Social snacking in Brazil
16 June 2014
Young Brazilians, some of the world's most devoted users of social media, are influenced by media when they buy snacks, finds new report from Canadean.
Last year Brazilians spent US$481 million on snacking as a direct result of advertising campaigns on television and online. Brazil is the third largest country for media influenced snack buying decisions, following China and India. According to Canadean’s data, Brazilians are among the heaviest consumers of online content, even though less than half of Brazilian households currently have a computer. Snacking motivated by popular media is especially high among tweens and early teens.
Snack brands should engage consumers via a fun social media presence
Brazil’s growing online community will make ‘being connected’ more and more important for snack brands, particularly in social media. According to Catherine O’Connor, senior analyst at Canadean: "These factors will combine to change not only which snack products Brazilians shop for, but how they shop for them, making it vital for brands to establish an interactive online presence." Brands should also extend their reach into products that use smartphone apps and social media sites to engage with consumers. O’Connor adds: "A desire for fun and enjoyment is a leading driver of savoury snacks consumption in Brazil and if brands can capture a sense of fun in their social media presence, consumers will come to directly associate this with their products, boosting brand loyalty."
Pringle's campaign engages users worldwide on Facebook and Twitter
Pringles is one of the savoury snack brands which achieved huge successes with their social media strategy. This year Pringles launched a worldwide marketing campaign with the slogan "You Don't Just Eat 'Em" which encourages fans to show others on social media how they eat and have fun with their crisps. Fans all around the world have been interacting with the brand on Facebook (27m likes), Twitter (115k followers) and Instagram using the hashtag #YouDontJustEatEm.
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All market insights are based on Canadean's report 'Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Savory Snacks Market.'
Pringles launched a marketing campaign that promotes the slogan "You Don't Just Eat 'Em" which focuses on what people are doing with their crisps besides eating them. To have a closer look at their campaign on youtube click here.
This report is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in consumer markets. This provides data on consumer trends, consumer groups and market sizes which show the exact size of consumer groups, how much of the market they account for, and which consumer trends drive their behavior.
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