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市場調査レポート

ブラジルのスープ市場:消費者の好みとその理由

The Brazilian Soup Market: What Consumers Eat and Why?

発行 Canadean 商品コード 287898
出版日 ページ情報 英文 55 Pages
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ブラジルのスープ市場:消費者の好みとその理由 The Brazilian Soup Market: What Consumers Eat and Why?
出版日: 2013年10月24日 ページ情報: 英文 55 Pages
概要

当レポートでは、ブラジルのスープ市場について調査分析し、消費者の選好に焦点を当てて、消費者区分、グループ別の売上高、動向の影響、消費分析、ブランド vs. プライベートブランド、消費の影響、小売業者について検証し、主要企業プロファイルも含めて、概略以下の構成でお届けいたします。

第1章 イントロダクション

第2章 調査手法

第3章 消費者区分、グループ別の売上高、動向の影響

  • コホート群とスープ市場の売上高
    • 年齢グループ
    • 性別グループ
    • 地域グループ
    • 学歴グループ
    • 資産グループ
    • 生活が多忙なグループ
  • コホート群と市場の売上高:カテゴリー別
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)
  • 行動の動向と市場の売上高
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)

第4章 消費分析

  • 消費の頻度:年齢・性別
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)
  • 消費者プロファイル:製品カテゴリー別
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)

第5章 ブランド vs. プライベートブランドの取り込み

  • ブランド vs. プライベートブランドの消費者普及率
    • カテゴリー別
  • スープのブランド選択とプライベートブランドの消費者普及率
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)

第6章 動向に影響された消費者のシェア

  • 消費者の製品選択を促進する動向
    • スープ全体
    • 缶詰/常温スープ
    • 乾燥スープ(ミックス)

第7章 消費の影響:市場の評価

  • 消費者の消費行動が影響を与えたスープの売上高
    • 市場の売上高:カテゴリー別
    • 市場の売上量:カテゴリー別
  • スープの売上高分析:カテゴリー別
    • 市場の売上高:カテゴリー別
    • 一人当たり支出:カテゴリー別
    • 世帯当たり支出:カテゴリー別
  • 消費者行動の動向が影響を与えたスープの売上量
    • 市場の売上量:カテゴリー別
    • 一人当たり消費:カテゴリー別
    • 世帯当たり消費:カテゴリー別

第8章 組織的小売業者の選択とカテゴリーシェア

  • 組織的小売業者の数量シェア
  • 組織的小売業者の数量シェア:カテゴリー別
  • スープの最終消費者のプロファイル
    • A. Angeloni
    • Carrefour
    • Cia Zaffari
    • Companhia Brasileira de Distribuicao
    • Prezunic
    • Wal-Mart
    • その他

第9章 付録

図表

目次
Product Code: CS0421IS

This report provides the results for the Soup market in Brazil from Canadean's unique, highly detailed study 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, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Soup market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Soup market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As 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 consumption across 26 consumer groups. This data provides 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Canned/Ambient Soup and Dried Soup (mixes).

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

A significant "attitude-behavior" gap exists 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.

The Soup market in Brazil is dominated by the Dried Soup category, which constitutes 91%, by value, of the overall market. This is different when compared with more mature economies where Canned/Ambient Soup has the largest share, which indicates that this market has scope for growth in future years.

In several categories there is a noticeable drop off in the share of users (across all user groups) for the Early Young Adult age group. This age range appears to be one where consumption habits from child and teenage years are reassessed, and consumers are being lost to certain categories at this age range as a result.

Key Highlights

Kids and Babies account for 20% of the value share of the Soup market in Brazil. This is mainly because they constitute the largest share of the overall population. This needs to be considered by marketers, as this population moves through the age groups they will have to amend their products and message accordingly in order to maintain or improve this value.

Females account for 57% of the value of the Dried Soup market in Brazil; this is high in comparison to their population percentage of 51%. Females also have a higher proportion of users, 64%, than Males at 53%.Marketers need to be aware of this distinction in order to target their campaigns effectively.

