way to end the seasonal consumption of ice cream. Highlighting the ‘natural’ aspects of fruit, it is possible to make consumers associate ice cream with something that is not harmful to their health, since it is made with natural ingredients and therefore can be consumed with no guilt. Regarding seasonality, the category needs to make consumers remember that ice cream is not just for hot days—it can also be a great dessert option for other occasions. It is important to generate brand visibility throughout the year, not only during summer months, so that consumers can start breaking this paradigm.”
– Naira Sato, Senior Food Analyst
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What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.