JBS consolidated its leadership in the Brazilian hamburger market by reaching a 45.6% share, considering the Seara and Friboi brands, according to data from the Nielsen Retail Index. The performance follows the expansion of the category in the country, driven by convenience, an increase in premium options and a greater variety of ways to prepare at home.
According to Nielsen, the burger is already present in more than 70% of Brazilian homes, in a market that grows, on average, 5% per year in volume and 7% in value. Kantar studies also indicate that average consumption reaches 174 thousand units per week in the country, around 25 thousand per day.
Keeping an eye on this movement, JBS has used Seara and Friboi to expand its operations in different price ranges and consumption occasions, with options ranging from more basic products to lines with higher added value.
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The strategy involves portfolio diversification, launches segmented by consumer profile and strengthening retail presence, with a focus on organizing the assortment and encouraging impulse purchases.
“We realized that the hamburger category in the country still had a lot of opportunity to bring options with greater appeal to our traditions. By offering hamburger options developed especially for barbecue, we not only created a greater connection with the consumer, but also promoted this new way and moment of consuming the category”, says Daniela Perez, marketing manager at Friboi.
At Seara, the company has been concentrating its efforts on the premium hamburger line. The brand also launched products designed for specific equipment and occasions, such as the Air Fryer hamburger and the mini-grill hamburger.
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At Friboi, the focus was on a niche still little explored in the country: beef burgers for barbecue. In 2023, the brand launched the Maturatta line, with 180-gram burgers made from cuts traditionally linked to barbecue, such as picanha, rib and flank steak.
Inspired by more mature markets, such as the United States, the movement brought the hamburger closer to the barbecue habit and helped to unlock a specific segment with greater added value.
According to company data, the beef burger market in Brazil recorded growth of more than 27% in volume in 2025, driven by this segmentation, in which Maturatta and Friboi lead.
In retail, Seara and Friboi have been testing formats to increase visibility and organize the category at points of sale, through themed furniture, dedicated spaces and actions to facilitate the purchasing journey.
Friboi created the “Espaço Burger” to concentrate Maturatta burgers and products from the 1953 line, focused on premium meats, while Seara set up cross-selling structures associated with the barbecue line, bringing together items prepared on the grill, including mini beef burgers.
