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The Brazilian Fish & Seafood Market: What Consumers Eat and Why?

Published OnOct, 2013
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Cement: 2014 Market Review and Forecast
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Product Synopsis

This report provides the results for the Fish & Seafood 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 Fish & Seafood 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 Fish & Seafood market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As an emerging economy, Brazilian consumers are being affected by new consumer behaviors and are developing new consumption habits in many CPG categories, including Fish & Seafood. Being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth, which makes the early identification of consumer groups and trends that drive 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: Ambient Fish & Seafood, Raw Packaged Fish & Seafood-processed Pieces, Raw Packaged Fish & Seafood-whole cuts, Dried Fish & Seafood, Fresh Fish & Seafood (counter), and Frozen Fish & Seafood.
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

In several categories there is a noticeable drop off in the share of users (across all user groups) for the Early Young Adult age groups. This age range appears to be one where consumption habits from child and teenage years are reassessed and consumers are being lost to certain categories at this age range as a result.
More females consume Dried Fish & Seafood than males, and do so frequently. Overall consumption is relatively low, with 52% of females consuming Dried Fish & Seafood compared to 43% of males. In terms of consumption frequency, 33% of females record Heavy or Medium frequency consumption, compared with only 26% of males.
Older Consumers (those aged over 55) are key consumers in the Fish & Seafood market in Brazil. Despite accounting for only 15% of the population, they have an 18% share of the market by value. Their above average consumption is expected to further distort the market in their direction, as increasing life expectancy will expand the size of the age group.

Key Highlights

Private label penetration is particularly high in the Raw Packaged Fish & Seafood categories, processed pieces and whole cuts, with over half of the volume of products distributed being private label. Brands in other Fish & Seafood categories, where private label penetration ranges between 10% and 20%, are expected to come under increasing pressure from retailers of organized retail as they attempt to replicate their success in Raw Packaged Fish & Seafood.
The three largest product categories by value, Fresh Fish & Seafood (counter), Raw Packaged Fish & Seafood - processed pieces and Raw Packaged Fish & Seafood - whole cuts, each have a market share of approximately 25%.
Not only do a large proportion of Brazilian consumers, in certain categories at least, 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. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success. Some of the key trends to target are Changing Age Structures and Individualism.

