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消費者動向分析: ブラジルの調理済み食品市場における消費者動向と消費行動促進要因

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

発行 Canadean 商品コード 309533
出版日 ページ情報 英文 56 Pages
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消費者動向分析: ブラジルの調理済み食品市場における消費者動向と消費行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Prepared Meals Market
出版日: 2014年07月30日 ページ情報: 英文 56 Pages
概要

当レポートはブラジルの調理済み食品市場を精査しており、各種市場データ、人口構成層毎の当カテゴリー内商品の消費パターン、また消費行動を促す主な消費動向について詳細に分析を行っています。さらに当レポートは消費者ニーズに対して適切に狙いを定めた革新的な新製品開発に焦点を当てて分析し、また常に変化を続けている消費者状況の中から利益を生み出して行くための戦略的提言を行っています。

第1章 定義

  • カテゴリー分類および人口構成層の定義
  • 調査手法
  • 食品選定を促す9つのメガトレンド: 20個の細目動向に分類可能

第2章 市場状況

  • 忙しい生活、簡便さの追求、および料理技術の低下がブラジルの調理済み食品市場の成長を促進
  • ブラジルの調理済み食品市場は急速に拡大しており、2018年までに市場規模は35億ブラジルレアルに達する見込み
  • レディーミールがブラジルで売られている調理済み食品全体の内の56.3%を占める
  • 2012年にブラジルでは4億5880万回の調理済み食品利用機会を数え、その多くは子供、乳幼児、および男性が占めた
  • ブラジルは量的にもまた販売額的にも主要国市場の中では最小の市場
  • ブラジル国民一人あたりの調理済み食品消費量は世界の主要国の中で2番目に低い

第3章 人口構成層毎の消費パターン

  • ブラジル人男性は女性よりも多くの調理済み食品を消費している
  • ブラジルの調理済み食品市場で高齢の消費者層の消費量は平均より低い
  • 中年より下の年齢層がブラジルでは調理済み食品のヘビーユーザーに分類できる

第4章 消費動向分析

  • 忙しい生活と、同じ金額でもより高い価値を求める欲求とがブラジルで調理済み食品を求める主な動機となっている
  • 主要国における調理済み食品消費に対する消費者動向を比較する
  • ライフスタイルの変化に関わるメガトレンド: 家族を持つ責任を先延ばしにすること、またより野心的な人生のゴールを目指すことが簡単に準備できる食品の必要性を促進している
  • ネット接続に関わるメガトレンド: ブラジルでは調理済み食品の消費に対してソーシャルメディアが大きな影響を有する
  • 便利さに関わるメガトレンド: 消費者の生活の忙しさが調理済み食品消費を促す最大の動機
  • 道徳に関わるメガトレンド: 道徳問題や環境問題はブラジルの調理済み食品消費に対して限られた影響しか持たない
  • 体験と楽しみに関わるメガトレンド: 新しい体験を得る欲求が調理済み食品市場における消費に影響を及ぼしている
  • 健康に関わるメガトレンド: 美容と健康に関わる課題は調理済み食品の消費に対してはほとんど影響を持たない
  • 個人に関わるメガトレンド: 自分の場所、自分の時間を求める消費者の欲求がブラジルにおける調理済み食品の消費に対して影響を及ぼしている
  • 信頼度に関するメガトレンド: 製品の安全性はブラジルの調理済み食品の消費に対しては中程度の影響しか持たない
  • 価値に関するメガトレンド: 同じ金額でより高い価値を目指す心がブラジルにおける調理済み食品の消費に影響を与えている主要動向のひとつ

第5章 技術革新の例

  • 食品メーカーはブラジルの消費者の高まるニーズに狙いを定めて全てのカテゴリーにわたって技術革新を進めている
  • 製法やパッケージングについての世界の技術革新はブラジルの食品メーカーにもインスピレーションの源となり得る

第6章 提言

  • メーカー、マーケッター、および小売店は変わりつつある消費パターンとマーケティング・チャンスを考慮に入れる必要あり
  • ビジネス機会は単身者家庭にあり

第7章 付録

目次
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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