Brazil Snacking Order Form 2012
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Transcript of Brazil Snacking Order Form 2012
GLOBAL FOOD CULTURE PERSPECTIVES
The world over, consumers’ eating behaviors are changing. We now live in a
new era of snacking. More and more we find that snacking happens alone with
many adult eating occasions occurring outside the context of the family. As U.S.
food and beverage companies look to capitalize on global opportunities, The
Hartman Group’s Global Snacking 2012: Brazil is the first in a series of studies
providing vital cultural understanding to help consumer packaged goods
companies navigate this new international terrain in emerging markets.
The Hartman Group is uniquely positioned to be the best possible cultural
guide: we’re experts in global consumer culture—not just U.S. culture. Our in-
house cultural experts have worldwide expertise, having spent extensive time
immersed in the consumer cultures of South America, India, Asia and across
Europe. They understand how brands and strategies that work in the U.S.
marketplace do and do not translate to emerging markets. We provide the most
comprehensive understanding of the “why” behind the buy, and why differences
exist compared with the U.S. market.
Global Snacking 2012: Brazil examines consumer food culture and snacking
behaviors, looking for what consumers buy, where they buy, when they
consume and why, and then identifies what lies ahead. The report provides
critical new learning relevant to product development, marketing, and brand
messaging. This qualitative, ethnographic immersion explored the food culture
to uncover insights and implications that include:
The overall food culture of Brazil
The effects of local economy on food behaviors
Key trends and opportunity spaces
The impact of cultural and retail environmental differences on influence and
perception to purchase U.S. brands
Methodology
Extensive secondary research and syndicated data review. An 11-day
ethnographic immersion into the heart of the Brazilian snacking landscape in
two key markets: São Paulo and Recife.
GLOBAL SNACKING 2012
BRAZIL
A Hartman Group Syndicated Study for 2012
www.hartman-group.com
ABOUT THE REPORT
Report Length: General report in PowerPoint format: 112 pages. Market Coverage: Brazil, South America Release Date: 2012-07-15 List Price: $20,000 now: $4,995
Global markets present new opportunities and challenges. Our approach to global insights is grounded in cultural anthropology and marries 20-plus years of Hartman Group intellectual capital with insider-level cultural intelligence to help companies and brands see white spaces and capitalize on global opportunities.
Our research broadly indicates that:
Developing markets behave much like
the U.S. market 50 years ago, defining quality as Americans did then – by consistency, reliability, and uniformity.
Hot developing markets (Brazil, Russia,
India, China) often venerate U.S. culture and aspire to own and use U.S. legacy brands.
On-the-ground realities, however, are different: Local economies, social structures, values and politics influence the actual decisions consumers make.
Why our approach works:
Hartman Group analysts (many Ph.D.
cultural anthropologists) have lived and studied in developing markets; they speak the local languages; and they understand the everyday lived experience of consumers across the globe.
Our analysts understand what matters
most to diverse populations: They have a proven ability to discern the complex and nuanced social and cultural factors that influence consumption patterns.
