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市場調査レポート

ブラジルのシロップ・スプレッド市場:消費者の好みとその理由

The Brazilian Syrups and Spreads Market: What Consumers Eat and Why?

発行 Canadean 商品コード 287910
出版日 ページ情報 英文 86 Pages
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ブラジルのシロップ・スプレッド市場:消費者の好みとその理由 The Brazilian Syrups and Spreads Market: What Consumers Eat and Why?
出版日: 2013年10月24日 ページ情報: 英文 86 Pages
概要

当レポートでは、ブラジルのシロップ・スプレッド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 消費者セグメント・グループ別の売上高・動向影響因子

  • コホート群とシロップ・スプレッド市場の売上高
    • 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
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ
  • 行動の動向と市場の売上高
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ

第4章 消費分析

  • 消費頻度:年齢・性別
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ
  • 消費者プロファイル:製品分類
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ

第5章 ブランドvs.プライベートブランドの受容

  • ブランドvs.プライベートブランドの消費浸透率
    • 分類別
  • シロップ・スプレッドブランドの選択およびプライベートブランドの消費者浸透率
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ

第6章 消費者影響因子のシェア:動向別

  • 消費者の製品選択の動向促進因子
    • ジャム類
    • 糖蜜
    • セイボリースプレッド
    • スウィートスプレッド
    • シロップ

第7章 消費への影響:市場評価

  • 消費者の消費態度のシロップ・スプレッド売上高への影響
    • 売上高(額):カテゴリー別
    • 売上高(量):カテゴリー別
  • シロップ・スプレッド売上高の分析:分類別
    • 売上高(額):カテゴリー別
    • 1人当たりの支出:カテゴリー別
    • 世帯当たりの支出:カテゴリー別
  • 消費者態度の動向のシロップ・スプレッド売上高の影響
    • 売上高(額):カテゴリー別
    • 1人当たりの消費:カテゴリー別
    • 世帯当たりの消費:カテゴリー別

第8章 組織的小売業の小売業者の選択とカテゴリーシェア

  • 組織的小売業の小売業者の数量シェア
    • 組織的小売業のシロップ・スプレッドにおける小売り業者の売上高シェア
  • 組織的小売業の小売業者の数量シェア:カテゴリー別
    • 小売り業者のシェア:売上高(量)別-ジャム類
    • 小売り業者のシェア:売上高(量)別-糖蜜
    • 小売り業者のシェア:売上高(量)別-セイボリースプレッド
    • 小売り業者のシェア:売上高(量)別-スウィートスプレッド
    • 小売り業者のシェア:売上高(量)別-シロップ
  • シロップ・スプレッドの最終消費者のプロファイル
    • A. Angeloni
    • Carrefour
    • Cia Zaffari
    • Companhia Brasileira de Distribuicao
    • Drogasil S.A.
    • Irmaos Bretas
    • Lojas Americanas
    • Prezunic
    • Wal-Mart
    • その他

第9章 付録

図表

目次
Product Code: CS0441IS

This report provides the results for the Syrups and Spreads 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 the 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 Syrups and Spreads 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 Syrups and Spreads 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 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: Jams, Jellies and Preserves, Molasses, Savory Spreads, Sweet Spreads, and Syrups.

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

The Syrups and Spreads market has a higher proportion of Male consumers than Female. This is most noticeable in the Sweet Spreads market, where the Male proportion of consumers is 9% higher than Females. Marketers should be aware of this differential and consider gender based marketing to encourage new Female users and higher use in Males.

The Hard Pressed wealth group in Brazil represents the largest value share of the Syrups and Spreads market, even though they do not represent the largest share of the population. When population differences are removed, the next largest group is the Affluent wealth group. This indicates that companies have introduced differentiated products, targeting these different income groups; however, mid-ranged products are not so popular. This is a product range that could be focused on to engage a larger share of the market.

Three retailers in organized retail are responsible for half of all Syrups and Spreads sold across Brazil. The remainder of the market is very fragmented. This gives producers some bargaining power with these retailers but not a great deal.

Key Highlights

Private Label brands account for varying shares of the Syrups and Spreads market in Brazil, from a very small share of the Savory Spreads market to a majority share of Molasses. However, in all categories the remaining market is fragmented, indicating that there is potential for Private Label growth in all these areas. Marketers of national brands need to differentiate their products in order to prevent them from becoming a target for this competition.

