Maturatta, Friboi’s line specializing in barbecue, leads the preference* of consumers in São Paulo and Rio de Janeiro in the segment, with 21% of mentions, according to a Kantar study conducted in July 2026.
This result comes at a time of expansion for barbecue in the country: consumption occasions grew 44% in the second quarter of this year compared to the same period in 2025, according to Worldpanel by Numerator. The numbers reinforce the presence of this tradition among Brazilians during the week in which Barbecue Day is celebrated, on September 30th.
The survey also points to the evolution among consumers: Maturatta is the barbecue meat brand that has seen the greatest increase in brand awareness in the last year, rising from 72% to 79% among respondents in both markets. “This result reflects work that begins in the field, continues with the rigorous selection of cuts, and includes continuous investments in research and portfolio development, always focused on delivering the best grilling experience. Consumer preference confirms that we are on the right track, guaranteeing the quality you deserve in your barbecue,” comments Daniela Perez, executive marketing manager at Friboi.
Maturatta was created to lead the barbecue market within Friboi. It’s a specialized brand, with cuts developed to deliver tenderness, flavor, and a superior experience on this occasion. Its portfolio also includes a selection of beef rib burgers and sausages for a complete grilling experience. More recently, it has also started offering garlic bread, a traditional accompaniment to Brazilian barbecue. The launch began in São Paulo and Rio de Janeiro and is already expanding to other regions of the country.
For Friboi, Maturatta’s trajectory of strengthening is supported by recent communication initiatives. Since May, Ronaldinho Gaúcho has starred in the campaign “Football calls for barbecue, and this passion is complete with Maturatta.” The campaign stems from a relationship already present in Brazilian culture: 86% of Brazilians associate football and barbecue, according to market research. The “Wizard,” as the star player is known, is also featured in a digital campaign to celebrate Barbecue Day, in which he calls upon the Maturatta barbecue team. Until October 4th, the brand will also be present at Rio Gastronomia 2026, with a Barbecue Station that includes product tastings and activations with the public.
*Source: Kantar, July/2026, based on 400 interviews, men and women, aged 18 to 58, social classes A, B and C, who have barbecues at least every 2 months, in the states of São Paulo and Rio de Janeiro. Margin of error of 4.9 percentage points, at a 95% confidence level.
