Meat and Dairy Food Will Enjoy Relatively High Growth Rates of Consumption in the Bric Region During 2011-2016

Tuesday 15 January 2013, Amsterdam

Value growth within the Prepared Meals industry is forecast to be slightly higher in most sectors during 2011–2016 than it was during 2006–2011, though growth will slow somewhat in Meat, Dairy Foods and Oils & Fats. The lack of significant variation between historic and future growth rates limits the opportunities to grow volume sales. This makes it vital that marketers focus on targeting very specifically defined consumer groups and their driving motivations.

Within the BRIC region, meat and dairy food enjoys high per capita value consumption and will record relatively high growth rates during 2011–2016, particularly in Brazil. Meat and Dairy Food also offer strong opportunities in the non-BRIC region. While these sectors will grow quickly, the low growth rates in most other sectors mean there will be even greater competition during 2011–2016, making it likely that weaker brands are going to be squeezed and private labels will gain ground.

The consumer trend known as “Changing Age Structures” shows that meeting age-specific needs, such as providing healthy bone development for children or low cholesterol for older adults, is the single most important consumer motivation to target in Prepared Meals & Meal Components. However, the importance of this trend varies greatly by sector: its role as the leading consumer motivator is driven by the Dairy Food and Soy Products sectors. Not only is this need more important in these sectors than elsewhere, it is more important in the BRIC region than in the non-BRIC region.