Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Savory Snacks Market FD0013IS Sample Pages Insight Report April 2014
Reasons to buy this report This report brings together consumer analysis and market data to provide actionable insight into the behavior of consumers. This is based on Canadean s unique consumer data developed from extensive consumption surveys and consumer group tracking which quantifies the influence of 20 consumption motivations within your industry. Consumer trends analysis An overview of the key demographic groups driving consumption in your industry, and what their motivations are for doing so. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate. Market sizing Market value and volumes are given over 2008-2018 for ten leading countries across the globe. Coverage includes major European markets, the US, and the emerging markets of Brazil, Russia, India, and China. Demographic analysis Key demographic groups driving consumption within the US market are identified. The figures showcase the number of Dairy occasions attributed to specific age and gender groups, as well as identifying whether these demographics "over" consume in the category. Product innovation examples Examples are provided of innovative international and country-specific product development within your industry, with analysis of how these products effectively target the most pertinent consumer need states. Recommended actions Strategic recommendations of how to capitalize on the evolving consumer landscape are offered, allowing product and marketing strategies to be better aligned with the leading trends in the market. Future outlook The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within your industry will evolve in the short-to-medium term future. 2
Key Findings: A desire for low-cost options, fun and indulgent flavors, and convenience is driving Savory Snacks consumption There are a number of reasons why consumers turn to Savory Snacks and a number of reasons they don t. It is crucial for manufacturers to understand what consumers want from the actual products that they purchase Low-budget option: Savory snacks are considered by consumers as an inexpensive way of treating themselves. Time-scarcity: The busy lifestyles of consumers means they are time-pressed and do not have full-meals at traditional times. Experimentation: Manufacturers can experiment with different flavors and tastes of Savory Snacks fit for diverse occasions. Fun and enjoyment: Consumers seek to try out different versions of Savory Snacks available in novel shapes, sizes, and taste simply for fun. Me-time Indulgence: Consumers seek to take out time for themselves from their stressful lives and indulge in Savory Snacks to relax. DRIVERS OF CONSUMPTION INHIBITORS OF CONSUMPTION Freshness: Consumers tend to opt for bakery snacks as fresh, convenient food substitutes for Savory Snacks. Emotional disconnect: Savory Snacks fail to cause any emotional trigger in consumers that can transform into demand. Health: Savory Snacks are inherently associated as being unhealthy due to their high calorie, sodium, and fat content. Safety: Increased concerns about the use of artificial additives in Savory Snacks lead to consumers shying away from them. Age restricted demand: Parents of young children tend to avoid purchasing Savory Snacks and opt for nutritional substitutes instead. 3
Example table of contents Definitions Category classifications Demographic definitions Summary methodology Trend framework Market context Drivers and inhibitors of consumption Overall Savory Snacks market value, (US$ millions), 2008-2018 Overall Savory Snacks market volume, (millions of KG), 2008-2018 Savory Snacks market volume, (millions of KG), 2008-2018, by segment Number of Savory Snacks consumption occasions in 2012, by gender Number of Savory Snacks consumption occasions in 2012, by age Global country comparison of Savory Snacks market value and growth, (US$ millions), 2008-2018 Global country comparison of Savory Snacks market volume and growth, (millions of KG), 2008-2018 Volume of Savory Snacks sold globally and forecast CAGR over the period 2013 2018 (size of bubble denotes market volume) Demographic cohort consumption patterns Breakdown of Savory Snacks consumption occasions 2012, by gender Over/under consumption of Savory Snacks compared to the proportion of society represented Breakdown of Savory Snacks consumption occasions 2012, by age group Over/under consumption of Savory Snacks compared to the proportion of society represented Breakdown of Savory Snacks consumption by whether it is the result of heavy, medium or light consumption, by gender, 2012 Breakdown of Savory Snacks consumption by whether it is the result of heavy, medium or light consumption, by age group, 2012 Consumer trend analysis Level of influence each trend has on overall Savory Snacks consumption, by volume, 2013 Level of influence each trend has on overall Savory Snacks consumption across the globe, by volume, 2013 4 5 6 8 10 11 11 12 13 13 14 14 15 17 17 18 18 19 20 22 23 4
