Sauces, dressings and condiments remained resilient during the economic crisis, as consumers began to eat out less and cook more at home due to having restricted budgets. Consequently, several categories have shown growth.
As consumers became busier with lower unemployment rates and higher job demands due to an improving economy, the search for practicality intensified in 2018. With less time available, people prefer practical options to prepare dishes that they enjoy, such as pasta.
There is a noticeable surge in gourmetisation – the fact that consumers are attempting to emulate restaurant dishes and processes in their own homes is undeniable. The trend is especially strong on the meats and burgers front, as several foodservice outlets are opening and specialising in aged steaks and high-end artisanal burgers made from scratch.
Pasta sauces is a well-established category but has also benefited significantly from the financial recession that Brazilians have faced and are slowly recovering from. With tighter budgets, consumers have migrated from dining out to more economic options such as cooking at home.
Since its merger with Kraft and acquisition by 3G Capital, Heinz has consistently improved its operations in Brazil through a lean cost-cutting strategy that has allowed it to reduce its prices and pass the reduction on to consumers. Additionally, the company has benefited from the crisis as consumers have traded down to try new brands such as its Quero pasta sauce and Quero mayonnaise.
While Western multinationals dominate sauces, dressings and condiments in Brazil, a Japanese manufacturer stands out: Ajinomoto Co Inc. A traditional company present in Brazil since 1956, Ajinomoto has a loyal consumer base in the country that goes beyond Japanese immigrants and their descendants – Brazil has the largest Japanese population worldwide besides Japan.
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This industry report originates from Passport, our Packaged Food market research database.