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Consumer Packaged Foods in Brazil Final Customers Identification

Customers Categorization

Based on the "Consumo" step identified in the Brazilian Consumer Packaged Foods (CPF) value chain analysis, the final customers can be categorized into two primary segments: Business-to-Consumer (B2C) and Business-to-Business (B2B).

B2C (Business-to-Consumer): This segment represents individual consumers who purchase and consume packaged food products for personal or household use. * Households: The most significant component of the B2C segment, encompassing all families and individuals purchasing food from retail channels for consumption at home. * On-premise diners: Individuals who consume packaged food products (either directly, like a beverage, or as part of a prepared meal) within food service establishments such as restaurants, bars, cafes, etc. While the immediate transaction is between the diner and the food service establishment, the diner is the ultimate B2C consumer of the food product that has moved through the value chain.

B2B (Business-to-Business): This segment represents organizations or entities that purchase packaged food products, typically in larger volumes, for use within their operations, rather than for individual resale in its original packaged form. * Institutional consumers (schools, hospitals, corporate cafeterias): These institutions purchase packaged food products, often through food service providers or directly, to provide meals or food items to their students, patients, employees, or other constituents. They are the final large-scale consumers of the product within their specific operational context. While the direct customer of the food processor or distributor might be a food service management company, the institution itself represents the final consumption point in this B2B flow.

Detailed Profiles of Customer Characteristics and Demographics

The final customers of the Brazilian CPF industry, spanning both B2C and B2B segments, exhibit a diverse range of characteristics and demographics, primarily drawn from the 215 million inhabitants of Brazil.

B2C Customers (Households and On-Premise Diners):

  • Demographics: Represent the general population of Brazil, characterized by significant regional diversity, varying income levels, age groups, and socio-economic backgrounds. They reside in both urban and rural areas across the country.
  • Purchasing Behavior: Exhibit diverse shopping habits influenced by factors such as income, location, and convenience needs. They purchase packaged foods through a variety of channels, including hypermarkets, supermarkets, atacarejo (cash-and-carry), convenience stores, specialty shops, traditional local trade, and increasingly, through e-commerce and quick-commerce platforms. Price sensitivity is a key factor for many consumers, driving the popularity of formats like atacarejo.
  • Consumption Habits: Consume packaged foods in various settings, primarily at home, but also when dining out at restaurants and other food service establishments. Their consumption patterns are influenced by meal occasions, lifestyle, and cultural preferences.
  • Evolving Preferences: Show increasing demand for specific product attributes. There is a growing interest in healthier food options, products offering convenience (such as ready-to-eat meals and snacks), sustainably produced goods, and alternative dietary choices like plant-based foods. These preferences are shaping product innovation and marketing strategies within the industry.
  • Engagement: Increasingly engage with brands and retailers through digital channels, utilizing loyalty apps and social media to provide feedback and influence purchasing decisions.

B2B Customers (Institutional Consumers):

  • Demographics: Consist of a wide array of institutions across Brazil, including educational institutions (schools, universities), healthcare facilities (hospitals, clinics), and corporate entities providing food services to their employees (corporate cafeterias). The size and scale of these institutions vary significantly.
  • Purchasing Behavior: Typically purchase packaged food products in bulk volumes to meet the needs of a large number of individuals. Their procurement processes often involve tenders, long-term contracts, and adherence to specific nutritional, quality, and safety standards mandated by regulatory bodies or internal policies. They often source products through specialized food service distributors or directly from processors.
  • Consumption Context: The packaged foods are consumed within the specific environment of the institution (e.g., school refectory, hospital canteen, corporate dining hall). The preparation and serving of these foods are usually managed by internal food service departments or outsourced catering companies.
  • Specific Needs: Have distinct requirements compared to B2C consumers, focusing on factors like consistent quality, product safety and traceability, nutritional content to meet dietary guidelines for specific populations (e.g., students, patients), delivery reliability, and cost-effectiveness for large-scale operations.

Understanding these varied characteristics and catering to the specific needs of both B2C and B2B final customers are critical for the success of players throughout the Brazilian Consumer Packaged Foods value chain.

References:

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