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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Category overview and consumer profiles
- Pleasure in cooking and cooking skills among Brazilian consumers
- Graph 1: cooking attitudes, 2024
- Graph 2: cooking skills, 2024
- Women, particularly mothers, remain primarily responsible for cooking
- Graph 3: cooking responsibility, by gender, 2025
- Cooking ingredients used by consumers responsible for preparing meals at home
- Graph 4: usage of cooking ingredients, 2025
- Price and flavor alternate as the main cooking ingredient drivers
- Graph 5: cooking ingredients drivers, by category, 2025
- Usage of cooking ingredients
- Animal protein is a major ingredient, while fruits and vegetables need to gain more space
- Graph 6: usage of cooking ingredients, 2025
- Emphasizing the protein content in fruits and vegetables can capture the interest of consumers who prioritize animal protein
- Convenience, flavor and nutrition
- Sugars and sweeteners are equally present across all social classes
- Graph 7: usage of cooking ingredients, by socioeconomic group, 2025
- A greater variety of sugar and sweetener flavors can provide even more indulgence for all social classes
- Graph 8: cooking ingredient drivers, by socioeconomic group, 2025
- Different types of sugars and sweeteners offer different flavor and texture results to sweets and desserts
- Greater diversification of natural sugars and sweeteners can provide more indulgence in the preparation of sweet recipes
- Parents of Gen Alpha kids are more likely to use plant-based food and drinks as cooking ingredients
- Graph 9: usage of plant-based food and drinks as cooking ingredient, by generation of children in the household, 2025
- Plant-based products can help parents include more fruits and vegetables in the diets of Gen Alpha kids
- Types of oils and fats used
- Consumers in the Southeast region are more likely to use oils and fats as cooking ingredients
- Graph 10: usage of cooking ingredients, by region, 2025
- Amid rising prices and challenges in the supply chain, new brands of oils and olive oils can reinforce their quality and good cost-benefit
- Gen Zs are more likely to use butter as a cooking ingredient
- Gen Zs are more likely to use butter for cooking
- Graph 11: types of oils and fats usage, by generation, 2025
- Innovation in flavors and formats can appeal to Gen Zs
- Vegetable oils, excluding soy, should not be wasted
- Vegetable oils in spray formats can help to avoid waste
- Convenient packaging that minimizes waste can aid in the timely use of vegetable oils other than soy
- Types of ready-to-use sauces and condiments used as cooking ingredients
- Ready-made sauces and condiments, particularly mayonnaise and mustard, struggle to reach younger audiences
- Graph 12: types of ready-to-use sauces and condiments used as cooking ingredient, by age group, 2025
- Graph 13: usage of cooking ingredients, by generation, 2025
- Flavor inspirations from foodservice can ‘rejuvenate’ the perception of mayonnaise and mustard
- Men are more likely to use hot sauce and garlic sauce when cooking at home
- Graph 14: types of ready-to-use sauces and condiments used as cooking ingredient, by gender, 2025
- Hot and garlic sauces focused on Brazilian flavors and ingredients
- Hot and garlic sauces can expand their occasions and ways of consumption
- The marketing of hot or garlic sauces can play with the spiciness levels of their products
- Hybrid workers are more likely to use salad dressing
- Graph 15: types of ready-to-use sauces and condiments used as cooking ingredient, by employment and remote work status, 2025
- Convenience and time-saving are essential for hybrid workers when preparing daily meals
- Cooking ingredient drivers
- Claims related to naturalness may have greater appeal among soy sauce consumers
- Graph 16: cooking ingredients drivers, by type of ready-to-use sauces and condiments used as cooking ingredient, 2025
- Claims related to naturalness in soy sauce
- Graph 17: launches of soy sauce/shoyu with ‘natural’ claim, by type of natural claim, 2022-24
- Examples of soy sauces with claims connected to naturalness
- Seasonings, herbs and spices can add value by offering health benefits, naturalness and versatility without impacting the taste
- Graph 18: cooking ingredients drivers, 2025
- Seasonings, herbs and spices can add and emphasize nutritional benefits
- Innovation interest
- AB consumers have a greater interest in strong, unique and bold flavors
- Graph 19: innovation interest, by socioeconomic group, 2025
- Ingredients with unique flavors can help break the rules in cooking preparation
- Generation X shows greater interest in pre-cooked or easy-to-prepare ingredients
- Graph 20: innovation interest, by generation, 2025
- Provide practical and healthy options to help ease the workload of the Sandwich Generation
- Ingredients developed for specific preparation techniques and healthier recipes can appeal to women
- Graph 21: innovation interest, by gender, 2025
- Graph 22: habits and attitudes – “I’m avoiding some cooking methods (eg deep fried recipes) in order to have a healthier diet,” by gender, 2025
- Products developed for specific recipes and preparations can highlight their flavor benefits and healthier uses
- Habits and attitudes
- Rising food prices impact cooking habits
- Communication campaigns and new products can focus on the reuse of ingredients
- More affordable substitute categories need to act with transparency
- Presence of private labels in food and cooking ingredients in Brazil
- Graph 23: top 10 categories by number of private label products launched, 2022-24
- Price and taste trump brand when it comes to choosing cooking ingredients
- Graph 24: cooking ingredients drivers, by category, 2025
- Private label cooking ingredients can gain ground by emphasizing flavor and more affordable price
- Can it be made in the air fryer?
