The Brazilian Prepared Meals Market: What Consumers Eat and Why?

LONDON, Feb. 11, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Brazilian Prepared Meals Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Prepared Meals 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. 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 Prepared Meals 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 Prepared Meals market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The fast pace of change in Brazil means that perceptions of market behavior don't necessarily hold true any longer. Marketers need a clear view as to consumer behavior and how this is affecting the market in order to position their products effectively.

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: Meal Kits, Pizza, and Ready Meals.

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

Key Market Issues

Overall penetration of Private Labels is low, but the picture is not uniform across categories. Private Label sales more than 20%. If the success of Private Labels were uniform, it would noticeably squeeze the sales of branded products.

Consumers acting upon trends play a significant role in the market, but their impact is no equal across all categories. The strength of trends, and precisely which ones are most important to which categories varies by product category, making it important to know which trends to target in each area.

With a significant proportion of market value being accounted for by people who are Time Rich not everyone has the same basic need for time saving convenience. Indeed, for consumers who have significant amounts of leisure time, Prepared Meals are more likely to be about saving effort, rather than saving time.

Key Highlights

Consumer survey results indicate that Busy Lives and Better Value for Money are the leading drivers influencing prepared meals consumption in Brazil. Prepared meals manufacturers and marketing companies need to consider these behavioral trends in order to effectively reach their target audience.

Of the total market value, Ready Meals and Pizza are highly dominant, with Meal Kits achieving only a very small overall share.

The cumulative volume share of the top three retailers of Prepared Meals in Brazil amounts to nearly half of the total market. This indicates that these players have medium-to-high bargaining power with suppliers compared to other retailers in the organized retail market in the country.
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 Prepared Meals 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 Meal Kits
3.2.2 Pizza
3.2.3 Ready Meals
3.3 Behavioral Trends and Market Value
3.3.1 Meal Kits
3.3.2 Pizza
3.3.3 Ready Meals
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Meal Kits
4.1.2 Pizza
4.1.3 Ready Meals
4.2 Consumer Profiles by Product Category
4.2.1 Meal Kits
4.2.2 Pizza
4.2.3 Ready Meals

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Prepared Meals Brand Choice and Private Label Consumer Penetration
5.2.1 Meal Kits
5.2.2 Pizza

5.2.3 Ready Meals
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Prepared Meals
6.1.2 Meal Kits
6.1.3 Pizza
6.1.4 Ready Meals
7 Consumption Impact: Market Valuation
7.1 Prepared Meals Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Prepared Meals 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 Prepared Meals 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 of Organized Retail Share
8.1.1 Retailer Volume of Organized Retail Share in Prepared Meals
8.2 Retailer Volume of Organized Retail Share by Category
8.2.1 Retail Share by Volume of Organized Retail - Meal Kits
8.2.2 Retail Share by Volume of Organized Retail - Pizza
8.2.3 Retail Share by Volume of Organized Retail - Ready Meals
8.3 Profiles of End-Consumers of Prepared Meals, by Retailer Used
8.3.1 Carrefour
8.3.2 Cia Zaffari
8.3.3 Companhia Brasileira de Distribuicao
8.3.4 Prezunic
8.3.5 Wal-Mart
8.3.6 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Prepared Meals Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Prepared Meals Value Share (%), by Age Groups, 2012
Table 5: Brazil Prepared Meals Value Share (%), by Gender, 2012
Table 6: Brazil Prepared Meals Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Prepared Meals Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Prepared Meals Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Prepared Meals Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Meal Kits Consumer Group Share (% market value), 2012
Table 11: Brazil Pizza Consumer Group Share (% market value), 2012
Table 12: Brazil Ready Meals Consumer Group Share (% market value), 2012
Table 13: Brazil Total Meal Kits Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012

Table 14: Brazil Total Pizza Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Ready Meals Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Meal Kits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Meal Kits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Pizza Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Pizza Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Ready Meals Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Ready Meals Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Meal Kits Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Pizza Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Ready Meals Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Prepared Meals Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Meal Kits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Pizza Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Ready Meals Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012

Table 29: Brazil, Prepared Meals: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Meal Kits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Pizza: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil, Ready Meals: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Prepared Meals Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Prepared Meals Market Value (US$ million), by Category, 2012
Table 35: Brazil Prepared Meals Market Volume (Kg m), by Category, 2012
Table 36: Brazil Prepared Meals Market Value (US$ million), by Category, 2012
Table 37: Brazil Prepared Meals Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Prepared Meals Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Prepared Meals Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Prepared Meals Expenditure Per Household (US$), by Category
Table 41: Brazil Prepared Meals Market Volume (Kg m), by Category, 2012
Table 42: Brazil Prepared Meals Consumption Per Capita (Kg / Population), by Category, 2012
Table 43: Brazil Prepared Meals Consumption Per Household (Kg / Households), by Category, 2012
Table 44: Brazil Prepared Meals Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012

Table 45: Brazil Meal Kits Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 46: Brazil Pizza Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 47: Brazil Ready Meals Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 48: Brazil: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Prepared Meals Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Prepared Meals 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 Prepared Meals Value Share (%), by Age Groups, 2012
Figure 3: Brazil Prepared Meals Value Share (%), by Gender, 2012
Figure 4: Brazil Prepared Meals Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Prepared Meals Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Prepared Meals Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Prepared Meals Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Meal Kits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Meal Kits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Pizza Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Pizza Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Figure 12: Brazil Ready Meals Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Ready Meals Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Prepared Meals Market Value (US$ million), by Category, 2012
Figure 15: Brazil Prepared Meals Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Prepared Meals Expenditure Per Household (US$), by Category
Figure 17: Brazil Prepared Meals Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
Figure 18: Brazil Meal Kits Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 19: Brazil Pizza Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 20: Brazil Ready Meals Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012

Companies Mentioned

Carrefour, Cia Zaffari, CompanhiaBrasileira de Distribuicao, Prezunic, Wal-Mart.

Read the full report:
The Brazilian Prepared Meals Market: What Consumers Eat and Why?
http://www.reportbuyer.com/food_drink/ready_meals/brazilian_prepared_meals_market_consumers_eat_why_1.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Cooked_Food

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