Soups in Brazil
Soup in Brazil
Category Briefing | 16 Nov 2011
HEADLINES
* Soup records strong growth in value terms, with a rise of 15% to reach R$917 million in 2011 * Manufacturers continue to invest in health and wellness products and position soup as convenient * Instant soup posts the strongest value growth at 20% in 2011 * Unit prices show modest growth due to fierce competition among key players * Nestlé Brasil Ltda and Unilever Bestfoods Brasil Ltda have a combined value share of 62% * Soup sales are expected to grow at a CAGR of 13% in constant value terms over the forecast period
TRENDS
* Health and wellness and convenience continue to be the key trends in soup. Unilever Bestfoods Brasil Ltda, for instance, invested in Knorr Vitalie, a product with reduced fat and low-sodium content, that has sold 20% more than the traditional version, while Nestlé Brasil Ltda released Maggi Integralle, which is a dehydrated soup with high fibre ingredients, 25% less sodium and no saturated fat, in mid 2011. Ajinomoto Interamericana Indústria e Comércio Ltda promoted Vono, the leading company in instant soup, launched instant soup in larger packaging under the slogan Vono a sua Maneira (“Vono, your way”) in May 2010 to position it as a product to be consumed at any time and in any portion size. * Soup is expected to continue to show robust growth in 2011, with a 14% rise in retail volume terms and 15% in value terms. The demand for convenient products is growing as the rising number of women in the workforce and increasing disposable incomes had a major impact on the performance of the soup category during the review period. * Instant soup is expected to show the largest increase in value terms in 2011, with an anticipated rise of 20%, due to manufacturers’ investment in positioning instant soup as a convenient healthy meal option. The different flavours introduced by key manufacturers are also contributing to the increase in the number of items
Category Briefing | 16 Nov 2011
HEADLINES
* Soup records strong growth in value terms, with a rise of 15% to reach R$917 million in 2011 * Manufacturers continue to invest in health and wellness products and position soup as convenient * Instant soup posts the strongest value growth at 20% in 2011 * Unit prices show modest growth due to fierce competition among key players * Nestlé Brasil Ltda and Unilever Bestfoods Brasil Ltda have a combined value share of 62% * Soup sales are expected to grow at a CAGR of 13% in constant value terms over the forecast period
TRENDS
* Health and wellness and convenience continue to be the key trends in soup. Unilever Bestfoods Brasil Ltda, for instance, invested in Knorr Vitalie, a product with reduced fat and low-sodium content, that has sold 20% more than the traditional version, while Nestlé Brasil Ltda released Maggi Integralle, which is a dehydrated soup with high fibre ingredients, 25% less sodium and no saturated fat, in mid 2011. Ajinomoto Interamericana Indústria e Comércio Ltda promoted Vono, the leading company in instant soup, launched instant soup in larger packaging under the slogan Vono a sua Maneira (“Vono, your way”) in May 2010 to position it as a product to be consumed at any time and in any portion size. * Soup is expected to continue to show robust growth in 2011, with a 14% rise in retail volume terms and 15% in value terms. The demand for convenient products is growing as the rising number of women in the workforce and increasing disposable incomes had a major impact on the performance of the soup category during the review period. * Instant soup is expected to show the largest increase in value terms in 2011, with an anticipated rise of 20%, due to manufacturers’ investment in positioning instant soup as a convenient healthy meal option. The different flavours introduced by key manufacturers are also contributing to the increase in the number of items