This report is part of Produce Marketing Association’s (PMA’s) series of global consumer insights reports, fielded by research firm NOW WHAT. It explores Brazilian consumers’ decision-making process during six key eating occasions and provides insight into how to position produce for increased consideration and consumption during these occasions. Using diverse consumer recruits from across Brazil and NOW WHAT’s multi-platform journaling tool, this research examines consumers’ unique values and relationship with fruit and vegetables by identifying drivers and barriers for consumption during these six occasions, also called demand spaces.
Our Brazilian respondents associate food with passion and emotion, turning to food, including fruits and vegetables, first for the pleasure they bring them as well as their functional benefits and their role in overall health. The six demand spaces examined in this report
Breakfast at home
Lunch at home
Lunch at work
Dinner at home
This study finds fruit and vegetables playing very distinct roles in the diets of Brazilian consumers
With clear expectations of when and why fruit and vegetables should be used, these consumers assign fruit and vegetables to specific eating occasions, while excluding them from the consideration set for other occasions. By “assigning” each to specific eating occasions for specific reasons, consumers are restricting fruit and vegetables from being fully utilized. But produce has the ability to break through current perceptions. In order to increase produce usage and consumption in the six demand spaces examined, consumers must be shown how fruit and vegetables can deliver on their stated needs in each occasion.