2020
0
Milk and Milk Alternatives: Incl Impact of COVID-19 – Brazil – June 2020
2020-09-16T15:39:18+01:00
OX990112
3265
124972
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Report
en_GB
“As milk is an essential item, the category has been suffering less from the negative impacts of the COVID-19 pandemic. On the other hand, milk alternatives, which are generally more…

Milk and Milk Alternatives: Incl Impact of COVID-19 – Brazil – June 2020

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Report Summary

“As milk is an essential item, the category has been suffering less from the negative impacts of the COVID-19 pandemic. On the other hand, milk alternatives, which are generally more expensive, will be more affected by the economic crisis caused by the coronavirus outbreak. In addition to price, health concerns also drive the consumer’s choices, especially when it comes to the immune system, and can be an opportunity for the category, particularly in the short and medium term. In the long run, in addition to the quest for healthiness, a greater concern with environmental impacts can help milk alternatives to boost consumption.”
– Ana Paula Gilsogamo, Food and Drink Senior Analyst

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the milk and milk alternatives market.
  • How the market will fare the post-COVID-19 slowdown.
  • Consumer behavior, attitudes and perception, as well as consumption of products in the category.
  • Launch activity and consumer interest in innovation.

Table of Contents

  1. Overview

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

            • Market overview
              • The impact of COVID-19 on milk and milk alternatives
                • Figure 1: Expected impact of COVD-19 on non-alcoholic drinks and milk and milk alternatives, short, medium and long term, June 2020
              • The impact so far
                • Short and medium term (2 years)
                  • Long term (2-5 years)
                    • Challenges
                      • Short/medium-term challenges
                          • Figure 2: Perceptions toward milk alternatives – Brazil, April 2020
                        • Long-term challenges
                          • Opportunities
                            • Short/medium-term opportunities
                              • Long-term opportunities
                                • What we think
                                • Market Drivers

                                  • Due to COVID-19, search for storable options and longer expiration dates should impact the category
                                    • Economic crisis affects consumption, especially in the short and medium term
                                      • Law banning the use of the word “milk” by plant-based products receives green light
                                        • Anvisa establishes new rules to limit residues of veterinary medicines in milk
                                          • A2 milk is regulated by the Ministry of Agriculture
                                            • Concern about sustainability and animal welfare will impact the category in the long term
                                              • Health concerns and restrictive diets influence consumer choice
                                              • Key Players – What you need to know

                                                • The milk market remains very fragmented, but the Lactalis group stands out
                                                  • Brands invest in milk with added benefits
                                                    • Ready-to-drink milk could invest in a wider variety of flavored options
                                                      • Three months after its launch, Chobani Oat becomes the second best-selling oat beverage brand in the US
                                                      • Market Share

                                                        • The milk market remains very fragmented, but Lactalis stands out
                                                          • Figure 3: Leading companies’ retail sales share of milk, by value – Brazil, 2018-2019
                                                          • Figure 4: Leading companies’ retail sales share of milk, by volume – Brazil, 2018-2019
                                                      • Marketing Campaigns and Actions

                                                        • Piracanjuba partners with Amazon during the quarantine
                                                          • Figure 5: Piracanjuba and Amazon partnership
                                                        • A Tal da Castanha launches a barista version to be consumed with coffee
                                                          • Piracanjuba launches Imunoday line focused on supplementation and nutrition
                                                            • Itambé launches fortified milk powder
                                                              • NotCo launches Not Milk in Brazil
                                                                • Leitíssimo launches flavored straws
                                                                • Who’s Innovating?

                                                                  • Ready-to-drink milk could invest in a wider variety of flavored options
                                                                    • Figure 6: Global launches of flavored milk in liquid format, by top 10 flavors – global, January 2017-December 2019
                                                                    • Figure 7: Global launches of flavored milk in liquid format, by top 10 sub-flavors – global, January 2017-December 2019
                                                                  • Organic milk alternatives can gain space in the category
                                                                    • Figure 8: Launches of organic milk alternatives, by top 10 countries – January 2017-December 2019
                                                                • Case Studies

                                                                  • Known for its ultra-filtered milk, Fairlife is a success story
                                                                    • Three months after its launch, Chobani Oat was the second best-selling oat beverage brand in the US
                                                                        • Figure 9: Chobani Oat
                                                                        • Figure 10: Chobani Oat Almost Spilled
                                                                    • The Consumer – What You Need to Know

