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Meat and Poultry: Processed, Non-processed and Alternatives - Brazil - December 2018

"Brazilian consumers have been more concerned about the quality and the brand of meat they buy, which is a result of the Operation Weak Meat, a police investigation into alleged corruption and tainted beef. As consumers have been more demanding, companies could invest in systems that track their productive chains and develop a more transparent relationship with customers."

- Marina Ferreira, Food and Drink Analyst

This report will look at the following areas:

  • Companies need to improve their image and regain consumer confidence
  • Meat market should be impacted as more Brazilians become interested in meat alternatives

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Excluded
        • Executive Summary

            • Challenges
              • Companies need to improve their image and regain consumer confidence
                • Meat market should be impacted as more Brazilians become interested in meat alternatives
                  • Opportunities
                    • Consumption of processed meat can grow as companies change the “unhealthy” perception
                      • Millennials help boost consumption of meat alternatives
                        • Figure 1: Meat and meat alternatives purchase, any consumption, by generation, September 2018
                      • What we think
                      • The Market – What You Need to Know

                        • Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
                          • Operation Weak Meat affects the internal market and exports of Brazilian beef
                          • Market Size and Forecast

                            • Meat market improves compared to 2017, but declines in terms of volume and grows in value only to recover inflation losses
                              • Figure 2: Retail sales of meat, by value and volume, Brazil 2013-23
                            • Meat market should keep retracting in terms of volume
                              • Figure 3: Forecast of Brazil retail sales of meat, by value, 2013-23
                              • Figure 4: Forecast of Brazil retail sales of meat, by volume, 2013-23
                          • Market Drivers

                            • Operation Weak Meat affects the internal market and exports of Brazilian beef
                              • Economic and political troubles generate uncertainties for the meat industry
                                • Senate approves a proposal that seeks to facilitate sales of craft food made of animal meat
                                • Key Players – What You Need to Know

                                  • BRF and JBS account for approximately 70% of the Brazilian market
                                    • Brands take timid actions to reverse damages caused by the Operation Weak Meat
                                      • Meat alternatives have space to improve their sustainable appeal
                                      • Market Share

                                        • BRF and JBS account for approximately 70% of the Brazilian market
                                            • Figure 5: Companies’ market share in the meat retail market, by value, Brazil 2016-17
                                            • Figure 6: Companies’ market share in the meat retail market, by volume, Brazil 2016-17
                                        • Marketing Campaigns and Actions

                                          • Companies invest in advertising to reverse damages caused by the Operation Weak Meat, while brands ignore the episode
                                            • Figure 7: JBS campaign
                                            • Figure 8: BRF campaign
                                            • Figure 9: BRF portal
                                            • Figure 10: Seara campaign
                                            • Figure 11: Sadia response to the Operation Weak Meat
                                          • BRF launches a new brand of processed meat at affordable prices
                                            • Figure 12: Kidelli products
                                          • JBS Friboi launches 1953, a premium beef brand
                                            • Figure 13: Friboi 1953
                                          • American meat snack brand Jack Links is launched in Brazil
                                            • Figure 14: Jack Links launching campaign
                                          • McDonald's launches first veggie burger in Brazil
                                            • Figure 15: McVeggie
                                        • Who's Innovating?

                                          • Meat alternatives have space to improve their sustainable appeal
                                            • Figure 16: Top 10 claims in global launches of meat alternatives – October 2016 to October 2018
                                            • Figure 17: Environmental impact: Beyond Burger vs. animal meat hamburger
                                          • Brands can invest in seasoned/flavored meat to stand out
                                            • Figure 18: Top 10 flavors of red meat and poultry, Brazil, 2013 to 2017
                                            • Figure 19: Seara DaGranja ready-to-eat product
                                            • Figure 20: Consumer Attribute Rating for Woolworths Simply... Roast Beef
                                        • The Consumer – What You Need to Know

                                          • Meat alternatives gain space among men seeking a healthy lifestyle
                                            • Brazilians prefer fresh meat
                                              • Image of processed meat improves among Brazilians
                                                • Soy meat can stand out highlighting its high protein content
                                                  • 'Well-known brand' is the isolated factor that drives meat consumption the most
                                                    • Almost one third of consumers want vegan meat alternatives
                                                      • Other animal-sourced ingredients can be accepted as a meat alternative
                                                      • Meat and Meat Alternatives Purchase

                                                        • Unprocessed chicken tops consumption in Brazil
                                                          • Figure 21: Meat and meat alternatives purchase, September 2018
                                                        • Meat alternatives gain space among men seeking a healthy lifestyle
                                                          • Figure 22: Meat and meat alternatives purchase, any consumption, by generation, September 2018
                                                      • Meat and Meat Alternative Formats Purchase

                                                        • Brazilians prefer fresh meat
                                                          • Figure 23: Meat and meat alternative formats purchase, September 2018
                                                          • Figure 24: Food Sniffer
                                                        • Young consumers are more likely to have an interest in ready-to-eat meat
                                                          • Figure 25: Meat and meat alternative formats purchase, by age group, September 2018
                                                          • Figure 26: Vapza campaign
                                                      • Changes on Meat and Meat Alternatives Consumption/Perception

                                                        • Image of processed meat improves among Brazilians
                                                          • Figure 27: Changes on meat and meat alternatives consumption/perception, September 2018
                                                          • Figure 28: Seara campaign
                                                        • Cooking TV shows can increase interest in exotic meats among AB consumers
                                                          • Figure 29: Changes in meat and meat alternatives consumption/perception, by socioeconomic group, September 2018
                                                        • International cuts can appeal to men by highlighting the animal origin
                                                          • Figure 30: Changes on meat and meat alternatives consumption/perception, by gender, September 2018
                                                      • Meat and Meat Alternatives Perception

                                                        • Soy meat can stand out highlighting its high protein content
                                                          • Figure 31: Meat and meat alternatives perception, correspondence analysis, September 2018
                                                        • Beef segment has space to develop premium products for special occasions
                                                            • Figure 32: Van Swift service
                                                            • Figure 33: Beef Bistrô barbecue calculator
                                                          • Pork is perceived as a tasty option by consumers aged 35+
                                                            • Figure 34: Meat and meat alternatives perception, by age group, September 2018
                                                            • Figure 35: A Casa do Porco restaurant
                                                        • Purchase Drivers for Meat

                                                          • Organic meat can highlight animal welfare and absence of antibiotics to increase popularity
                                                            • Figure 36: Purchase drivers for meat, September 2018
                                                          • 'Well-known brand' is the isolated factor that drives meat consumption the most
                                                            • Figure 37: Purchase drivers for meat, TURF analysis, September 2018
                                                            • Figure 38: Meet your Farmer system
                                                        • Purchase Drivers for Meat Alternatives

                                                          • Low calorie is the main driver for meat alternatives
                                                            • Figure 39: Purchase drivers for meat alternatives, September 2018
                                                          • Almost one third of consumers want vegan meat alternatives
                                                              • Figure 40: Seara veggie burger
                                                              • Figure 41: Felsineo Veg Veghiamo
                                                          • Meat Substitutes Ingredients

                                                            • Other animal-sourced ingredients can be accepted as a meat alternative
                                                              • Figure 42: Meat substitutes ingredients, September 2018
                                                              • Figure 43: McDonald's Egg Junior
                                                            • Meat products mixed with vegetables and legumes can appeal to women with “flex” diet versions
                                                              • Figure 44: Meat substitutes ingredients, by gender, September 2018
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

                                                            Meat and Poultry: Processed, Non-processed and Alternatives - Brazil - December 2018

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