Dairy consumption in the pandemic: main changes in the behaviuor of the Brazilian consumer of milk and dairy products during the COVID-19 pandemic

ABSTRACT

Embrapa Gado de Leite/Centro de Inteligencia do Leite carried out a survey to assess the behaviour of Brazilian consumers of milk and dairy products during the Covid-19 pandemic, considering household consumption. It was shown that long-life milk was not the most important dairy product in the Brazilian shopping basket. Despite being present in more than 90% of Brazilian homes, other dairy products, especially cheeses, are gaining consumer preference. Data from market consultants showed that this sales channel had the highest growth during the first months of the pandemic. The majority of survey respondents said they maintained or even increased the consumption of dairy products. Data from consulting market confirmed the survey results, reporting increases in sale of dairy products during the first half of 2020. The survey results also showed consumption patterns by income classes and regions of Brazil, showing the complexity of the national dairy market. In the case of income, the higher percentage of consumption stability in the lower income classes was high. Regarding the most important factor at the time of purchase of dairy products, the price was more considered by the higher income classes, and low prices and the brand by higher-income consumers. In the case of regions, differences were also evidenced in the maintenance of consumption of products, with powdered milk having a higher percentage of stability in the northeast and north, as well as the importance of price and brand in the purchase decision, in which the price prevailed more in the northeast than in other regions. In conclusion, income, rather than price, is the determining factor of dairy consumption in Brazil.