Private Label products have a much larger share of the Canned/Ambient Soup market, 23%, than the Dried Soup market, 4%. The penetration of Private Label into the Canned/Ambient Soup market is in line with similar patterns in more mature markets, this implies that this will be replicated within the Dried Soup market unless Branded product marketers can maintain their share through targeted campaigns.

Table of Contents

1. Introduction

  • 1.1. What is this Report About?
  • 1.2. Definitions
    • 1.2.1. Consumer Trends
    • 1.2.2. Consumer Groups
    • 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)

2. Methodology

  • 2.1. Introduction
  • 2.2. Initial data are based on a large scale, international program of online consumer surveys
  • 2.3. Demographic groups tracking provides time series data

3. Consumer Segmentation, Group Value and Trend Influence

  • 3.1. Cohort Groups and Soup Market Value
    • 3.1.1. Age Groups
    • 3.1.2. Gender Groups
    • 3.1.3. Location Groups
    • 3.1.4. Education Achieved Groups
    • 3.1.5. Wealth Groups
    • 3.1.6. Busy Lives Groups
  • 3.2. Cohort Groups and Market Value by Category
    • 3.2.1. Canned/Ambient Soup
    • 3.2.2. Dried Soup (mixes)
  • 3.3. Behavioral Trends and Market Value
    • 3.3.1. Canned/Ambient Soup
    • 3.3.2. Dried Soup (mixes)

4. Consumption Analysis

  • 4.1. Consumption Frequencies by Age and Gender
    • 4.1.1. Canned/Ambient Soup
    • 4.1.2. Dried Soup (mixes)
  • 4.2. Consumer Profiles by Product Category
    • 4.2.1. Canned/Ambient Soup
    • 4.2.2. Dried Soup (mixes)

5. Brand vs. Private Label Uptake

  • 5.1. Brand vs. Private Label Consumer Penetration
    • 5.1.1. By Category
  • 5.2. Soup Brand Choice and Private Label Consumer Penetration
    • 5.2.1. Canned/Ambient Soup
    • 5.2.2. Dried Soup (mixes)

6. The Share of Consumers Influenced by Trends

  • 6.1. Trend Drivers of Consumers' Product Choices
    • 6.1.1. Overall Soup
    • 6.1.2. Canned/Ambient Soup
    • 6.1.3. Dried Soup (mixes)

7. Consumption Impact: Market Valuation

  • 7.1. Soup Value Impact of Consumer Consumption Behavior
    • 7.1.1. Market Value by Category
    • 7.1.2. Market Volume by Category
  • 7.2. Soup Value Analysis by Category
    • 7.2.1. Market Value by Category
    • 7.2.2. Expenditure per Capita by Category
    • 7.2.3. Expenditure per Household by Category
  • 7.3. Soup Volume Impact of Consumer Behavior Trends
    • 7.3.1. Market Volume by Category
    • 7.3.2. Consumption per Capita by Category
    • 7.3.3. Consumption Per Household by Category

8. Retailer Choice and Category Share Of Organized Retail

  • 8.1. Retailer Volume Of Organized Retail Share
    • 8.1.1. Retailer Volume Of Organized Retail Share in Soup
  • 8.2. Retailer Volume Of Organized Retail Share by Category
    • 8.2.1. Retail Share by Volume Of Organized Retail - Canned/Ambient Soup
    • 8.2.2. Retail Share by Volume Of Organized Retail - Dried Soup (mixes)
  • 8.3. Profiles of End-Consumers of Soup, by Retailer Used
    • 8.3.1. A. Angeloni
    • 8.3.2. Carrefour
    • 8.3.3. Cia Zaffari
    • 8.3.4. Companhia Brasileira de Distribuicao
    • 8.3.5. Prezunic
    • 8.3.6. Wal-Mart
    • 8.3.7. Other

