Long-life milk is present in 91.5% of Brazilian households; Pasteurized and fermented types grow in preference

Whether it's the basis of child nutrition, breakfast or other meals, milk and its derivatives are right choices in shopping carts around the world. Therefore, given the importance of the item in food habits, the United Nations Food and Agriculture Agency (FAO) elected the date of June 01 as World Milk Day. In Brazil, Kantar's study confirms the popularity of the beverage and points out that the UHT type or long life, has penetration in 91.5% of households. Another major highlight of the category is fermented milk, which has increased four penetration points in the last 12 months ended in March 2019. This number represents more than 2 million new households buying this type. The pasteurized milk also grew in the preference of Brazilians and recorded 10.3% increase in volume in the same period. Zero lactose products have also gained space and 20% of households have already bought in 2018. "The beverage has great importance in the eating habits of Brazilians and fermented milk stands out in the last year, being one of the categories that grew the most in the whole market", analyzes Giovanna Fischer, director of Marketing and Insights at Kantar. According to Kantar's Brand Footprint survey, among the country's dairy brands, Italac is the preferred one and was the most chosen in 2018 among all social classes. The Goiana brand was chosen 293 million times by consumers and was present in 76.8% of households at least once. Then, Piracanjuba was chosen 229 million times and was in the Brazilian shopping bag in 71.5% of the opportunities. Other consolidated brands, such as Qualy, Itambé and Vigor, also stand out in the general ranking. They divide with Italac and Piracanjuba, the preference of consumers in the Midwest and in the Interior of São Paulo. In the southern region, Santa Catarina is a leader, followed by the Gaucho Elegê and the Paranaense Frimesa. In the Northeast, the Deline and peasant sites have the right space in the refrigerators.