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BRAZIL
A Hartman Group Syndicated Study for 2012
www.hartman-group.com
EXECUTIVE SUMMARY
Setting off to uncover the many facets of Brazils 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.
Brazils 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.
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
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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
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Consumer familiarity and perceptions of American food and beverage brands and products
Channel selection
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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
blaine@hartman-group.com
A portion of the proceeds from this study goes to Emilys Friends, an organization dedicated to supporting the well-being of children and youth in our community
www.hartman-group.com