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市場調查報告書

消費者趨勢分析: 巴西的已調理食品市場的消費者趨勢和消費行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Prepared Meals Market

出版商 Canadean 商品編碼 309533
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析: 巴西的已調理食品市場的消費者趨勢和消費行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Prepared Meals Market
出版日期: 2014年07月30日 內容資訊: 英文 56 Pages
簡介

本報告書為巴西的已調理食品市場的詳細調查、各種市場檔案、人口構成層的每一個種類內商品的消費模式、以及促進消費行動的主要消費趨勢的詳細分析。此外本報告書對於消費者需求制定確切的目標以創新的新產品開發為焦點進行分析、此外也有持續經常變化的消費者狀態中所產生的利益策略提議。

第1章 定義

  • 種類分類及人口構成層的定義
  • 調查方法
  • 促進食品選定的9個大趨勢: 20個詳細項目趨勢的分類可能性

第2章 市場狀況

  • 繁忙的生活、追求簡便性、及料理技術的下降促進巴西已調理食品市場的成長
  • 巴西已調理食品市場的急速擴大、2018年為止市場規模預計達35億巴西雷亞爾
  • 淑女餐在巴西境內佔已調理食品整體的56.3%
  • 2012年巴西有4億5880萬次的已調理食品使用的機會、大多為兒童、嬰幼兒、及男性
  • 巴西在量上及銷售額上是主要國家市場中的最小市場
  • 巴西國民平均一人的已調理食品消費量為全球主要國家的第2位

第3章 每一個人口構成層的消費模式

  • 巴西人男性比女性消費更多的已調理食品
  • 巴西的已調理食品市場中高齡的消費者層之消費量平均較低
  • 低於中年的年齡層在巴西來說已調理食品可以分類為嬰兒使用者

第4章 消費趨勢分析

  • 就算是繁忙的生活和、相同金額追求高價值的慾望是巴西已調理食品追求主要的動機
  • 主要國家的已調理食品消費與消費者趨勢的比較
  • 生活型態變化的相關大趨勢: 延長對家庭的責任、此外要更有野心的人生目標促進可簡單準備食品的必要性
  • 網路連接相關大趨勢: 在巴西對於已調理食品的消費社群媒體有很大的影響
  • 便利性相關的大趨勢: 消費者的繁忙生活是促進已調理食品消費的最大動機
  • 道德相關的大趨勢: 道德問題及環境問題對巴西的已調理食品消費來說僅有一部份的影響
  • 體驗與樂趣相關的大趨勢: 取得新體驗的慾望在已調理食品市場上對消費帶來影響
  • 健康相關的大趨勢: 美容和健康的相關課題對於已調理食品的消費來說幾乎沒有影響
  • 個人相關的大趨勢: 自我的場所、追求自我時間的消費者慾望在巴西的已調理食品消費上來說有影響
  • 相關信賴度的大趨勢: 產品的安全性對巴西已調理食品的消費來說僅對中等程度有所影響
  • 相關價值的大趨勢: 相同金額下較高價值為目標的心境在巴西的已調理食品消費上的影響是主要趨勢之一

第5章 技術創新的範例

  • 食品廠商瞄準巴西消費者的高度需求透過所有的種類推動技術創新
  • 製法及包裝在全球的技術創新上成為巴西食品廠商啟示的來源

第6章 提議

  • 廠商、營銷、及零售商店的轉變需要考量消費模式和營銷、機會
  • 商業機會在單身家庭

第7章 附錄

目錄
Product Code: FD0051IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Brazilian Prepared Meals Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Busy lives, the search for convenience, and declining culinary skills are driving the Prepared Meals market in Brazil
  • Brazil has second lowest per capita volume consumption among major countries in the world
  • Men over-consume Prepared Meals in Brazil, whereas women under-consume
  • Pre-Mid-Lifers are most likely to be classified as "heavy" users of Prepared Meals in Brazil

Understanding Consumer Trends and Drivers of Behavior in the Brazilian Prepared Meals Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Brazilian market. The figures showcase the number of times consumers of specific ages and gender consume Prepared Meals, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • Market value and volumes over 2008-2018 for Brazil and nine other countries to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Prepared Meals consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future.
  • Examples of international and Brazil-specific product innovation targeting key consumer needs.

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Brazilian Prepared Meals 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 in the Prepared Meals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Busy lives, the search for convenience, and declining culinary skills are driving the Prepared Meals market in Brazil
  • Brazil's Prepared Meals market is growing rapidly and is forecast to reach BRL3.5 billion by 2018
  • Ready Meals accounts for 56.3% of all volume sold in the Brazilian Prepared Meals market
  • There were 458.8 million Prepared Meals occasions in Brazil in 2012, with the highest occasions witnessed among Kids and Babies and Males
  • Brazil is the smallest market among major markets both in terms of volume and value sales
  • Brazil has second lowest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • Men over-consume Prepared Meals more than women in Brazil
  • Older consumers are under-consuming in the Brazilian Prepared Meals market
  • Males are marginally over reliant on Prepared Meals compared to females
  • Pre-Mid-Lifers are most likely to be classified as "heavy" users of Prepared Meals in Brazil

Consumer trend analysis

  • Busy lives and a desire for better value for money are the key motivations for consuming Prepared Meals in Brazil
  • Comparing consumer trends' influence on Prepared Meals' consumption across major markets
  • The Changing Lifestyle mega-trend: the delaying of responsibility and more ambitious life goals are driving the need for easy-to-prepare meals
  • The Connectivity mega-trend: social media has significant influence on Prepared Meals' consumption in Brazil
  • The Convenience mega-trend: the busy lives of consumers is the leading motivation for the consumption of Prepared Meals
  • The Ethics mega-trend: ethical and environmental issues have limited influence on the consumption of Prepared Meals in Brazil
  • The Experience and Enjoyment mega-trend: the desire for new experiences will influence consumption in the Prepared Meals market
  • The Health and Wellness mega-trend: Health and Beauty aspects play a minimal role when it comes to the consumption of Prepared Meals
  • The Individuality mega-trend: consumers' desire to seek Personal Space and Time will influence the consumption of Prepared Meals in Brazil
  • The Trust mega-trend: product safety has a moderate influence on the consumption of Prepared Meals in Brazil
  • The Value mega-trend: Better Value for Money is among the leading trends influencing Prepared Meals' consumption in Brazil

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Brazilian consumers
  • Global innovations on formulation and packaging can be a source of inspiration for Brazilian manufacturers

Recommended actions

  • Manufacturers, marketers, and retailers need to consider changing consumption patterns and marketing opportunities
  • Opportunities lie among single-person households

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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