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Changing Eating Habits - Brazil

Published OnJun, 2013
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“Consumers are increasingly searching for convenience, either because they are pressed for time or because they prioritize tasks other than cooking. This is creating growing demand for products that make cooking easy, such as ready meals and ready-to-cook meals, but also for on-the-go products and for fast food restaurants.”

In this report, we will answer the following key questions:

How do young Brazilians’ eating habits differ from those of the older cohorts? What should be done to motivate them to eat healthier foods?
How can operators in the food industry meet the needs of the higher socio-economic groups, who increasingly have greater interest in gourmet cuisine and demand greater convenience?
How does the positive outlook of the Brazilian economy impact the food habits of the low-income consumers? What type of products can tap into their time-poor lifestyles?
Do men and women have the same health concerns? How can brands effectively tap into the differences in their eating habits?

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The issues
New technologies can be used to influence eating habits
Figure 1: Opinions on eating habits, by age group, January 2013
Consumers in upper socioeconomic groups seek gourmet cuisine and convenient meals
Figure 2: Opinions on eating habits, by socioeconomic group, January 2013
Lower income groups have improved their income, but they have less time to cook
Figure 3: Attitudes to cooking and food, by socioeconomic group, January 2013
Men and women are in different levels in terms of healthy eating
Figure 4: Eating habits, by gender, June 2012
What we think
NEW TECHNOLOGIES CAN BE USED TO INFLUENCE EATING HABITS
Key points
Government steps into action as Brazil faces a growing obesity problem
Brazil faces a growing obesity problem
Government focuses on early intervention
Brands can benefit from taking the initiative on health
Young people are consuming unhealthy foods, but look to keep fit through exercise
18-24s have less healthy diets than average
Figure 5: Opinions on eating habits, by age group, January 2013
Figure 6: Agreement with the statement “junk food is something you can eat everyday”, by age group, January 2013
Figure 7: Vegetables and carbonated drinks purchase increase in the last year, by age group, January 2013
Busy lifestyles contribute to youngsters’ unhealthy diets
Figure 8: Agreement with the statement “technology resources, such as mobile phones and the Internet, make my life seem busier”, by age groups, November 2012
Figure 9: Attitudes to cooking & food, by age group, January 2013
Figure 10: Eating habits, by age group, November 2012
Positioning products around keeping fit should resonate with young adults
Figure 11: Agreement with the statement “I try to keep myself fit by doing exercises and/or practicing sports, by age group, June 2012
Figure 12: Agreement with the statement “I think children and teens are often worried about what they’re eating because they don’t want to gain weight”, by age groups, January 2013
Food brands can look to technology to connect with young adults
Figure 13: Attitudes to internet usage, by age group, November 2012
Figure 14: Agreement with the statement “I take vitamins and/or dietary supplements every day”, by age group, June 2012
What it means
CONSUMERS IN UPPER SOCIOECONOMIC GROUPS SEEK GOURMET CUISINE AND CONVENIENT MEALS
Key points
Higher employment and a growing economy support the demand for eating out
Figure 15: Changes to eating out habits, by socioeconomic group, January 2013
Figure 16: Leisure habits, by socioeconomic group, November 2012
Figure 17: Agreement with the statement “Eating out is something you can do often”, by socioeconomic group, January 2013
Premium and exotic fast food is a way of attracting more consumers
Figure 18: Attitudes to trying different restaurants and foods, by socioeconomic group, January 2013
Figure 19: Attitudes to food from different cultures and fast food, by socioeconomic group, January 2013
Growth of high-end shopping creates opportunities for premium and convenient foodservice concepts
Premium retail products can tap into ABs’ interest in dining at home
Figure 20: Agreement with the statement “Famous chefs TV shows encourage me to cook more at home “, by socioeconomic group, January 2013
Figure 21: Attitudes to cooking & food, by demographics, January 2013
What it means
LOWER INCOME GROUPS HAVE HIGHER INCOMES THAN BEFORE, BUT LESS TIME TO COOK
Key points
Tax exemption on staple foods and rising incomes help lower socioeconomic groups to diversify their diet
Figure 22: Food & drink purchase increase in the last year, by socioeconomic group, January 2013
Cooking is a low priority for time-pressed DE consumers
Figure 23: Leisure time and housework behaviour, by socioeconomic group, November 2012
Figure 24: Attitudes to cooking & food, by socioeconomic group, January 2013
