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Milk and Milk Alternatives - Brazil - November 2018

"The consumption of plant-based drinks in Brazil is still limited, but health concerns should boost the demand for these products. Big brands have been investing in the segment, an indication that in the near future the market of plant-based drinks should be consolidated. The milk industry, therefore, is likely to be affected by the launch of coconut-and nut-based products. There is space, however, to stimulate milk consumption by offering different flavors, benefits, and new segmentations."
– Marina Ferreira, Food and Drink Analyst

This report looks at the following areas:

  • Truck drivers' strike exposes the weaknesses of the sector
  • Industry needs to invest in the milk supply chain to gain consumer confidence
  • Consumption of plant-based drinks is still limited in Brazil

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Types of milk in Brazil
        • Executive Summary

            • Challenges
              • Truck drivers' strike exposes the weaknesses of the sector
                • Industry needs to invest in the milk supply chain to gain consumer confidence
                  • Consumption of plant-based drinks is still limited in Brazil
                    • Opportunities
                      • Category can use several strategies to bring innovation to consumers
                        • Facilitating access to the diagnosis of lactose intolerance can bring benefits to the industry
                          • What we think
                          • The Market – What You Need to Know

                            • Milk market grows in value and stagnates in volume
                              • Draft bill proposes a ban on the word "milk" when a product is not animal-sourced
                              • Market Size and Forecast

                                • Milk market grows in value and stagnates in volume
                                  • Figure 1: Retail sales of milk, by value and volume, Brazil 2013-23
                                • Milk market should have modest growth over the coming years
                                  • Figure 2: Forecast of Brazil retail sales of milk, by value, 2013-23
                                  • Figure 3: Forecast of Brazil retail sales of milk, by volume, 2013-23
                              • Market Drivers

                                • Brazilian government sets out new labeling requirements for products with lactose
                                  • Draft bill proposes a ban on the word "milk" when a product is not animal-sourced
                                    • Truck drivers' strike brings consequences to the market in the short and long term
                                      • Less-educated Brazilians are those who need to take care of their eating habits the most
                                        • Figure 4: Percentage of selected health conditions by years of schooling (people aged 18+)
                                    • Key Players – What You Need to Know

                                      • Groupe Lactalis S.A. leads the market and can increase its market share
                                        • Starbucks launches new plant-based drinks in partnership with A Tal da Castanha
                                          • High protein milk presents growth
                                          • Market Share

                                            • Groupe Lactalis S.A. leads the market and can increase its market share
                                                • Figure 5: Companies’ market share in the milk retail market, by value, Brazil 2016-17
                                            • Marketing Campaigns and Actions

                                              • Market expands the offer of plant-based drinks in Brazil
                                                  • Figure 6: AdeS's new plant-based drinks
                                                  • Figure 7: Do Bem's coconut-based drinks launching a campaign
                                                • Nestlé develops campaign considering the regional differences of milk consumption
                                                  • Figure 8: Nestlé's campaign
                                                • Starbucks launches new plant-based drinks in partnership with A Tal da Castanha
                                                  • Figure 9: Starbucks' new options made with plant-based drinks
                                                • Nestlé eliminates stabilizers of its UHT milk
                                                • Who's Innovating?

                                                  • Latin American countries can diversify the offer of milk alternatives
                                                    • Figure 10: Launches of white milk, plant-based drinks, and flavored milk by region, from August 2017 to August 2018
                                                  • There has been an increase in high-protein milk
                                                    • Figure 11: Global launches of "high-protein/added protein" white milk, plant-based drinks, and flavored milk, 2015-2018*
                                                • The Consumer – What You Need to Know

                                                  • Soy milk may be losing ground to new lactose-free plant-based options
                                                    • Coconut milk is associated with culinary use
                                                      • One in seven Brazilians have changed the brand of milk because of safety-related issues in the production process
                                                        • Hormones in dairy milk is a cause for concern
                                                          • New flavors can boost consumption of milk in general
                                                            • Price, availability, and taste are barriers to the consumption of plant-based drinks
                                                            • Milk and Milk Alternatives Consumption

                                                              • Soy milk may be losing ground to new lactose-free plant-based options
                                                                • Figure 12: Milk and milk alternatives consumption, August 2018
                                                              • Waste reduction can encourage consumption of lactose-free cow's milk among those who are not dairy intolerant
                                                                • Figure 13: Milk and milk alternatives consumption, August 2018
                                                              • AB consumers are more likely to consume low-fat milk
                                                                • Figure 14: Milk and milk alternatives consumption, by socioeconomic group, August 2018
                                                            • Milk and Milk Alternatives Ways of Consuming

                                                              • Coconut milk is associated with the culinary use
                                                                • Figure 15: Milk and milk alternatives ways of consuming, August 2018
                                                              • Industry can take advantage of young people's habit of consuming powdered milk added to food
                                                                • Figure 16: Milk and milk alternatives ways of consuming, by age, August 2018
                                                                • Figure 17: Nutry Açaí Cream with Powdered Milk
                                                              • Smoothies made with skimmed milk can please consumers with children
                                                                • Figure 18: Milk and milk alternatives ways of consuming, by children living in the household, August 2018
                                                            • Behaviors toward Milk and Milk Alternatives

                                                              • One in seven Brazilians have changed the brand of milk because of safety-related issues in the production process
                                                                • Figure 19: Behaviors toward milk and milk alternatives, August 2018
                                                              • Part of the population may not know they are lactose intolerant
                                                                • Men are drinking more organic milk
                                                                  • Figure 20: Behaviors toward milk and milk alternatives, by gender, August 2018
                                                              • Opinions toward Milk and Milk Alternatives

                                                                • Hormones in dairy milk is a cause for concern
                                                                  • Figure 21: Opinions toward milk and milk alternatives, August 2018
                                                                • Adding calcium to plant-based drinks can boost consumption
                                                                  • Powdered milk is an affordable option for those living in the North and the Northeast
                                                                    • Figure 22: Opinions toward milk and milk alternatives, CHAID analysis, August 2018
                                                                • Milk Consumption Drivers

                                                                  • New flavors can boost consumption of milk in general
                                                                    • Figure 23: Milk consumption drivers, August 2018
                                                                  • Textures can be a way to provide new experiences in the consumption of milk
                                                                  • Milk Alternatives Consumption Drivers

                                                                    • Price, availability, and taste are barriers to the consumption of plant-based drinks
                                                                      • Figure 24: Milk alternatives consumption drivers, August 2018
                                                                    • Mixed plant-based milk options can be a way to expand consumption
                                                                      • Figure 25: Milk alternatives consumption drivers by consumption of milk and milk alternatives – Any consumption of milk, August 2018
                                                                  • Appendix – Abbreviations

                                                                    • Abbreviations

                                                                    Milk and Milk Alternatives - Brazil - November 2018

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