JBS’s brand Seara became the chicken brand with the largest presence in Brazilian households in 2025. This achievement, validated by an annual survey by Worldpanel by Numerator, is the result of a long-term strategy based on continuous innovation, a deep understanding of consumer behavior, and a focus on decommoditizing protein, raising the perception of the value of chicken in everyday life.
The study, which analyzed consumption over 12 months, confirmed that Seara achieved a 60.40% penetration rate in Brazilian households, outperforming its competitors. This indicator reflects the success of a transformation journey that positioned chicken as a versatile solution. The brand recognized that, although protein is present in 99% of households, consumers are constantly looking for variety, convenience, and flavor.
This vision has been the driving force behind a series of strategic launches in recent years. One of the most impactful moves was the launch of Frango de Padaria (Bakery Chicken) in 2021. With an eye on the demand for convenience, the brand created a product that goes from the freezer directly to the oven or air fryer, satisfying the desire for a tasty and quick meal. The innovation proved to be a phenomenon: it recorded 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 in the chicken, debunking the idea that protein cannot be appetizing. The brand also delved into the new routines adopted after the pandemic, such as the popularization of gourmet balconies and barbecues at home, investing in differentiated cuts for the barbecue line Churrasco, within Seara Gourmet.
The brand’s leadership in seasoned poultry cuts and organic chicken, as well as the high repurchase rate by consumers, also demonstrate the loyalty it has earned. Seara stands out by offering a complete portfolio that includes four types of chicken, in addition to the conventional: organic, antibiotic-free, and free-range. These options, with different breeds and genetics, offer choices aligned with different consumer concerns and lifestyles.
Agent of transformation
At the last APAS event in May, Seara reinforced its position as an agent of transformation by innovating in the tray segment, expanding the mix with differentiated packaging for chilled products and new flavors, such as garlic butter, for Frango de Padaria. Other notable innovations in the portfolio include the extension of the Suculentíssimo line with better cost-effectiveness and the launch of three coxinhas with distinct flavors for exclusive preparation in an air fryer, which do not require frying.
“Our leadership in the chicken category is the result of constant work that puts the consumer at the center of our decisions,” says João Campos, CEO of Seara. “We think of the product as a solution that facilitates routines and creates moments. The success of innovations such as Frango de Padaria and the Suculentíssimo line attests to the success of this approach. This trajectory of value creation reflects our commitment to consistent planning and excellence, which have been our guiding principles since JBS acquired Seara in 2013. And at every step, our team of more than 95,000 employees demonstrates the dedication that guarantees the quality that reaches Brazilian tables every day," he adds.
Seara’s strong performance extends beyond the supermarket shelves 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 increase of 8.9% over the same period last year. Seara was one of the main drivers of this growth, recording 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 actions and strengthens its presence in an integrated manner in both physical and digital channels. What’s more, in order to strengthen its connection with its audience, Seara maintains active communication and a strong presence in culturally relevant areas, such as major music festivals, such as The Town and Rock in Rio, as well as the entertainment world, with Big Brother Brasil, and the gaming world, with Gamescom and CCXP.
Source: Worldpanel by Numerator | Household Panel l Category: Regular Chicken | Total Brazil | T. Channels | Penetration % | Period: last 12 months ending in March 2025 • Proof table
