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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
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
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
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
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.
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
.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