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Sadia and Perdigão Are among the Favorite Brazilian Brands

Brands occupy prominent position, next to Qualy, in a new market report produced by the consultancy Kantar


Sadia and Perdigão are among the Brazilian’s favorite brands, according to a survey conducted by consulting firm Kantar, which mapped the 20 most chosen by the consumer in 2018. When considering only the animal protein segment, Sadia and Perdigão are the only ones in the ranking. Qualy is among the favorites of the margarine segment, being the only one dedicated exclusively to the commercialization of this product.

The survey uses a metric based on the number of people who acquire a brand (penetration) and how often it happens. In this logic, Sadia was selected 213 million times; Perdigão, 195 million; and Qualy, 221 million. According to Kantar, among the 50 most chosen brands in the country, Perdigão was one of the most growth in consumer preference (+ 19%), compared to 2017, which contributed to the brand increase eight positions in the national ranking supported for investment in communication.

“This result is part of our effort to rescue the essence of each brand and to work on specific concepts that differentiate them at the point of sale,” said Luiz Franco, director of marketing categories at BRF, the company that owns the Sadia, Perdigão and Qualy brands . “We have improved the exposure of our products, strengthened our sales team and brought us closer to the consumer,” says Luiz.

Legitimately Brazilian

It is worth remembering that Sadia and Perdigão have their trajectory associated to the own history of the food sector in the Brazilian market. Both were born in Santa Catarina, southern region of Brazil, being the city of Concordia the birthplace of Sadia (1944) and Videira the birthplace of Perdigão (1934). The two brands are recognized for the taste and quality of their products.

Although Qualy originally emerged as a sub-brand of Sadia in the year 1991, since 2010 it has become an independent brand within the BRF portfolio. Recognized for her innovative communication, she was responsible for the first advertising campaign in the soap opera format, which made Qualy get closer to the real life of consumers.

About the study

 Kantar’s Brand Footprint Brasil annual study  is based on the measurement of 11,300 households, which represent 82% of the Brazilian household population; covering 90% of the country’s consumption potential. As part of the study, Kantar audited in Brazil more than 290 brands in the baskets of beverages, food, dairy, health & beauty and home care. 

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