Naira Sato

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Apresentação Naira Sato no "Encontro de Nozes e Castanhas" 29/08/2016

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  • The Time-pressed consumer—Brazil, October 2105 http://reports.mintel.com/display/751720/
  • Consumer demands for natural and “less processed” food and drink are forcing companies to reformulate to remove artificial ingredients.
  • Healthy Eating Trends—Brazil December 2015 Cooking Habits—Brazil, March 2016 Brazil Source: Meat and Poultry—Brazil, September 2014. Changes in buying habits.
  • Total products with naturalness claims increased 32% from 2014-15
    Top categories with naturalness claims LAR from 2013-15 bakery, snacks, sauces, side dishes, dairy, breakfast cereal, fruit and veg
    Top growth categories in 2015 MPF, breakfast cereal, meals, F+V
  • From Stephanie’s Demise of Artificial IFT presentation
    Ambiguous nature of “all-natural” claims have given rise to more specific claims that call out exactly what is not in a product. “Nothing artificial” clearly plays in to this. In fact, 69% of US consumers want to see more transparency in food product ingredients. These “free-from” claims clearly communicate that.

    Charlie’s Honest Fizz Raspberry, Australia, GNPD ID: 3375337
    http://www.gnpd.com/sinatra/recordpage/2931661/
  • Some categories carry an “artificial” reputation, creating opportunity for brands that can offer more natural alternatives
    “Free from” trends are on the rise, showcasing the importance of formulations that can carry the claims
    Consumers expect products to be closer to nature – and that the claims made by companies are not far from the truth
  • For many people, fitness is not training for a triathlon; it’s simply about becoming more active. The rising promotion and organization of athletic programs that encourage consumers to get and stay active showcases a parallel need for food and drink that helps consumers get acquainted with sports nutrition elements, such as energy, hydration and protein. This creates an opportunity for communication and product ranges that will progress alongside people’s activity levels and goals.
  • Consumers are beginning to recognize that all sports nutrition products are not created equal, with many looking for alternatives to sports drinks for health or refreshment.
    Healthy Lifestyles—Brazil, March 2014
    Sports and Energy Drinks—Brazil, June 2014
    Brazil source: Fruit Juice and Juice Drinks – Brazil, June 2015, figure 40, http://reports.mintel.com/display/740398/
    ages 16+ who drank juice from October 2014-April 2015
  • Healthy Eating Trends—Brazil, December 2015

    Meat and Poultry—Brazil March 2016
    Brazil source: Eating Out Trends – Brazil, August 2015, figure 13 and 14, http://reports.mintel.com/display/748249/
    internet users ages 16+ who have eaten out or ordered takeouts in the first three months of 2015 like eating at places where they offer special menus (eg vegetarian menu, menu for people with food intolerance/allergy, lactose-free, gluten-free dishes).
  • Alternatives are getting worked into peoples weekly diets. Flexitarianism is a rising concept
  • In response the Brazilian government has been very proactive and launched a raft of initiatives aimed at educating its citizens about how to eat well and remain healthy.
    Following up on the revolutionary healthy eating guidelines they released in 2014, in November 2015, they released a National Pact for Healthy Eating.
    At the front line of these programmes are 40,000 family health teams supported by nearly 4,000 health professionals including nutritionists and physiotherapists that work within the community to educate and support Brazilians adopt a healthy lifestyle.
  • Consumers are moving to on-line options for communication and for saving time in doing routine daily tasks such as shopping and ordering foods.
  • Naira Sato

    1. 1. © 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. 2016 Mintel Food & Drink Trends Brazilian Perspectives ©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.
