The Baby Food Sector in Brazil, 2019

"The Baby Food Sector in Brazil, 2019", is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Brazilian market.

The fall in the number of births accelerated in 2016, due to the effects of the Zika virus, although numbers have increased slightly since. Per capita consumption levels remain relatively low, with demand hampered by high poverty levels (exacerbated by the recent economic situation) and competition from family foods. In terms of value, milks are the most important category, accounting for 57% of retail sales in 2018, well ahead of cereals (35%) and wet meals (8%). In volume terms both milks and meals increased, but consumption of cereals has declined. Unit prices have fallen in real terms, as manufacturers have attempted to boost sales. With the opening of Danone’s baby milk factory in 2016, local production is expected to play a greater role. Nestlé already produces a significant proportion of its products locally. It is the clear leader in every category, with an enormous margin over its competitors, of whom Danone is the only one eating into Nestlé’s lead. The expected fall in the number of births will counteract to some extent the effects of an improving economy. The value of the total sector is forecast to rise by 52% between 2018 and 2024, bringing total retail sales to R$5.3 billion. This will equate to volume sales of 95,575 tons, a level 16% higher than in 2019. Milks are expected to show more buoyant growth than cereals or meals.

What else does this report offer?

- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.

- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.

- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.

- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.

- Future projections considering various trends which are likely to affect the industry.

Scope

- Per capita levels remain relatively low, at 9.3 kg for all baby food; demand continues to be hampered by high poverty levels and competition from adult foods, which many mothers use to feed their babies.

- In terms of value, milks are the most important category, accounting for 57% of retail sales in 2018, well ahead of cereals (35%) and wet meals (8%).

- Since 2012, Baby food retail sales have risen by 38.5%, slightly below the rate of inflation, having been negatively affected by the economic situation.

- Exports of infant milk and cereals have been more or less stable, and in 2017 stood at 8,046 tons, equivalent to approximately US$26 million.

- E-commerce is growing, although online sales of baby food remain low, pharmacies account for the majority of baby milk sales, at over 50% in 2018.

Reasons to buy

- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.

- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.

- Investigates which categories are performing the best and how this is changing market dynamics.

Companies mentioned

Nestlé Industrial e Comercial Ltda

Danone

Nutrimental S/A Indústria e Comércio de Alimentos

Unilever Brasil Ltda

Mead Johnson Nutrition

Nestlé Industrial e Comercial Ltda

Danone

Nutrimental S/A Indústria e Comércio de Alimentos

Unilever Brasil Ltda

Mead Johnson Nutrition

Table of Contents

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth: Live Birth Rates

Fertility Rates by Region

The Consumer

Socio-Demographic Trends

Working Women ...

Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth: Live Birth Rates

Fertility Rates by Region

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Market Overview

Overview

Manufacturers Shares

Category Analysis

Baby Milks

Baby Cereals

Meals

Production and trade

Production

Imports

Exports

Company profiles

Introduction

Nestlé Industrial e Comercial Ltda

Danone

Nutrimental S/A Indústria e Comércio de Alimentos

Unilever Brasil Ltda

Mead Johnson Nutrition

Other Suppliers

Distribution

Retail Structure

Baby Food Retailing

Economic Background

Key Macroeconomic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Future Trends

Appendix

Additional Data Tables

Summary Methodology

About Globaldata

List of Tables

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Births & Birth Rates by Region, 2014, 2015 & 2017

Table 3: Fertility ...

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Births & Birth Rates by Region, 2014, 2015 & 2017

Table 3: Fertility Rates by Region, 2000 & 2010

Table 4: Area, Population & GDP by Region & States

Table 5: Largest Cities, Population, 2018

Table 6: Regional Variation in Income, 2015 & 2018

Table 7: Total Population by Income Levels, 2003 & 2013

Table 8: Population by Class, 2000-2010

Table 9: Population by Income Group, 2003-2018

Table 10: Average Salaries & Price Rises, 2012-2018

Table 11: Eating Habits by Age of Baby, 2008

Table 12: Births by Age of Mother, 2011-2017

Table 13: Number of Women of Childbearing Age by Age Group, 2010 and 2018

Table 14: Women in Employment, 2012-2017

Table 15: Working Women by Type of Job, 2003 & 2011

Table 16: Trends in Breastfeeding Rates, 1986-2013

Table 17: Mothers Breastfeeding on Discharge from Hospital, 2006

Table 18: Breastfeeding Rates in State Capitals, 2008

Table 19: Breastfeeding by Age of Baby, 2006

Table 20: Breastfeeding Trends by Region, 1999, 2008 & 2013

Table 21: Breastfeeding Duration by Socio-Demographic Characteristics of Mothers, 2006

