Table of Contents
Executive Summary
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- Market overview
- The Impact of the COVID-19 pandemic on bread and baked goods
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- Figure 1: Predicted impact of COVID-19 in short, medium and long term on the bread and baked good category, December 2020
- The impact so far
- Short and medium term (December 2020 to December 2021)
- Long term (2022-2025)
- Mintel Trend Drivers
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- Figure 2: Mintel Trend Drivers
- Challenges
- Economic crisis has slightly impacted the category
- New labeling standard may move consumers with health concerns away from the category
- Low adherence to purchase by delivery may hinder the performance of fresh bread and baked goods
- Opportunities
- Brazilians have adopted the habit of preparing bread and cakes at home during the pandemic
- Immunity benefits can attract consumers
- Baked products in meal formats can boost consumption at lunch
Market Drivers
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- Brazil’s currency devaluation drives exports of cookies, breads and cakes
- Emergency aid comes to an end and should impact the category
- New labeling rules represent a challenge for the whole category
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- Figure 3: Maximum amount allowed of added sugar, saturated fats and salt for nutritional labeling on the front of packages, Brazil, October 2020
- Figure 4: Templates for the labeling of food containing added sugar, salt and saturated fat at or over the maximum recommended amount, Brazil, October 2020
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- Figure 5: New template of the nutritional information chart
Key Players – What You Need to Know
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- Wickbold and Bimbo remain at the top of the national market
- Brands offer cash prizes in Christmas promotions
- Naturally fermented breads and private label products can grow in the Brazilian market
- Bakery brand focused on producing for private labels receives investment
Market Share
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- Wickbold and Bimbo account for more than half of the market
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- Figure 6: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
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- Figure 7: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
Marketing Campaigns
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- Wickbold expands line of gluten-free products
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- Figure 8: Launches of the Wickbold gluten-free range, Brazil, November 2020
- Pullman carries out Bisnaguitos awards campaign
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- Figure 9: Pullman promotion, Brazil, December 2020
- Panco makes campaign with its panettone line
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- Figure 10: Panco campaign, Brazil, December 2020
- Nutrella reformulates its line of special breads
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- Figure 11: Nutrella brand repositioning campaign, Brazil, March 2020
Who’s Innovating?
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- Use of natural fermentation can attract consumers in search of healthiness
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- Figure 12: Launches of products that use natural fermentation with the “sourdough” claim, 10 largest markets, 2017-19
- Private label breads and baked goods can grow in Brazil
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- Figure 13: Launches of private label bakery products, by market, 2017-2019
Case Study
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- Dewey’s Bakery grows producing bakery products for private labels
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- Figure 14: Examples of Dewey’s Bakery products, December 2020
The Consumer – What You Need to Know
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- Small local businesses have the opportunity to build customer loyalty
- Cookies with ingredients that improve sleep quality may be well accepted in the Brazilian market
- Brands can encourage the habit of cooking more cakes and sweets at home
- Delivery of bread and baked goods still has little adhesion
- Breads and baked goods focused on AB consumers that favor weight loss can boost sales
- Immunity benefits can stimulate consumption of baked goods
Consumption of Sweet and Savory Cookies and Baked Goods
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- Small local businesses have the opportunity to build customer loyalty
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- Figure 15: Most consumed types of bread and baked goods, Brazil, August 2020
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- Figure 16: Menu of the Pão da Patcha bakery in the Goomer app, Brazil, August 2020
- Women aged 16-24 would be willing to pay more for cakes free from artificial ingredients
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- Figure 17: Cake consumption, by gender and age group, Brazil, August 2020
- Whole grain breads adapted to the new labeling rules can stand out in the market
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- Figure 18: Consumption barriers, by consumers of whole grain breads, Brazil, August 2020
Consumption Occasions – before and after the COVID-19 outbreak
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- Baked products in meal formats can boost consumption at lunch
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- Figure 19: Consumption occasions, Brazil, August 2020
- Consumption of sweet baked products free from added sugar can grow among those aged 55+
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- Figure 20: Consumption of sweet bread at breakfast, by age group, Brazil, August 2020
- Cookies with ingredients that improve sleep quality may be well accepted in the Brazilian market
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- Figure 21: Consumption of cookies/crackers as a late-night snack before and since the COVID-19 outbreak, Brazil, August 2020
Behaviors about Baked Goods
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- Cookies with sustainability claims can attract consumers
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- Figure 22: Behaviors about baked goods, Brazil, August 2020
- Brands can encourage the habit of cooking more cakes and sweets at home
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- Figure 23: Habit of making more cakes and baked sweets at home since the COVID-19 outbreak, by gender, Brazil, August 2020
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- Figure 24: Nutella Challenge campaign, Brazil, August 2020
- Ready mixes for breads should grow
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- Figure 25: Opinions about cookies among those who are making more bread at home, Brazil, August 2020
Purchase Venue
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- Delivery of bread and baked goods still has little adhesion
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- Figure 26: Purchase venue, Brazil, August 2020
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- Figure 27: Guangzhou Restaurant Tai Shi Lu Rou Fan (Taiwanese Style Stewed Pork Rice).
- Vending machines can attract young people who seek convenience
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- Figure 28: Purchase of baked goods in convenience stores, by generation, Brazil, August 2020
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- Figure 29: Carlo’s Bake Shop Express vending machine
Barriers to Consumption
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- Breads and baked goods focused on AB consumers that favor weight loss can boost sales
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- Figure 30: Consumers who avoid baked goods to manage weight, by socioeconomic group, Brazil, August 2020
- Cheaper brands can appeal to Generation Z by adopting ethical and sustainable positioning
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- Figure 31: Consumers who have bought cheaper brands, by generation, Brazil, August 2020
Opinions on Sweet and Savory Cookies and Baked Goods
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- Immunity benefits can stimulate consumption of baked goods
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- Figure 32: Opinions on sweet and savory cookies and baked goods, Brazil, August 2020
- Offering fresh products to “grab and go” can boost consumer confidence
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- Figure 33: Bakery sector at a Dorothy Lane Market chain store, US, 2020
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Market Share
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- Market size
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- Figure 34: Sales in the bakery category, by value, Brazil 2014-2019
- Figure 35: Sales in the bakery category, by volume, Brazil, 2014-2019
- Market Share
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- Figure 36: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
- Figure 37: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
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