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Ready Meals - Consumption Barriers and Drivers and What it Means for the Industry - Brazil - August 2019

“To boost sales and consumption frequency in the ready meals category, brands and companies need to diversify the options of products offered. In addition to healthier alternatives made with ingredients well-known by consumers, it is essential to offer a greater variety of flavors, local and international and convenient formats, which after all is the main consumption driver when it comes to ready meals.”
– Ana Paula Gilsogamo, Food and Drink Specialist

This Report looks at the following areas:

  • Ready meals have the challenge of boosting consumption frequency
  • Some subcategories have greater difficulty in attracting consumers
  • Price is one of the main consumption barriers
  • Health concerns and use of preservatives affect the category

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Ready meals have the challenge of boosting consumption frequency
              • Figure 1: Consumption frequency – Brazil, April 2019
            • Some subcategories have greater difficulty in attracting consumers
              • Figure 2: Consumption – Brazil, April 2019
            • Price is one of the main consumption barriers
              • Health concerns and use of preservatives affect the category
                • Opportunities
                  • Customization of flavors and spices can attract new consumers
                    • Shareable ready meals can compete with delivery services
                      • Gourmet options can encourage consumers who seek indulgence to pay more for full ready meals
                        • Brazilian regional food options can attract Millennials, the main consumers of the category
                          • What we think
                          • Market Drivers

                            • High food prices should impact eating habits
                              • Figure 3: Brazil’s National Consumer Price Index, eating at home and eating out, monthly variation and accumulated in 12 months, June 2018 to June 2019
                            • Aging population and health problems encourage the search for healthier alternatives
                              • Smaller families trend can impact cooking habits
                                • The gender gap is still big when it comes to household tasks
                                  • Ban on plastic straws raises the question of sustainability
                                    • Food delivery apps and ecommerce services can affect eating habits
                                    • Key Players – What You Need to Know

                                      • Brands diversify their products with new launches
                                        • Consumption of meal kits is small but has the potential to grow
                                          • Pieces of meat add value to instant noodles and heat up the Asian market
                                          • Marketing Campaigns and Actions

                                            • Sadia focuses on quick-to-prepare and shareable products
                                              • Figure 4: Sadia campaign
                                            • Brands invest in 100% vegetable burgers that offer “real meat” taste
                                              • Figure 5: Futuro Burger campaign
                                            • Seara launches rotisserie line of ready-made meals
                                              • Figure 6: Seara Rotisserie campaign
                                            • Catupiry launches a premium line of frozen pizzas
                                              • Figure 7: Catupiry Pizza Artesanal (Handmade Pizza)
                                            • Vapza invests in its own ecommerce channel
                                              • Nissin offers new flavors of its creamy instant noodles
                                                • Figure 8: Nissin campaign
                                            • Who’s Innovating?

                                              • Consumption of meal kits is small but has the potential to grow
                                                • Figure 9: Launches of meal kits related to the total launches in the category, top five countries and Brazil, January 2015 to June 2019
                                              • Adding nutritional/functional benefits can boost consumption
                                                • Figure 10: Global launches of ready meals with function claim, and/or beauty enhancement, June 2015 to June 2019
                                            • Case Studies

                                              • Pieces of meat add value to instant noodles and heat up the Asian market
                                                • Kit offers quick scrambled eggs preparation
                                                  • Figure 11: Just Crack an Egg campaign
                                              • The Consumer – What You Need to Know

                                                • Chilled/frozen pizza has the challenge of boosting consumption frequency
                                                  • Shareable ready meals can compete with delivery services
                                                    • Customization of flavors and seasonings can appeal to consumers
                                                      • Longer shelf-life can appeal to DE consumers
                                                        • Brazilian regional food options can attract Millennials, the main consumers of the category
                                                          • There is space for private label ready meals, especially in the South-East
                                                          • Consumption and Consumption Frequency

                                                            • Chilled/frozen pizza has the challenge of boosting consumption frequency
                                                              • Figure 12: Consumption – Brazil, April 2019
                                                              • Figure 13: Consumption frequency, chilled/frozen pizza – Brazil, April 2019
                                                            • Chilled ready-to-eat salads and frozen vegetables need to increase market penetration
                                                              • Figure 14: Consumption frequency, chilled ready-to-eat salad and frozen vegetables – Brazil, April 2019
                                                              • Figure 15: Chipotle Lifestyle Bowls Menu
                                                            • Chilled full meals with common Brazilian dishes can appeal to AB consumers
                                                              • Figure 16: Consumption, by socioeconomic group – Brazil, April 2019
                                                          • Consumption Reasons

                                                            • Shareable ready meals can compete with delivery services
                                                              • Figure 17: Consumption reasons – Brazil, April 2019
                                                            • To attract women aged 55+, brands could invest in indulgent individual portions
                                                              • Figure 18: Consumption reasons, by gender and age group – Brazil, April 2019
                                                          • Consumption Barriers

                                                            • Customization of flavors and seasonings can attract consumers
                                                              • Figure 19: Consumption barriers – Brazil, April 2019
                                                              • Figure 20: Vapza line
                                                            • Clean labels can impact current and potential consumers, fighting the perception of high usage of preservatives
                                                            • Choice Drivers

                                                              • Gourmet options can encourage consumers who seek indulgence to pay more for full ready meals
                                                                • Figure 21: Choice drivers – Brazil, April 2019
                                                              • Frozen/chilled sandwiches/wraps/ready-made tapiocas can invest in healthy claims to boost consumption
                                                                • Figure 22: Choice drivers, by frozen/chilled sandwiches/wraps/ready-made tapiocas – Brazil, April 2019
                                                              • Longer shelf-life can appeal to DE consumers
                                                                • Figure 23: Choice drivers, long shelf-life as the first choice, by socioeconomic group – Brazil, April 2019
                                                            • Consumption Drivers

                                                              • Ready meals subscription services can invest in internationally inspired flavors
                                                                • Figure 24: Consumption drivers, by interest in subscription services – Brazil, April 2019
                                                                • Figure 25: Takeout Kit
                                                                • Figure 26: Japan Candy Box
                                                              • Brazilian regional food options can attract Millennials, the main consumers of the category
                                                                • Figure 27: Consumption drivers, by generation – Brazil, April 2019
                                                                • Figure 28: Caixa Colonial video
                                                              • Restaurant-brand ready meals attract those aged 16-34
                                                                • Figure 29: Consumption drivers, choice drivers and habits and attitudes toward ready meals, by age – Brazil, April 2019
                                                                • Figure 30: Chick-fil-A
                                                            • Habits and Attitudes and Perceptions toward Ready Meals

                                                              • There is space for private label ready meals, especially in the South-East
                                                                • Figure 31: Habits and attitudes toward ready meals, by region – Brazil, April 2019
                                                              • Options for consumption between meals can invest in flavors inspired by street food to attract men
                                                                • Figure 32: Habits and attitudes toward ready meals, by gender – Brazil, April 2019
                                                              • Greater variety of sizes for different occasions and easy storage matter to consumers in the South region
                                                                • Figure 33: Consumption drivers, choice drivers and habits and attitudes toward ready meals, by region – Brazil, April 2019
                                                            • Appendix – Abbreviations

                                                              • Abbreviations
                                                              • Appendix – Market Size and Forecast

                                                                • Market size
                                                                  • Figure 34: Retail sales of ready meals, by value, Brazil, 2014-19
                                                                  • Figure 35: Retail sales of ready meals, by volume, Brazil, 2014-19

                                                              Ready Meals - Consumption Barriers and Drivers and What it Means for the Industry - Brazil - August 2019

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