Yogurt and Yogurt Drinks - Brazil - September 2014
One of the advantages of yogurt in Brazil is that it is seen as a healthy category by the majority of the population, and many people eat it a dessert or a quick snack – combining convenience with healthy attributes, which are very important in food categories. Functional yogurts, as well as Greek yogurts, have managed to increase their penetration among Brazilian consumers in the last few years, and it is expected that the Brazilian yogurt market will be driven by innovations in higher-priced products and new consumption habits.
– Naira Sato, Senior Analyst
This report will answer the following key questions:
- How can consumption of Greek yogurt be increased in all Brazilian regions?
- Could consumption by Brazilians in socioeconomic group AB be increased through healthy attributes?
- Could yogurt be positioned more like a snack to be consumed at work?
- Could a wider variety of flavors, as well as more indulgent flavors, increase consumption of yogurt among Brazilian men?
Despite the good performance of the yogurt category in Brazil, it is important to consider that major companies are continuously investing in new higher-priced products, such as functional and Greek yogurts. However, the market is quite fragmented; consumers are open to new products, and competition among leading companies can benefit smaller companies that focus on other market opportunities.
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