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Bread and Baked Goods - Brazil - August 2016

Published By :

Mintel

Published Date : Aug 2016

Category :

Bakery Products

No. of Pages : N/A

The belief that freshly baked bread is better and tastier than packaged bread is widespread, creating opportunity for in-store bakeries and putting pressure on brands to find new ways to deliver even better fresh products. Consumers are interested in bread and baked goods that are freshly baked in-store by their favorite brand, creating opportunities for partnerships.

Consumers are increasingly worried about their health and are interested in bread with fewer artificial ingredients, such as preservatives, sugar, and calories as well as high-protein varieties, creating opportunities for innovation.

Table of Content

Overview

What you need to know 
Products covered in this Report
Excluded
Terms

Executive Summary

The market
Retail sales value is forecast to grow 36% by 2021
Figure 1: Forecast of Brazil retail sales of bread and baked goods, by value, 2011-21
Market drivers
Changes in packaging to offer an extra security layer to consumers
The population is aging
The economy is going through a bad time
Key players
Grupo Bimbo is the market leader with 30.2% of market share by value
Figure 2: Value shares in the bread and baked goods retail market, 2014 and 2015
The consumer
Bread is eaten by 97% of Brazilians
Figure 3: Usage of bread and baked goods, May 2016
Concerns about health present a challenge
Figure 4: Barriers to eating packaged bread more often, May 2016
Value for money is essential in the category
Figure 5: Attitudes toward bread and baked goods, May 2016
Gaining consumers by using fresh products
Figure 6: Interest in bread and baked goods innovations, May 2016
What we think

Issues and Insights

On-the-go claims are underdeveloped in the bread category
The facts
The implications
Figure 7: Bread and baked goods focused on on-the-go consumption, worldwide
Increasing snacking consumption
The facts
The implications
Figure 8: Unusual flavors for bread and baked goods, worldwide

The Market – What You Need to Know

Retail sales value is forecast to reach R$7.5 billion by 2021
Changes in legislation to offer extra information to consumers

Market Size and Forecast

Worldwide bread and baked goods market
Market performance
Figure 9: Retail sales of bread and baked goods in Brazil, by value, 2011-15
Figure 10: Retail sales of bread and baked goods in Brazil, by volume, 2011-15
Segment performance
Figure 11: Retail value sales of bread and baked goods, in R$ billion, 2014-15
Figure 12: Retail volume sales of bread and baked goods, in (000) tons, 2014-15
Forecast for the bread and baked goods market
Figure 13: Forecast of Brazil retail sales of bread and baked goods, by value, 2011-21
Figure 14: Forecast of Brazil retail sales of bread and baked goods, by volume, 2011-21

Market Drivers

Promotion of organic and sustainable food
6.2% of Brazilian adults have diabetes and 21.4% have hypertension
Aging population
The Brazilian economy is struggling
Interest and unemployment rates remain stable
Inflation is showing signs of slowing down
Figure 15: IPCA monthly change, by percentage, January 2014-June 2016

Regulatory and Legislative Changes

Changes in labels to include allergens and lactose content
Anvisa intends to re-create legislation over whole-grain bread

Key Players – What You Need to Know

Grupo Bimbo leads the market with 30.2% of market share by value
Focusing on products with no additives/preservatives

Market Share

Grupo Bimbo is the leading company by both value and volume
Wickbold acquires Seven Boys
Other companies operating in the market
Figure 16: Value shares in the bread and baked goods retail market, 2014 and 2015
Figure 17: Volume shares in the bread and baked goods retail market, 2014 and 2015

Who’s Innovating?

Bread products with no additives have seen a rise
Figure 18: New organic bread and baked goods, Brazil
Figure 19: New whole-grain and no additives/preservatives bread and baked goods, brazil
Figure 20: NPD with ‘natural’ claims, Brazil, 2011-16
Bread products lack in added attributes
Figure 21: NPD with ‘plus’ claims, Brazil, 2011-16
Bimbo launches the Zero% line
Figure 22: Zero% line, Bimbo, Brazil
Forno de Minas launches new cheese bread variety
Figure 23: Pão de Queijo Congelado Fit, Brazil
Figure 24: NPD in cheese bread, Brazil

The Consumer – What You Need to Know

Bread is an essential staple in Brazilian households
Health poses a threat to the category
Consumers are feeling the economic recession
Freshness and brand are key in the category

Usage of Bread

Bread is universally eaten by Brazilians
Figure 25: Usage of bread and baked goods, any type, May 2016
French rolls remain the most consumed
Figure 26: Usage of bread and baked goods, French roll, May 2016
Packaged bread is eaten by 75%
Figure 27: Usage of bread and baked goods, French roll, May 2016
ABs dominate usage of packaged bread
Figure 28: Usage of bread and baked goods, May 2016

Barriers to Eating Packaged Bread More Often

Health concern is the main barrier to eating more
Figure 29: Barriers to eating packaged bread more often, May 2016
Reducing carbohydrate content
Figure 30: Bread and baked goods with reduced carbohydrate, worldwide
Smaller formats for reduced calories
Figure 31: “Thin” varieties, worldwide
Sprouted grains breads to offer more nutrition
Figure 32: Sprouted grain breads, worldwide
Innovations in all-natural and high satiety to boost consumption
Figure 33: Bread and baked goods with ‘all-natural’ claim, worldwide
Figure 34: Bread and baked goods with ‘high-satiety’ claim, worldwide
Figure 35: Barriers to eating packaged bread more often, May 2016

Attitudes toward Bread and Baked Goods

Consumers are looking for cheaper varieties of bread
Wider variety of gluten-free products can help boost consumption
Figure 36: NPD in gluten-free products, Brazil, 2011-16
Figure 37: New gluten-free products, Brazil, 2016
Revamping private labels of bread and baked goods
Figure 38: Share of NPD by branded and private label, brazil
Figure 39: Private label bread and baked good products, Brazil
Figure 40: Attitudes toward bread and baked goods, May 2016

Interest in Bread and Baked Goods Innovations

Brands play a strong role
Freshness is essential in the category
Figure 41: The Essential Baking Company’s Super Seeded Multi-Grain Gluten-Free Rolls, US
53% are interested in bread with added seeds
Figure 42: Bread and baked goods with added seeds or grains, Brazil, 2015-16
Bread focused on fitness
Figure 43: High protein bread, Brazil
Figure 44: High-protein bread, worldwide
Evening bread
Figure 45: Ve?erní Chlebík, Czech republic, February 2016
Figure 46: Interest in bread and baked goods innovations, May 2016

Appendix – Market Size and Forecast

Figure 47: Retail value sales for bread and baked goods, 2011-21
Figure 48: Retail volume sales for bread and baked goods, 2011-21
Figure 49: Additional best case/ worst case for value
Figure 50: Additional best case/ worst case for volume

Appendix – Methodology and Definitions

Fan chart forecast
Abbreviations

List of Table

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