Example table of contents - continued Consumer trend analysis - continued The Changing Lifestyle mega-trend The Connectivity mega-trend The Convenience mega-trend The Ethics mega-trend The Experience & Enjoyment mega-trend The Health & Wellness mega-trend The Individuality mega-trend The Trust mega-trend The Value mega-trend Innovation examples Innovative country-specific launches in the Savory Snacks sector Innovative global launches in the Savory Snacks sector Recommended actions Recommendations for manufactures, marketers and retailers Appendix An explanation of the sub-trends Detailed methodology About Canadean 24 26 28 30 32 34 36 28 40 43 45 47 50 53 57 5
There were XX.X billion Savory Snacks occasions in Brazil in 2012, with per capita consumption higher amongst Males and Tweens & Early Teens In Brazil, there were XX.X billion Savory Snacks occasions in 2012. This equates to XX.X per person per year GENDER This can be broken down into: Women: Men: Brazilian men, on an average, have a higher number of Savory Snacks occasions per person than women, driven by a desire for products that offer novel taste experiences or higher quality ingredients and flavors. AGE GROUPS Kids & Babies Per person: XXX.X Teens & Early Tweens: Early Young Adults: Older Young Adults: Pre-Mid-Lifers: Per person: XXX.X Mid-Lifers: Per person: XXX.X Older Consumers: On an average, Tweens & Early Teens enjoy the most Savory Snacks occasions per person in Brazil. This group experience a strong desire for products that meet the need of their age, be this through taste, packaging, or nutrition, as well as seeking products offering them fun and enjoyment. 6
The Changing Lifestyle mega-trend: Brazil s rapidly shifting population profile is leading to demand for products meeting age-specific needs How the Changing Lifestyle mega-trend manifests in consumer behavior in the Savory Snacks market Meeting age-specific needs is a key driver of consumption, particularly among the large population of Brazilian youth. Manufacturers should position their products focusing on the age-specific needs of consumers, adopting marketing strategies and product formulations specific to such requirements. Marketing Savory Snack products for sports and parties for Young Consumers, as well as focusing on gluten and trans-fat free and baked products for Older Consumers will help Savory Snack manufacturers further expand their consumer base in the country. The category most affected by age-needs is Nuts & Seeds, at XX%, where manufacturers can position products as offering protein and calcium. Consumption in Brazil is also influenced by the demands of Changing Lifestages. As the average age rises from 28 to 30 years over 2000-2030, the priorities of the population also changes leading to an increased demand for healthier products and family friendly pack sizes. Extent that the trend influences consumer behavior Product innovation example 15.2% Product: Cashews Royale Kids Manufacturer: Cascaju Changing Age Structures 8.3% Changing Lifestages 2.6% New Gender Behaviors 5.0% Urbanization & Migration Cascaju s nut snack is targeted at kids, and is certified as not exceeding recommended amounts of saturated fat, salt or sugar, allowing it to be sold in schools. The bright, colorful packaging will appeal to children, while the nutritional value will please parents. 7
Manufacturers of Savory Snacks are innovating across categories to target growing needs of the Brazilian consumers Innovative Brazilian launches in the Savory Snacks sector Brand: Doritos Roulette Manufacturer: PepsiCo Launched: Brazil, 2013 Trend: Experience Seeking, Fun & Enjoyment Doritos Roulette offers a handful of spicy peppery chips hidden amongst milder flavored ones. Based on the concept of a game of roulette, the brand offers consumers a novel way to eat snacks with a fun, game element. Brand: Lay s Manufacturer: PepsiCo Launched: Brazil, 2013 Trend: Convenience Lay s products were introduced in the Brazilian market in packages that open horizontally, are easy to handle and can even be placed upright, to stop the chips from falling. The new packages were developed to allow customers to handle packaging comfortably. Brand: Elma Chips Manufacturer: PepsiCo Launched: Brazil, 2013 Trend: Fun & Enjoyment Presented as a sharing appetiser to serve at social occasions, PepsiCo offers consumers in Brazil its new range of snack peanuts in Japanese, Skinless, Crunchy, and Ovinhos varieties. Brand: Torcida Manufacturer: PepsiCo Launched: Brazil, 2013 Trend: Packaging PepsiCo introduced a new packaging layout for its Torcida range of snacks in a vertical format to foster on-the-go consumption where a consumer can conveniently place the pack on its mouth for snacking directly from the pack. 8
