Brazil Ready Meals Market Report 2023

Overview

• What you need to know
• Key issues covered in this Report
• Definition

Executive Summary

• Market Overview
• Analyst outlook
  • Figure 1: Analyst outlook for the ready meal category, September 2023
• Challenges
• High prices present a barrier to the category’s growth
• The low perception of satiety can be a challenge to increasing the consumption frequency of ready meals
  • Figure 2: Perceptions toward ready meals – Brazil, June 2023
• Dry instant meals have more negative associations overall
  • Figure 3: Correspondence Analysis – Symmetrical map – ‌Perceptions toward ready meals – 2023
• Opportunities
• Frozen/refrigerated pizzas and instant meals can capture the foodservice market
• Consumers in the North and Northeast show interest in Brazilian regional cuisine
  • Figure 4: Choice drivers by region – Brazil, June 2023
• Brands should use social media to promote their products to parents with children living at home
  • Figure 5: Attitudes and behavior by age and gender – Brazil, June 2023

Market Drivers

• Impact of inflation on food and drink consumption
• Brazilians spent more on groceries
• Companies create an association to promote tax fairness for plant-based products

Companies and brands

• McCain acquires Forno de Minas
• Nissin has launched a campaign to highlight Cup Noodles’ flavor range
  • Figure 6: Nissin’s campaign for Cup Noodles
• Aurora Bem Leve expands its ready meals portfolio
  • Figure 7: Aurora Bem Leve new line
• Catupiry has launched a competition with some of the main pizzerias in São Paulo and Rio de Janeiro
• Fazenda Futuro has partnered with Anitta and innovated in packaging
• • Figure 8: Fazenda Futuro’s 2.0 Package
• Sadia uses the NBA to promote ready meals
  • Figure 9: Desafio Brutal Campaign, Sadia
• Nissin Miojo Legumes receives SVB’s Vegan Seal
  • Figure 10: Nissin Lámen Legumes
• Nissin innovates with flavor combinations
  • Figure 11: Nissin Foods’ new line – Brazil
• Seara has launched a new line of breaded products
  • Figure 12: Seara’s new line – Brazil
• Case study
• Liv Up: startup offering healthy frozen and ready meals

Ready Meal Consumption Type

• Despite its high penetration, the ready meals category needs to highlight its benefits in order to increase frequency
  • Figure 13: Ready meal consumption type – Brazil, June 2023
• • Figure 14: Ready meal consumption type by age – Brazil, June 2023
• • Figure 15: Ready meals for side dishes – Brazil
• • Figure 16: Rice ready meals – UK
• Frozen/refrigerated pizzas and instant meals can capture the foodservice market
  • Figure 17: Ready meal consumption type by Attitudes and behavior – Brazil, June 2023
• • Figure 18: Foodservice’s ready meals – Global
• Consumers of sandwiches are looking for sustainable packaging
  • Figure 19: Ready meal consumption type by choice drivers – Brazil, June 2023
• • Figure 20: Merenda Gourmet Crepioca de Frango – Brazil
  • Figure 21: Notpla’s seaweed packaging – UK

Consumption Frequency

• Young Brazilians stand out by consuming ready meals daily with entertainment
  • Figure 22: Consumption frequency by age – Brazil, June 2023
• • Figure 23: Sadia’s Hot Bowls campaign
  • Figure 24: Sadia’s Hot Bowls – Brazil
• • Figure 25: Sadia’s Hot Bowls campaign
• • Figure 26: Seara’s sponsorship on Big Brother Brasil 23
• There is the opportunity to prepare gourmet meals for AB socioeconomic group for special occasions
  • Figure 27: Consumption frequency by socioeconomic groups – Brazil, June 2023
• • Figure 28: Slowly cooked ready meals
  • Figure 29: Homestaurant by Ashley’s meal kit
• • Figure 30: Charlie Bigham’s meal kit
• There is the opportunity to develop products for breakfast out of home
  • Figure 31: Consumption frequency – Brazil, June 2023
• • Figure 32: Ready meals with a focus on breakfast – Global
  • Figure 33: Cup Noodles Breakfast – USA

Choice Drivers

• Consumers in the North and Northeast show interest in Brazilian regional cuisine
  • Figure 34: Choice drivers by region – Brazil, June 2023
• • Figure 35: Ready meals with typical Brazilian flavors – Brazil
  • Figure 36: Ready meals with typical Brazilian flavors – Brazil
• • Figure 37: Ceviche Mix – Peru
• Professionals who work from home are looking for individual packaging and easy preparation in appliances such as air fryers
  • Figure 38: Choice drivers by remote work – Brazil, June 2023
• • Figure 39: Ready meals with a focus on the air fryer – Brazil
• Brazilian consumers are looking for easy/quick to prepare meals and regional flavors
  • Figure 40: TURF Analysis – ‌Choice drivers – 2023
• • Figure 41: Ready meals in family-size packaging – Brazil

Perceptions toward Ready Meals

• Dry instant meals have more negative associations overall
  • Figure 42: Correspondence Analysis – Symmetrical map – ‌Perceptions toward ready meals – 2023
• • Figure 43: Instant dry meals with health claims – Global
• Messages around convenience are key to attracting younger generations
  • Figure 44: Perceptions toward ready meals by generation – Brazil, June 2023
• • Figure 45: Deliciojo digital campaign, Nissin Foods do Brasil
• The low perception of satiety can be a challenge to increasing the consumption frequency of ready meals
  • Figure 46: Perceptions toward ready meals – Brazil, June 2023
• • Figure 47: Instant dry meals with a focus on fullness – Global
  • Figure 48: Ready meals with a focus on fullness – Global

Attitudes and Behavior

• High prices present a barrier to the category’s growth
  • Figure 49: Attitudes and behavior by age and gender – Brazil, June 2023
• • Figure 50: Healthy ready meals in transparent packaging – Brazil
• Brands should use social media to promote their products to parents with children living at home
  • Figure 51: Attitudes and behavior by parental status – Brazil, June 2023
• • Figure 52: List of GoHanGo recipe videos for Korin
  • Figure 53: Nissin Espaguete’s digital campaign – É instantâneo, Nissin Foods do Brasil
• University students are looking for customization in ready meals
  • Figure 54: Attitudes and behavior by student status– Brazil, June 2023
• • Figure 55: NotCo’s recipe website – Brazil
  • Figure 56: Forno de Minas recipe eBook cover – Brazil
• • Figure 57: Restodontojo campaign

Appendix – Abbreviations

Appendix – Market Size and Market Share

• Market size
  • Figure 58: Value sales for Ready Meals (inc pizza) – Brazil, 2014-22
  • Figure 59: Volume sales for Ready Meals (inc pizza) – Brazil, 2014-22
• Market share
  • Figure 60: Leading companies’ market share in the retail sales of ready meals (inc pizza), by value – Brazil, 2019-22
  • Figure 61: Leading companies’ market share in the retail sales of ready meals (inc pizza), by volume – Brazil, 2019-22