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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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The Consumer
- Category overview and consumer profiles
- Brazilian consumers meat consumption by type
- Graph 1: meat and meat alternatives consumption, 2024
- Chicken and beef have the highest consumption frequencies
- Graph 2: meat and meat alternatives consumption frequency by type, 2024
- Channels for purchasing meat and alternatives
- Graph 3: purchase channel, 2024
- Restrictive diets and reduction in meat consumption
- Financial reasons are the main driver of meat-restricted diets
- Graph 4: reasons to follow meat-restricted diet, 2024
- Flexitarians stand out by mentioning health reasons as motivation to restrict meat consumption
- Graph 5: reasons to follow meat-restricted diet among flexitarians, 2024
- Meat-restricted diet and reasons to follow meat-restricted diet
- Financial reasons are the main motivation for reducing or restricting meat consumption among those who do not follow a specific diet
- Graph 6: reasons to follow meat-restricted diet – selected item, by meat-restricted diet, 2024
- Brands can highlight the versatility, yield and satiety of more affordable beef cuts and formats
- Vegans and vegetarians stand out for having ethical and environmental concerns as motivation for not eating meat
- Graph 7: reasons to follow meat-restricted diet – selected items, by meat-restricted diet, 2024
- To meet the demands of vegans and vegetarians, brands must ensure ethical and environmental practices and be transparent
- Meatless Monday has more followers among those who study and work
- Graph 8: meat-restricted die – selected item, by work and study status, 2024
- Convenient options for preparation at home, in restaurant menus or for delivery can attract supporters of Meatless Monday.
- Meat and meat alternatives consumption by frequency and type
- Chicken is the meat with the highest penetration and consumption frequency among Brazilian consumers
- Graph 9: meat and meat alternatives consumption, 2024
- Perceived as a protein source and low in fats, the reasons for consuming chicken go beyond the price
- Graph 10: atributes associated by type of meat and alternatives, 2024
- Chicken can be used as a comparative measure in relation to the amount of proteins and fats in other meats
- By focusing on flavor, plant-based brands can attract the attention of new consumers and boost consumption frequency
- Flavor as a factor to improve the price perception of plant-based alternatives
- Purchase channel by type of meat and meat alternative purchase
- Sausages stand out as the format most purchased by consumers in the category
- Graph 11: meat and meat alternative types purchase, 2024
- Besides the attractive price, sausages can position themselves as a versatile and practical ingredient
- AB consumers are more likely to buy canned options and patties
- Graph 12: Meat and meat alternative types purchase – selected items, by socioeconomic group, 2024
- Innovation in canned options and patties can appeal to AB consumers
- Innovation in canned options and pâtés can appeal to AB consumers
- Organic and antibiotic-free meats may gain more space in hypermarkets
- Graph 13: purchase channel – selected item, by habits and attitudes toward animal protein and alternatives, 2024
- Organic chicken and fish or those with antibiotic-free claims can be especially interesting for hypermarket shoppers
- Organic chickens and fish or those with antibiotic-free claims can be especially interesting for hypermarket shoppers
- Attributes associated towards types of meat and alternatives
- Beef is perceived as being more flavorful, but it is also seen as more expensive
- Graph 14: atributes associated by type of meat and alternatives, 2024
- Brands can promote the consumption of beef as an indulgent experience
- DE consumers are less likely to associate pork with positive attributes
- Graph 15: attributes associated with pork, by socioeconomic group, 2024
- Brands must highlight the healthy features of pork to appeal to DE consumers
- Highlighting pork as tasty and versatile can help DE consumers perceive it as an option for special occasions
- Plant-based alternatives need to reinforce their positive attributes among consumers aged 16 to 34
- Graph 16: attributes associated with meat alternatives (plant-based), by age group, 2024
- Plant-based meat alternatives need to enhance their healthy credentials
- Habits and attitudes toward animal protein and alternatives
- Consuming meat is seen as an important part of a healthy diet
- Meat products can highlight their high protein content to align with the healthy aging trend
- Consumers tend to increase their interest in more information about farming practices
- Meat from environmentally responsible sources has a greater appeal among those who shop at local fairs or regional markets
- Graph 17: habits and attitudes towards animal protein and alternatives – selected item, by purchase channel, 2024
- Regarding ethical claims, the category of meat, poultry and fish is still very focused on packaging and recycling
- Graph 18: launches of poultry, fish and meat products with ethical-sustainable claims, 2022-24
- The animal protein category needs to explain to consumers how it can have a positive impact
- Seafood consumers show a greater preference for environmentally responsible sources
- Graph 19: habits and attitudes towards animal protein and alternatives – selected item, by meat and meat alternatives consumption, 2024
- Seafood can highlight its environmental relevance
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Key Players
- Companies and brands
- Minerva Foods announces the purchase of Marfrig’s assets in Brazil and other countries in South America
- Launches and innovations
- NotCo launches NotTurtle, a plant-based alternative to turtle soup
- Sadia launches Mignoneto, an addition to its line of cold cuts
- Marketing campaigns and actions
- Friboi encourages consumers to barbecue their Christmas dinner
- Seara launches a campaign focused on salamis
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The Market
- Meat and eggs are included in the list of basic food basket items
- Prices for meat, poultry, and eggs are rising again after declines in 2023
- Graph 20: IPCA – annual variation, December 2021-October 2024
- Price variation accumulated over year by meat subgroups
- Graph 21: IPCA – annual variation for the subgroups of meats, December 2021 to October 2024
- Price variation accumulated over the year by fish subgroups
- Graph 22: IPCA – annual variation for the subgroups of fish, December 2021 to October 2024
- Price variation accumulated over the year by subgroups of poultry and eggs
- Graph 23: IPCA – annual variation for the subgroups of poultry and eggs, December 2021 to October 2024
- Price variation accumulated over the year by subgroups of processed meat and fish
- Graph 24: IPCA – annual variation for the subgroups of processed meats and fish, December 2021 to October 2024
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
This report looks at the following areas:
- Meat-restricted diets and reasons to follow meat-restricted diets
- Meat and meat alternatives consumption by frequency and type
- Purchase channel by types of meat and meat alternative purchase
- Attributes associated towards types of meat and alternatives
- Habits and attitudes towards animal protein and alternatives.
An important part of Brazilians' eating habits, the balance between price, health, and sustainability shapes the future of the meat and alternatives market.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
This Report covers all types of processed and unprocessed meat, poultry, fish, seafood and meat alternatives, such as meat made of vegetables and soy meat.
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