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


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


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)


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

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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


Documents

Brazil Snacking Order Form 2012