Figure 25: Percentage of households that own a freezer, by household monthly income, 2011
Figure 26: Non-usage of prepared meals, by socioeconomic group, November 2012
Prepared meals can tap into DE consumers’ demand for convenience and affordability
Figure 27: Attitudes toward prepared meals, by socioeconomic group, November 2012
Figure 28: Agreement with the statement “I expect prepared meals to taste as good as a regular meal of the same kind”, by socioeconomic group, November 2012
Figure 29: Frequency of eating prepared meals, by socioeconomic group, November 2012
What it means
MEN AND WOMEN HAVE DIFFERENT APPROACHES TO HEALTHY EATING
Key points
Men have less healthy eating habits than women
Figure 30: Food & drink purchase increase in the last year, by gender, January 2013
Figure 31: Eating habits, by gender, June 2012
Figure 32: Agreement with the statement “I am aware of hereditary conditions in my family and I have adjusted my lifestyle accordingly”, by gender, June 2012
Men eat out more often and eat more junk food than women, but would like to eat more at home
Figure 33: Attitudes to eating out and junk food, by gender, January 2013
Figure 34: Attitudes to cooking & food, by gender, January 2013
Women look for a more holistic approach to health with physical and mental balance
Figure 35: Percentage of people who have increased the amount of yoghurt they purchase in the last year, by gender, January 2013
Figure 36: Major factors that people view as contributing to healthy living, by gender, June 2012
What it means
APPENDIX – THE CONSUMER
Food and drink purchase increase in the last year
Figure 37: Food and drink categories where consumers have increased their purchases in the last year, January 2013
Figure 38: Most popular food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
Figure 39: Next most popular food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
Figure 40: Other food and drink categories where consumers have increased their purchases in the last year, by demographics, January 2013
Opinions on eating habits
Figure 41: Opinions on eating habits, January 2013
Figure 42: Most popular opinions on eating habits, by demographics, January 2013
Figure 43: Next most popular opinions on eating habits, by demographics, January 2013
Figure 44: Opinions on eating habits, by most popular food and drink categories where consumers have increased their purchases in the last year, 2012
Figure 45: Opinions on eating habits, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
Figure 46: Opinions on eating habits, by other food and drink categories where consumers have increased their purchases in the last year, 2012
Impacts on eating habits
Figure 47: Impacts on eating habits, January 2013
Figure 48: Most popular impacts on eating habits, by demographics, January 2013
Figure 49: Next most popular impacts on eating habits, by demographics, January 2013
Figure 50: Agreement with the statement: “my children learn a lot about healthy eating habits in school”, by demographics, January 2013
Figure 51: Impacts on eating habits, by most popular food and drink categories where consumers have increased their purchasesincrease in the last year, 2012
Figure 52: Impacts on eating habits, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
Figure 53: Impacts on eating habits, by other food and drink categories where consumers have increased their purchases in the last year, 2012
Attitudes to cooking and food
Figure 54: Attitudes to cooking and food, January 2013
Figure 55: Agreement with the statements “I would like to eat more often at home “ and “Food delivery (e.g., takeaway) is a convenient option when you don’t have time to cook”, by demographics, January 2013
Figure 56: Agreement with the statements “Ready meals are more practical than cooking from scratch “ and “It’s a good thing to cook large dishes in so this can last more than one meal “, by demographics, January 2013
Figure 57: Agreement with the statements “Frozen food is a must have at home “ and “Eating out is something you can do often “, by demographics, January 2013
Figure 58: Agreement with the statements “Fast food is better value for money than eating at restaurants” and “Junk food (e.g., Pizza, salty snacks) is something you can eat everyday”, by demographics, January 2013
Figure 59: Agreement with the statements “Cooking is only for special occasions (e.g., Christmas, birthdays, Easter, etc) “ and “Cooking is a difficult skill to learn”, by demographics, January 2013
Figure 60: Attitudes to cooking and food, by most popular food and drink categories where consumers have increased their purchases in the last year, 2012
Figure 61: Attitudes to cooking and food, by next most popular food and drink categories where consumers have increased their purchases in the last year, 2012
Figure 62: Attitudes to cooking and food, by other food and drink categories where consumers have increased their purchases in the last year, 2012

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