Why was the report written?
Marketers in the Ice Cream market in Brazil face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 the Brazil undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This makes early identification of the 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 sales across 26 consumer groups - providing through the data 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.
Consumer survey data for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream and Take-home Ice Cream .
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Kids & Babies and Tweens & 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, across all Ice Cream categories, highlight that specific consumer trends have an influence on their consumption; 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 the market share 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.
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