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Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Dairy Food Market

出版商 GlobalData 商品編碼 298433
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析:巴西乳製品市場消費者趨勢與行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Dairy Food Market
出版日期: 2014年03月29日 內容資訊: 英文 56 Pages





  • 類別的分類和人口統計定義
  • 摘要手法
  • 9個大趨勢:20次趨勢


  • 符合營養與金額的價值,和口味嘗試口,是消費的主要推動因素
  • 由於平均每個人消費量的增加,市場金額·數量一起強力成長
  • 牛奶是最大的類別,佔總量的78%
  • 消費頻率最高為0∼15歲
  • 金額全球第3位
  • 全球也在急速成長


  • 男性·女性都常消費
  • 少年(8∼12歲),10代前半部分,兒童·嬰幼兒
  • 最高消費率為0∼15歲


  • 主要的動機,年齡固有的要求和個人需求
  • 影響乳製品消費的消費者趨勢
  • 生活方式的改變:各年齡對強化乳製品的需求增加
  • 連接性:青年人社群媒體的有效利用
  • 便利性:由於長時間勞動,需要節省時間的產品
  • 倫理:擔心功能性的優點
  • 快樂的經驗:營養的重要性
  • 健康和保健:健康的維持
  • 個人:隨著斟酌(消費)支出的增加,需要反映個人生活方式的產品
  • 信用:擔心食品安全性
  • 價值:追求更佳價值


  • 廠商以擴大消費者需求為目標
  • 重視創新的處方,地位,包裝


  • 針對各年齡層提供附加營養素
  • 忙碌的女性,以新興東北部為目標


Product Code: FD0004IS

This report provides an overview of the Brazilian Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape.

Key Findings

  • Brazil's Dairy market is one of the fastest-growing worldwide.
  • Consumers aged 15 and under are the key consumers of Dairy products in Brazil.
  • 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.
  • 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.

This report allows readers to identify the key demographic groups driving consumption in the Brazilian Dairy market, 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. 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.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Brazilian market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, 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 across the globe.
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group.
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category 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 Dairy 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 Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents


  • 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

  • Nutrition, value for money, and experimenting with flavors are the key drivers of dairy consumption
  • With ever increasing per capita consumption of Dairy products in Brazil, the market is witnessing strong growth in both value and volume terms
  • Milk is the largest category in Brazil's Dairy sector, accounting for 78% of the total volume in 2012
  • There were 130.5 billion Dairy Food occasions in Brazil in 2012 with consumption higher among 0 to 15 year olds
  • Across the globe, the Dairy Food market in Brazil is the third-largest in terms of value
  • The Dairy Food market in Brazil is the fastest-growing in the world

Demographic cohort consumption patterns

  • Men and women in Brazil eat Dairy products as often as each other
  • Tweens & Early Teens and Kids & Babies over-consume Dairy products while all adult age groups under-consume
  • Dairy consumption frequency is uniform among men and women in Brazil
  • Consumers aged between 0-15 years are the most frequent consumers of Dairy Food in Brazil

Consumer trend analysis

  • Age specific requirements and Individual needs are the key motivations for choosing Dairy Food in Brazil
  • Consumer trends influencing Dairy consumption can be compared globally to provide greater context on the degree of influence each trend has
  • The Changing Lifestyle mega-trend: Fortified dairy products targeting age specific needs are growing in demand
  • The Connectivity mega-trend: Marketers are leveraging social media for launching dairy products for the younger demographics
  • The Convenience mega-trend: Longer working hours are driving consumers to seek time-saving Dairy products
  • The Ethics mega-trend: Consumers are more worried about functional benefits than any ethical claims
  • The Experience & Enjoyment mega-trend: the high importance of nutrition means the enjoyment of eating Dairy products is unimportant
  • The Health & Wellness mega-trend: Consumers in Brazil use dairy products to stay healthy
  • The Individuality mega-trend: Due to increased discretionary spending, consumers in Brazil seek products that reflect their individual lifestyles
  • The Trust mega-trend: Consumers are still wary of food safety
  • The Value mega-trend: The desire for better value shows that consumers are looking out for better deals

Innovation examples

  • Manufacturers are innovating across categories to target growing needs of Brazilian consumers
  • Manufacturers worldwide are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Products should provide positive nutrition to different age groups
  • Marketers should target women's busy lives and the emerging Northeast region


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