    2. 2. 2 FSTR HYPR Time is of the essence. Brands are highlighting exactly how long it takes to use their product or service. The speed of life is not slowing down in Brazil…demand is continuing to build for products that streamline shopping and cooking Buzz:3 Lifecycle: Mainstreaming Convenience, Time-saving, Simplicity, Spontaneity, Immediacy, On-demand TREND ©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel Go To Trend
    3. 3. 3 Brazilians turn to convenience foods to save time in the kitchen Source: Mintel Reports: Cooking Habits—Brazil , March 2016 of Brazilians would eat more healthy foods if there were more easy–to- prepare healthy options (eg frozen ready-meals, pre-cooked food, etc) 30% of Brazilians agree with the statement “cooking takes up too much of my daily time.” 38%
    4. 4. 4 Meal kits bridge the gap between homemade and fully prepared meals Nacho Loco Mini Tacos de Chicken com Frijoles e Queijo (Mini Chicken Tacos with Frijoles and Cheese) This frozen meal kit includes a recipe suggestion on back Youcook Green Thai Curry (Germany) This chilled meal kit comprises vegetables, chicken breast fillets, rice, halal certified coconut milk, fresh coriander, green curry paste and soy sauce. Source: Mintel GNPD
    5. 5. 5 Snack attack in Latin America Busy lifestyles are profoundly changing traditional eating patterns and boosting the snacking occasion. Traditional mealtimes are in decline, and snacks are filling the gap, especially for younger Brazilians. There is a growing need for convenient products which can bridge the gap between health and indulgence. Source: Mintel Food and Drink
    6. 6. 6 Young consumers’ eating habits are affected by their lack of time The busy lifestyle of young adults seems to be influencing their eating habits. Consumers aged 16-34 are more likely than those aged 35+ to find it difficult to find time to cook at home. They are more likely than their older counterparts to usually eat little snacks instead of regular meals, to eat on-the-go, and to skip breakfast in the morning. Selected statements of eating habits, by age group, Brazil, August 2015 Base: 1,500 adults aged 16+ Source: Ipsos Observer Brazil/Mintel Source: Mintel Reports: The Time-pressed Consumer—Brazil , October 2015
    7. 7. 7 Food categories targeting snacking occasion grow King of Palms Frutajá! Purê de Frutas Maçã Manga Goiaba (Apple, Mango, Guava Fruit Purée) Chobani "Flip" Tropical Escape Greek Yogurt it’s a pineapple coconut low-fat yogurt with hazelnuts, toasted coconut and granola Chef Earl's Cranberry Almond Chicken Salad is fully cooked, ready to eat and said to be real and fresh.
    8. 8. 8 Juice/soup hybrids Soupologie Raw Beetroot & Mint Ready to Eat Chilled Soup, UK H-E-B Souper Fruit Bilberry Fruit Soup, US ¡Cho! Beetroot and Apple Drinking Gazpacho, UK New chilled soup introductions feature a combination of sweet, savory and spicy flavors. Thanks to evolving flavor profiles, juice and smoothie brands have an opportunity to enter the snacking/meal space Source: Mintel GNPD
    9. 9. 9 What it means Analyst POV The speed of life is not slowing down in Brazil…demand is continuing to build for products that streamline shopping and cooking Ease of use is essential for time-saving product propositions Products that bridge the gap between scratch cooking and fully- prepared options can be a great way to introduce reluctant consumers to time-saving options, as well as snacks positioned as meals
    10. 10. 10 Artificial: Public Enemy No. 1 Consumer demand for natural and “less processed” food and drink are forcing companies to reformulate to remove artificial ingredients
    11. 11. 11 People are paying more attention to what’s in their food Source: Ipsos Observer/Mintel of Brazilians agree that it is worth spending more on healthier food options 83% of Brazilians claim to cook using only natural/home- made ingredients 73% of Brazilian adults claim to purchase meat and poultry with no additives/no preservatives.56% 11
    12. 12. 12 Natural claims growing annually in Latin America Source: Mintel GNPD 0% 2% 4% 6% 8% 10% 12% 14% No Additives/Preservatives All Natural Product Wholegrain Organic GMO-Free Latin American food and drink launches, by natural claims, 2011-15 2011 2012 2013 2014 2015
    13. 13. 13 “Nothing Artificial” might become the new “natural” Healthy Choice Café Steamers Simply Southwestern-Style Chicken, US Meal is made with real ingredients that are minimally processed, and contains nothing artificial. Charlie’s Honest Fizz Raspberry, Australia Carbonated soft drink made with real fruit, free from preservatives and contains nothing artificial. Love Child Organics Oaty Chomps, Canada Contains no GMOs, no added sugar or salt, and nothing artificial. Source: Mintel GNPD
    14. 14. 14 What it means Consumers are worried about products with long unfamiliar ingredient lists Some categories carry an “artificial” reputation “Free from” trends are on the rise Consumers expect products to be closer to nature – and claims to be truthful
    15. 15. 15 For Every Body Fitness training for everybody creates an opportunity for food and drink products that help consumers get acquainted with sports nutrition for hydration, energy and protein.
