Impact of COVID-19 on Food and Drink – Brazil – June 2020
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Report Summary
“The COVID-19 outbreak has greatly impacted the food and drink category. The worsening of economic conditions pushes both the industry and consumers to adapt to the next normal, where consumers are not only constrained by their budgets but are also more critical and informed about food choices. Consumers have been cooking at home more often, paying more attention to nutrition information and favoring healthier food options. They are much more aware of food hygiene and safety, and they understand how eating habits are connected with physical and mental health. Social experiences are also playing a bigger role, as consumers realize their purchasing choices are also a social and ethical decision, capable of supporting the local economy.”
– Ana Paula Gilsogamo, Senior Food & Drink Analyst
Table of Contents
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Introduction
- Analyst perspective: COVID-19 and the Food and Drinks category
- Key issues
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- Figure 1: Expected impact of COVID-19 on food and drinks, short-, medium- and longer-term, June 2020
- Short term (lockdown) impact
- Medium term (end of 2020) changes in the market
- Longer term (1-2 years) changes in the market
- Analyst perspective: COVID-19 and the Food and Drinks category
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The Impact of COVID-19 on Consumers
- The growing number of cases and deaths stirs concerns among Brazilians and impacts food purchase and consumption habits
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- Figure 2: COVID-19 exposure and life disruption concern – Brazil, March 17-April 30, 2020
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- Figure 3: Cumulative number of confirmed COVID-19 cases and deaths, daily – Brazil, February 26-June 1, 2020
- Current financial situation, economic forecast and higher prices impact food and drinks purchase
- Figure 4: Current financial situation – Brazil, April 13-30, 2020
- Cooking meals is one of the tasks that overwhelm mainly women and mothers during the quarantine
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- Figure 5: COVID-19 changed, food/beverages and household cleaning – Brazil, April 13-30, 2020
- Avoidance of crowded places can stimulate online sales of groceries and reduce visits to physical stores
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- Figure 6: COVID-19 changed – Brazil, March 17-April 30, 2020
- Quarantine and social distancing measures directly impact the foodservice category
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- Figure 7: COVID-19 changed – Brazil, March 17-April 30, 2020
- Outbreaks of COVID-19 at slaughterhouses adds to growing concerns about food safety
- The growing number of cases and deaths stirs concerns among Brazilians and impacts food purchase and consumption habits
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Mintel Trend Drivers
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- Figure 8: Mintel Trend Drivers
- Wellbeing
- In-home food and non-alcoholic drinks are the categories most directly impacted by the Mintel Global Trend Driver Wellbeing.
- Value
- Foodservice and nonessential food and drinks items should suffer even more within the scope of the Mintel Global Trend Driver Value.
- Experiences
- Foodservice and alcoholic drinks associated with social occasions are the most impacted by the Mintel Global Trend Driver Experiences.
- Identity and Surroundings
- The food and drinks category as a whole, especially foodservice, is impacted by the Mintel Global Trend Drivers Identity and Surroundings.
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The Impact of COVID-19 on Food
- How COVID-19 has already impacted the food category
- Brazilians look for local options to buy groceries
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- Figure 9: Sharing of contacts and services from street vendors in São Paulo
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- Figure 10: Support Small Business sticker
- Figure 11: “Support a restaurant” movement
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- Figure 12: Advertising and selection of local and independent restaurants
- Figure 13: Banner with selection of smaller and local restaurants
- With more difficulty to buy online, consumers from the North are more likely to have stocked up on groceries
- Figure 14: COVID-19 changed, food/beverages, by region – Brazil, April 13-30, 2020
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- Figure 15: Magazine Luiza offers free delivery
- Consumption of vitamins and supplements that boost immunity grows especially among AB consumers
- Figure 16: COVID-19 changed, food/beverages, by socioeconomic group – Brazil, April 13-30, 2020
- Overworked Brazilians are the most likely to be eating more indulgent food and drinks to help them cope with anxiety
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- Figure 17: COVID-19 changed, food/beverages, selected change – Brazil, April 13-30, 2020
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- Figure 18: Outback and iFood campaign
- Figure 19: Bacio di Latte and iFood campaign
- Figure 20: Ben & Jerry’s with free delivery via iFood
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- Figure 21: Rappi campaign
- Figure 22: Vigor Fondue, chocolate and cheese
- Couples living together are cooking more from scratch
- Figure 23: COVID-19 changed, food/beverages, by living situation – Brazil, April 13-30, 2020
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- Figure 24: Rita, Help! #coronavirus series
- Online shoppers are buying from well-known brands because of food safety concerns
- Figure 25: COVID-19 changed, food/beverages, by online habits – Brazil, April 13-30, 2020
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- Figure 26: Rappi campaign
- Men aged 55+ stand out when it comes to buying groceries online
