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MARKET REPORT DETAIL

The Brazilian Pasta & Noodles Market: What Consumers Eat and Why?

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Published Date: Oct, 2013
Format: PDF
No of Pages: 96
 
 
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  • Abstract
  • Table of Contents

Product Synopsis

This report provides the results for the Pasta & Noodles 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 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 Pasta & Noodles 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 Pasta & Noodles 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 the 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: Ambient Noodles, Ambient Pasta, Chilled Noodles, Chilled Pasta, Dried Noodles, and Dried Pasta.
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 consumption of Dried Pasta is highest among Pre-Mid-Lifers, Mid-Lifers, and Older Consumers. Heavy consumption is prevalent, accounting for over half of each age group. However, approximately 15% of each age group are Medium frequency consumers and approximately 20% are Light frequency consumers, highlighting a number of consumers that marketers should target to increase the value and volume size of the category.
The Pasta & Noodles market in Brazil is dominated by the Dried Noodles and Chilled Pasta categories, which together constitute 51% of the overall market by value. Ambient Noodles is the least valuable category, with a market share of 6%.
Females consume more Ambient Noodles than males. While 31% of females record Heavy frequency consumption, 26% of males eat Ambient Noodles as often. Furthermore, while 21% of each gender record Medium frequency consumption, the proportion of females recording Light frequency consumption also outnumbers the proportion of males. Marketers should keep this gender gap in mind when designing products and campaigns for the Ambient Noodles market.

Key Highlights

Kids & Babies consume the most Pasta & Noodles, with an 18% value share of the market. However, this is equal to their share of the population. No age group consumes Pasta & Noodles disproportionately to its size, indicating that marketers need to introduce differentiated products aimed at different demographics in order to maximize their revenues.
Not only do a large proportion of Brazilian consumers, in certain categories at least, highlight that the Busy Lives and Better Value for Money trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
There is a significant difference in private label penetration in the Chilled Pasta & Noodles categories. While 34% of the volume of Chilled Noodles products distributed is private label, the same is also true for only 4% of Chilled Pasta products. Retailers may increase their investment in their Chilled Pasta private labels in order to grow their market share to the levels achieved in Chilled Noodles.
.The top three retailers of organized retail in Brazil dominate the Pasta & Noodles market with a combined volume share of 50%. Beyond this the market is highly fragmented.

