Synopsis

This report provides the results for the Brazilian Dairy market from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Dairy market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Most Dairy categories are already well established in Brazil, and outside of population trends the opportunities for volume growth appear limited, unless innovations can find areas of latent demand. Instead the Dairy industry should seek to find ways of offering greater value to Brazilian consumers in order to drive value growth.

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 sales across 26 consumer groups – providing through the data 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.

Scope

Consumer survey data for the following specific categories: the Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Market valuation indicates Cheese has a share of 30% in value terms in the overall Dairy market in Brazil. Milk ranks a close second followed by Butter & Spreadable Fats. Cream has lowest value share in the dairy market.

Private label penetration by volume is less than 10% in the dairy market in Brazil. Its penetration is highest for Cheese and the lowest for Butter & Spreadable Fats.

The single most common trend cited by Dairy consumers in Brazil is Changing Age Structures trend, that is that they are seek products which reflect the needs of their age more specifically. The sometimes contradictory trends of Quality and Value for Money also play a significant role in certain categories.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Dairy Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Butter & Spreadable Fats
2.2.2 Cheese
2.2.3 Cream
2.2.4 Milk
2.2.5 Puddings/desserts
2.2.6 Yoghurt
2.3 Behavioral Trends and Market Value
2.3.1 Butter & Spreadable Fats
2.3.2 Cheese
2.3.3 Cream
2.3.4 Milk
2.3.5 Puddings/desserts
2.3.6 Yoghurt
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Butter & Spreadable Fats
3.1.2 Cheese
3.1.3 Cream
3.1.4 Milk
3.1.5 Puddings/desserts
3.1.6 Yoghurt
3.2 Consumer Profiles by Product Category
3.2.1 Butter & Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Dairy Brand Choice and Private Label Shares
4.2.1 Butter & Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Dairy
5.1.2 Butter & Spreadable Fats
5.1.3 Cheese
5.1.4 Cream
5.1.5 Milk
5.1.6 Puddings/desserts
5.1.7 Yoghurt
6 Consumption Impact: Market Valuation
6.1 Dairy Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Dairy Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Dairy Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Retailer Shares by Volume of Organized Retail
7.1.1 Retailer Shares by Volume of Organized Retail in Dairy
7.2 Retailer Volume Share by Category of Organized Retail
7.2.1 Retail Share by Volume of Organized Retail- Butter & Spreadable Fats
7.2.2 Retail Share by Volume of Organized Retail- Cheese
7.2.3 Retail Share by Volume of Organized Retail- Cream
7.2.4 Retail Share by Volume of Organized Retail- Milk
7.2.5 Retail Share by Volume of Organized Retail- Puddings/desserts
7.2.6 Retail Share by Volume of Organized Retail- Yoghurt
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Carrefour Switching Analysis
7.3.3 Cia Zaffari Switching Analysis
7.3.4 Companhia Brasileira de Distribuicao Switching Analysis
7.3.5 Coop Cooperativa de Consumo Switching Analysis
7.3.6 G.Barbosa Switching Analysis
7.3.7 Irmaos Bretas Switching Analysis
7.3.8 Irmaos Muffato Switching Analysis
7.3.9 Lojas Americanas Switching Analysis
7.3.10 Prezunic Switching Analysis
7.3.11 Wal-Mart Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Dairy, by Retailer Used
7.4.1 A. Angeloni
7.4.2 Carrefour
7.4.3 Cia Zaffari
7.4.4 Companhia Brasileira de Distribuicao
7.4.5 DMA Distribuidora
7.4.6 G.Barbosa
7.4.7 Irmaos Bretas
7.4.8 Lojas Americanas
7.4.9 Prezunic
7.4.10 SHV Makro
7.4.11 Wal-Mart
7.4.12 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables

Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Dairy Value Share (%), by Age Groups, 2011
Table 5: Brazil Dairy Value Share (%), by Gender, 2011
Table 6: Brazil Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Dairy Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Dairy Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Dairy Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Butter & Spreadable Fats Consumer Group Share (% market value), 2011
Table 11: Brazil Cheese Consumer Group Share (% market value), 2011
Table 12: Brazil Cream Consumer Group Share (% market value), 2011
Table 13: Brazil Milk Consumer Group Share (% market value), 2011
Table 14: Brazil Puddings/desserts Consumer Group Share (% market value), 2011
Table 15: Brazil Yoghurt Consumer Group Share (% market value), 2011
Table 16: Brazil Total Butter & Spreadable Fats Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Brazil Total Cheese Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Brazil Total Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Brazil Total Milk Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Brazil Total Puddings/desserts Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Brazil Total Yoghurt Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Brazil Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Brazil Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Brazil Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Brazil Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Brazil Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Brazil Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Brazil Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Brazil Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Brazil Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Brazil Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Brazil Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Brazil Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Brazil Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
Table 35: Brazil Cheese Consumer Profiles (% consumers by sub-group), 2011
Table 36: Brazil Cream Consumer Profiles (% consumers by sub-group), 2011
Table 37: Brazil Milk Consumer Profiles (% consumers by sub-group), 2011
Table 38: Brazil Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
Table 39: Brazil Yoghurt Consumer Profiles (% consumers by sub-group), 2011
Table 40: Brazil Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Brazil Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Brazil Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Brazil Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Brazil Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Brazil Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Brazil Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Brazil, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Brazil, Butter & Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Brazil, Cheese: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Brazil, Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Brazil, Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Brazil, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Brazil, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Brazil Dairy Market Value (Brazilian Real million), by Category, 2011
Table 55: Brazil Dairy Market Value (US$ million), by Category, 2011
Table 56: Brazil Dairy Market Volume (Kg m), by Category, 2011
Table 57: Brazil Dairy Market Share (US$ million), by Category, 2011
Table 58: Brazil Dairy Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 59: Brazil Dairy Expenditure Per Capita (US$), by Category, 2011
Table 60: Brazil Dairy Expenditure Per Household (Brazilian Real), by Category
Table 61: Brazil Dairy Expenditure Per Household (US$), by Category
Table 62: Brazil Dairy Market Volume Share (Kg m), by Category, 2011
Table 63: Brazil Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 64: Brazil Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
Table 65: Brazil Dairy Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Table 66: Brazil Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 67: Brazil Cheese Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 68: Brazil Cream Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 69: Brazil Milk Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 70: Brazil Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 71: Brazil Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Table 72: Brazil Switchers to Carrefour for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Brazil Switchers From Carrefour for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Brazil Switchers to Cia Zaffari for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Brazil Switchers From Cia Zaffari for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Brazil Switchers to Companhia Brasileira de Distribuicao for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Brazil Switchers From Companhia Brasileira de Distribuicao for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Brazil Switchers to Coop Cooperativa de Consumo for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Brazil Switchers From Coop Cooperativa de Consumo for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Brazil Switchers to G.Barbosa for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Brazil Switchers from G.Barbosa for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Brazil Switchers to Irmaos Bretas for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Brazil Switchers From Irmaos Bretas for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Brazil Switchers to Irmaos Muffato for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Brazil Switchers From Irmaos Muffato for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Brazil Switchers to Lojas Americanas for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Brazil Switchers From Lojas Americanas for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Brazil Switchers to Prezunic for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Brazil Switchers From Prezunic for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Brazil Switchers to Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Brazil Switchers From Wal-Mart for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Brazil Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Brazil Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2011
Table 95: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 96: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 97: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 98: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2011
Table 99: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 100: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2011
Table 101: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 102: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 103: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2011
Table 104: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 105: Brazil Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011


List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Brazil Dairy Value Share (%), by Age Groups, 2011
Figure 3: Brazil Dairy Value Share (%), by Gender, 2011
Figure 4: Brazil Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Dairy Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Dairy Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Dairy Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Brazil Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Brazil Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Brazil Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Brazil Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Brazil Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Brazil Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Brazil Dairy Market Share (US$ million), by Category, 2011
Figure 22: Brazil Dairy Expenditure Per Capita (US$), by Category, 2011
Figure 23: Brazil Dairy Expenditure Per Household (US$), by Category
Figure 24: Brazil Dairy Survey-tracked Retailer Shares by Volume of Organized Retail(% of Kg m), 2011
Figure 25: Brazil Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 26: Brazil Cheese Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 27: Brazil Cream Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 28: Brazil Milk Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 29: Brazil Puddings/desserts Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 30: Brazil Yoghurt Survey-tracked Retailer Shares by Volume of Organized Retail(Kg m), 2011
Figure 31: Brazil Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011