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市場調査レポート

消費者動向分析:ブラジルの菓子市場における消費者動向および行動促進要因の把握

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

発行 Canadean 商品コード 306224
出版日 ページ情報 英文 56 Pages
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消費者動向分析:ブラジルの菓子市場における消費者動向および行動促進要因の把握 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery Market
出版日: 2014年06月25日 ページ情報: 英文 56 Pages
概要

当レポートでは、ブラジルの菓子市場を取り上げ、市場状況を概括し、人口統計グループ消費パターン、消費者動向の分析をまとめるとともに、求められる製品のイノベーション、ならびに戦略的提言を提示するなど、概略以下の構成でお届けいたします。

定義

  • カテゴリー分類と人口動態の定義
  • サマリー手法
  • Canadeanは食品の選択を促す9つのメガトレンドを特定:これらはさらに20のサブトレンドに分割可能

市場状況

  • 菓子製品は楽しみや喜び、そして個人的な空間および時間を見出すために消費される
  • ブラジルの菓子市場は急速に成長しており、2018年には465億ブラジルレアルに達することが予測されている
  • 砂糖菓子が消費量ベースでブラジル菓子市場の57%を占める
  • 2012年のブラジルにおける菓子の販売機会は245億回であり、その中で最も割合が大きかった対象は若年成人層と女性
  • ブラジルにおける菓子市場売上の高成長は1人当たり消費学の上昇によって促進されている
  • ブラジルは消費量において世界で最も魅力的な菓子市場の1つ

人口統計グループ別消費パターン

  • ブラジルにおいては女性が男性よりも菓子製品を多く消費する
  • ブラジルにおいては若い消費者が菓子の消費を牽引している
  • ブラジルの男性および女性は似通った菓子消費頻度パターンを示している
  • 中年層が高頻度の菓子消費において最大の割合を占める

消費動向分析

  • 個人的な空間と時間がブラジルにおいて菓子製品を選択する主たる動機付け
  • 主要市場における菓子製品の消費に対する消費者動向の影響を比較
  • ライフスタイル変化のメガトレンド:消費者はますます自分の年齢に関連したニーズに対応した菓子を求める
  • 接続性のメガトレンド:ソーシャルメディアがますますマーケティング担当者によって製品の認知度を高める手段として使われるようになっている
  • 利便性のメガトレンド:消費者の多忙な生活が間食用の食べやすい菓子のニーズを増加させる
  • 倫理のメガトレンド:倫理上の懸念はブラジルにおける菓子製品の消費にはほとんど影響がない
  • 体験と楽しみのメガトレンド:消費者の菓子製品による欲望の満足は楽しい体験を求める彼らの要求によって促される
  • 健康・ウェルネスのメガトレンド:健康上の懸念がもたらす菓子製品の購入に対する影響は限定的
  • 個性のメガトレンド:個人的な空間と時間を求める消費者の要求がブラジルにおける菓子類の消費を促進
  • 信用のメガトレンド:ブラジルの消費者は製品が信用できるものであるという保証を必要とする
  • 価値のメガトレンド:より金額に見合った価値がブラジルにおける製品選択に影響を及ぼす主たる要素の1つ

イノベーションの例

  • 製造業者は拡大するブラジル消費者のニーズに対応するために様々なカテゴリーにおいて革新を進める

定式化およびポジショニングの世界的な革新はブラジルのメーカーにとってインスピレーションの源となり得る

  • 推奨されるアクション
  • メーカーは高級品を開拓するとともに、自社製品の対象を大人もしくは子供にすることが可能
  • メーカー、マーケティング担当者、および小売業者は、変化する消費パターンおよびマーケティング機会を考慮する必要がある

付録

  • 下位トレンドの説明
  • 詳細な調査手法
  • Canadeanについて
目次
Product Code: FD0031IS

Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery 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 developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Brazilian consumers seek Confectionery products to meet their desire for Personal Space & Time
  • Sugar Confectionery accounts for the highest share of volume consumption and Chocolate will register the fastest growth in the market
  • Consumption of Confectionery is driven by the large young population - manufacturers need to ensure they are meeting their needs.
  • Women over-consume Confectionery products compared to men
  • Connecting directly with family and friends will become less important to Brazilian consumers as social media increases in importance
  • Consumers' busy lifestyles and feelings of time-scarcity will drive the demand for convenient Confectionery products for snacking

Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery 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 genders consume Confectionery, 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 Confectionery 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 consumer needs 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 Confectionery 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 Confectionery 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

  • Confectionery products are consumed for Fun and Enjoyment and for seeking Personal Space and Time
  • Brazil's Confectionery market is growing rapidly and is forecast to reach BRL46.5 billion by 2018
  • Sugar Confectionery constitutes 57% of the Brazilian Confectionery market in volume consumption terms
  • There were 24.5 billion Confectionery occasions in Brazil in 2012, with the highest occasions witnessed among Older Young Adults and Females
  • High value growth of the Confectionery market in Brazil is driven by rising per capita volume consumption
  • Brazil is one of the most attractive Confectionery markets globally in terms of volume consumption

Demographic cohort consumption patterns

  • Women over-consume Confectionery products more than men in Brazil
  • Confectionery consumption is driven by Young consumers in Brazil
  • Brazilian Men and Women exhibit identical Confectionery consumption frequency patterns
  • Mid-Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis

  • Personal Space and Time is the key motivation for choosing Confectionery products in Brazil
  • Comparing consumer trends' influence on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Consumers increasingly seek Confectionery that meets their age related needs
  • The Connectivity mega-trend: Social media is increasingly being used by marketers to up product awareness
  • The Convenience mega-trend: Busy consumer lifestyles will increase the need for convenient Confectionery for snacking
  • The Ethics mega-trend: Ethical concerns have minimal impact on consumption of Confectionery products in Brazil
  • The Experience and Enjoyment mega-trend: Consumers indulgence in Confectionery products is driven by their desire to seek fun experiences
  • The Health and Wellness mega-trend: Health concerns have limited impact on the purchase of Confectionery products
  • The Individuality mega-trend: Consumers' desire to seek Personal Space and Time drives the consumption of Confectioneries in Brazil
  • The Trust mega-trend: Brazilian consumers need to be assured that products are trustworthy
  • The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in Brazil

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Brazilian consumers

Global innovations on formulation and positioning can be a source of inspiration for Brazilian manufacturers

  • Recommended actions
  • Manufacturers can explore premium ranges as well as target their products towards either adults or children
  • Manufacturers, marketers, and retailers need to consider changing consumption patterns and marketing opportunities

Appendix

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