                                                                      • Milk alternatives with indulgent flavors can appeal to Gen Zs
                                                                        • Powdered milk with high-protein content has the potential to attract men
                                                                          • Fermented milk and milk alternatives can add value by using natural ingredients with a focus on immunity
                                                                            • Ready-to-drink coconut milk could invest in added benefits to attract AB consumers
                                                                              • Oat milk could gain space by highlighting its sustainable production
                                                                              • Milk and Milk Alternatives Consumption

                                                                                • Powdered milk with added benefits may be of particular interest to consumers in the North-East region
                                                                                  • Figure 11: Milk and milk alternatives consumption, by region – Brazil, April 2020
                                                                                • Milk alternatives with indulgent flavors can appeal to Gen Zs
                                                                                  • Figure 12: Milk and milk alternatives consumption, by generation – Brazil, April 2020
                                                                                • There is space to promote the use of milk alternatives as an ingredient in recipes
                                                                                  • Figure 13: Ways of consuming Milk/milk alternatives – Brazil, April 2020
                                                                                  • Figure 14: Downloadable vegan cookbook and example of recipe contained in the book – A Tal da Castanha
                                                                                  • Figure 15: Breakfast bowl recipe – A Tal da Castanha and @aleluglio
                                                                              • Perceptions toward Milk and Milk Alternatives

                                                                                • High-fiber content could increase acceptance and add value to milk alternatives
                                                                                  • Figure 16: Perceptions toward milk alternatives – Brazil, April 2020
                                                                                • Powdered milk with high-protein content shows potential with men
                                                                                  • Figure 17: Perceptions toward powdered milk – Brazil, April 2020
                                                                                • Highlighting healthy attributes of dairy milk may stop migration to milk alternatives by women
                                                                                  • Figure 18: Perceptions toward milk alternatives, by gender – Brazil, April 2020
                                                                              • Choice Drivers

                                                                                • Fermented milk and milk alternatives could add value by using natural ingredients with a focus on immunity
                                                                                  • Figure 19: Choice drivers, by selected option – Brazil, April 2020
                                                                                  • Figure 20: Choice drivers – Brazil, April 2020
                                                                                • Low-fat options interest consumers of milk alternatives
                                                                                  • Figure 21: Choice drivers – Brazil, April 2020
                                                                                • Organic brands can gain relevance among men
                                                                                  • Figure 22: Choice drivers, by selected option and gender – Brazil, April 2020
                                                                              • Interest in Innovations

                                                                                • Animal welfare interests among milk consumers
                                                                                  • Figure 23: Interest in innovations – Brazil, April 2020
                                                                                • Ready-to-drink coconut milk could invest in added benefits to attract AB consumers
                                                                                  • Figure 24: Interest in innovations, by consumption of ready-to-drink coconut milk and socioeconomic group – Brazil, April 2020
                                                                                • Powdered milk alternatives appeal to women
                                                                                  • Figure 25: Interest in innovations, by gender – Brazil, April 2020
                                                                              • Habits and Attitudes

                                                                                • Oat milk could gain space by highlighting the sustainability benefits of its production
                                                                                  • Figure 26: Habits and attitudes – Brazil, April 2020
                                                                                • Milk alternatives have the potential to attract Gen Zs concerned about animal welfare
                                                                                  • Figure 27: Habits and attitudes, by generation – Brazil, April 2020
                                                                                • Brands need to educate consumers about A2A2 cows to add value to their products
                                                                                    • Figure 28: Explanatory video about A2A2 cows – A2Milk
                                                                                • Appendix – Abbreviations

                                                                                  • Abbreviations
                                                                                  • Appendix – Market Size and Market Share

                                                                                    • Market size
                                                                                      • Figure 29: Retail sales of ice milk, by value – Brazil, 2014-19
                                                                                      • Figure 30: Retail sales of milk, by volume – Brazil, 2014-19
                                                                                    • Market share
                                                                                      • Figure 31: Leading companies’ retail sales share of milk, by value – Brazil, 2018-2019
                                                                                      • Figure 32: Leading companies’ retail sales share of milk, by volume – Brazil, 2018-2019

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