Patty Johnson
Patty Johnson, is the Associate Director, Purchase Intelligence at Mintel. Patty brings insightful and forward-thinking strategies and tactics to Mintel’s Food and Drink client base.

Throughout most of the world, increasingly busy lifestyles and the relaxation of traditional meal norms are driving an increase in snacking occasions. In Brazil, 97% of consumers surveyed in January 2017 had eaten snacks in the last month, and 21% of these snackers claim to be snacking more compared to 2016, rising to 32% of 16-24s. In addition, time is an increasingly precious resource for Brazilians and manufacturers are responding with on-the-go products.

Further positive proof for the snacking industry, eating several smaller meals throughout the day has been endorsed by health and fitness experts as a way to control weight. Indeed, in Brazil, seven in 10 consumers agree that healthy eating means consuming food and drink in small quantities. Continuing on the health note, Brazilians are moving away from sweet snacks and are demanding healthier options, such as those that are protein-rich.

SCOPE FOR MEAT AND POULTRY BRANDS TO EXPLORE THE SNACK MARKET

Meat and poultry brands have yet to tap into the snacking trend in Brazil, underscoring scope in the market for development of protein-rich products that target snacking occasions.

While sandwiches, fruit and pastries are the most popular snacks among Brazilians, a quarter eat meat snacks, rising to over a third of 16-24s. Meat snacks have been minimally explored in Brazil and accounted for only 1% of snack products launched in Brazil in the three years ending October 2017, indicating that there are opportunities to expand the segment.

OPPORTUNITIES FOR PROTEIN SNACKS

With snacking occasions increasing in frequency, and consumers interested in healthier snacking options, there are considerable opportunities to position high-protein meat-inclusive snacks on a satiety platform, targeting afternoon snacking occasions when Brazilians are most likely to be looking for a more filling snack.

Indulgence and treating oneself play an important role for Brazilians as they seek to mitigate the stress of increasingly hectic lifestyles. Indeed, one if five Brazilian snackers say that snacking helps them deal with stress, rising to 28% of 16-24s. By the way, premium, artisan-style meat snacks can cater to indulgent snacking occasions by emphasizing ingredient quality, origin and heritage.

However, manufacturers developing meat snacks in Brazil need to be mindful of sodium levels. A significant portion of consumers pay attention to sodium, fat and sugar in snacks, reflecting the fact that a quarter of Brazilians suffer from hypertension.

Click here to learn more about snacking consumption habits in Brazil.