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Consumer Trends in the Soy Products Market in Brazil
Canadean Ltd, April 2012, Pages: 47
Synopsis
This report provides the results for the Soy Products market in Brazil from Canadean’s unique, highly detailed and proprietary survey 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 behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence and brand and private label choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Summary
Why was the report written?
Marketers in the Soy Products market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the soy products market they account for and which consumer trends drive their behaviour.
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 behaviours will be fundamental to future growth. This makes early identification of the consumer groups and trends driving market behaviour 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 sales across 26 consumer groups – providing through the data 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 behaviour 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 behaviours.
Scope
Consumer survey data for the following specific categories: the soy desserts, soy drinks and soy milk markets.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behaviour and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
Key Highlights
A significant “attitude-behaviour” 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 limited impact of trends suggests that the market is largely functional, based on a core group of consumers who are lactose intolerant.
Soy Drinks is the most valuable category in the Soy Products market in Brazil, closely followed by Soy Milk. This is unusual as the Soy Milk category tends to be much larger than the Soy Drinks category in other European and America markets. The smallest category, Soy Desserts, is approximately half as large as Soy Drinks and Soy Milk, again unusual as this gap tends to be larger in other countries. This suggests a strongly undeveloped Soy Milk market in Brazil.
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