- Figure 27: COVID-19 changed, food/beverages, by gender and age group – Brazil, April 13-30, 2020
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- Figure 28: Announcement on preference given to risk groups
- Behaviors that will change in the short term
- Despite online sales growth, ecommerce still needs adjustments to keep gaining space in the medium and long term
- Figure 29: Perceptions toward food/drink retailers – Brazil, November 2019
- Task overload motivates the search for easy-to-prepare food and appliances that facilitate the preparation of meals
- Cooking from scratch is seen as a way of saving money and having greater control over ingredients
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- Figure 30: Google Trends Explore, search results for the term “how to do” – Brazil, per week, from May 2019 to May 2020
- Figure 31: Homemade bread for beginners
- Food gains prominence as a way to maintain physical and mental health in difficult times
- ‘Collective’ food experiences in times of social isolation
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- Figure 32: Matula Baianeira kit
- Figure 33: “Party in a box” communication
- Greater concern about COVID-19 contamination impacts the material used in food and drinks packaging
- Behaviors that will change in the medium term
- Healthy benefits focused on immunity boost can add value to indulgent and more superfluous categories
- Still under the risk of virus exposure, smaller gatherings at home should mark the end of social isolation
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- Figure 34: Choice factors, by cooking occasion – Brazil, August 2018
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- Figure 35: Vinil Burger kit
- Figure 36: Luz, Câmera Burger kit
- Many restaurants are expected to close, but support for local businesses can last
- Potential continuation of home office will impact foodservice
- Figure 37: Eating out occasions and habits, any occasion – Brazil, December 2018
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- Figure 38: Use of the “Ticket Restaurante” benefit via Uber Eats
- Figure 39: Restaurants that deliver and accept the Alelo cards
- Food waste should return to the center of the discussion on sustainability
- Figure 40: Tips for preserving food to reduce waste
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- Figure 41: Ecco project
- Behaviors that will change in the long term
- Quarantine culinary learnings have the potential to become affective recipes and nostalgic flavors
- Gourmet experiences and flavors may be even more valued by consumers
- Search for healthy eating habits focused on long-term benefits
- How COVID-19 has already impacted the food category
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Impact of COVID-19 on Alcoholic and Non-alcoholic Drinks
- How COVID-19 has already impacted the drink category
- Growing consumption of alcoholic drinks represents a change of place and occasion
- Figure 42: Consumption occasions in general – Brazil, January 2018
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- Figure 43: Colorado and Rappi promotion
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- Figure 44: Brahma and Zé Delivery campaign
- Figure 45: Brahma Live on Mother’s Day
- Figure 46: Jagermeister sponsorhip
- Non-alcoholic drinks with ingredients focused on immunity appeal to Brazilians
- Figure 47: COVID-19 changed, food/beverages, by current financial situation – Brazil, April 13-30, 2020
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- Figure 48: Google Trends Explore, search results for the terms “juice for immunity,” “food to boost immunity,” “shot for immunity,” “fruits to boost immunity” and “vegetables to boost immunity” – Brazil, per week, from May 2019 to April 2020
- Figure 49: Activia Brazil recipe
- Non-alcoholic drinks with longer shelf life and lower price are gaining space
- Behaviors that will change in the short term
- Alcoholic drinks associated with consumption at home and seen as relaxing can gain space
- Figure 50: COVID-19 changed, food/beverages, by higher consumption of alcoholic drinks – Brazil, April 13-30, 2020
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- Figure 51: Correspondence analysis, perception toward different alcohol types – Brazil, January 2018
- Instagrammable mocktails and cocktails and well-known alcoholic brands can gain space
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- Figure 52: Ready drinks delivered at home
- Figure 53: Easter cocktail kit
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- Figure 54: Ingredients contained in the kit and kit for preparing pink gin, hibiscus with lemon and pink pepper with orange peel
- Drinks with plastic and aluminum packaging can be alternatives with less risk of damage in transportation and easy cleaning
- Behaviors that will change in the medium term
- Gradual return to places and events of greater consumption of alcoholic drinks
- Many bars, pubs, nightclubs and breweries are expected to close, but support for local commerce can help smaller establishments and brands
- Figure 55: Bohemia campaign
- Figure 56: Heineken campaign
- The economic crisis should motivate the search for more affordable options of alcoholic and non-alcoholic drinks
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- Figure 57: Slim Chillers wine-based cocktail with 8% alcohol content
- Behaviors that will change in the long term
- Adoption of alcohol consumption occasions at home
- Figure 58: Consumption at home vs out of home – Brazil, April 2019
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- Figure 59: Gin Tonic combo
- Less focus on volume and a greater focus on quality
- Prebiotic or probiotic drinks may gain more consumers due to their long-term immunity appeal
- How COVID-19 has already impacted the drink category
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Appendix –Abbreviations
- Abbreviations
- Abbreviations
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