A significant "attitude-behavior" gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the Syrups and Spreads 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 Jams, Jellies and Preserves category accounts for the largest value share of the Syrups and Spreads market in Brazil. Manufacturers and marketers need to come up with innovative ideas, products and concepts in order to retain consumers in this mature category, however, any increases in number of consumers or consumption rates will have a large effect on the overall Syrups and Spreads market.

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 Syrups and Spreads 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. Jams, Jellies and Preserves
    • 3.2.2. Molasses
    • 3.2.3. Savory Spreads
    • 3.2.4. Sweet Spreads
    • 3.2.5. Syrups
  • 3.3. Behavioral Trends and Market Value
    • 3.3.1. Jams, Jellies and Preserves
    • 3.3.2. Molasses
    • 3.3.3. Savory Spreads
    • 3.3.4. Sweet Spreads
    • 3.3.5. Syrups

4. Consumption Analysis

  • 4.1. Consumption Frequencies by Age and Gender
    • 4.1.1. Jams, Jellies and Preserves
    • 4.1.2. Molasses
    • 4.1.3. Savory Spreads
    • 4.1.4. Sweet Spreads
    • 4.1.5. Syrups
  • 4.2. Consumer Profiles by Product Category
    • 4.2.1. Jams, Jellies and Preserves
    • 4.2.2. Molasses
    • 4.2.3. Savory Spreads
    • 4.2.4. Sweet Spreads
    • 4.2.5. Syrups

5. Brand vs. Private Label Uptake

  • 5.1. Brand vs. Private Label Consumer Penetration
    • 5.1.1. By Category
  • 5.2. Syrups and Spreads Brand Choice and Private Label Consumer Penetration
    • 5.2.1. Jams, Jellies and Preserves
    • 5.2.2. Molasses
    • 5.2.3. Savory Spreads
    • 5.2.4. Sweet Spreads
    • 5.2.5. Syrups

6. The Share of Consumers Influenced by Trends

  • 6.1. Trend Drivers of Consumers' Product Choices
    • 6.1.1. Overall Syrups and Spreads
    • 6.1.2. Jams, Jellies and Preserves
    • 6.1.3. Molasses
    • 6.1.4. Savory Spreads
    • 6.1.5. Sweet Spreads
    • 6.1.6. Syrups

7. Consumption Impact: Market Valuation

  • 7.1. Syrups and Spreads Value Impact of Consumer Consumption Behavior
    • 7.1.1. Market Value by Category
    • 7.1.2. Market Volume by Category
  • 7.2. Syrups and Spreads 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. Syrups and Spreads 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 Share of Organized Retail
    • 8.1.1. Retailer Volume Share in Syrups and Spreads of Organized Retail
  • 8.2. Retailer Volume Share by Category of Organized Retail
    • 8.2.1. Retail Share by Volume - Jams, Jellies and Preserves
    • 8.2.2. Retail Share by Volume - Molasses
    • 8.2.3. Retail Share by Volume - Savory Spreads
    • 8.2.4. Retail Share by Volume - Sweet Spreads
    • 8.2.5. Retail Share by Volume - Syrups
  • 8.3. Profiles of End-Consumers of Syrups and Spreads, 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. Drogasil S.A.
    • 8.3.6. Irmaos Bretas
    • 8.3.7. Lojas Americanas
    • 8.3.8. Prezunic
    • 8.3.9. Wal-Mart
    • 8.3.10. Other

