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Consumer Trends in the Oils & Fats Market in Brazil

  • Published:
  • 69 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Oils & Fats market 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 Oils & Fats market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

The overall market is dominated by oil sales and in the longer terms unless younger consumers can be encouraged to consume these products as frequently as their older counterparts, retail sales volumes may well come under pressure. As such players in this market will need to seek out the pockets of growth that exist and seek to prevent the loss of consumers from the market.

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.

Scope

  • Consumer survey data for the following specific categories: the oils and solid fats markets.
  • 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.

Reasons To Buy

  • 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.

Key Highlights

  • There is a marked difference between the two categories in the extent to which Consumer Trends have a direct influence on market values. In Solid Fats this result is driven by people not often acting on these trends and as a result Solid Fats therefore appears to be a largely commoditized market. However for Oils there is greater scope to specifically target consumer trends to help sales efforts.
  • Further pressure will be put on future sales of Oils because Better Value for Money influences the largest part of the market of all trends (in value terms). This highlights that in the future Oils players are likely to need to compete not only to offer consumers products suited to their needs, but increasingly to do so at a competitive price
  • While the leading three brands have significant shares, beyond these positions the market is highly fragmented, allowing room for smaller (and new brands) to grow, as well as for Private Labels to enter the market.

Table of Contents

1. Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 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)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2. Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Oils & Fats Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Oils
    • 2.2.2 Solid Fats
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Oils
    • 2.3.2 Solid Fats

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Oils
    • 3.1.2 Solid Fats
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Oils
    • 3.2.2 Solid Fats

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Oils & Fats Brand Choice and Private Label Shares
    • 4.2.1 Oils
    • 4.2.2 Solid Fats

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Oils & Fats
    • 5.1.2 Oils
    • 5.1.3 Solid Fats

6. Consumption Impact: Market Valuation

  • 6.1 Oils & Fats Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Oils & Fats Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Oils & Fats Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7. Retailer Choice, Switching and Category Share of Organized Retail

  • 7.1 Retailer Volume Share of Organized Retail
    • 7.1.1 Retailer Share by Volume of Organized Retail in Oils & Fats
  • 7.2 Retailer Volume Share by Category of Organized Retail
    • 7.2.1 Retail Share by Volume of Organized Retail - Oils
    • 7.2.2 Retail Share by Volume of Organized Retail - Solid Fats
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 A. Angeloni Switching analysis
    • 7.3.3 Carrefour Switching Analysis
    • 7.3.4 Casino Switching Analysis
    • 7.3.5 Companhia Brasileira de Distribuicao Switching Analysis
    • 7.3.6 Coop Cooperativa de Consumo Switching Analysis
    • 7.3.7 Irmaos Bretas Switching Analysis
    • 7.3.8 Irmaos Muffato Switching Analysis
    • 7.3.9 Lojas Americanas Switching Analysis
    • 7.3.10 SHV Makro Switching Analysis
    • 7.3.11 Wal-Mart Switching Analysis
    • 7.3.12 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Oils & Fats, by Retailer Used
    • 7.4.1 A. Angeloni
    • 7.4.2 Carrefour
    • 7.4.3 Cia Zaffari
    • 7.4.4 Companhia Brasileira de Distribuicao
    • 7.4.5 Irmaos Muffato
    • 7.4.6 Lojas Americanas
    • 7.4.7 Prezunic
    • 7.4.8 Wal-Mart
    • 7.4.9 Other

8. Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Oils & Fats Market
  • Table 2: Foreign Exchange Rate - BRL Vs. US$, 2011
  • Table 3: Brazil Survey Respondent Profile (weighted), 2011
  • Table 4: Brazil Oils & Fats Value Share (%), by Age Groups, 2011
  • Table 5: Brazil Oils & Fats Value Share (%), by Gender, 2011
  • Table 6: Brazil Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Brazil Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Brazil Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Table 9: Brazil Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Brazil Oils Consumer Group Share (% market value), 2011
  • Table 11: Brazil Solid Fats Consumer Group Share (% market value), 2011
  • Table 12: Brazil Total Oils Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 13: Brazil Total Solid Fats Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: Brazil Oils Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 15: Brazil Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 16: Brazil Solid Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: Brazil Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: Brazil Oils Consumer Profiles (% consumers by sub-group), 2011
  • Table 19: Brazil Solid Fats Consumer Profiles (% consumers by sub-group), 2011
  • Table 20: Brazil Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 21: Brazil Oils Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 22: Brazil Solid Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 23: Brazil, Overall Oils & Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 24: Brazil, Oils: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 25: Brazil, Solid Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 26: Brazil Oils & Fats Market Value (Brazilian Real million), by Category, 2011
  • Table 27: Brazil Oils & Fats Market Value (US$ million), by Category, 2011
  • Table 28: Brazil Oils & Fats Market Volume (Kg m), by Category, 2011
  • Table 29: Brazil Oils & Fats Market Share (US$ million), by Category, 2011
  • Table 30: Brazil Oils & Fats Expenditure Per Capita (Brazilian Real), by Category, 2011
  • Table 31: Brazil Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Table 32: Brazil Oils & Fats Expenditure Per Household (Brazilian Real), by Category
  • Table 33: Brazil Oils & Fats Expenditure Per Household (US$), by Category
  • Table 34: Brazil Oils & Fats Market Volume Share (Kg m), by Category, 2011
  • Table 35: Brazil Oils & Fats Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 36: Brazil Oils & Fats Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 37: Brazil Oils & Fats Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Table 38: Brazil Oils Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 39: Brazil Solid Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Table 40: Brazil Switchers to A. Angeloni for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 41: Brazil Switchers to Carrefour for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 42: Brazil Switchers From Carrefour for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 43: Brazil Switchers to Casino for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 44: Brazil Switchers From Casino for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 45: Brazil Switchers to Companhia Brasileira de Distribuicao for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 46: Brazil Switchers From Companhia Brasileira de Distribuicao for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: Brazil Switchers to Coop Cooperativa de Consumo for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 48: Brazil Switchers to Irmaos Bretas for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: Brazil Switchers From Irmaos Bretas for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: Brazil Switchers to Irmaos Muffato for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 51: Brazil Switchers to Lojas Americanas for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 52: Brazil Switchers From Lojas Americanas for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 53: Brazil Switchers to SHV Makro for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 54: Brazil Switchers From SHV Makro for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 55: Brazil Switchers to Wal-Mart for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 56: Brazil Switchers From Wal-Mart for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 57: Brazil Switchers to Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 58: Brazil Switchers From Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 59: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
  • Table 60: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
  • Table 61: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
  • Table 62: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
  • Table 63: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2011
  • Table 64: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
  • Table 65: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
  • Table 66: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 67: Brazil Profile of Oils & Fats Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: Brazil Oils & Fats Value Share (%), by Age Groups, 2011
  • Figure 3: Brazil Oils & Fats Value Share (%), by Gender, 2011
  • Figure 4: Brazil Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Brazil Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Brazil Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Figure 7: Brazil Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Brazil Oils Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Brazil Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Brazil Solid Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Brazil Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Brazil Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 13: Brazil Oils & Fats Market Share (US$ million), by Category, 2011
  • Figure 14: Brazil Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Figure 15: Brazil Oils & Fats Expenditure Per Household (US$), by Category
  • Figure 16: Brazil Oils & Fats Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
  • Figure 17: Brazil Oils Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 18: Brazil Solid Fats Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2011
  • Figure 19: Brazil People Who Have Switched Retailer for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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