The Brazilian Dairy Market: What Consumers Eat and Why?

LONDON, Jan. 20, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Brazilian Dairy Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Dairy market in Brazil from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in the organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Dairy market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Most Dairy categories are already well established in Brazil, and outside of population trends the opportunities for volume growth appear limited, unless innovations can find areas of latent demand. Instead the Dairy industry should seek to find ways of offering greater value to Brazilian consumers in order to drive value growth.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Butter and Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts, and Yoghurt.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Over 45% of the market's value is accounted for by consumption of products by those aged under just 25 years old. Targeting young families and singles under this age is therefore crucial in maintaining market positions.

Although the picture varies by category, a large share of Brazilians state that trends direct their consumption choices. While they do not always act on these trends, the share of the end markets that these trends affect is very significant and the successful targeting of these trends will be key for future growth.

Key Highlights

Market valuation indicates Cheese has a share of30% in value terms in the overall Dairy market in Brazil. Milk ranks a close second followed by Butter and Spreadable Fats. Cream has lowest value share in the dairy market.

Private label penetration by volume is less than 10% in the dairy market in Brazil. Its penetration is highest for Cheese and the lowest for Butter and Spreadable Fats.

The single most common trend cited by Dairy consumers in Brazil is Changing Age Structures trend, that is that they are seek products which reflect the needs of their age more specifically. The sometimes contradictory trends of Quality and Value for Money also play a significant role in certain categories.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Dairy Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Butter and Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
3.3 Behavioral Trends and Market Value
3.3.1 Butter and Spreadable Fats
3.3.2 Cheese
3.3.3 Cream
3.3.4 Milk
3.3.5 Puddings/desserts
3.3.6 Yoghurt
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Butter and Spreadable Fats
4.1.2 Cheese
4.1.3 Cream
4.1.4 Milk
4.1.5 Puddings/desserts
4.1.6 Yoghurt
4.2 Consumer Profiles by Product Category
4.2.1 Butter and Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Dairy Brand Choice and Private Label Consumer Penetration
5.2.1 Butter and Spreadable Fats
5.2.2 Cheese
5.2.3 Cream
5.2.4 Milk
5.2.5 Puddings/desserts
5.2.6 Yoghurt
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Dairy
6.1.2 Butter and Spreadable Fats
6.1.3 Cheese
6.1.4 Cream
6.1.5 Milk
6.1.6 Puddings/desserts
6.1.7 Yoghurt
7 Consumption Impact: Market Valuation
7.1 Dairy Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Dairy Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Dairy Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Dairy
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Butter and Spreadable Fats
8.2.2 Retail Share by Volume - Cheese
8.2.3 Retail Share by Volume - Cream
8.2.4 Retail Share by Volume - Milk
8.2.5 Retail Share by Volume - Puddings/desserts
8.2.6 Retail Share by Volume - Yoghurt
8.3 Profiles of End-Consumers of Dairy, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Companhia Brasileira de Distribuicao
8.3.4 G.Barbosa
8.3.5 Irmaos Bretas
8.3.6 Prezunic
8.3.7 Wal-Mart
8.3.8 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Dairy Value Share (%), by Age Groups, 2012
Table 5: Brazil Dairy Value Share (%), by Gender, 2012
Table 6: Brazil Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Dairy Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Dairy Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Dairy Value Share (%) by Busy Lives Groups, 2012
able 10: Brazil Butter and Spreadable Fats Consumer Group Share (% market value), 2012
Table 11: Brazil Cheese Consumer Group Share (% market value), 2012
Table 12: Brazil Cream Consumer Group Share (% market value), 2012
Table 13: Brazil Milk Consumer Group Share (% market value), 2012
Table 14: Brazil Puddings/desserts Consumer Group Share (% market value), 2012
Table 15: Brazil Yoghurt Consumer Group Share (% market value), 2012
Table 16: Brazil Total Butter and Spreadable Fats Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Cheese Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Milk Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Puddings/desserts Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Yoghurt Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Butter and Spreadable Fats Consumer Profiles (% consumers by sub-group), 2012
Table 35: Brazil Cheese Consumer Profiles (% consumers by sub-group), 2012
Table 36: Brazil Cream Consumer Profiles (% consumers by sub-group), 2012
Table 37: Brazil Milk Consumer Profiles (% consumers by sub-group), 2012
Table 38: Brazil Puddings/desserts Consumer Profiles (% consumers by sub-group), 2012
Table 39: Brazil Yoghurt Consumer Profiles (% consumers by sub-group), 2012
Table 40: Brazil Dairy Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: Brazil Butter and Spreadable Fats Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Brazil Cheese Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Brazil Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Brazil Milk Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Brazil Puddings/desserts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Brazil Yoghurt Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Brazil, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Brazil, Butter and Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Brazil, Cheese: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Brazil, Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Brazil, Milk: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: Brazil, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Brazil, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Brazil Dairy Market Value (Brazilian Real), by Category, 2012
Table 55: Brazil Dairy Market Value (US$), by Category, 2012
Table 56: Brazil Dairy Market Volume (Kg m), by Category, 2012
Table 57: Brazil Dairy Market Value (US$ million), by Category, 2012
Table 58: Brazil Dairy Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 59: Brazil Dairy Expenditure Per Capita (US$), by Category, 2012
Table 60: Brazil Dairy Expenditure Per Household (Brazilian Real), by Category
Table 61: Brazil Dairy Expenditure Per Household (US$), by Category
Table 62: Brazil Dairy Market Volume (Kg), by Category, 2012
Table 63: Brazil Dairy Consumption Per Capita (Kg/ Population), by Category, 2012
Table 64: Brazil Dairy Consumption Per Household (Kg/ Households), by Category, 2012
Table 65: Brazil Dairy Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Table 66: Brazil Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 67: Brazil Cheese Survey-tracked Retailer Shares by Volume (Kg ), 2012
Table 68: Brazil Cream Survey-tracked Retailer Shares by Volume (Kg ), 2012
Table 69: Brazil Milk Survey-tracked Retailer Shares by Volume (Kg ), 2012
Table 70: Brazil Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 71: Brazil Yoghurt Survey-tracked Retailer Shares by Volume (Kg), 2012
Table 72: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 73: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 74: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 75: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 76: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 77: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 78: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 79: Brazil: Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Dairy Value Share (%), by Age Groups, 2012
Figure 3: Brazil Dairy Value Share (%), by Gender, 2012
Figure 4: Brazil Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Dairy Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Dairy Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Dairy Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Dairy Market Value (US$ million), by Category, 2012
Figure 21: Brazil Dairy Expenditure Per Capita (US$), by Category, 2012
Figure 22: Brazil Dairy Expenditure Per Household (US$), by Category
Figure 23: Brazil Dairy Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Figure 24: Brazil Butter and Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Figure 25: Brazil Cheese Survey-tracked Retailer Shares by Volume (Kg ), 2012
Figure 26: Brazil Cream Survey-tracked Retailer Shares by Volume (Kg ), 2012
Figure 27: Brazil Milk Survey-tracked Retailer Shares by Volume (Kg ), 2012
Figure 28: Brazil Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg ), 2012
Figure 29: Brazil Yoghurt Survey-tracked Retailer Shares by Volume (Kg), 2012

Companies Mentioned

A. Angeloni, Carrefour, Cia Zaffari, Companhia Brasileira de Distribuicao, G.Barbosa, Irmaos Bretas ,Lojas Americanas ,Prezunic

Read the full report:
The Brazilian Dairy Market: What Consumers Eat and Why?
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