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READY MEALS - CONSUMPTION BARRIERS AND DRIVERS AND WHAT IT MEANS FOR THE INDUSTRY - BRAZIL - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Banking

No. of Pages : N/A

To boost sales and consumption frequency in the ready meals category, brands and companies need to diversify the options of products offered. In addition to healthier alternatives made with ingredients well-known by consumers, it is essential to offer a greater variety of flavours, local and international and convenient formats, which after all is the main consumption driver when it comes to ready meals

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
Ready meals have the challenge of boosting consumption frequency
Figure 1: Consumption frequency – Brazil, April 2019
Some subcategories have greater difficulty in attracting consumers
Figure 2: Consumption – Brazil, April 2019
Price is one of the main consumption barriers
Health concerns and use of preservatives affect the category
Opportunities
Customization of flavors and spices can attract new consumers
Shareable ready meals can compete with delivery services
Gourmet options can encourage consumers who seek indulgence to pay more for full ready meals
Brazilian regional food options can attract Millennials, the main consumers of the category
What we think
MARKET DRIVERS
High food prices should impact eating habits
Figure 3: Brazil’s National Consumer Price Index, eating at home and eating out, monthly variation and accumulated in 12 months, June 2018 to June 2019
Aging population and health problems encourage the search for healthier alternatives
Smaller families trend can impact cooking habits
The gender gap is still big when it comes to household tasks
Ban on plastic straws raises the question of sustainability
Food delivery apps and ecommerce services can affect eating habits
KEY PLAYERS – WHAT YOU NEED TO KNOW
Brands diversify their products with new launches
Consumption of meal kits is small but has the potential to grow
Pieces of meat add value to instant noodles and heat up the Asian market
MARKETING CAMPAIGNS AND ACTIONS
Sadia focuses on quick-to-prepare and shareable products
Figure 4: Sadia campaign
Brands invest in 100% vegetable burgers that offer “real meat” taste
Figure 5: Futuro Burger campaign
Seara launches rotisserie line of ready-made meals
Figure 6: Seara Rotisserie campaign
Catupiry launches a premium line of frozen pizzas
Figure 7: Catupiry Pizza Artesanal (Handmade Pizza)
Vapza invests in its own ecommerce channel
Nissin offers new flavors of its creamy instant noodles
Figure 8: Nissin campaign
WHO’S INNOVATING?
Consumption of meal kits is small but has the potential to grow
Figure 9: Launches of meal kits related to the total launches in the category, top five countries and Brazil, January 2015 to June 2019
Adding nutritional/functional benefits can boost consumption
Figure 10: Global launches of ready meals with function claim, and/or beauty enhancement, June 2015 to June 2019
CASE STUDIES
Pieces of meat add value to instant noodles and heat up the Asian market
Kit offers quick scrambled eggs preparation
Figure 11: Just Crack an Egg campaign
THE CONSUMER – WHAT YOU NEED TO KNOW
Chilled/frozen pizza has the challenge of boosting consumption frequency
Shareable ready meals can compete with delivery services
Customization of flavors and seasonings can appeal to consumers
Longer shelf-life can appeal to DE consumers
Brazilian regional food options can attract Millennials, the main consumers of the category
There is space for private label ready meals, especially in the South-East
CONSUMPTION AND CONSUMPTION FREQUENCY
Chilled/frozen pizza has the challenge of boosting consumption frequency
Figure 12: Consumption – Brazil, April 2019
Figure 13: Consumption frequency, chilled/frozen pizza – Brazil, April 2019
Chilled ready-to-eat salads and frozen vegetables need to increase market penetration
Figure 14: Consumption frequency, chilled ready-to-eat salad and frozen vegetables – Brazil, April 2019
Figure 15: Chipotle Lifestyle Bowls Menu
Chilled full meals with common Brazilian dishes can appeal to AB consumers
Figure 16: Consumption, by socioeconomic group – Brazil, April 2019
CONSUMPTION REASONS
Shareable ready meals can compete with delivery services
Figure 17: Consumption reasons – Brazil, April 2019
To attract women aged 55+, brands could invest in indulgent individual portions
Figure 18: Consumption reasons, by gender and age group – Brazil, April 2019
CONSUMPTION BARRIERS
Customization of flavors and seasonings can attract consumers
Figure 19: Consumption barriers – Brazil, April 2019
Figure 20: Vapza line
Clean labels can impact current and potential consumers, fighting the perception of high usage of preservatives
CHOICE DRIVERS
Gourmet options can encourage consumers who seek indulgence to pay more for full ready meals
Figure 21: Choice drivers – Brazil, April 2019
Frozen/chilled sandwiches/wraps/ready-made tapiocas can invest in healthy claims to boost consumption
Figure 22: Choice drivers, by frozen/chilled sandwiches/wraps/ready-made tapiocas – Brazil, April 2019
Longer shelf-life can appeal to DE consumers
Figure 23: Choice drivers, long shelf-life as the first choice, by socioeconomic group – Brazil, April 2019
CONSUMPTION DRIVERS
Ready meals subscription services can invest in internationally inspired flavors
Figure 24: Consumption drivers, by interest in subscription services – Brazil, April 2019
Figure 25: Takeout Kit
Figure 26: Japan Candy Box
Brazilian regional food options can attract Millennials, the main consumers of the category
Figure 27: Consumption drivers, by generation – Brazil, April 2019
Figure 28: Caixa Colonial video
Restaurant-brand ready meals attract those aged 16-34
Figure 29: Consumption drivers, choice drivers and habits and attitudes toward ready meals, by age – Brazil, April 2019
Figure 30: Chick-fil-A
HABITS AND ATTITUDES AND PERCEPTIONS TOWARD READY MEALS
There is space for private label ready meals, especially in the South-East
Figure 31: Habits and attitudes toward ready meals, by region – Brazil, April 2019
Options for consumption between meals can invest in flavors inspired by street food to attract men
Figure 32: Habits and attitudes toward ready meals, by gender – Brazil, April 2019
Greater variety of sizes for different occasions and easy storage matter to consumers in the South region
Figure 33: Consumption drivers, choice drivers and habits and attitudes toward ready meals, by region – Brazil, April 2019
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Market size
Figure 34: Retail sales of ready meals, by value, Brazil, 2014-19
Figure 35: Retail sales of ready meals, by volume, Brazil, 2014-19

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