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Soup - Brazil

Published OnJun, 2013
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Cement: 2014 Market Review and Forecast
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INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Brazil dry soup retail sales, by value and volume, 2009-13 (est.)
Forecast
Figure 2: Brazil retail volume sales and forecast of dry soup, 2008-18
Figure 3: Brazil retail value sales and forecast of dry soup, 2008-18
Companies
Figure 4: Brazil—soup—company retail market share, by volume, 2012
The issues
Consumption of soup is low, a rare item on Brazilians’ shopping list
Attributes of homemade meals and homemade soup could increase consumption of prepared soup
Figure 6: Consumption of soup, November 2012
Convenience is the main attraction for young people and consumers who live alone
Figure 7: Consumption of homemade, dry, and canned soup, by age, November 2012
Apart from healthy claims, satiety is also important in the soup category
Figure 8: Agreement with the statement “I eat soup because it’s healthy,” by type of soup, November 2012
What we think
SOUP IS A RARE ITEM ON BRAZILIANS’ SHOPPING LISTS
Key topics
Consumption of soup is infrequent
Figure 9: Frequency of eating soup, November 2012
Figure 10: Usage of soup, by age, November 2012
Soup is a rare item on Brazilians’ shopping list
Figure 11: Brazil Average daily per capita food consumption, by selected food, 2008-09
Figure 12: Agreement with the statement “I expect soups to be as filling as regular meals,” November 2012
Figure 13: Agreement with the statement “Soups are expensive meal alternatives,” November 2012
Figure 14: Types of soup eaten, November 2012
Lack of year-round appeal restricts Brazilians’ soup consumption
Figure 15: Attitudes toward eating soup, “I tend to eat more soup in the winter,” November 2012
Figure 16: Agreement with the statement “I tend to eat more soup in the winter,” by region, November 2012
Stimulating out-of-home usage could increase overall consumption
Figure 17: Occasions for eating soup, November 2012
What it means
EXPLORING ATTRIBUTES OF HOMEMADE MEALS AND HOMEMADE SOUP COULD INCREASE CONSUMPTION OF MANUFACTURED SOUP
Key topics
Brazilians prefer homemade soup
Figure 18: Types of soup eaten, November 2012
Figure 19: Eating habits, November 2012
Figure 20: Eating habits, November 2012
Figure 21: Occasions for eating soup at home, November 2012
Dry soup is the most popular, after homemade
Figure 22: Types of soup eaten, November 2012
Figure 23: Domestic items owned, 2011
Attributes associated with homemade meals could make manufactured soup more attractive
Figure 24: Attitudes toward buying soup, November 2012
Value for money positioning appeals to less affluent groups
Figure 25: Consumption of soup, by socioeconomic group, November 2012
Figure 26: Consumption of homemade and dry soup, by socioeconomic group, November 2012
Figure 27: Dry soup product launches in selected markets, by total weight, 2009-12
What it means
CONVENIENCE IS THE MAIN ATTRACTION FOR YOUNG PEOPLE AND CONSUMERS WHO LIVE ALONE
Key topics
Younger consumers eat more dry soup
Figure 28: Consumption of homemade, dry, and canned soup, by age, November 2012
Figure 29: Consumption of prepared meals, by age, November 2012
Marked potential for single-serve options
Figure 30: Agreement with the statement "I normally buy soup in individual portions," by age, November 2012
Figure 31: Distribution of Brazilian households by number of residents, 2000 and 2010
Promoting convenience and satiety to make individual soup more appealing
Figure 32: Agreement with the statement “I buy prepared meals because I don't have time to cook homemade food,” by age, November 2012
Figure 33: Agreement with the statement “I try to keep myself fit by doing exercises and/or practicing sports,” by age group, June 2012
What it means
THE SOUP CATEGORY MUST GO BEYOND A “HEALTHY” POSITIONING: SATIETY IS ALSO IMPORTANT
Key topics
Soup users value the “health” aspect
Figure 34: Agreement with the statement “I eat soup because it’s healthy,” November 2012
Figure 35: Agreement with the statement “I eat soup because it's healthy,” by gender and age, November 2012
