GLOBAL SNACKING 2012

BRAZIL
A Hartman Group Syndicated Study for 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 Groups 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.

Why Cultural Competency Is Important

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:

The Hartman Group is uniquely positioned to be the best possible cultural

guide: were experts in global consumer culturenot just U.S. culture. Our inhouse 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:

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

The overall food culture of Brazil

most to diverse populations: They have

a proven ability to discern the complex
and nuanced social and cultural factors
that influence consumption patterns.

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

ABOUT THE REPORT

Report Length: General report in
PowerPoint format: 112 pages.
Market Coverage: Brazil, South America

Extensive secondary research and syndicated data review. An 11-day

ethnographic immersion into the heart of the Brazilian snacking landscape in
two key markets: So Paulo and Recife.

www.hartman-group.com

Release Date: 2012-07-15

List Price: $20,000 now: $4,995

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

Role of Beverages in Snacking

H+W in Snacking
Packaging of Snacks
Shopping Behavior in the Brazilian Snackscape

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 Brazils 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).

www.hartman-group.com

The Path to Success: From the US to Brazil &

Brazil to the US
Appendices

EXECUTIVE SUMMARY (continued)

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 Brazils 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

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WHAT YOU CAN EXPECT IN THE REPORT

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

A LOOK INSIDE (sample pages)

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REPORT O RDE R FORM

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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