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Meal Occasions - Brazil - May 2019

Covered in this report

This report addresses consumer eating/drinking occasions within and outside the home, focusing on their preferences and habits for each meal occasion individually. The occasions covered are regular meals such as breakfast, lunch and dinner as well as special meals.

"In addition to price, healthy attributes and convenience are important influencing factors when it comes to meal occasions, especially on weekdays. There are many opportunities, therefore, to develop and offer options for lunch boxes, delivery services, easy-to-prepare meals and on-the-go products, shortening the gap between ingredients, food services and ready meals. Moreover, new concerns such as waste disposal and interest in new cuisines, especially among the younger generations, are also opportunities to be explored.”
– Ana Paula Gilsogamo, Food and Drink Specialist

This Report will cover the following areas:

  • High food prices should impact eating habits
  • Brazilians are eating out more, but want cheaper options
  • Smaller families trend can impact cooking habits
  • The gender gap is still great when it comes to domestic tasks
  • Food delivery apps and e-commerce services can affect eating habits

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • High food prices should impact eating habits
              • Category needs to adapt to the division of domestic tasks and smaller families
                • Aging population and health problems encourage the search for healthier alternatives
                  • Opportunities
                    • Delivery services can stimulate consumption at home, especially on weekends, offering convenience and freshness
                      • There is space for products with nutritional/functional benefits
                        • Low price and reduced waste can appeal to Brazilians
                          • Brands can appeal to Generation Z teaching them to prepare different types of meals from scratch
                            • What we think
                            • Market Drivers

                              • High food prices should impact eating habits
                                • Figure 1: Brazil's National Wide Consumer Price Index, eating at home and eating out, monthly variation, January to December 2018
                              • Brazilians are eating out more, but want cheaper options
                                • Aging population and health problems encourage the search for healthier alternatives
                                  • Smaller families trend can impact cooking habits
                                    • The gender gap is still great when it comes to domestic tasks
                                      • Food delivery apps and e-commerce services can affect eating habits
                                      • Key Players – What You Need to Know

                                        • Big brands invest in healthier options
                                          • Convenient, quick and easy-to-prepare products appeal to Brazilians
                                            • Meal kits expand in the US and can be relevant in Brazil
                                            • Marketing Campaigns and Actions

                                              • Big brands invest in healthier options
                                                • Zaitt partners with Carrefour to launch the first 100% autonomous market in Latin America
                                                  • Figure 2: Zaitt store in São Paulo
                                                • Qualitá teaches consumers how to prepare lunch boxes quickly
                                                  • Figure 3: Sponsored ad
                                                • Seara launches rotisserie line of chilled ready-made meals
                                                  • Figure 4: Seara Rotisserie campaign
                                                • Ovomaltine explores different occasions and highlights low sugar content
                                                  • Figure 5: Ovomaltine campaign
                                                  • Figure 6: Ovomaltine campaign
                                                  • Figure 7: Ovomaltine campaign
                                                • Midea makes videos with cooking classes to showcase its pans
                                                  • Figure 8: Midea campaign
                                              • Who’s Innovating?

                                                • Ready meals that meet specific diets can appeal to Brazilians
                                                  • Figure 9: Launches of “suitable for” ready meals, global and Brazil, January 2015 to December 2018
                                                  • Figure 10: Launches of “suitable for” ready meals, by positioning, global and Brazil, January 2015 to December 2018
                                                • Convenient, quick and easy-to-prepare products appeal to Brazilians
                                                  • Figure 11: Launches of “quick to prepare” options, global and Brazil, January 2015 to December 2018
                                              • Case Studies

                                                • Meal kits expand in the US and can be relevant in Brazil
                                                  • BelVita gains space focusing on breakfast
                                                  • The Consumer – What You Need to Know

                                                    • There is space to increase breakfast consumption outside of home
                                                      • Nutritional/functional benefits aligned to the weather can appeal to those who are eating healthier meals
                                                        • Young consumers consider important that meals last a long time
                                                          • Low price and reduced waste can appeal to Brazilians
                                                            • Ready meals can partner with well-known brands to attract men aged 16-34
                                                            • Frequency of Meals Occasion at Home and Out of Home

                                                              • Delivery services can stimulate consumption at home, especially on weekends
                                                                • Figure 12: Frequency of meals occasion at home – Brazil, January 2019
                                                              • There is space to increase breakfast consumption outside of home
                                                                • Figure 13: Frequency of meals occasion out of home – Brazil, January 2019
                                                                • Figure 14: Café do Alto
                                                                • Figure 15: Falafada Ful Medames
                                                              • There is space to increase dinner consumption with lighter options
                                                                • Figure 16: Frequency of meals occasion at home, by consumption changes and choice factors – Brazil, January 2019
                                                            • Consumption Changes

                                                              • Nutritional/functional benefits aligned to the weather can appeal to those who are eating healthier meals
                                                                • Figure 17: Consumption changes – Brazil, January 2019
                                                              • Brands can appeal to Generation Z teaching them to prepare different types of meals from scratch
                                                                • Figure 18: Consumption changes and attitudes toward meal occasions, by generation – Brazil, January 2019
                                                                • Figure 19: Tastemade Cheerios + Healthy Grocery Girl
                                                                • Figure 20: Tastemade + Old El Paso
                                                              • Brands can stimulate AB consumers to prepare other options besides barbecue to receive guests at home
                                                                • Figure 21: Consumption changes, by socioeconomic groups – Brazil, January 2019
                                                                • Figure 22: #MandaBrasa campaign
                                                            • Preferences by Meal Occasion

                                                              • Brazilians want easy-to-prepare items, especially for breakfast
                                                                • Figure 23: Preferences by meal occasion – Brazil, January 2019
                                                              • Young consumers consider important that meals last a long time
                                                                • Figure 24: Preferences by meal occasion, by age group – Brazil, January 2019
                                                              • Energy-boosting breakfast options can appeal to parents with children up to 3 years old
                                                                • Figure 25: Preferences by meal occasion (breakfast), by children living in the household – Brazil, January 2019
                                                            • Choice Factors and Purchase Behavior

                                                              • Low price and reduced waste can appeal to Brazilians
                                                                • Figure 26: Choice factors and purchase behavior – Brazil, January 2019
                                                                • Figure 27: The Surplus Food Karma app
                                                                • Figure 28: Wasteless Sell More
                                                              • Apps and online contents can help consumers compare nutritional data
                                                                • Figure 29: Choice factors and purchase behavior, by consumption changes – Brazil, January 2019
                                                                • Figure 30: Desrotulando app
                                                              • To compete with delivery services, food and drinks can invest in easy-to-prepare options
                                                                • Figure 31: Choice factors and purchase behavior, by consumption habits – Brazil, January 2019
                                                            • Attitudes toward Meal Occasions

                                                              • Brands can invest in overindulgent options and products aligned to the weather, focusing on weekends
                                                                • Figure 32: Attitudes toward meal occasions – Brazil, January 2019
                                                                • Figure 33: Leña Brava restaurant
                                                                • Figure 34: Foodpass and Eataly
                                                              • Easy-to-prepare products with nutritional/functional benefits have greater value added
                                                                • Figure 35: Attitudes toward meal occasions, by choice factors and purchase behavior – Brazil, January 2019
                                                              • Ready meals can partner with well-known brands to attract men aged 16-34
                                                                • Figure 36: Choice factors and purchase behavior and attitudes toward meal occasions, by gender and age group – Brazil, January 2019
                                                            • Appendix – Abbreviations

                                                              • Abbreviations

                                                              Meal Occasions - Brazil - May 2019

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