9. Appendix

  • 9.1. About Canadean
  • 9.2. Disclaimer

List of Tables

  • Table 1: Volume Units for the Soup Market
  • Table 2: Foreign Exchange Rate - BRL vs. USD
  • Table 3: Brazil Survey Respondent profile (weighted), 2012
  • Table 4: Brazil Soup Value Share (%), by Age Groups, 2012
  • Table 5: Brazil Soup Value Share (%), by Gender, 2012
  • Table 6: Brazil Soup Value Share (%), by Urban and Rural Dwellers, 2012
  • Table 7: Brazil Soup Value Share (%) by Education Level Achieved Groups, 2012
  • Table 8: Brazil Soup Value Share (%) by Wealth Groups, 2012
  • Table 9: Brazil Soup Value Share (%) by Busy Lives Groups, 2012
  • Table 10: Brazil Canned/Ambient Soup Consumer Group Share (% market value), 2012
  • Table 11: Brazil Dried Soup (mixes) Consumer Group Share (% market value), 2012
  • Table 12: Brazil Total Canned/Ambient Soup Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 13: Brazil Total Dried Soup (mixes) Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 14: Brazil Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 15: Brazil Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 16: Brazil Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 17: Brazil Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 18: Brazil Canned/Ambient Soup Consumer Profiles (% consumers by sub-group), 2012
  • Table 19: Brazil Dried Soup (mixes) Consumer Profiles (% consumers by sub-group), 2012
  • Table 20: Brazil Soup Private Label Consumer Penetration (% Consumers Using), by Category, 2012
  • Table 21: Brazil Canned/Ambient Soup Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 22: Brazil Dried Soup (mixes) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 23: Brazil, Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 24: Brazil, Canned/Ambient Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 25: Brazil, Dried Soup (mixes): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 26: Brazil Soup Market Value (Brazilian Real million), by Category, 2012
  • Table 27: Brazil Soup Market Value (US$ million), by Category, 2012
  • Table 28: Brazil Soup Market Volume (Kg m), by Category, 2012
  • Table 29: Brazil Soup Market Value (US$ million), by Category, 2012
  • Table 30: Brazil Soup Expenditure Per Capita (Brazilian Real), by Category, 2012
  • Table 31: Brazil Soup Expenditure Per Capita (US$), by Category, 2012
  • Table 32: Brazil Soup Expenditure Per Household (Brazilian Real), by Category
  • Table 33: Brazil Soup Expenditure Per Household (US$), by Category
  • Table 34: Brazil Soup Market Volume (Kg m), by Category, 2012
  • Table 35: Brazil Soup Consumption Per Capita (Kg / Population), by Category, 2012
  • Table 36: Brazil Soup Consumption Per Household (Kg / Households), by Category, 2012
  • Table 37: Brazil Soup Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
  • Table 38: Brazil Canned/Ambient Soup Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 39: Brazil Dried Soup (mixes) Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Table 40: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
  • Table 41: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
  • Table 42: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
  • Table 43: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
  • Table 44: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
  • Table 45: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
  • Table 46: Brazil: Profile of Soup Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

  • Figure 1: Consumer Trends Report Methodology
  • Figure 2: Brazil Soup Value Share (%), by Age Groups, 2012
  • Figure 3: Brazil Soup Value Share (%), by Gender, 2012
  • Figure 4: Brazil Soup Value Share (%), by Urban and Rural Dwellers, 2012
  • Figure 5: Brazil Soup Value Share (%) by Education Level Achieved Groups, 2012
  • Figure 6: Brazil Soup Value Share (%) by Wealth Groups, 2012
  • Figure 7: Brazil Soup Value Share (%) by Busy Lives Groups, 2012
  • Figure 8: Brazil Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 9: Brazil Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 10: Brazil Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 11: Brazil Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 12: Brazil Soup Market Value (US$ million), by Category, 2012
  • Figure 13: Brazil Soup Expenditure Per Capita (US$), by Category, 2012
  • Figure 14: Brazil Soup Expenditure Per Household (US$), by Category
  • Figure 15: Brazil Soup Survey-tracked Retailer Shares by Volume Of Organized Retail (% of Kg m), 2012
  • Figure 16: Brazil Canned/Ambient Soup Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
  • Figure 17: Brazil Dried Soup (mixes) Survey-tracked Retailer Shares by Volume Of Organized Retail (Kg m), 2012
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