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The Brazilian Soy Products Market: What Consumers Eat and Why?

Published OnOct, 2013
Pages51
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Cement: 2014 Market Review and Forecast
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Product Synopsis

This report provides the results for the Soy Products 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. 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 Soy Products 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 Soy Products 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 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 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: Soy Desserts, Soy Drinks, and Soy Milk.
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.

Key Market Issues

The Better Off wealth group has the largest share of the market by value, 30%; however, this is in line with their share of the overall population. While marketers may wish to target this group, the fact that they do not consume Soy Products disproportionately means other wealth groups should not be ignored, either. Companies can introduce differentiated products targeting various income groups so that every income group is effectively targeted.
Private Label penetration is extremely low in Soy Drinks and Soy Milk, accounting for less than 4% of the volume of products distributed in both categories, and only slightly higher in Soy Desserts, where penetration is 10%. This suggests that private labels have been unable to establish their health credentials in Soy Products, one of the leading drivers of consumption of these products.
Children consume Soy Products disproportionately. Kids & Babies have a 22.6% share of the Soy Products market by value despite accounting for only 18% of the population, while Tweens & Early Teens have a 15% market share despite accounting for 10% of the population. The market should grow substantially if these consumers continue these consumption patterns as they get older.

Key Highlights

A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don’t always act on these trends – the result is that overall trend influence is limited, but has the potential to grow. The limited impact of trends suggests that the market is largely functional, based on a core group of consumers who are lactose intolerant.
Soy Drinks is the most valuable category in the Soy Products market in Brazil, closely followed by Soy Milk. This is unusual as the Soy Milk category tends to be much larger than the Soy Drinks category in other European and America markets. The smallest category, Soy Desserts, is approximately half as large as Soy Drinks and Soy Milk, again unusual as this gap tends to be larger in other countries. This suggests a strongly undeveloped Soy Milk market in Brazil.

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 Soy Products 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 Soy Desserts
3.2.2 Soy Drinks
3.2.3 Soy Milk
3.3 Behavioral Trends and Market Value
3.3.1 Soy Desserts
3.3.2 Soy Drinks
3.3.3 Soy Milk
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Soy Desserts
4.1.2 Soy Drinks
4.1.3 Soy Milk
4.2 Consumer Profiles by Product Category
4.2.1 Soy Desserts
4.2.2 Soy Drinks
4.2.3 Soy Milk
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soy Products Brand Choice and Private Label Consumer Penetration
5.2.1 Soy Desserts
5.2.2 Soy Drinks
5.2.3 Soy Milk
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soy Products
6.1.2 Soy Desserts
6.1.3 Soy Drinks
6.1.4 Soy Milk
7 Consumption Impact: Market Valuation
7.1 Soy Products Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soy Products 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 Soy Products 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 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Soy Products Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Soy Products Value Share (%), by Age Groups, 2012
Table 5: Brazil Soy Products Value Share (%), by Gender, 2012
Table 6: Brazil Soy Products Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Soy Products Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Soy Products Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Soy Products Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Soy Desserts Consumer Group Share (% market value), 2012
Table 11: Brazil Soy Drinks Consumer Group Share (% market value), 2012
Table 12: Brazil Soy Milk Consumer Group Share (% market value), 2012
Table 13: Brazil Total Soy Desserts Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Soy Drinks Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Soy Milk Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Soy Desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Soy Desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Soy Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Soy Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Soy Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Soy Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Soy Desserts Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Soy Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Soy Milk Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Soy Products Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Soy Desserts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Soy Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Soy Milk Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil Soy Products: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil Soy Desserts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil Soy Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil Soy Milk: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Soy Products Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Soy Products Market Value (US$ million), by Category, 2012
Table 35: Brazil Soy Products Market Volume (Kg m), by Category, 2012
Table 36: Brazil Soy Products Market Value (US$ million), by Category, 2012
Table 37: Brazil Soy Products Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Soy Products Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Soy Products Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Soy Products Expenditure Per Household (US$), by Category
Table 41: Brazil Soy Products Market Volume (Kg ), by Category, 2012
Table 42: Brazil Soy Products Consumption Per Capita (Kg / Population ), by Category, 2012
Table 43: Brazil Soy Products Consumption Per Household (Kgm / Householdsm ), by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Soy Products Value Share (%), by Age Groups, 2012
Figure 3: Brazil Soy Products Value Share (%), by Gender, 2012
Figure 4: Brazil Soy Products Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Soy Products Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Soy Products Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Soy Products Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Soy Desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Soy Desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Soy Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Soy Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Soy Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Soy Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Soy Products Market Value (US$ million), by Category, 2012
Figure 15: Brazil Soy Products Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Soy Products Expenditure Per Household (US$), by Category
The Future of the Soy Products Market in Brazil to 2018
The Future of the Soy Products Market in Brazil to 2018 is the result of Canadean’s extensive market research. The report presents detailed analysis on the Soy Products consumption trends in Brazil, historic and forecast Soy Products consumption volumes and values at market and category level, brand share and distribution channel data. This report
The Future of the Soy Products Market in Brazil to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape
"The Future of the Soy Products Market in Brazil to 2017: Market Size, Distribution and Brand Share, Key Events and Competitive Landscape" is the result of Canadean’s extensive market and company research. This report presents detailed analysis on the Soy Products consumption trends in Brazil, historic and forecast Soy Products consumption volumes

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