    16. 16. 16 Preferences for sports nutrition products varies Source: Canada: Lightspeed GMI/Mintel, Brazil: Ipsos Observer Brazil/Mintel of Brazilians agree that exercising regularly contributes to a healthy life.36% Of Brazilians consume sports/isotonic drinks after exercise, while 14% consume them before exercise16% of Brazilian adult juice drinkers agree “it is refreshing to have juice after exercising.” 21% 16
    17. 17. 17 There’s a need for many levels of sports nutrition in food Lyv Snacks Sport Crunchy Granola Bar with Oats and Honey, Argentina Granola bar contains 119 calories or 497 kilojoules and nearly 2g of protein All Stars Muscle Protein Bar, Germany crispy protein bar with delicious caramel and toasted crunchy hazelnuts flavour, coated with milk chocolate. The product is suitable for between or after exercise, contains 34% high-quality protein that helps in muscle gain. Gu Energy Gel Suplemento Energético para Atletas Sabor Chocolate (Chocolate Flavored Energy Gel for Athletes), Brazil This vegan and gluten-free product is kosher certified, and retails in a 32g pack. Beginner Intermediate Advanced Source: Mintel GNPD
    18. 18. 18 New functional ingredients for natural sports benefits The White Mustache Fresh and Pure Ginger Flavored Yogurt Whey, US Natural reserve of Greek-style yogurt that can be used for post- workout hydration Beet It Sport Beetroot and Oat Flapjack snack bar, Finland High nitrate content from beets is reported to help the body recover from exercise Ko Maki Pure Patagonian Maqui Wellness Light Drink, Chile Sport drink product is a high source of antioxidants, promotes anti-aging, boosts the immune system and increases energy levels Acid Whey Beets Maqui Berry Source: Mintel GNPD
    19. 19. 19 What it means Consumer education is required Awareness of the types of sports nutrition helps consumers make decisions New and different ingredients and sources creates excitement
    20. 20. 20 Alternatives Everywhere More people are becoming interested in vegetarian and vegan food and drink, creating a wider audience for alternative food and drink.
