JBS, one of the world’s largest food companies, has reached a 45.6% market share in the Brazilian hamburger market, combining the Friboi and Seara brands, according to the Nielsen Retail Index, therefore consolidating its leadership in the industry. This position is the result of the company’s strategy to diversify its portfolio, create products tailored to different consumer profiles, and strengthen retail execution. The initiative ranges from premium lines to products designed for convenience and preparation for specific occasions, such as barbecues and social gatherings.
According to Nielsen, hamburgers are found in about 70% of households. This is a market that grows on average 5% per year in volume and 7% in value, driven by the demand for convenience and variety at home. According to Kantar, average consumption reaches 174,000 units per week in the country — about 25,000 per day.
JBS’s two brands operate in a complementary manner. Seara has focused on expanding its portfolio and offering products with higher added value. One of the highlights is the Seara Gourmet Blend Burger line, which combines Angus beef with select cuts and special ingredients in four varieties: Angus with Fraldinha, Angus with Short Ribs, Angus with Bacon, and Angus with Truffles — Brazil’s first truffle-flavored burger.
Seara also led the way by launching the country’s first hamburger designed for air fryers. Recently, the brand entered a new consumer segment with the mini-hamburger, developed for preparation on grills. The product targets the growth of shared consumption and expands the category’s presence in settings traditionally associated with other proteins.
“We invest in innovation and quality with a differentiation strategy to offer a complete portfolio of burgers to meet different consumer needs,” says Rafael Palmer, Seara’s marketing director. “These are products that range from everyday meals to special occasions. Our goal is to deliver an experience and flavor to consumers who are increasingly seeking new products.”
Friboi, on the other hand, introduced a consumption trend popular in the United States but largely unexplored in Brazil: burgers designed for the grill. In 2023, it launched the Maturatta line, made from 100% beef. The line consists of 180-gram patties made from Brazilians’ favorite barbecue cuts: picanha, short ribs, and fraldinha. Since Friboi entered this higher-value-added segment, the beef burger market in Brazil has grown rapidly: a volume increase of more than 27% in 2025 alone. The leading brands are Maturatta and Friboi.
“We realized that the burger category in Brazil still had plenty of opportunity to innovate, improve quality, and offer options that better appeal to our traditions and customs. Year after year, Brazilians are hosting more barbecues: in 2025 alone, the number of occasions grew by 15%.
By offering hamburger options developed specifically for barbecues, we not only create a stronger connection with consumers but also drive this new way and time of consuming the category,” says Daniela Perez, Marketing Manager at Friboi.
Retail Solutions Drive Category Growth
In addition to product innovations, JBS is also expanding investments in point-of-sale execution—a strategy considered key to accelerating the category’s growth in food retail.
Friboi and Seara have been implementing activations focused on assortment organization, increasing visibility, and encouraging impulse purchases. The initiatives include themed display fixtures designed to increase productivity per square meter and streamline the consumer’s shopping experience.
Friboi created the “Espaço Burger,” dedicated to showcasing Maturatta Friboi burgers and 1953 products, made with premium cuts of meat. Seara, meanwhile, has developed display fixtures focused on its barbecue line, bringing together products for grilling, including mini beef burgers.
