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BREAD AND BAKED GOODS - BRAZIL - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Bakery Products

No. of Pages : N/A

Brazil’s bread and baked goods market has two main challenges: the consumers' health concerns and the high prices that hinder growth in volume. Brands, therefore, could invest in more healthful and higher-value-added options, such as whole-grain products free from gluten and based on alternative flour. In addition, brands could invest in convenient formats, indulgent flavors and filling products that can replace a meal or be consumed as a snack.

Table of contents

OVERVIEW

What you need to know

Definition

EXECUTIVE SUMMARY

Challenges

Unfavorable economic scenario and high unemployment rate

High dollar and new freight table affect wheat prices

Search for healthy products affects the category

Opportunities

Search for healthy options can boost higher value-added products

There is space for easy-to-prepare products and delivery services

Category can expand consumption occasions beyond breakfast

What we think

THE MARKET – WHAT YOU NEED TO KNOW

Market grows in value and stabilizes in volume

Economic scenario, unemployment, and dollar impact the category

MARKET SIZE AND FORECAST

Market grows in value and stabilizes in volume

Figure 1: Retail sales of bread and baked goods, by value and volume, 2013-23

Economic scenario and healthy habits affect the category

Figure 2: Forecast of Brazil retail sales of bread and baked goods, by value, 2013-23

Figure 3: Forecast of Brazil retail sales of bread and baked goods, by volume, 2013-23

MARKET DRIVERS

Unfavorable economic scenario and high unemployment rate

High dollar exchange rate impacts flour price

Truck drivers’ strike affects GDP forecast and wheat price

Aging population

60% of Brazilian adults are overweight and 6.2% have diabetes

Consumption of gluten-free products can increase

Sodium reduction in bread and bisnaguinhas

Regulation of whole-grain products

KEY PLAYERS – WHAT YOU NEED TO KNOW

Grupo Bimbo leads the market in value and volume

Brands invest in more healthful products

Adding texture to bread and baked products can attract consumers

MARKET SHARE

Grupo Bimbo leads the market in value and volume

Figure 4: Leading companies’ shares in the bread and baked goods retail market, by value – Brazil, 2016-17

Figure 5: Leading companies’ shares in the bread and baked goods retail market, by volume – Brazil, 2016-17

MARKETING CAMPAIGNS AND ACTIONS

Wilckbold invests in craft bread

Nutrella launches a line of whole-grain bread

Pullman launches special Christmas edition

Figure 6: Pullman Artesano

Bauducco partners with Snickers and launches new indulgent flavor

Figure 7: Bauducco + Snickers

Premium bakeries and cafes expand their presence

WHO’S INNOVATING?

Adding texture to bread and baked products can attract consumers

Figure 8: Percentage of bread and baked goods with texture claims, by top countries, January 2016-January 2018

Bread and baked goods with convenient packaging appeal to Brazilians

Figure 9: Percentage of bread and baked goods with “convenient packaging,” January 2015-June 2018

Figure 10: Bread and baked goods bought, by convenient packaging, June 2018

THE CONSUMER – WHAT YOU NEED TO KNOW

There is space for easy-to-prepare products

International types of bread can appeal to AB consumers

Well-known brands can invest in whole-grain products with nutritional benefits

Category needs to invest in lighter and more healthful options

Delivery of bread and baked products appeal to women

BREAD AND BAKED GOODS BOUGHT

Savory baked goods can invest in frozen stuffed options

Figure 11: Bread and baked goods bought, June 2018

There is space for easy-to-prepare products

Figure 12: Bread and baked goods bought, by types of bread and baked goods, June 2018

Figure 13: Forno de Minas Traditional Frozen Cheese Bread

Nostalgic flavors can appeal to Millennials

Figure 14: Bread and baked goods bought, by generation, June 2018

MEAL OCCASION

Other varieties of bread can gain space during breakfast

Figure 15: Meal occasion, by type of bread, June 2018

Mini options of indulgent snacks can appeal to women

Figure 16: Meal occasion, by gender, June 2018

International types of bread can appeal to AB consumers

Figure 17: Meal occasion, international types of bread by gender, June 2018

CHOICE DRIVERS

Well-known brands can invest in whole-grain products with nutritional benefits

Figure 18: TURF analysis - choice drivers, June 2018

Whole-grain bread can appeal to consumers aged 55+

Figure 19: Choice drivers, by age group, June 2018

Sweet baked goods with nutritional benefits can attract women

Figure 20: Choice drivers, by gender, June 2018

CHANGING CONSUMPTION HABITS

Category needs to invest in lighter and more healthful options

Figure 21: Changing consumption habits, June 2018

Gluten-free bread and baked goods can appeal to those aged 16-34

Figure 22: Changing consumption habits, by generation, June 2018

Figure 23: Bread and baked goods bought, by generation, June 2018

Bread and baked goods can stimulate consumption as meal replacement among men

Figure 24: Changing consumption habits, by generation, June 2018

ATTITUDES TOWARDS BREAD AND BAKED GOODS

Bakeries and cafés can invest in fresh bread to add value

Figure 25: Attitudes towards bread and baked goods, June 2018

Figure 26: Detail for open kitchen – Casa Mathilde

Delivery of bread and baked products appeal to women

Figure 27: Attitudes towards bread and baked goods, by gender, June 2018

Figure 28: Application screens - Panacea

Whole-grain baked products can highlight flavor to attract AB consumers

Figure 29: Attitudes towards bread and baked goods, by socioeconomic group, June 2018

Figure 30: Options for whole-grain empanadas (savory pies) – Caminito Empanadas menu

APPENDIX – ABBREVIATIONS/TERMS

Abbreviations/Terms

APPENDIX – MARKET SIZE AND FORECAST

Market Size and Forecast

Figure 31: Retail sales of bread and baked goods, by value and volume, 2013-2023

Figure 32: Forecast of Brazil retail sales of bread and baked goods, by value, 2013-23

Figure 33: Forecast of Brazil retail sales of bread and baked goods, by volume, 2013-23

Figure 34: Leading companies’ shares in the bread and baked goods retail market, by value – Brazil, 2016-17

Figure 35: Leading companies’ shares in the bread and baked goods retail market, by volume – Brazil, 2016-17

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