Table 22: Trends in Breastfeeding Duration, 1996 & 2006

Table 23: Breastfeeding by Age of Baby, 2006

Table 24: Market Size, 2018, & Growth Rates, 2012-2018

Table 25: Baby Food: Manufacturer Shares, 2013-2018

Table 26: Baby Food: Manufacturer Shares by Category, %, 2018

Table 27: Baby Milks: Category Size, 2018

Table 28: Baby Milks: Category Growth, % 2012-2018

Table 29: Baby Milks: Packaging by Type & City, 2019

Table 30: Baby Milks: Packaging by Type & City, 2019

Table 31: Baby Milks: Brand Price Positioning Analysis, 2019

Table 32: Baby Milks: Comparison of prices in Rio de Janeiro & São Paulo, 2019

Table 33: Baby Milks: Manufacturer Shares, 2013-2018

Table 34: Specialty Baby Milks: Manufacturer Shares, Value, 2013

Table 35: Baby Cereals : Category Size, 2018

Table 36: Baby Cereals : Category Growth, % 2012-2018

Table 37: Baby Cereals: Packaging by Type & City, 2019

Table 38: Baby Cereals: Packaging by Size & City, 2019

Table 39: Baby Cereals: Price Positioning, 2019

Table 40: Baby Cereals: Manufacturer Shares, 2013-2018

Table 41: Baby Meals: Category Size, 2018

Table 42: Baby Meals : Category Growth, % 2012-2018

Table 43: Baby Meals: Category Segmentation, 2013-2018

Table 44: Baby Meals: Packaging by Type & City, 2019

Table 45: Baby Meals: Packaging by Size & City, 2019

Table 46: Baby Meals: Price Positioning, 2019

Table 47: Baby Meals: Manufacturer Shares, 2013-2018

Table 48: Baby Food: Sales by Outlet, 2013-2018

Table 49: Baby Food: Sales by Outlet Type & Category, 2018

Table 50: Leading Drugstore/Pharmacy Chains, 2018

Table 51: Key Macro-Economic Indicators, 2012-2019

Table 52: Key Macroeconomic Forecasts 2018-2024

Table 53: Birth & Population Projections, 2012-2024

Table 54: Baby Food: Category Growth, 2018-2024

Table 55: Baby Population, Number of Babies (‘000), 2008-2024

Table 56: Number of Women of Childbearing Age by Age Group, 2010-2022

Table 57: Baby Food: Market Value, Current Prices, 2012-2018

Table 58: Baby Food: Market Value, Constant Prices, 2012-2018

Table 59: Baby Food: Market Value, US$ Million, 2012-2018

Table 60: Baby Food: Market Volume, Tons, 2012-2018

Table 61: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018

Table 62: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018

Table 63: Baby Food: Per Capita Expenditure, US$, 2012-2018

Table 64: Baby Food: Per Capita Consumption, Grams, 2012-2018

Table 65: Baby Milks: Category Trends, 2012-2018

Table 66: Baby Milks: Market Segmentation, Value and Volume, 2013-2018

Table 67: Milk Brand Price Analysis, 2019 - Rio de Janeiro

Table 68: Milk Brand Price Analysis, 2019 - São Paulo

Table 69: Baby Cereals: Category Trends, 2012-2018

Table 70: Baby Meals & Drinks : Category Trends, 2012-2018

Table 71: Baby Milks & Cereals: Trends in Imports, 2012-2017

Table 72: Baby Milks & Cereals: Imports by Country of Origin, %, 2015-2017

Table 73: Other Baby Food: Imports by Type, Volume, 2012-2017

Table 74: Other Baby Food: Imports by Type, Value, 2012-2017

Table 75: Baby Milks & Cereals: Trends in Exports, 2012-2017

Table 76: Baby Milks & Cereals: Exports by Country of Destination, %, 2015-2017

Table 77: Other Baby Food: Exports by Type, Volume, 2012-2017

Table 78: Other Baby Food: Exports by Type, Value, 2012-2017

Table 79: Baby Food: Market Value Forecasts, Current Prices, 2018-2024

Table 80: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024

Table 81: Baby Food: Market Value Forecasts, US$ Million, 2018-2024

Table 82: Baby Food: Market Volume Forecasts, Tons, 2018-2024

Table 83: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024

Table 84: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024

Table 85: Baby Food: Per Capita Expenditure, US$, 2018-2024

Table 86: Baby Food: Per Capita Consumption, Grams, 2018-2024

Table 87: Facings Allocation by Product Type

List of Figures

List of Figures

Figure 1: Baby Food: Market Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Market Segmentation, 2018

Figure ...

List of Figures

Figure 1: Baby Food: Market Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Market Segmentation, 2018

Figure 4: Baby Food: Manufacturer Shares, Value, 2018

Figure 5: Baby Food: Manufacturer Shares, Value %, 2018

Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018

Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2018

Figure 8: Baby Milks: Category Trends, 2012-2018

Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018

Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018

Figure 11: Baby Milks: Category Segmentation, Value and Volume, 2013-2018

Figure 12: Baby Cereals : Category Trends, 2012-2018

Figure 13: Baby Cereals : Per Capita Expenditure & Consumption, 2012-2018

Figure 14: Baby Meals: Category Trends, 2012-2018

Figure 15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018

Figure 16: Baby Food: Market Size, 2018-2024

Figure 17: Baby Food: Per Capita, 2018-2024

Figure 18: Baby Food: Market Segmentation, 2024

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