Marketers should target women s busy lives and the emerging Northeast region Marketers should target the high number of busy working women The already high, and growing numbers of working women will slowly reshape Brazilian consumption habits. This will increase demand for convenient products that free up time spent cooking, and increase the number of women looking to eat and drink on-the-go, or relax during or after a long day at work. Packaging will therefore play a key role, as the Savory Snacks market evolves from offering large volumes at affordable pricing to one that targets the growing variety of women s consumption occasions. 7+ hours 34.1% 6.5% 11.5% 5-7 hours 3-5 hours 0-3 hours 47.9% Consumers with 0-3 hours of leisure time a day account for almost half of overall Savory Snacks consumption by volume. They will look for convenient onthe-go snack products, and multipacks will also be useful as consumers will have limited time to go shopping. Brazil s Northeast is the next stop for growth Rising economic growth and improving standards of living in Brazil s Northeast is driving the demand for snack products. Companies can leverage the growing penetration of Hypermarkets & Supermarkets in the distribution of Savory Snacks in this region to expand their consumer base. Although the Northeastern states have some of the lowest GDP per capitas in the country, they also have some of the highest population densities. Rapid economic growth in these regions will create a large, value-seeking consumer group. Brazil has 27 states. Northeastern states rank low in terms of per capita GDP, but high in population density. This makes them a key opportunity as the economy grows and more retail chains target these states. Key States in the Northeast of Brazil, 2012 State GDP Per Capita (US$) Rank People per square km Rank Alagoas 4,476 25 118.9 4 Ceará 5,239 23 59.0 11 Paraíba 4,821 24 69.4 9 Pernambuco 6,151 20 93.7 6 Rio Grande do Norte 5,802 22 63.9 10 Sergipe 6,578 17 100.2 5 Source: IBGE 9
Summary Methodology This report is comprised of two data research programs MARKET DATA Method: analyst triangulation of consensus numbers based upon comprehensive primary and desk research as part of an international research programme. Coverage: 50 Countries fully researched 7 Savory Snacks categories 8 channels Value and Volume data Internationally comparable data 100% standardized definitions CONSUMER DATA Method: extensive consumption surveys and consumer group tracking with strict age and gender quotas to ensure nationally-representative results. Coverage: 10 Countries 20 Consumer Trends 26 Consumer Groups 7 Savory Snacks categories Integrated market sizing at the country and category level Interim 2013 Consumer data generated by mapping 2013 Market size data onto 2012 Consumer data consumption values Details on the methodology for both of these research programs can be found in the Appendix. 10
Related reports Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Savory Snacks Market As a consequence of the recessionary environment in the country, consumers are eating out less and entertaining more at home, engaging in indulgent snacks as an affordable treat to offer friends and family. Savory Snacks are relatively low cost, even for more premium offerings, making them an attractive way of treating oneself regardless of the occasion. Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Dairy Food Market Brazilians select Dairy products based on their ability to meet age-specific needs. This doesn t just apply to children, with older adults increasingly aware of their specific nutritional needs, such as calcium for maintaining bone health. Although poverty rates have declined rapidly in Brazil, the low income of many consumers means they will seek out the best value for money products. Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Savory Snacks Market The hectic lives of consumers will continue to influence Savory Snack consumption in France, with time-scarce consumers looking for quick, convenient food solutions. French consumption is driven by the pursuit of pleasure and indulgence, with products that offer decadent flavors and textures experiencing demand as indulgent on-the-go treats. 11