    21. 21. 21 More consumers are interested in vegetarian options Sources: US – Lightspeed GMI/Mintel; Brazil – Ipsos Observer Brazil/Mintel of those eating less meat in Brazil are doing so because they occasionally like to have a 'meat-free' day 20% of Brazilians think that there is a lack of vegetable-based alternatives to popular animal based ingredients17% of Brazilians like eating at places where they offer special menus.24% 21
    22. 22. 22 Burgers and sausages are a popular format for meat substitutes Gerônimo Chickpea Burger with Leeks, Brazil This artisan vegetarian burger contains no added oils, fats or preservatives. Tofurky Salsicha Kielbassa (Kielbasa Polish- Style Sausage), Brazil Meatless sausage made with organic soya, free from milk, and is described as gourmet and delicious. The vegan product is kosher certified, suitable for outdoor grills and microwave, and retails in a 397g recyclable pack featuring the Non-GMO project logo. Source: Mintel GNPD
    23. 23. 23 Protein does not just come from meat and dairy Ceres Brasil Traditional Pasta with Chickpea Flour and Dried Tomatoes, Brazil Mediterranean Snacks Baked Lentil Chips with Cracked Pepper, US Calbee Saya Lightly Salted Snow Pea Crisps, Mexico Source: Mintel GNPD
    24. 24. 24 Emerging protein sources from around the world Beyond Meat Beastly Sliders, US Pea Protein Lifefood CRAWnchies Sea Lettuce, Finland Contains 18g protein in 100g serving 100% sustainable plant protein ingredient Comparable levels of amino acids to whey, and higher levels of amino acids than other plant proteins such as soy and pea. Parabel USA’s Lentein received the Innovation Award at the 2015 IFT Food Expo Plant-based Protein Marine Protein Water Lentils Source: Mintel GNPD
    25. 25. 25 Non-dairy milks expand beyond soy milk Coco do Vale Chocolate Flavored Coconut Milk, Brazil The gluten-, lactose-free and rich in calcium product contains 10% of coconut milk and 1.4% cocoa powder. The product comes ready to drink and retails in a 200ml pack including a straw. El Gato Chocolate-Flavored Cashew Nut Drink, Brazil Made with raw cashew nuts Source: Mintel GNPD Família Pamalani Original Almond Drink, Brazil 100% vegetable, rich in antioxidants and contains no added flavor, milk, gluten or preservatives. It is said to be excellent on its own, in cappuccinos and savory dishes recipes.
    26. 26. 26 What it means Non-dairy milk and meat substitutes provide more options for curious consumers – not just vegetarians and vegans Consumers are interested in all types of protein, suggesting room for new sources Most people are not converting their diets to be completely meat or dairy free
    27. 27. 27 HELP ME HELP MYSELF Consumers are learning new ways to nudge themselves toward better habits. Products that help consumers save time and eat healthfully have potential to move the market forward Buzz:5 Lifecycle: Established Community, Control, Empowerment, Habit, Self-esteem, Confidence TREND ©2016MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel Go To Trend
    28. 28. 28 Health rises in importance for Brazilians, especially when cooking at home Source: Mintel Reports: Cooking Habits—Brazil , March 2016 of Brazilians are overweight or obese. 21% of Brazilians have hypertension problems and 6.2% aged 18+ have diabetes, according to the National Health Survey (done in the second semester of 2013 and published in August 2015).53% of Brazilians think that the most important factor when cooking a meal at home is whether it is healthy. The demand for healthy food is growing, thus consumers are seeking healthier food options54%
    29. 29. 29 47% of Brazilians would like to add more whole grain pasta to their diets. Made with local manioc (cassava) and corn, this pasta is free from gluten, cholesterol, lactose and GMOs. It contains 54% less carbohydrates and 55% less calories compared to other pasta Features wholegrain rice These noodles provide 27% fewer calories than the regular variety, are made with wholegrain cereals, and contain 0% trans fat. Carpe Diem Light Manioc Pasta L'artisan Patissier Ind. de Alimentos Congelados Chicken Parmigiana with Wholegrain Rice and French Style Carrots Nissin Miojo Nissin Lámen Light Tomato Flavoured Instant Noodles (Brazil) Source: Mintel GNPD Source: Mintel Reports : Pasta—Brazil, April 2014
    30. 30. 30 Time-saving apps already utilized, high interest in other apps Potential for healthy and convenient products to benefit from apps that help consumers help themselves Base: 1,500 adults aged 16+ Source: Ipsos Observer Brazil/Mintel Source: Mintel Reports, The Time-Pressed Consumer—Brazil, October 2015 Interest in using technology to save time, Brazil, August 2015
    31. 31. 31 Sage Project App
    32. 32. 32 What it means Provide consumers with detailed features and benefits of products that utilize upgraded or healthier ingredients such as whole grains. Focus NPD on products that help consumers deal with the biggest issues--obesity, hypertension, and type 2 diabetes Consider on-line support for highlighting how products fit into healthy recipes. Also tapping into phone apps or other technology that help consumers keep track of what they are eating.
    33. 33. © 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com Naira Sato Food & Drink Specialist nsato@mintel.com mintel.com

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