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Description

Description

“Price and health concerns are the main reasons why Brazilian consumers are eating meat or meat alternatives less often. Brands and companies, therefore, need to be creative and find ways of offering affordable options that can be perceived as a treat, and remind consumers about the nutritional benefits of the category. Meat alternatives also need to offer more affordable options to increase penetration and consumption frequency. At the same time, the segment should focus on sustainability to add value to products.”

– Ana Paula Gilsogamo, Food and Drink Senior Analyst

This Report looks at the following areas:

  • Price is the main barrier, especially for beef
  • Adoption of meat restricted diets is a challenge for the category and an opportunity for meat alternatives
  • Meat alternatives have the challenge of overcoming the barriers of price and taste

What's included

What's included

Table of contents

Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • Challenges
            • Price is the main barrier, especially for beef
              • Figure 1: Reasons for eating less – Brazil, December 2019
            • Adoption of meat restricted diets is a challenge for the category and an opportunity for meat alternatives
              • Figure 2: Meat restricted diet – Brazil, December 2019
            • Meat alternatives have the challenge of overcoming the barriers of price and taste
              • Opportunities
                • Investing in better taste and indulgent occasions is an opportunity for the category as a whole
                  • Healthy attributes of beef can go beyond high protein content
                    • Meat alternatives can replace processed chicken and pork
                      • Fish and seafood can invest in options that meet the needs of consumers who live alone
                        • What we think
                        • Market Drivers

                          • The high price of beef impacts the category as a whole
                            • Health concerns reduce the consumption of animal meat and stimulate the search for meat alternatives
                              • Coronavirus may impact Brazilian meat exports
                              • Key Players – What You Need to Know

                                • Brazilian brands invest in natural meat, meat alternatives and affordable products
                                  • The industry can invest in animal welfare to appeal to consumers
                                    • Premium beef boosts sales at Chipotle in the US
                                    • Marketing Campaigns and Actions

                                      • Seara invests in two new lines, one focused on more natural options and other on meat alternatives
                                        • Sadia launches line of vegetarian products Veg&Tal
                                          • Figure 3: Veg&Tal campaign
                                        • Skol and Zé Delivery campaign to dribble the meat price
                                          • Figure 4: Skol campaign
                                        • Sadia invested in affordable options during end-of-year festivities
                                          • McDonald’s and Perdigão launch limited edition of mortadella sandwich to celebrate São Paulo’s birthday
                                            • Figure 5: Launching tweet
                                        • Who’s Innovating?

                                          • The industry can invest in animal welfare to appeal to consumers
                                            • Figure 6: Launches of “Ethical - Animal” products by segment within the category of animal protein, Brazil and total worldwide, 2016-19
                                          • The high protein content is an opportunity for meat alternatives
                                          • Case Studies

                                            • Premium beef boosts sales at Chipotle in the US
                                              • Figure 7: Carne Asada
                                            • Beyond Meat sales grow 135% in 52 weeks in the US
                                            • The Consumer – What You Need to Know

                                              • Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
                                                • Cuts and indulgence can boost consumption of chicken
                                                  • Meat alternatives can replace processed chicken and pork
                                                    • Perception of high sodium content is still low but can grow
                                                      • Products that contain animal and plant-based protein can combine taste and healthy attributes
                                                      • Meat and Meat Alternatives Purchase and Formats

                                                        • Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
                                                          • Figure 8: Meat and meat alternatives purchase – Brazil, December 2019
                                                        • Processed pork can highlight indulgence to attract young women
                                                          • Figure 9: Meat and meat alternatives purchase – Brazil, December 2019
                                                          • Figure 10: Seara Baconlover campaign
                                                          • Figure 11: Bacon hit
                                                        • Fish and seafood can invest in options that meet the needs of consumers who live alone
                                                          • Figure 12: Meat restricted diet, by housing status – Brazil, December 2019
                                                      • Consumption Changes

                                                        • Cuts and indulgence can boost consumption of chicken
                                                          • Figure 13: Consumption changes – Brazil, December 2019
                                                        • Easy-to-prepare meat alternatives can help consumers prepare meat-free meals
                                                          • Figure 14: Consumption changes – Brazil, December 2019
                                                        • Investment in brand positioning can sustain consumption of un-processed beef among DE consumers
                                                          • Figure 15: Beef consumption changes, by socioeconomic group – Brazil, December 2019
                                                          • Figure 16: Friboi seal
                                                      • Reasons for Eating Less

                                                        • Premium and indulgent recipes can add value to cheaper cuts
                                                          • Figure 17: Reasons for eating less – Brazil, December 2019
                                                          • Figure 18: Google Trends Explore, weekly results for the search of the terms “brisket” and “peito bovino” (beef chest) – Brazil, November 2017-January 2020
                                                        • Meat alternatives can replace processed chicken and pork
                                                          • Figure 19: Reasons for eating less, health concerns – Brazil, December 2019
                                                        • Healthy attributes of beef can go beyond high protein content
                                                        • Meat Alternative Perceptions

                                                          • Price and taste perception impacts consumption of meat alternatives
                                                            • Figure 20: Meat alternative perceptions – Brazil, December 2019
                                                          • Perception of high sodium content is still low but can grow
                                                            • Meat alternatives can explore sustainability to attract Generation Z
                                                              • Figure 21: Meat alternative perceptions, by generation – Brazil, December 2019
                                                              • Figure 22: Gunn, Tensy, Bertil, Märtha, Ib, Bertil and Edith try oat drink for the first time
                                                              • Figure 23: Video inviting consumers to sign the petition
                                                          • Habits and Attitudes

                                                            • Products that contain animal and plant-based protein can combine taste and healthy attributes
                                                              • Figure 24: Habits and attitudes – Brazil, December 2019
                                                            • Meat alternatives can communicate high protein content to attract men
                                                              • Figure 24: Meat alternative perceptions, by gender – Brazil, December 2019
                                                              • Figure 25: “Introducing the new meatier Beyond Burger”
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

                                                            About the report

                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                            • The Consumer

                                                              What They Want. Why They Want It.

                                                            • The Competitors

                                                              Who’s Winning. How To Stay Ahead.

                                                            • The Market

                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                            • The Innovations

                                                              New Ideas. New Products. New Potential.

                                                            • The Opportunities

                                                              Where The White Space Is. How To Make It Yours.

                                                            • The Trends

                                                              What’s Shaping Demand – Today And Tomorrow.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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