Why Cultural Competency Is Important
www.hartman-group.com
Setting off to uncover the many facets of Brazil’s snacking culture, we discovered there is great opportunity for CPG brands because Brazilians are “snackers” by nature. Nibbling is part of their cultural heritage, and they do so without the guilt often associated with snacking in the U.S. Traditionally, snacking was composed of freshly made carbohydrate-rich savory snacks or sweets, but this is rapidly changing with an improved economy, increased purchasing power, and greater access to travel. A common theme in snacking behavior, whether health and wellness (H+W) oriented or indulgent, is the desire for satiety. Brazilians are always on the move and getting things done is paramount. Their traditional diet of high amounts of starch and sugar produces blood sugar swings that creates the ongoing need for fuel. Packaged snacks have great symbolism for Brazilians. U.S. CPG brands have significant badge value, particularly with respect to the emergent middle class. Not that long ago, only the wealthier classes could afford packaged snacks, causing a can of Pringles to be a coveted status symbol. Today, many more Brazilians are able to afford branded CPGs and are delighted to participate in “middle class” culture. Furthermore, the economic upswing has brought commuting and traffic issues, resulting in a demand for more convenient packaged food options. While many packaged snacks are purchased on the street (rua), they are not typically consumed in the moment but rather at home (casa) or work, contrasting with freshly made snacks (often traditional sweet or savory pastries) that are enjoyed in shops, very seldom while on-the-go. Brazil’s upper classes find eating on the street to be in poor taste. However, the emerging middle class is more at ease eating on-the-go and should be a great source of growth for branded packaged snacks in the near future. The flavor profiles found in Brazil tend to be highly sweet or typical savory flavors. H+W efforts are curiously a few decades behind the U.S., with flavor taking precedence over health attributes. This disconnect can be attributed to Brazil’s playful Carnaval-like approach to life, where enjoying oneself is the overriding concern. Interestingly, within the realm of H+W, functional beauty snacks and beverages are growing categories. As H+W considerations develop, opportunities will continue to arise (e.g., Better for You).
Table of Contents
An Expedition of Discovery into the Brazilian Snackscape Brazil in Social, Economic and Cultural Context Brazilian Food Culture
Brazilian Culinary Traditions
Eating Occasions
The Role of H+W
Sustainability
The Brazilian Snackscape
Fresh & Packaged in Snacking
Role of Beverages in Snacking
H+W in Snacking
Packaging of Snacks
Shopping Behavior in the Brazilian Snackscape The Path to Success: From the US to Brazil & Brazil to the US Appendices
EXECUTIVE SUMMARY
www.hartman-group.com
We conclude there is ample whitespace for new products to meet the insatiable snacking needs of Brazilian consumers. Explore the Brazilian snacking landscape, “snackscape,” with us and discover how your brands can make a difference! An Expedition of Discovery in the Brazilian Snackscape “The growing economy of Brazil promises great opportunities in snack foods for CPG brands.” To better understand Brazil’s impassioned food culture, we went native for two weeks, journeying to key markets to:
Uncover deep insights into the what, when, where, how and why of Brazilian consumer eating and drinking habits and traditions
Chart the Brazilian shopping topography through retail audits and excursions into a variety of food service formats
Witness, firsthand, the effects of economic growth in traditional food and beverage landscape.
Consider how continued economic development is likely to impact product development, marketing, and brand messaging
We undertook an excursion of discovery into the Brazilian “Snackscape” Phase 1: Extensive secondary research and syndicated data review Phase 2: An 11-day ethnographic immersion into the heart of the Brazilian snacking landscape
In-home interviews and online interviews with consumers
Store audits in municipal markets, grocery, hypermarket, club, bakery, convenience, specialty and others, including interviews with managers, proprietors, employees and shoppers
Impromptu interviews with street vendors of snacks
Survey of a variety of food service trends, from street vendors to banquet facilities, including interviews with chefs, staff and proprietors
Local excursions into culinary history and trends with expert bloggers, educators and commercial agents
EXECUTIVE SUMMARY (continued)
www.hartman-group.com
Global Snacking 2012: Brazil delivers insights and implications on these and much more:
Consumer familiarity and perceptions of American food and beverage brands and products
Emerging trends in snacking
Channel selection
Consumer attitudes and usage behaviors around snacking
WHAT YOU CAN EXPECT IN THE REPORT
A LOOK INSIDE (sample pages)
Name
Title
Company
Address
City / State / Zip
Phone
Signature
Date Signed
COST
List price: $20,000, now: $4,995
Total $
REPORT ORDER FORM
Contact Return your filled out form to: Blaine Becker Sr. Director, Marketing & Business Relations The Hartman Group, Inc. 425.452.0818, ext. 124 (fax) 425.452.9092 [email protected]
A portion of the proceeds from this study goes to Emily’s Friends, an organization dedicated to supporting the well-being of children and youth in our community
www.hartman-group.com