9. Appendix

  • 9.1. About Canadean
  • 9.2. Disclaimer

List of Tables

  • Table 1: Volume Units for the Syrups and Spreads Market
  • Table 2: Foreign Exchange Rate - BRL vs. USD
  • Table 3: Brazil Survey Respondent profile (weighted), 2012
  • Table 4: Brazil Syrups and Spreads Value Share (%), by Age Groups, 2012
  • Table 5: Brazil Syrups and Spreads Value Share (%), by Gender, 2012
  • Table 6: Brazil Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
  • Table 7: Brazil Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
  • Table 8: Brazil Syrups and Spreads Value Share (%) by Wealth Groups, 2012
  • Table 9: Brazil Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
  • Table 10: Brazil Jams, Jellies and Preserves Consumer Group Share (% market value), 2012
  • Table 11: Brazil Molasses Consumer Group Share (% market value), 2012
  • Table 12: Brazil Savory Spreads Consumer Group Share (% market value), 2012
  • Table 13: Brazil Sweet Spreads Consumer Group Share (% market value), 2012
  • Table 14: Brazil Syrups Consumer Group Share (% market value), 2012
  • Table 15: Brazil Total Jams, Jellies and Preserves Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 16: Brazil Total Molasses Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 17: Brazil Total Savory Spreads Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 18: Brazil Total Sweet Spreads Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 19: Brazil Total Syrups Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
  • Table 20: Brazil Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 21: Brazil Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 22: Brazil Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 23: Brazil Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 24: Brazil Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 25: Brazil Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 26: Brazil Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 27: Brazil Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 28: Brazil Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
  • Table 29: Brazil Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Table 30: Brazil Jams, Jellies and Preserves Consumer Profiles (% consumers by sub-group), 2012
  • Table 31: Brazil Molasses Consumer Profiles (% consumers by sub-group), 2012
  • Table 32: Brazil Savory Spreads Consumer Profiles (% consumers by sub-group), 2012
  • Table 33: Brazil Sweet Spreads Consumer Profiles (% consumers by sub-group), 2012
  • Table 34: Brazil Syrups Consumer Profiles (% consumers by sub-group), 2012
  • Table 35: Brazil Syrups and Spreads Private Label Consumer Penetration (% Consumers Using), by Category, 2012
  • Table 36: Brazil Jams, Jellies and Preserves Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 37: Brazil Molasses Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 38: Brazil Savory Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 39: Brazil Sweet Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 40: Brazil Syrups Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
  • Table 41: Brazil Syrups and Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 42: Brazil Jams, Jellies and Preserves: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 43: Brazil Molasses: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 44: Brazil Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 45: Brazil Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 46: Brazil Syrups: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
  • Table 47: Brazil Syrups and Spreads Market Value (Brazilian Real million), by Category, 2012
  • Table 48: Brazil Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Table 49: Brazil Syrups and Spreads Market Volume (Kg m), by Category, 2012
  • Table 50: Brazil Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Table 51: Brazil Syrups and Spreads Expenditure Per Capita (Brazilian Real), by Category, 2012
  • Table 52: Brazil Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
  • Table 53: Brazil Syrups and Spreads Expenditure Per Household (Brazilian Real), by Category
  • Table 54: Brazil Syrups and Spreads Expenditure Per Household (US$), by Category
  • Table 55: Brazil Syrups and Spreads Market Volume Share (Kg m), by Category, 2012
  • Table 56: Brazil Syrups and Spreads Consumption Per Capita (Kg m / Population m), by Category, 2012
  • Table 57: Brazil Syrups and Spreads Consumption Per Household (Kg m / Households m), by Category, 2012
  • Table 58: Brazil Syrups and Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
  • Table 59: Brazil Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Table 60: Brazil Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Table 61: Brazil Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Table 62: Brazil Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Table 63: Brazil Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Table 64: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
  • Table 65: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
  • Table 66: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
  • Table 67: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
  • Table 68: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
  • Table 69: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
  • Table 70: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
  • Table 71: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
  • Table 72: Brazil: Profile of Syrups and Spreads Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
  • Table 73: Brazil: Profile of Syrups and Spreads 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 Syrups and Spreads Value Share (%), by Age Groups, 2012
  • Figure 3: Brazil Syrups and Spreads Value Share (%), by Gender, 2012
  • Figure 4: Brazil Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
  • Figure 5: Brazil Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
  • Figure 6: Brazil Syrups and Spreads Value Share (%) by Wealth Groups, 2012
  • Figure 7: Brazil Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
  • Figure 8: Brazil Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 9: Brazil Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 10: Brazil Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 11: Brazil Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 12: Brazil Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 13: Brazil Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 14: Brazil Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 15: Brazil Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 16: Brazil Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
  • Figure 17: Brazil Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
  • Figure 18: Brazil Syrups and Spreads Market Value (US$ million), by Category, 2012
  • Figure 19: Brazil Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
  • Figure 20: Brazil Syrups and Spreads Expenditure Per Household (US$), by Category
  • Figure 21: Brazil Syrups and Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (% of Kg m), 2012
  • Figure 22: Brazil Jams, Jellies and Preserves Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Figure 23: Brazil Molasses Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Figure 24: Brazil Savory Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Figure 25: Brazil Sweet Spreads Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
  • Figure 26: Brazil Syrups Survey-tracked Retailer Shares by Volume of Organized Retail (Kg m), 2012
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