2020
0
Brazil Meat and Poultry Processed, Non-processed and Alternatives Market Report 2020
2020-08-27T15:49:15+01:00
OX989718
3265
123171
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Report
en_GB
“Price and health concerns are the main reasons why Brazilian consumers are eating meat or meat alternatives less often. Brands and companies, therefore, need to be creative and find ways…

Brazil Meat and Poultry Processed, Non-processed and Alternatives Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Meat and Poultry: Processed, Non-processed and Alternatives market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers all types of processed and unprocessed meat,
poultry, and meat alternatives, such as meat made of vegetables
and soy meat. Market size is less extensive, and it comprises only processed
meat and poultry sales through all retail channels, including online
sales. It is divided into three segments:

  • Chilled – includes all packaged meat that has been processed in some way. It includes smoked and salted meat
    but not plain products.

  • Frozen – includes all packaged meat that has been processed in some way and it is sold frozen.
  • Shelf stable – includes all canned and another shelf stable
    meat. This segment has insignificant sales.

Excluded: Pet food, meat snacks, chilled plain whole, deboned or
portioned meat, meat alternatives.

What you need to know

Brazil’s meat market is expected to have a better performance in
2018 compared to 2017, but should decline in terms of volume
and grow in value only to recover inflation losses. The sector is
still being affected by the Operation Carne Fraca (or Operation
Weak Meat), an action enforced by the Brazilian federal police,
started on March 2017, which investigated some of the country’s
largest meat processing companies.

As a consequence, exports to important markets, such as China,
the United States, and the European Union, were temporarily
suspended, while in the domestic market there has been a drop in
consumption, as consumers demand more assurances regarding
the quality of the products they buy.

Expert analysis from a specialist in the field

Written by Marina Pagel Ferreira, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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 Pagel Ferreira
Food & Drink Analyst

Table of Contents

  1. Overview

      • Definition
      • Executive Summary

          • Challenges
            • Price is the main barrier, especially for beef
              • Figure 1: Reasons for eating less – Brazil, December 2019
            • Adoption of meat restricted diets is a challenge for the category and an opportunity for meat alternatives
              • Figure 2: Meat restricted diet – Brazil, December 2019
            • Meat alternatives have the challenge of overcoming the barriers of price and taste
              • Opportunities
                • Investing in better taste and indulgent occasions is an opportunity for the category as a whole
                  • Healthy attributes of beef can go beyond high protein content
                    • Meat alternatives can replace processed chicken and pork
                      • Fish and seafood can invest in options that meet the needs of consumers who live alone
                        • What we think
                        • Market Drivers

                          • The high price of beef impacts the category as a whole
                            • Health concerns reduce the consumption of animal meat and stimulate the search for meat alternatives
                              • Coronavirus may impact Brazilian meat exports
                              • Key Players – What You Need to Know

                                • Brazilian brands invest in natural meat, meat alternatives and affordable products
                                  • The industry can invest in animal welfare to appeal to consumers
                                    • Premium beef boosts sales at Chipotle in the US
                                    • Marketing Campaigns and Actions

                                      • Seara invests in two new lines, one focused on more natural options and other on meat alternatives
                                        • Sadia launches line of vegetarian products Veg&Tal
                                          • Figure 3: Veg&Tal campaign
                                        • Skol and Zé Delivery campaign to dribble the meat price
                                          • Figure 4: Skol campaign
                                        • Sadia invested in affordable options during end-of-year festivities
                                          • McDonald’s and Perdigão launch limited edition of mortadella sandwich to celebrate São Paulo’s birthday
                                            • Figure 5: Launching tweet
                                        • Who’s Innovating?

                                          • The industry can invest in animal welfare to appeal to consumers
                                            • Figure 6: Launches of “Ethical – Animal” products by segment within the category of animal protein, Brazil and total worldwide, 2016-19
                                          • The high protein content is an opportunity for meat alternatives
                                          • Case Studies

                                            • Premium beef boosts sales at Chipotle in the US
                                              • Figure 7: Carne Asada
                                            • Beyond Meat sales grow 135% in 52 weeks in the US
                                            • The Consumer – What You Need to Know

                                              • Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
                                                • Cuts and indulgence can boost consumption of chicken
                                                  • Meat alternatives can replace processed chicken and pork
                                                    • Perception of high sodium content is still low but can grow
                                                      • Products that contain animal and plant-based protein can combine taste and healthy attributes
                                                      • Meat and Meat Alternatives Purchase and Formats

                                                        • Un-processed pork can boost consumption by highlighting healthy benefits, cuts with less fat and sanitary safety
                                                          • Figure 8: Meat and meat alternatives purchase – Brazil, December 2019
                                                        • Processed pork can highlight indulgence to attract young women
                                                          • Figure 9: Meat and meat alternatives purchase – Brazil, December 2019
                                                          • Figure 10: Seara Baconlover campaign
                                                          • Figure 11: Bacon hit
                                                        • Fish and seafood can invest in options that meet the needs of consumers who live alone
                                                          • Figure 12: Meat restricted diet, by housing status – Brazil, December 2019
                                                      • Consumption Changes

                                                        • Cuts and indulgence can boost consumption of chicken
                                                          • Figure 13: Consumption changes – Brazil, December 2019
                                                        • Easy-to-prepare meat alternatives can help consumers prepare meat-free meals
                                                          • Figure 14: Consumption changes – Brazil, December 2019
                                                        • Investment in brand positioning can sustain consumption of un-processed beef among DE consumers
                                                          • Figure 15: Beef consumption changes, by socioeconomic group – Brazil, December 2019
                                                          • Figure 16: Friboi seal
                                                      • Reasons for Eating Less

                                                        • Premium and indulgent recipes can add value to cheaper cuts
                                                          • Figure 17: Reasons for eating less – Brazil, December 2019
                                                          • Figure 18: Google Trends Explore, weekly results for the search of the terms “brisket” and “peito bovino” (beef chest) – Brazil, November 2017-January 2020
                                                        • Meat alternatives can replace processed chicken and pork
                                                          • Figure 19: Reasons for eating less, health concerns – Brazil, December 2019
                                                        • Healthy attributes of beef can go beyond high protein content
                                                        • Meat Alternative Perceptions

                                                          • Price and taste perception impacts consumption of meat alternatives
                                                            • Figure 20: Meat alternative perceptions – Brazil, December 2019
                                                          • Perception of high sodium content is still low but can grow
                                                            • Meat alternatives can explore sustainability to attract Generation Z
                                                              • Figure 21: Meat alternative perceptions, by generation – Brazil, December 2019
                                                              • Figure 22: Gunn, Tensy, Bertil, Märtha, Ib, Bertil and Edith try oat drink for the first time
                                                              • Figure 23: Video inviting consumers to sign the petition
                                                          • Habits and Attitudes

                                                            • Products that contain animal and plant-based protein can combine taste and healthy attributes
                                                              • Figure 24: Habits and attitudes – Brazil, December 2019
                                                            • Meat alternatives can communicate high protein content to attract men
                                                              • Figure 24: Meat alternative perceptions, by gender – Brazil, December 2019
                                                              • Figure 25: “Introducing the new meatier Beyond Burger”
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

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