Brazil is the third largest meat consumers of the world. Nearly 60% of its population consume chicken thrice a week and other eats beef thrice a week. However in recent times its animal agriculture is hit to a large extent. Cattle ranching have risen over 28% during the past years. Brazil has world’s largest rainforest Amazon which is decreasing due to global warming is very crucial for stabilising climate. Brazilians are heavy beef eaters and this demand is the result for increasing deforestation in the Amazon and other areas which are turning into cattle farming lands. This is causing illegal cattle laundering on these deforested lands and the recent expose has made consumers more aware and concerned over the Amazon forests decreasing forest land. As a result of which consumers in Brazil have decreased their beef consumption and replaced it with plant based meat. Also, supermarket giants like Sainsbury’s have stop selling beef products due to rising amazon forests concerns which is supported by consumers. Brazilians are making changes to their eating patterns and turning towards plant based meat.
According to the report title “Brazil Plant-Based Meat Market Research Report, 2027”, published by Actual Market Research, the plant based meat market in Brazil is expected to grow over 13% during the forecast period ending 2027. The historical growth was slower as consumers were not fully aware of the plant based meat and half of them had never heard of it. But the Amazon deforestation and the covid pandemic actually had a positive impact on the plant based meat in Brazil. Consumers began trying out artificial meats and also went on to start meatless Monday’s trend. The pandemic made consumers more aware of the alternative options available in the market and the manufacturers were also ready to take on the market share due to the situations raised. Soy is the most convenient option as a source for making plant based meat products, and is widely used. Wheat is second preferred choice as the main source that has nearly 30% market share. However, with the consumers demand for more healthy ingredients, pea and other grains like quinoa, oats, beans, nuts and other types of seeds are increasingly being tried as the main source for plant based meat products.
The changing behaviour consumers away from animal protein are also driven by the rising incidences of health diseases. Brazilians are facing obesity problems, diabetes and cardiovascular diseases at young age and increasing among old also. This is due to sedentary lifestyles and increasing junk food consumption due to its cheap cost. Veganism is going main stream with this. The number of Brazilian vegetarians has almost doubled between 2012 and 2018. Another factor is animal cruelty that has increased in recent times to meet the increasing demands for meat and beef in Brazil. Further, the social impact on consumers’ minds from Facebook, Instagram and other platforms through advertisements is going viral and luring young populace to embrace veganism. It is further fuelled in by Felipe Neto, a famous video blogger who has around 40 Million subscribers on YouTube who supported going meatless and adapt to plant based meat products. The television host Xuxa Meneghel who was a sensation in Latin America in 1990’s also has adopted to plant based meat and credited her energy levels and libido to plant protein.
The pulses sector can produce variety of crops with increased protein content to aid plant based meat products further. Brazilian Institute of Beans, Pulses and Special Crops (IBRAFE), has started with Pulse Day Brasilia event to increase pulses consumption among the populace and replace animal protein with pulses protein. With modern genetic engineering technology a wide range of high protein grains can be cultivated to make plant based meat and sea food alternatives. Quinoa is native to Andes Mountains and Brazil which is termed as the mother of the grain in the country. It is widely gaining traction in the market due to its low cost of cultivation and mass production. Quinoa is rich in protein, calcium, phosphorus, iron, niacin, thiamine, and riboflavin, Vitamins, high in fibre and amino acid lysine and low in sodium. They can also be eaten in salads. They have a nutty flavour and can be cooked like rice or turned into flour for breads or biscuits. A variety of dishes can be cooked ranging from soups, salads, pasta, puffed cereals to desserts. Thus companies are making plant based meat from quinoa in lieu of demands from the consumers.
The Brazilian municipality of Salvador has started an initiative to provide 170,000 school students with healthy meals that are substitute to animal protein. The plant based meal programme aims to set new sustainable foods in Brazil and introduce plant based food at an early stage to kids. This will result into lowering CO2 emissions by almost 75,000 tons, save 400 Million Litres of water and prevent 16,000 hectares of forest land from deforestation.
The major hindrance to plant based meat is its high price. They are aimed to the rich segment of Brazil. A pack of 6 beef burgers are cheaper than its corresponding 1 plant based burger. On an average a plant based burger costs nothing less than USD 3 in Brazil, which makes it unreachable by the common man. However, with increased demands and increase in production capacity the overall price can be brought down drastically making it affordable for all segments of people. Brazilians are increasingly turning flexitarian or reducetarians, occasionally indulging in meats. The market is expected to grow exponentially with new product launch, innovation with new sources and launching widespread across food retailers and supermarkets.
Considered in this report
Base year: 2021
Estimated year: 2022
Forecast year: 2027
Aspects covered in this report
Brazil Plant-Based meat products market with its value and forecast along with its segments
Various drivers and challenges
On-going trends and developments
Five force models
Top profiled companies
By Source in the report
Others (quinoa, oats, hemp, others)
By Product in the report
Strips & Nuggets
By Type of meat in the report
Others (lamb & turkey)
The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Plant-Based meat industry, food and other related industries and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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