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The Brazilian Ice Cream Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Ice Cream

No. of Pages : 63 Pages


Product Synopsis

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

What is the current market landscape and what is changing?

As Brazil undergoes rapid development, and population dynamics start to take effect, being able to capitalize early on emerging consumer behaviors will be fundamental to future growth. This makes the early identification of consumer groups and trends driving market behavior essential.

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: Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream.
  • 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

  • Less than half of Older Young Adults consume Artisanal Ice Cream in Brazil. This is the lowest consumption rate across all age ranges. This is different slightly in the patterns seen for Take-home and Impulse Ice Cream where Early Young Adults, Older Young Adults and Pre-Mid-Lifers all have similar consumption proportions. Marketers should be aware of this discrepancy and target their campaigns appropriately.
  • There are two brands that dominate the Ice Cream market in Brazil. Marketers for other brands need to be able to differentiate their products in order to increase their share and size of this market, or face a growing challenge from private label brands.
  • The Better Off income group contributes the largest share, by value, to the Ice Cream market in Brazil. This group also forms the largest proportion of the population, so is an important target group for marketers.

Key Highlights

  • Kids and Babies and Tweens and Early Teens both account for value shares of the market that are significantly higher than their share of the respondents to this survey. Ice Cream is often used by parents as a treat for this age group. Marketers should use this to ensure they are targeting their campaigns effectively.
  • Not only do a large proportion of Brazilian consumers highlight that specific consumer trends have an influence on their consumption across all Ice Cream categories, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
  • Branded products account for the majority of market Penetration in both Take-home and Impulse Ice Cream categories - Artisanal Ice Cream is 100% Private Label by definition. This indicates that, currently, consumers are brand loyal but there is also a huge potential for Private Label products in the future.
Table of Content

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 Ice Cream 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 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
3.3 Behavioral Trends and Market Value
3.3.1 Artisanal Ice Cream
3.3.2 Impulse Ice Cream
3.3.3 Take-home Ice Cream

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Artisanal Ice Cream
4.1.2 Impulse Ice Cream
4.1.3 Take-home Ice Cream
4.2 Consumer Profiles by Product Category
4.2.1 Artisanal Ice Cream
4.2.2 Impulse Ice Cream
4.2.3 Take-home Ice Cream

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Ice Cream Brand Choice and Private Label Consumer Penetration
5.2.1 Impulse Ice Cream
5.2.2 Take-home Ice Cream

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Ice Cream
6.1.2 Artisanal Ice Cream
6.1.3 Impulse Ice Cream
6.1.4 Take-home Ice Cream

7 Consumption Impact: Market Valuation
7.1 Ice Cream Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Ice Cream 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 Ice Cream 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 in Ice Cream
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Impulse Ice Cream
8.2.2 Retail Share by Volume of Organized Retail - Take-home Ice Cream
8.3 Profiles of End-Consumers of Ice Cream, by Retailer Used
8.3.1 Carrefour
8.3.2 Cia Zaffari
8.3.3 Companhia Brasileira de Distribuicao
8.3.4 Lojas Americanas
8.3.5 Prezunic
8.3.6 Wal-Mart
8.3.7 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Ice Cream Value Share (%), by Age Groups, 2012
Table 5: Brazil Ice Cream Value Share (%), by Gender, 2012
Table 6: Brazil Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: Brazil Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: Brazil Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: Brazil Total Artisanal Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Impulse Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Take-home Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: Brazil, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil Ice Cream Market Value (Brazilian Real), by Category, 2012
Table 33: Brazil Ice Cream Market Value (US$), by Category, 2012
Table 34: Brazil Ice Cream Market Volume (Kg), by Category, 2012
Table 35: Brazil Ice Cream Market Value (US$), by Category, 2012
Table 36: Brazil Ice Cream Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 37: Brazil Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: Brazil Ice Cream Expenditure Per Household (Brazilian Real), by Category
Table 39: Brazil Ice Cream Expenditure Per Household (US$), by Category
Table 40: Brazil Ice Cream Market Volume (Kg), by Category, 2012
Table 41: Brazil Ice Cream Consumption Per Capita (Kg/ Population), by Category, 2012
Table 42: Brazil Ice Cream Consumption Per Household (Kg / Households ), by Category, 2012
Table 43: Brazil Ice Cream Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg), 2012
Table 44: Brazil Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg ) of Organized Retail, 2012
Table 45: Brazil Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 46: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 47: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 48: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Ice Cream Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart


Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: Brazil Ice Cream Value Share (%), by Gender, 2012
Figure 4: Brazil Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Ice Cream Market Value (US$), by Category, 2012
Figure 15: Brazil Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Ice Cream Expenditure Per Household (US$), by Category
Figure 17: Brazil Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg of Organized Retail), 2012
Figure 18: Brazil Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 19: Brazil Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), of Organized Retail 2012

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