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Consumer trends in the meat market in Brazil

Marketers in the Meat 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 meat market they account for and which consumer trends drive their behavior.

While private label products account for approximately half of the volume of products distributed in the Fresh Meat (counter), Raw Packaged Meat - whole cuts, Ambient Meat and Cooked Meat - counter categories, private label penetration is low in Cooked Meats - Packaged and Frozen meats. Retailers may increase their investment in these areas given their success in growing market share in the other Meat product categories.

Kids & Babies are the most valuable age group, with an 18% share of the Meat market by value. However, their consumption is proportionate to the large size of the age group, which accounts for 18% of the population. While Brazil's large young population provide a tempting target for marketers, the fact no age group consumes disproportionately means that marketers need to target a range of differentiated products at different age groups in order to maximize their revenues.

A significant "attitude-behavior" gap exists in the Cooked Meats - Packaged between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don't always act on these trends - the result is that overall trend influence is limited, but has the potential to grow.

Full Report Details at

by S. C.
04 may 2012, World News > America