JBS’s Seara tightens grip on Brazil’s chicken market
JBS unit leads chicken category as it expands product range and logistics footprint.
BRAZIL – Seara, a subsidiary of JBS, has become the chicken brand with the strongest household presence in Brazil in 2025, according to a new survey by Worldpanel by Numerator.
The company said the achievement demonstrates its focus on understanding changing consumer habits, noting that while chicken is present in nearly all homes, shoppers increasingly value variety, convenience, and flavor in their meal choices.
Seara’s CEO, João Campos, said the leadership milestone is a result of “consistent work guided by consumer needs,” emphasizing that product innovation has been central to the brand’s strategy.
That approach led to the rollout of products such as the Bakery Chicken line in 2021, designed to go straight from the freezer to the oven or air fryer.
According to Seara, the product quickly gained traction among households looking for meals that combine quick preparation with strong taste appeal.
New Product Categories Emerging
In line with that strategy, Seara recently introduced a ready-to-eat range under the name Seara Protein, each portion containing 30 grams of protein.
The company said the launch responds to growing consumer demand for foods that balance convenience and nutrition.
Speaking to Bloomberg Línea, Seara’s Prepared Food Marketing Director, Rafael Palmer, said the firm sees protein-rich meals as a category with strong potential as health-driven shopping habits become more widespread.
He added that the company aims to stay flexible by developing new product lines whenever it identifies emerging market demand.
The move comes as JBS, Seara’s parent company, expands its presence both domestically and abroad.
JBS Expanding Local and International Operations
In Brazil, JBS’s Friboi beef brand recently launched an express delivery program in São Paulo and Rio de Janeiro to provide restaurants, butchers, and retailers with faster access to fresh meat.
During its first few months, the service completed more than 2,000 deliveries in São Paulo, moving around 500 tons of beef and generating roughly US$2.9 million in revenue.
JBS said the pilot has proven successful and that it intends to extend the service to other states as part of a broader effort to strengthen its national logistics network.
On the international front, the company recently began shipping beef to Vietnam, marking its first deliveries to that market.
An initial shipment of 27 tons left the Friboi unit in Mozarlândia, Goiás, after the Mozarlândia and Goiânia plants received export approval from Vietnamese authorities.
The inaugural export was highlighted during a ceremony in Rio de Janeiro attended by Vietnam’s Prime Minister Phạm Minh Chính and Brazil’s Agriculture Minister Carlos Fávaro, signaling closer trade cooperation between the two nations.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
