What you need to know

The COVID-19 pandemic has had a positive impact on bakery products, as Brazilians have purchased more of the category’s items during the quarantine. Health concerns are one of the main consumption barriers at the moment, opening opportunities for products with health claims. The economic recession, however, is expected to continue in the short and medium term, affecting household income and bringing opportunities for cheaper brands and private label products.

Key issues covered in this Report

  • The impact of the COVID-19 pandemic on the category.

  • Main barriers to the consumption of baked goods.

  • Changes in consumer behavior toward baked goods consumption.

  • Main consumption occasions.

Definition

- Bread: This market covers packaged white and non-white bread, savory specialty breads and savory pastries and pies. Market size comprises sales through all retail channels including direct to consumer. It includes sales through in store bakeries unless stated otherwise.

- Plain non-white bread: This includes sales of brown, whole meal and other non-white/white combinations in in-store bakeries which are bar coded.

- Plain white bread: This includes sales of white in in-store bakeries which are bar coded.

- Specialty breads: This includes ciabatta, pita, naan, chapatti & par-baked products, rolls/ bread buns, tortilla, wraps.

- Biscuits: This market covers packaged savory and sweet biscuits (cookies). Market size comprises sales through all retail channels including direct to consumer.

- Savory biscuits: This includes crispbreads/crisp rolls, savory rusks (adult only), toasted breads and French toast, waffles and other crackers.

- Sweet biscuits (cookies): This includes sweet wafers, sandwiches, chocolate biscuits, ginger & gingerbread, assortments and others.

COVID-19: market context

This Report was finished on December 15, 2020.

On February 4, President Jair Bolsonaro declared a national emergency. The first COVID-19 case was confirmed in Brazil on February 26, 2020. On March 11, the World Health Organization, declared COVID-19 a global outbreak, and on March 21, São Paulo, the city with the most registered cases of COVID-19, imposed a lockdown.

After a slowdown in the number of cases across the country during the months of September and October, which allowed many States to enter the yellow phase of the pandemic containment plan, COVID-19 cases started growing rapidly again in November, indicating a second wave. As in the first wave, there has been no clear guidance from the central government on protocols, and States have adopted preventive measures such as closing non-essential businesses and reducing business hours.

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