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 Pasta & Noodles 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 Ambient Noodles
3.2.2 Ambient Pasta
3.2.3 Chilled Noodles
3.2.4 Chilled Pasta
3.2.5 Dried Noodles
3.2.6 Dried Pasta
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Noodles
3.3.2 Ambient Pasta
3.3.3 Chilled Noodles
3.3.4 Chilled Pasta
3.3.5 Dried Noodles
3.3.6 Dried Pasta
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Noodles
4.1.2 Ambient Pasta
4.1.3 Chilled Noodles
4.1.4 Chilled Pasta
4.1.5 Dried Noodles
4.1.6 Dried Pasta
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Noodles
4.2.2 Ambient Pasta
4.2.3 Chilled Noodles
4.2.4 Chilled Pasta
4.2.5 Dried Noodles
4.2.6 Dried Pasta
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Pasta & Noodles Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Noodles
5.2.2 Ambient Pasta
5.2.3 Chilled Noodles
5.2.4 Chilled Pasta
5.2.5 Dried Noodles
5.2.6 Dried Pasta
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Pasta & Noodles
6.1.2 Ambient Noodles
6.1.3 Ambient Pasta
6.1.4 Chilled Noodles
6.1.5 Chilled Pasta
6.1.6 Dried Noodles
6.1.7 Dried Pasta
7 Consumption Impact: Market Valuation
7.1 Pasta & Noodles Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Pasta & Noodles 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 Pasta & Noodles 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 Pasta & Noodles of Organized Retail
8.2 Retailer Volume of Organized Retail Share by Category
8.2.1 Retail Share by Volume of Organized Retail - Ambient Noodles
8.2.2 Retail Share by Volume of Organized Retail - Ambient Pasta
8.2.3 Retail Share by Volume of Organized Retail - Chilled Noodles
8.2.4 Retail Share by Volume of Organized Retail - Chilled Pasta
8.2.5 Retail Share by Volume - Dried Noodles
8.2.6 Retail Share by Volume - Dried Pasta
8.3 Profiles of End-Consumers of Pasta & Noodles, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Casino
8.3.4 Cia Zaffari
8.3.5 Companhia Brasileira de Distribuicao
8.3.6 Coop Cooperativa de Consumo
8.3.7 G.Barbosa
8.3.8 Irmaos Bretas
8.3.9 Irmaos Muffato
8.3.10 Lojas Americanas
8.3.11 Prezunic
8.3.12 Wal-Mart
8.3.13 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Pasta & Noodles Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Pasta & Noodles Value Share (%), by Age Groups, 2012
Table 5: Brazil Pasta & Noodles Value Share (%), by Gender, 2012
Table 6: Brazil Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Pasta & Noodles Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Pasta & Noodles Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Ambient Noodles Consumer Group Share (% market value), 2012
Table 11: Brazil Ambient Pasta Consumer Group Share (% market value), 2012
Table 12: Brazil Chilled Noodles Consumer Group Share (% market value), 2012
Table 13: Brazil Chilled Pasta Consumer Group Share (% market value), 2012
Table 14: Brazil Dried Noodles Consumer Group Share (% market value), 2012
Table 15: Brazil Dried Pasta Consumer Group Share (% market value), 2012
Table 16: Brazil Total Ambient Noodles Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Ambient Pasta Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Chilled Noodles Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Chilled Pasta Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Dried Noodles Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Dried Pasta Value (Brazilian Real .) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Ambient Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Ambient Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Chilled Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Chilled Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Dried Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Dried Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Ambient Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 35: Brazil Ambient Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 36: Brazil Chilled Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 37: Brazil Chilled Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 38: Brazil Dried Noodles Consumer Profiles (% consumers by sub-group), 2012
Table 39: Brazil Dried Pasta Consumer Profiles (% consumers by sub-group), 2012
Table 40: Brazil Pasta & Noodles Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: Brazil Ambient Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Brazil Ambient Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Brazil Chilled Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Brazil Chilled Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Brazil Dried Noodles Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Brazil Dried Pasta Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Brazil, Overall Pasta & Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Brazil, Ambient Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Brazil, Ambient Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Brazil, Chilled Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Brazil, Chilled Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Brazil, Dried Noodles: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: Brazil, Dried Pasta: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Brazil Pasta & Noodles Market Value (Brazilian Real .), by Category, 2012
Table 54: Brazil Pasta & Noodles Market Value (US$ .), by Category, 2012
Table 55: Brazil Pasta & Noodles Market Volume (Kg), by Category, 2012
Table 56: Brazil Pasta & Noodles Market Value (US$ .), by Category, 2012
Table 57: Brazil Pasta & Noodles Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 58: Brazil Pasta & Noodles Expenditure Per Capita (US$), by Category, 2012
Table 59: Brazil Pasta & Noodles Expenditure Per Household (Brazilian Real), by Category
Table 60: Brazil Pasta & Noodles Expenditure Per Household (US$), by Category
Table 61: Brazil Pasta & Noodles Market Volume (Kg), by Category, 2012
Table 62: Brazil Pasta & Noodles Consumption Per Capita (Kg / Population m), by Category, 2012
Table 63: Brazil Pasta & Noodles Consumption Per Household (Kg / Households m), by Category, 2012
Table 64: Brazil Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg ) of Organized Retail, 2012
Table 65: Brazil Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail of Organized Retail, 2012
Table 66: Brazil Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 67: Brazil Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 68: Brazil Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 69: Brazil Dried Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 70: Brazil Dried Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 71: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 72: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 73: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2012
Table 74: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 75: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 76: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 77: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 78: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 79: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 80: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 81: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 82: Brazil: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 83: Brazil: Profile of Pasta & Noodles 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 Pasta & Noodles Value Share (%), by Age Groups, 2012
Figure 3: Brazil Pasta & Noodles Value Share (%), by Gender, 2012
Figure 4: Brazil Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Pasta & Noodles Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Pasta & Noodles Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Ambient Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Ambient Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Chilled Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Chilled Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Dried Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Dried Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Pasta & Noodles Market Value (US$ .), by Category, 2012
Figure 21: Brazil Pasta & Noodles Expenditure Per Capita (US$), by Category, 2012
Figure 22: Brazil Pasta & Noodles Expenditure Per Household (US$), by Category
Figure 23: Brazil Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg ) of Organized Retail, 2012
Figure 24: Brazil Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg ) of Organized Retail, 2012
Figure 25: Brazil Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 26: Brazil Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 27: Brazil Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 28: Brazil Dried Noodles Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 29: Brazil Dried Pasta Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

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