Synopsis

This report provides the results for the Ice Cream market in Brazil 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 Ice Cream market in Brazil 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 Ice Cream market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As the 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 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: Artisanal Ice Cream, Impulse Ice Cream and Take-home Ice Cream .

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

Kids & Babies and Tweens & Early Teens both account for value shares of the market that are significantly higher than their share of the respondents to this survey. Ice Cream is often used by parents as a treat for this age group. Marketers should use this to ensure they are targeting their campaigns effectively.

Not only do a large proportion of Brazilian consumers, across all Ice Cream categories, highlight that specific consumer trends have an influence on their consumption; this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Branded products account for the majority of the market share in both Take-home and Impulse Ice Cream categories – Artisanal Ice Cream is 100% Private Label by definition. This indicates that, currently, consumers are brand loyal but there is also a huge potential for Private Label products in the future.

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 Ice Cream 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 Artisanal Ice Cream
2.2.2 Impulse Ice Cream
2.2.3 Take-home Ice Cream
2.3 Behavioral Trends and Market Value
2.3.1 Artisanal Ice Cream
2.3.2 Impulse Ice Cream
2.3.3 Take-home Ice Cream
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Artisanal Ice Cream
3.1.2 Impulse Ice Cream
3.1.3 Take-home Ice Cream
3.2 Consumer Profiles by Product Category
3.2.1 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Ice Cream Brand Choice and Private Label Shares
4.2.1 Impulse Ice Cream
4.2.2 Take-home Ice Cream
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Ice Cream
5.1.2 Artisanal Ice Cream
5.1.3 Impulse Ice Cream
5.1.4 Take-home Ice Cream
6 Consumption Impact: Market Valuation
6.1 Ice Cream Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Ice Cream 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 Ice Cream 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 Ice Cream
7.2 Retailer Volume Share of Organized Retail by Category
7.2.1 Retail Share by Volume of Organized Retail - Share of Organized Retail Impulse Ice Cream
7.2.2 Retail Share by Volume of Organized Retail - Take-home Ice Cream
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 Companhia Brasileira de Distribuicao Switching Analysis
7.3.4 DMA Distribuidora Switching Analysis
7.3.5 G.Barbosa Switching Analysis
7.3.6 Irmaos Bretas Switching Analysis
7.3.7 Lojas Americanas Switching Analysis
7.3.8 Prezunic Switching Analysis
7.3.9 SHV Makro Switching Analysis
7.3.10 Wal-Mart Switching Analysis
7.3.11 Other Switching Analysis
7.4 Profiles of End-Consumers of Ice Cream, by Retailer Used
7.4.1 Carrefour
7.4.2 Cia Zaffari
7.4.3 Companhia Brasileira de Distribuicao
7.4.4 G.Barbosa
7.4.5 Lojas Americanas
7.4.6 Prezunic
7.4.7 Wal-Mart
7.4.8 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables

Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate – BRL Vs. US$, 2011
Table 3: Brazil Survey Respondent Profile (weighted), 2011
Table 4: Brazil Ice Cream Value Share (%), by Age Groups, 2011
Table 5: Brazil Ice Cream Value Share (%), by Gender, 2011
Table 6: Brazil Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Brazil Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Brazil Ice Cream Value Share (%) by Wealth Groups, 2011
Table 9: Brazil Ice Cream Value Share (%) by Busy Lives Groups, 2011
Table 10: Brazil Artisanal Ice Cream Consumer Group Share (% market value), 2011
Table 11: Brazil Impulse Ice Cream Consumer Group Share (% market value), 2011
Table 12: Brazil Take-home Ice Cream Consumer Group Share (% market value), 2011
Table 13: Brazil Total Artisanal Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Brazil Total Impulse Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Brazil Total Take-home Ice Cream Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Brazil Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 23: Brazil Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 24: Brazil Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 25: Brazil Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Brazil Impulse Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Brazil Take-home Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Brazil, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 29: Brazil, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Brazil, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Brazil, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Brazil Ice Cream Market Value (Brazilian Real million), by Category, 2011
Table 33: Brazil Ice Cream Market Value (US$ million), by Category, 2011
Table 34: Brazil Ice Cream Market Volume (Kg m), by Category, 2011
Table 35: Brazil Ice Cream Market Share (US$ million), by Category, 2011
Table 36: Brazil Ice Cream Expenditure Per Capita (Brazilian Real), by Category, 2011
Table 37: Brazil Ice Cream Expenditure Per Capita (US$), by Category, 2011
Table 38: Brazil Ice Cream Expenditure Per Household (Brazilian Real), by Category
Table 39: Brazil Ice Cream Expenditure Per Household (US$), by Category
Table 40: Brazil Ice Cream Market Volume Share (Kg m), by Category, 2011
Table 41: Brazil Ice Cream Consumption Per Capita (Kg m/ Population m), by Category, 2011
Table 42: Brazil Ice Cream Consumption Per Household Kg m/ Households m), by Category, 2011
Table 43: Brazil Ice Cream Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2011
Table 44: Brazil Impulse Ice Cream Survey-tracked Retailer Shares by Volume Share of Organized Retail (Kg m), 2011
Table 45: Brazil Take-home Ice Cream Survey-tracked Retailer Shares by Volume Share of Organized Retail (Kg m), 2011
Table 46: Brazil Switchers to Carrefour for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 47: Brazil Switchers From Carrefour for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: Brazil Switchers to Companhia Brasileira de Distribuicao for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Brazil Switchers From Companhia Brasileira de Distribuicao for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Brazil Switchers to DMA Distribuidora for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Brazil Switchers From DMA Distribuidora for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Brazil Switchers to G.Barbosa for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Brazil Switchers to Irmaos Bretas for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Brazil Switchers From Irmaos Bretas for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Brazil Switchers to Lojas Americanas for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Brazil Switchers From Lojas Americanas for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Brazil Switchers to Prezunic for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Brazil Switchers From Prezunic for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Brazil Switchers to SHV Makro for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Brazil Switchers From SHV Makro for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Brazil Switchers to Wal-Mart for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Brazil Switchers From Wal-Mart for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Brazil Switchers to Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Brazil Switchers From Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 66: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2011
Table 67: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2011
Table 68: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2011
Table 69: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2011
Table 70: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2011
Table 71: Brazil Profile of Ice Cream Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 72: Brazil Profile of Ice Cream 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 Ice Cream Value Share (%), by Age Groups, 2011
Figure 3: Brazil Ice Cream Value Share (%), by Gender, 2011
Figure 4: Brazil Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Brazil Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Brazil Ice Cream Value Share (%) by Wealth Groups, 2011
Figure 7: Brazil Ice Cream Value Share (%) by Busy Lives Groups, 2011
Figure 8: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Brazil Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Brazil Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Brazil Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Brazil Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Brazil Ice Cream Market Share (US$ million), by Category, 2011
Figure 16: Brazil Ice Cream Expenditure Per Capita (US$), by Category, 2011
Figure 17: Brazil Ice Cream Expenditure Per Household (US$), by Category
Figure 18: Brazil Ice Cream Survey-tracked Retailer Shares by Volume Share of Organized Retail (% of Kg m), 2011
Figure 19: Brazil Impulse Ice Cream Survey-tracked Retailer Shares by Volume Share of Organized Retail (Kg m), 2011
Figure 20: Brazil Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Brazil People Who Have Switched Retailer for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011