- Food and cooking ingredients for preparation in the air fryer
- Besides the price, convenience is especially important for DE consumers
- Graph 25: habits and attitudes, by socioeconomic group, 2025
- Cooking ingredients can invest in convenience for the preparation of healthy everyday dishes
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Key Players
- Companies and brands
- JBS enters the egg market
- Knorr announces partnership with Cepêra for the launch of new tomato-based products
- Heinz and BR Spices launch seasonings for fries and burgers
- Campaigns, actions and launches
- Andorinha diversifies its portfolio and launches new olive oils
- Taking advantage of Carnival, brands launch products focused on barbecue
- Yoki launches a line of farofas with Brazilian flavors like banana and ribs
- Movies and series are inspiration for the launch of new products and flavors in sauces and condiments
- Perdigão launches a special edition of heart-shaped nuggets
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THE MARKET
- Prices for most food subgroups continue to rise
- Graph 26: national consumer price index – accumulated over the year, by food subgroups, 2021-24
- Import tax for food products reduced to zero
- New ‘food basket’ with fresh, minimally processed products and cooking ingredients
- Food security rises again in 2023, but inequality varies according to the profile of the person in charge of the household
- Graph 27: prevalence of food security and mild, moderate and severe food insecurity in permanent private households (%), 2004-23
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
The cooking ingredients category in Brazil shows significant market penetration, with a wide use of products such as seasonings, oils and animal proteins. Animal protein is the preferred choice for 77% of Brazilians, while fruits and vegetables are less popular, with only 67% mentioning them. This data highlights the need to promote practical and tasty options that encourage increased vegetable consumption and a more varied diet. Additionally, it is noteworthy that women, particularly mothers, predominantly handle meal preparation, being responsible in 72% of cases.
The main challenges include the impact of rising food prices, which has prompted 74% of Brazilians to look for more affordable alternatives, and the need to reduce waste. Conversely, there are opportunities to launch convenient and nutritious products, such as plant-based options, that appeal to a variety of consumer profiles.
Key Topics Analysed in the Report
- Category overview and consumer profile
- Usage of cooking ingredients and opportunities
- Types of oils and fats used
- Types of ready-to-use sauces and condiments used as cooking ingredient
- Cooking ingredients drivers, covering the following categories: dairy products; oils and fats; flours, starches and farofas; ready-to-use sauces and condiments; seasoning, herbs and spices; sweeteners.
- Innovation interest
- Habits and attitudes
About the Report
This report provides a thorough analysis of consumer behavior and preferences regarding cooking ingredients in Brazil. Its goal is to identify trends, motivations and the key challenges faced by home cooks in their cooking activities.
Meet the Expert Behind the Analysis
This report was written by Ana Paula Gilsogamo. Ana Paula handles Food & Drink Reports in Brazil since 2017, now also developing content for Latam markets. Prior to that, she had experience in developing digital communication and marketing strategies for leading brands. Ana holds a BA in Advertising, postgrad in Market Intelligence and is pursuing a History & Culture of Gastronomy postgrad.
Download Report SummaryThe cooking ingredients market in Brazil highlights convenience, flavor and innovation while tackling challenges related to pricing and sustainability.
Ana Paula Gilsogamo
Senior Analyst Food & Drink, Latam
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