Infomoney released the result of an unprecedented study by the TM20 Brandingwith collaboration of Brazil Panels and ELOS AYTA CONSULTORIAled by Einar Rivero.
The great differential of this work is in your regional capillarity. Unlike generic and centralized analyzes, this study plunged into local perceptionswith readings by each of the regions, analyzing local and national players, identifying how national and regional brands behave in the different competitive contexts of Brazil.
What is behind the ranking?
Some points deserve to be highlighted:
Continues after advertising
- Assaí and Atacadão appear as national leaders.
- Assaí It stands out for the best brand attributes: strong, relevant and emotionally connected.
- Attacking lead in capillarity: It is the brand with greater national knowledge, present hard in the five regions of the country.
- Mateus Group surprises positively.
- Mix Mateus has perceived attributes as a company human and sustainable.
- Matthew Supermarket It is seen as a brand sophisticated, modern, agile and innovativewith strong presence in North and Northeast.
- Both have brand value exceeding R $ 11 billion e EBITDA in 2024 over R $ 5.2 billion.
- Fort Wholesaler (Pereira Group) Show great strength in Midwest and Santa Catarina.
- It is perceived as a brand accessible, inclusive, democratic and human.
- Muffato Groupfrom Paraná, also stands out.
- Super Muffato It is recognized for being efficient, connected, human, inclusive and democratic.
- Southern region presents highly valuable marks:
- Zaffari: higher attribute quality index, seen as sophisticated, efficient, leader and agile.
- Angeloni: attributes like sophisticated, traditional and different.
- Condor: perceived as reliable, ethics, connected and leader.
Brands with Soul (Love Brands)
The richness of this study was only possible thanks to Research with local scopewhich allowed to evaluate the marks in their Real competitive contexts. The data clearly show the Emotional attributes that each brand carries – as if they were people with their own personality.
It is evident that the Brazilian food retail is deeply competitive at the regional levelwith local brands building strong bonds, almost affective, with their consumers – true love brands.
At the same time, the study shows that There is room for well -positioned national brands and with strong investment in capillarity and identity, such as Assaí and Atacadão.
Continues after advertising
Next Steps
The food retail ranking is just the beginning.
We are conducting similar studies in 20 different categorieswith the objective of launching the More robust ranking of more valuable Brazilian brands – Combining the strength of Great National Brands with the value built by regional marks in their territories.
Brazil has strong marks. More than that: there are marks present, human and relevant – Whether local or national. And this value deserves to be recognized, measured and shared.