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
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 Fish & Seafood 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 Ambient Fish & Seafood
3.2.2 Dried Fish & Seafood
3.2.3 Fresh Fish & Seafood (counter)
3.2.4 Frozen Fish & Seafood
3.2.5 Raw Packaged Fish & Seafood - processed pieces
3.2.6 Raw Packaged Fish & Seafood - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Fish & Seafood
3.3.2 Dried Fish & Seafood
3.3.3 Fresh Fish & Seafood (counter)
3.3.4 Frozen Fish & Seafood
3.3.5 Raw Packaged Fish & Seafood - processed pieces
3.3.6 Raw Packaged Fish & Seafood - whole cuts
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Fish & Seafood
4.1.2 Dried Fish & Seafood
4.1.3 Fresh Fish & Seafood (counter)
4.1.4 Frozen Fish & Seafood
4.1.5 Raw Packaged Fish & Seafood - processed pieces
4.1.6 Raw Packaged Fish & Seafood - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Fish & Seafood
4.2.2 Dried Fish & Seafood
4.2.3 Fresh Fish & Seafood (counter)
4.2.4 Frozen Fish & Seafood
4.2.5 Raw Packaged Fish & Seafood - processed pieces
4.2.6 Raw Packaged Fish & Seafood - whole cuts
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fish & Seafood Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Fish & Seafood
5.2.2 Dried Fish & Seafood
5.2.3 Fresh Fish & Seafood (counter)
5.2.4 Frozen Fish & Seafood
5.2.5 Raw Packaged Fish & Seafood - processed pieces
5.2.6 Raw Packaged Fish & Seafood - whole cuts
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Fish & Seafood
6.1.2 Ambient Fish & Seafood
6.1.3 Dried Fish & Seafood
6.1.4 Fresh Fish & Seafood (counter)
6.1.5 Frozen Fish & Seafood
6.1.6 Raw Packaged Fish & Seafood - processed pieces
6.1.7 Raw Packaged Fish & Seafood - whole cuts
7 Consumption Impact: Market Valuation
7.1 Fish & Seafood Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fish & Seafood 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 Fish & Seafood 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 Fish & Seafood of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume - Ambient Fish & Seafood
8.2.2 Retail Share by Volume - Dried Fish & Seafood
8.2.3 Retail Share by Volume - Fresh Fish & Seafood (counter)
8.2.4 Retail Share by Volume - Frozen Fish & Seafood
8.2.5 Retail Share by Volume - Raw Packaged Fish & Seafood - processed pieces
8.2.6 Retail Share by Volume - Raw Packaged Fish & Seafood - whole cuts
8.3 Profiles of End-Consumers of Fish & Seafood, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Cia Zaffari
8.3.4 Companhia Brasileira de Distribuicao
8.3.5 Coop Cooperativa de Consumo
8.3.6 G.Barbosa
8.3.7 Irmaos Bretas
8.3.8 Irmaos Muffato
8.3.9 Lojas Americanas
8.3.10 Prezunic
8.3.11 SHV Makro
8.3.12 Wal-Mart
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Fish & Seafood Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Fish & Seafood Value Share (%), by Age Groups, 2012
Table 5: Brazil Fish & Seafood Value Share (%), by Gender, 2012
Table 6: Brazil Fish & Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Fish & Seafood Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Fish & Seafood Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Fish & Seafood Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Ambient Fish & Seafood Consumer Group Share (% market value), 2012
Table 11: Brazil Dried Fish & Seafood Consumer Group Share (% market value), 2012
Table 12: Brazil Fresh Fish & Seafood (counter) Consumer Group Share (% market value), 2012
Table 13: Brazil Frozen Fish & Seafood Consumer Group Share (% market value), 2012
Table 14: Brazil Raw Packaged Fish & Seafood - processed pieces Consumer Group Share (% market value), 2012
Table 15: Brazil Raw Packaged Fish & Seafood - whole cuts Consumer Group Share (% market value), 2012
Table 16: Brazil Total Ambient Fish & Seafood Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Dried Fish & Seafood Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Fresh Fish & Seafood (counter) Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Frozen Fish & Seafood Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Raw Packaged Fish & Seafood - processed pieces Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Raw Packaged Fish & Seafood - whole cuts Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Ambient Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Ambient Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Dried Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Dried Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Frozen Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Frozen Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Ambient Fish & Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 35: Brazil Dried Fish & Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 36: Brazil Fresh Fish & Seafood (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 37: Brazil Frozen Fish & Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 38: Brazil Raw Packaged Fish & Seafood - processed pieces Consumer Profiles (% consumers by sub-group), 2012
Table 39: Brazil Raw Packaged Fish & Seafood - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 40: Brazil Fish & Seafood Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: Brazil Ambient Fish & Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Brazil Dried Fish & Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Brazil Fresh Fish & Seafood (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Brazil Frozen Fish & Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Brazil Raw Packaged Fish & Seafood - processed pieces Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Brazil Raw Packaged Fish & Seafood - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Brazil Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Brazil Ambient Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Brazil Dried Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Brazil Fresh Fish & Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Brazil Frozen Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: Brazil Raw Packaged Fish & Seafood - processed pieces: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Brazil Raw Packaged Fish & Seafood - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Brazil Fish & Seafood Market Value (Brazilian Real million), by Category, 2012
Table 55: Brazil Fish & Seafood Market Value (US$ million), by Category, 2012
Table 56: Brazil Fish & Seafood Market Volume (Kg m), by Category, 2012
Table 57: Brazil Fish & Seafood Market Value (US$ million), by Category, 2012
Table 58: Brazil Fish & Seafood Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 59: Brazil Fish & Seafood Expenditure Per Capita (US$), by Category, 2012
Table 60: Brazil Fish & Seafood Expenditure Per Household (Brazilian Real), by Category
Table 61: Brazil Fish & Seafood Expenditure Per Household (US$), by Category
Table 62: Brazil Fish & Seafood Market Volume (Kg m), by Category, 2012
Table 63: Brazil Fish & Seafood Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 64: Brazil Fish & Seafood Consumption Per Household (Kg m / Households m), by Category, 2012
Table 65: Brazil Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
Table 66: Brazil Ambient Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 67: Brazil Dried Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 68: Brazil Fresh Fish & Seafood (counter) Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 69: Brazil Frozen Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 70: Brazil Raw Packaged Fish & Seafood - processed pieces Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 71: Brazil Raw Packaged Fish & Seafood - whole cuts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Table 72: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 73: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 74: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 75: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 76: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 77: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 78: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 79: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 80: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 81: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 82: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 83: Brazil: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Fish & Seafood Value Share (%), by Age Groups, 2012
Figure 3: Brazil Fish & Seafood Value Share (%), by Gender, 2012
Figure 4: Brazil Fish & Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Fish & Seafood Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Fish & Seafood Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Fish & Seafood Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Ambient Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Ambient Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Dried Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Dried Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Frozen Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Frozen Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Fish & Seafood Market Value (US$ million), by Category, 2012
Figure 21: Brazil Fish & Seafood Expenditure Per Capita (US$), by Category, 2012
Figure 22: Brazil Fish & Seafood Expenditure Per Household (US$), by Category
Figure 23: Brazil Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
Figure 24: Brazil Ambient Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 25: Brazil Dried Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 26: Brazil Fresh Fish & Seafood (counter) Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 27: Brazil Frozen Fish & Seafood Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
Figure 28: Brazil Raw Packaged Fish & Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 29: Brazil Raw Packaged Fish & Seafood - whole cuts Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
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