Report Summary
“Brazil’s cheese market, despite its concentration in terms of types and formats consumed, has great potential to grow and expand both in sales and consumption frequency. Brands and companies need to invest in products that can be consumed in different circumstances beyond breakfast, sandwiches and salty recipes. Brazilian consumers, who already consider cheese to be indulgent, could be stimulated to use cheese in snacks and meals.”
– Ana Paula Gilsogamo, Food and Drink Senior Analyst
This report looks at the following areas:
- Expand consumption frequency and variety
- Price is the main barrier to greater consumption frequency
- Plant-based and lactose-free products impact the market
Table of Contents
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Overview
- What you need to know
- Definition
- What you need to know
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Executive Summary
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- Challenges
- Expand consumption frequency and variety
- Figure 1: Consumption frequency – Brazil, December 2019
- Price is the main barrier to greater consumption frequency
- Figure 2: Consumption barriers – Brazil, December 2019
- Plant-based and lactose-free products impact the market
- Opportunities
- New laws can boost production of craft cheese
- Health concerns can affect the category positively
- Vegetarian options can have a positive impact
- Individual and on-the-go items can boost consumption frequency
- What we think
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Market Drivers
- New laws can boost production of craft cheese
- Figure 3: “Selo Arte” quality seal
- Price has a high impact on the cheese category
- Health concerns can affect the category positively
- Plant-based and lactose-free products impact the market
- New laws can boost production of craft cheese
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Key Players – What you need to know
- Market share remains very fragmented
- Category invests in a variety of formats and flavors
- Milk from farms that treat animals well gain value
- Cheese snacks focusing on health or indulgence gain space in the US
- Market share remains very fragmented
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Market Share
- Market share remains very fragmented
- Figure 4: Leading companies’ retail sales share of cheese, by value – Brazil, 2017-2018
- Market share remains very fragmented
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Marketing Campaigns and Actions
- Faixa Azul parmesan cheese gains special edition
- Figure 5: Faixa Azul parmesan cheese special edition
- Vigor launches grated cheese with parmesan, emmental and gruyere
- Figure 6: Vigor grated cheese
- Burger King launches a limited edition burger with pieces of cheese
- Figure 7: BK Prime Blend Cheese
- Polenguinho launches sweet flavors for kids
- Tirolez launches cottage cheese aerated with fruit jelly
- Faixa Azul parmesan cheese gains special edition
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Who’s Innovating?
- Individual and on-the-go items can boost consumption frequency
- Milk from farms that treat animals well gain value
- Figure 8: Launches of “ethical – animal” products in the categories of cheese and cheese-based desserts – top 5 countries and Brazil, Jan 2017-Dec 2019
- Healthy attribute can be an opportunity for plant-based cheese
- Figure 9: Launches of “dairy-free” products in the categories of cheese and cheese-based desserts – top 5 countries, Jan 2017-Dec 2019
- Individual and on-the-go items can boost consumption frequency
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Case Studies
- Cheese snacks gain space focusing on health or indulgence
- Figure 10: Mini Babybel Cheese & Crackers
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- Figure 11: Ricos Nacho Cheese Sauce
- Kite Hill sees strong investment for two consecutive years
- Cheese snacks gain space focusing on health or indulgence
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The Consumer – What you need to know
- Cheeses with high penetration, such as mozzarella, could invest in new formats to expand consumption opportunities
- Category could invest in culinary options for desserts
- Craft cheese could break the barrier of price and stimulate greater consumption, generating value by highlight its flavor
- Cheese positioned as healthy meat alternative appeals to Baby Boomers
- Cheese snacks could combine with creams and sweet foods
- Cheeses with high penetration, such as mozzarella, could invest in new formats to expand consumption opportunities
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Types and Formats of Cheese Consumed
- Cheeses with high penetration, such as mozzarella, could invest in new formats to expand consumption opportunities
- Figure 12: Cheese format consumed, by consumers of mozzarella – Brazil, December 2019
- Figure 13: Ways of eating, by consumers of mozzarella – Brazil, December 2019
- Formats that facilitate consumption of cream cheese and ricotta have the potential to increase the eating frequency
- Figure 14: Types of cheese consumed – Brazil, December 2019
- Highlighting local production is an asset for craft cheese
- Figure 15: Types of cheese consumed, by region – Brazil, December 2019
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- Figure 16: Queijo Canastra cheese
- Figure 17: Video about Valtinho, a producer in the region of the Canastra cheese
- Cheeses with high penetration, such as mozzarella, could invest in new formats to expand consumption opportunities
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Ways of Eating
- Category could invest in culinary options for desserts
- Figure 18: Way of eating – Brazil, December 2019
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- Figure 19: Philadelphia search of recipes
- Ready-to-eat formats appeal to men
- Figure 20: Ways of eating, by gender – Brazil, December 2019
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- Figure 21: Vigor and Zé Delivery action
- Category could invest in indulgence to attract women aged 55+
- Figure 22: Ways of eating, by gender and age group – Brazil, December 2019
- Category could invest in culinary options for desserts
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Consumption Barriers
- Craft cheese could break the barrier of price and stimulate greater consumption generating value by highlight its flavor
- Figure 23: Craft cheese associations – Brazil, December 2019
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- Figure 24: Pomerode invitation
- Brands can educate consumers on how to store products properly and use the cheese as a whole to avoid waste
- Figure 25: Consumption barriers – Brazil, December 2019
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- Figure 26: Sainsbury’s packaging of ham
- Figure 27: Embaré fresh cheese
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- Figure 28: Conservation indications
- Healthy attributes can boost consumption frequency
- Figure 29: Cheese associations, by total and those who haven’t consumed cheese or have consumed less often – Brazil, December 2019
- Craft cheese could break the barrier of price and stimulate greater consumption generating value by highlight its flavor
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Cheese Associations
- Super indulgent options can appeal to Brazilians
- Figure 30: Cheese associations – Brazil, December 2019
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- Figure 31: YILI Wonderful Cheese Snack
- Figure 32: Border Grill Queso Fundido
- Brands can be positioned as more sustainable and animal-friendly alternatives to attract consumers from Generation Z
- Figure 33: Cheese associations, by generation – Brazil, December 2019
- Cheese positioned as meat alternative appeals to Baby Boomers
- Super indulgent options can appeal to Brazilians
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Attitudes and Behaviors
- There is space to boost a greater variety of cheese
- Figure 34: Attitudes and behaviors – Brazil, December 2019
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- Figure 35: PaulFood cheeses for morning, afternoon and evening
- Naturally lactose-free cheese appeal to AB consumers
- Figure 36: Attitudes and behaviors, by socioeconomic group – Brazil, December 2019
- Cheese snacks could combine with creams and sweet foods
- There is space to boost a greater variety of cheese
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
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Appendix – Market Size and Market Share
- Market size
- Figure 37: Retail sales of cheese, by value – Brazil, 2014-19
- Market share
- Figure 38: Leading companies’ retail sales share of cheese, by value – Brazil, 2017 and 2018
- Market size
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