Table of Contents
Executive Summary
-
- Market overview
- Analyst outlook
-
- Figure 1: Analyst outlook for the bakery category, October 2022
- Challenges
- Price is the main barrier for Gen Zs
- Consumers aged 55+ to be most impacted by frontal alerts
- Opportunities
- Brands can explore the versatility of bread in the preparation of sweet and savory recipes
- Frozen baked goods can offer a solution to food waste, generating savings
- Low fat content may encourage consumers to eat bread and baked goods
- Ingredient information on the front of packages can minimize the importance of frontal warnings
Market Drivers
-
- Inflation and low purchasing power mainly impact the poorer and essential categories
-
- Figure 2: IPCA – accumulated variation in the year (%) – General index and groups – Brazil, Jan to Dec 2021 and Jan to Jul 2022
- Conflict in Ukraine impacts Brazil’s production chain and increases wheat price escalation
- Brazil returns to the hunger map, and more than half of the population faces food insecurity
Key Players
-
- Companies and brands
- Passatempo launches biscuits with sign language
-
- Figure 3: Passatempo’s launch campaign, Brazil, 2022
- Piraquê launches a filled version of its traditional biscuit
-
- Figure 4: Piraquê’s launch, Brazil, 2022
- Panco launches Veg Sponge, a vegan version of one of its most famous products
-
- Figure 5: Veg Sponge’s campaign, Brazil, 2022
- New Super Fleishmann yeast offers confidence to make homemade bread
-
- Figure 6: Super Fleishmann’s campaign, Brazil, 2022
- Wickbold launches whole wheat bread made with peanut paste
-
- Figure 7: Wickbold Grain Bread Peanut Flavor, Brazil, 2022
- Wickbold launches Raízes do Brasil line, with ingredients from the forest and the “sertão”
-
- Figure 8: Raízes do Brasil’s campaign, Brazil, 2022
- Case Study
- Rustic Bakery offers organic artisan products in physical stores and online
-
- Figure 9: Rustic Bakery kit
Barriers to Consumption
-
- Low fat content may encourage consumers to eat bread and baked goods
-
- Figure 10: Barriers to consumption, 2022
-
- Figure 11: Bread with low saturated fat and a wellness claim
- Direct-sale points can deliver low price and consumer experiences for Gen Zs
-
- Figure 12: Barriers to consumption – Selected item, by generation, 2022
-
- Figure 13: Bimbo Go, Mexico, 2022
- Ingredient information on the front of packages can minimize the importance of frontal warnings
-
- Figure 14: Preference for healthier options – Selected item, by barriers to consumption, 2022
-
- Figure 15: Baked goods with frontal warnings
Preference for Healthier Options
-
- Offering of healthy versions of baked goods may increase
-
- Figure 16: Preference for healthier options, 2022
-
- Figure 17: Baked products with health claims
- Young adults prioritize flavor; healthiness is second
-
- Figure 18: Preference for healthier options – Selected item, by age group, 2022
-
- Figure19: Passatempo’s campaigns, Brazil, 2022
- Consumers aged 55+ to be most impacted by frontal alerts
-
- Figure 20: Preference for healthier options – Selected item, by age group, 2022
-
- Figure 21: Whole grain bread low in sugars, saturated fats and sodium
Behaviors toward Baked Goods
-
- Brands can explore the versatility of bread in the preparation of sweet and savory recipes
-
- Figure 22: Behaviors toward baked goods, January 2022
-
- Figure 23: Recipes prepared with Veg Sponge, Brazil, 2022
- Figure 24: Recipes prepared with Jacquet’s bread, France, 2022
- Foodservice can offer bread and baked goods for special diets
-
- Figure 25: Behaviors toward baked goods – Selected item, by eating diet, 2022
-
- Figure 26: Padoca Vegan products, Brazil, 2022
- Figure 27: Artesanal Padaria Saudável marketing, Brazil, 2022
Preference in Baked Products
-
- Offer of soft bread for adults may grow
-
- Figure 28: Preference in baked products, 2022
-
- Figure 29: McClub premium sandwich, Brazil, 2022
- Figure 30: Packaged brioches
- Sweet fillings can renew young consumers’ interest in cakes and other baked goods
-
- Figure 31: Preference in baked products – Selected item, by age group, 2022
-
- Figure 32: Baked products with sweet fillings and ingredients that add texture
- Mixes for the preparation of baked goods can stand out with alternative flours
-
- Figure 33: Behaviors related to budget – Selected item, by preference in baked products, 2022
-
- Figure 34: Mixtures for the preparation of baked goods with alternative flours
Behaviors Related to Budget
-
- Frozen baked goods can offer a solution to food waste, generating savings
-
- Figure 35: Behaviors related to budget, 2022
-
- Figure 36: Frozen baked products without preservatives and artificial additives in economical packaging
- Private labels can invest in home-preparation products for AB consumers
-
- Figure 37: Behaviors related to budget – Selected items, by socioeconomic group, 2022
-
- Figure 38: Williams Sonoma’s private-label bakery ingredients section
- Figure 39: Private label products for home preparation of baked goods
Appendix – Abbreviations
Back to top