The favorite burger of Brazilians is from JBS
Hamburgers are already present in more than 70% of Brazilian homes.
JBS, one of the world's largest food companies, has consolidated its leadership in the Brazilian hamburger market, with a 45.6% market share, combining the Seara and Friboi brands, according to data from the Nielsen Retail Index. This performance reflects the expansion of a category that has been gaining relevance in Brazilian consumption, driven by the combination of convenience, premiumization, and diversification of preparation methods at home.
According to Nielsen, hamburgers are 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. Data from Kantar shows that average consumption reaches 174,000 units per week in the country, about 25,000 per day.
JBS's strategy to expand its market share in the category involves diversifying its portfolio, developing products aimed at different consumer profiles, and strengthening its retail execution. This includes everything from premium lines to products designed for convenience and preparation for specific occasions, such as barbecues and social gatherings.
At Seara, investments have focused on expanding the portfolio and advancing into higher value-added segments. Among the highlights is the Seara Gourmet Blend Burger line, composed of products that combine Angus beef with select cuts and special ingredients in four versions: Angus with Flank Steak, Angus with Ribs, Angus with Bacon, and Angus with Truffles — the first truffle-infused burger in Brazil.
The brand also launched the country's first air fryer burger and, more recently, has entered a new consumer market with the Mini-burger for grilling, developed for preparation on barbecues. The product aims to increase shared consumption and expand the presence of burgers in occasions traditionally associated with other proteins.
“Seara invests in innovation and quality with a differentiation strategy to offer a complete portfolio of hamburgers to meet different consumer needs. These are products that range from everyday meals to special occasions. Our goal is to deliver experience and flavor to a consumer who is increasingly looking for new things,” says Rafael Palmer, marketing director at Seara.
At Friboi, the expansion of the category was accompanied by a bet on a segment that had been little explored until then: beef burgers geared towards barbecues. In 2023, the brand launched Maturatta burgers, made with 100% beef. The line consists of 180g burgers made from Brazilians' favorite barbecue cuts: picanha, ribs, and flank steak. This move marked the company's entry into a segment inspired by more mature markets, such as the American one, where burgers prepared on the grill are already part of the daily consumption routine. Since Friboi began betting on this higher value-added segment, the beef burger market in Brazil has grown rapidly: more than 27% increase in volume in 2025 alone. The Maturatta and Friboi brands lead the segment.
“We realized that the hamburger category in the country still had a lot of opportunity to innovate, improve, and bring options with greater appeal to our traditions and customs. Year after year, Brazilians are having more barbecues: in 2025 alone, the number of occasions grew by 15%. By offering hamburger options developed especially for barbecues, we not only create a stronger connection with the consumer, but we also boost this new way and moment of consuming the category,” says Daniela Perez, Marketing Manager at Friboi.
Retail solutions drive category growth.
In addition to product advancements, JBS has also been increasing investments in point-of-sale execution, a strategy considered central to accelerating the development of the food retail category.
Friboi and Seara have been implementing activations focused on organizing product assortment, increasing visibility, and stimulating impulse buying. The initiatives include themed furniture designed to increase productivity per square meter and facilitate the consumer's shopping journey.
Friboi created the "Burger Space," dedicated to showcasing Maturatta burgers, Friboi products from 1953, made with premium meats. Seara, on the other hand, developed cross-selling display furniture focused on its barbecue line, bringing together products for grilling, including mini beef burgers.
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