Figure 36: Agreement with the statement “I eat soup because it’s healthy,” by region, November 2012
Figure 37: Agreement with the statement “I eat soup because it’s healthy,” by type of soup eaten, November 2012
Brazilian market lacks soups with a healthy positioning
Figure 38: Top 10 claims in new product launches in the soup category in Brazil, 2012
Figure 39: Top 10 claims in new product launches in the soup market in the U.S., 2012
Figure 40: Top 10 claims in new product launches in the soup market in the UK, 2012
Healthy products should also be filling
What it means
APPENDIX: THE MARKET
Figure 41: Brazil retail sales of dry soup, by value and volume, 2008-18
Figure 42: Brazil retail value sales of dry soup, best and worst case and Mintel forecast, 2013-18
Figure 43: Brazil retail volume sales of dry soup, best and worst case and Mintel forecast, 2013-18
Figure 44: Soup Retail sales volume and value share, by leading companies, 2012
APPENDIX: CONSUMER RESEARCH
Frequency of eating soup
Figure 45: Frequency of eating soup, by type, November 2012
Figure 46: Frequency of eating any soup, by demographics, November 2012
Figure 47: Frequency of eating canned soup, by demographics, November 2012
Figure 48: Frequency of eating dry soup, by demographics, January 2012
Figure 49: Frequency of eating frozen soup, by demographics, November 2012
Figure 50: Frequency of eating chilled soup, by demographics, November 2012
Figure 51: Frequency of eating homemade soup, by demographics, November 2012
Occasions for which soup is eaten
Figure 52: Occasions for eating soup, November 2012
Figure 53: Occasions for eating soup at home, by demographics, November 2012
Figure 54: Occasions for eating soup, "At work" or "I don't eat soup at work," by demographics, November 2012
Figure 55: Occasions for eating soup, "I don't eat soup at school/college," by demographics, November 2012
Figure 56: Occasions for eating soup, by frequency of eating any soup, November 2012
Figure 57: Occasions for eating soup, by consumption of canned soup, November 2012
Figure 58: Occasions for eating soup, by frequency of eating dry soup, November 2012
Figure 59: Occasions for eating soup, by frequency of eating frozen soup, November 2012
Figure 60: Occasions for eating soup, by frequency of eating chilled soup, November 2012
Figure 61: Occasions for eating soup, by frequency of eating homemade soup, November 2012
Attitudes toward buying soup
Figure 62: Attitudes toward buying soup, November 2012
Figure 63: Attitudes toward buying soup, by demographics, November 2012
Figure 64: Attitudes toward buying soup, by demographics, November 2012 (cont.)
Figure 65: Attitudes toward buying soup, by frequency of eating soup, November 2012
Figure 66: Attitudes toward buying soup, by frequency of eating canned and dry soup, November 2012
Figure 67: Attitudes toward buying soup, by frequency of eating frozen and chilled soup, November 2012
Figure 68: Attitudes toward buying soup, by frequency of eating homemade soup, November 2012
Figure 69: Attitudes toward buying soup, by occasions for eating soup at home, November 2012
Figure 70: Attitudes toward buying soup, by occasions for eating soup at work and at school/college, November 2012
Attitudes toward eating soup
Figure 71: Attitudes toward eating soup, November 2012
Figure 72: Attitudes toward eating soup, by demographics, November 2012
Figure 73: Attitudes toward buying soup, by frequency of eating soup, November 2012
Figure 74: Attitudes toward eating soup, by frequency of eating canned and dry soup, November 2012
Figure 75: Attitudes toward eating soup, by frequency of eating frozen and chilled soup, November 2012
Figure 76: Attitudes toward eating soup, by frequency of eating homemade soup, November 2012
Figure 77: Attitudes toward buying soup, by occasions for eating soup, November 2012
APPENDIX: GNPD DATA
Figure 78: New product launches of soup in Brazil, by segment, 2008-12
Figure 79: Brazil soup new product launches, by top 10 companies, 2008-12
Figure 80: Brazil soup new product launches, by major claims, 2008-12
Figure 81: Brazil soup new product launches, by type of launch, 2008-12

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