Seara takes the lead in the chicken category in Brazil
JBS's Seara became the chicken brand with the largest presence in Brazilian homes in 2025. This achievement, validated by an annual Worldpanel by Numerator survey, is the result of a long-term strategy based on continuous innovation, a deep understanding of consumer behavior, and a focus on decommoditizing the protein, increasing the perceived value of chicken in everyday life.
The study, which analyzed consumption over a 12-month period, confirmed that Seara achieved 60.40% penetration in Brazilian homes, outperforming its competitors. This indicator reflects the success of a transformation journey that positioned chicken as a versatile solution. The brand recognized that, although chicken is present in 99% of homes, consumers constantly seek variety, convenience, and flavor.
This vision has driven a series of strategic launches in recent years. One of the most impactful moves was the launch of Frango de Padaria in 2021. Aiming at the demand for convenience, the brand created a product that goes from the freezer directly to the oven or air fryer, meeting the desire for a tasty, quick-to-prepare meal. The innovation proved to be a phenomenon: it registered a 290% increase in volume in 2022, 110% in 2023, and 60% in 2024, becoming the biggest innovation in the category in recent years.
Attention to quality and flavor also stood out in the Suculentíssimo line, which uses a tenderizing technique to ensure more succulence, debunking the idea that chicken can't be appetizing. The brand also focused on new routines adopted after the pandemic, such as the rise of gourmet balconies and home barbecues, investing in unique cuts for the Churrasco Line within Seara Gourmet.
Seara's leadership in seasoned poultry cuts and organic chicken, as well as its high consumer repurchase rate, also demonstrate the brand's loyalty. Seara differentiates itself by offering a comprehensive portfolio that includes four types of chicken, in addition to conventional chicken: organic, antibiotic-free, and free-range. These options, with distinct breeding and genetics, offer choices aligned with consumers' diverse concerns and lifestyles.
"Leadership in the chicken category is the culmination of ongoing work that places the consumer at the center of our decisions", says João Campos, CEO of Seara. "We envision the product as a solution that facilitates routines and creates moments. The success of innovations like the Bakery Chicken and the Suculentíssimo line attests to the success of this approach. This trajectory of value creation reflects our commitment to consistent planning and the commitment to excellence that have been fundamental since the acquisition of Seara by JBS in 2013. And with every step, our team of over 95,000 employees demonstrates the dedication that ensures the quality that reaches Brazilians' tables every day", he adds.
Seara's strong performance extends beyond the shelf and is reflected in JBS's financial results. The company ended the second quarter of 2025 with net revenue of US$20.9 billion, an 8.9% increase over the same period last year. Seara was a key driver of this growth, posting a margin of 18.1%, the highest in the segment.
To sustain and expand this reach, the brand has driven growth with a robust commercial strategy that intensifies promotional and sell-out initiatives and strengthens its integrated presence across physical and digital channels. Furthermore, to strengthen its connection with its audience, Seara maintains active communication and a strong presence in culturally significant venues, such as major music festivals like The Town and Rock in Rio, as well as in the entertainment world with Big Brother Brasil.
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