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2014 Yogurt and Yogurt Drinks Market Share and Growth Brazil Research Analysis

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2014 Yogurt and Yogurt Drinks Market Share and Growth Brazil Research Analysis

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Table of Content

Introduction
Definitions
Yogurt and yogurt drinks market
Abbreviations

Executive Summary
The market
Figure 1: Brazil retail value sales of yogurt, 2009-19
Companies, brands, and innovations
Danone leads the yogurt market in Brazil
Figure 2: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
The consumer
Limited editions of yogurts can increase consumption frequency among Brazilians aged 16-34
Figure 3: Consumption frequency of flavored spoonable yogurt (eg Danoninho), by age group, June 2014
Yogurts that keep hunger at bay can be attractive to consumers who skip meals regularly
Figure 4: Consumption occasion, ‘To replace a meal’, by region, June 2014
Positioning yogurt as a cooking ingredient could boost the category in Brazil
Figure 5: Attitudes and opinions about yogurts - ‘yogurt is a healthy substitute of double cream (ie creme de leite) as a cooking ingredient’, by age group, June 2014
Households with children tend to buy more than one type of yogurt, which can boost category consumption
Figure 6: Behavior toward yogurts ‘I usually choose different types of yogurts for different family members’, by children/no children in household, June 2014
What we think

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Market – Key Points
How can companies increase consumption of Greek yogurt in all Brazilian regions?
Could healthy attributes increase consumption of yogurt among Brazilians in socioeconomic group AB?
Could yogurt be positioned more like a snack to be consumed at work?
Could a wider variety of flavors, as well as more indulgent flavors, increase consumption of yogurt among Brazilian men?

Trend Applications
Trend: FSTR HYPR
Trend: Transumers
Trend: Extend My Brand

Who’s Innovating?
Key points
Innovation in Greek yogurt sold in the US can also be used in Brazil to help the category to grow
Figure 7: Launches of Greek yogurts as a share of new products in the Brazilian yogurt market, August 2001-July 2014
The yogurt category can meet demand for healthier children’s food
Figure 8: Launches of children’s yogurts (up to 12 years old) as a share of new products in the Brazilian yogurt market, 2009-13
Companies can stand out in the market by launching products with new functional claims by adding new ingredients
Figure 9: Launches of yogurts claims ‘low/no/reduced fat’, ‘low/no/reduced sugar’, ‘low/no/reduced calories and ‘digestive’, as a share of new products in the Brazilian yogurt market, 2009-13

Market and Forecast
Key points
The yogurt market grows mainly in value, due to launches of higher-priced products
Figure 10: Brazil retail value and volume sales of yogurt, 2009-19
Demand for more convenience and Brazilian’s higher incomes drive consumption of yogurt in Brazil
The segments of functional yogurts and Greek yogurts contribute to a more dynamic category
Figure 11: Brazil retail value sales of yogurt, 2009-19
Figure 12: Brazil retail volume sales of yogurt, 2009-19
Factors used in the forecast

Market Share
Key points
Danone leads the yogurt market in Brazil
Figure 13: Leading brands’ shares in the Brazil yogurt market, by value, 2012-13
Figure 14: Leading brands’ shares in the Brazil yogurt market, by volume, 2012-13

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