Although the Brazilian population is showing signs that they are more aware of what they eat, they still find it hard to give up candies, and nearly nine in 10 (87%) Brazilians consumed at least one type of candy or gum in the six months to July 2014, with the younger consumers showing the highest consumption rates.

Looking ahead, value sales in the candy category are forecast to grow by 31% between 2014 and 2019, to reach R$15.8 billion. Rising sugar prices and inflation are likely to continue to be the main drivers of value growth. Volume sales in the sugar and gum confectionery category are forecast to grow by 3% between 2014 and 2019, to reach around 270,000 tons.

Despite more flavors being launched within the sugar and gum confectionery category since 2012 only a quarter (26%) of users look for a flavor they have not tried before. The older the consumer gets, the less likely he/she will be to try new flavors. To catch these mature consumers, brands could try out candy flavors that are more appealing to a mature audience, such as alcohol flavored, and dessert ranges.

This report examines the Brazilian market for sugar and gum confectionery. Mintel’s definition includes products sold through all retail channels, and includes:

• hard confectionery, including boiled sweets and lollipops

• soft confectionery, including gums, jellies, chews, licorice, marshmallows, and fudge

• chewing gum and bubblegum (mint and fruit flavors)

For this report, the words “candy” and “sugar confectionery” exclude chocolate and include:

• drops (eg Halls, Freegells, etc)

• peanut candy (eg paçoca, pé de moleque, Dadinho, etc)

• pastilles (eg Tic Tac, Garoto, etc)

• jelly-style candies (eg Haribo, etc)

• hard candies (eg Kid’s, etc)

• toffees including caramels (eg Butter Toffee, etc)

• banana snacks (eg Bananinha, etc)

• lollipops (eg Chupa Chups, etc)

• and other types (eg marshmallows, licorice sweets)

• And the words “gum” and “gum confectionery” include:

• chewing gum (eg Trident, Chiclets, etc)

• chews (eg 7 Belo, etc)

• bubble gum (eg Bubbaloo, etc)

This report does not include chocolates, canned sweets, jams, homemade-style candies, desserts, cookies, and similar items.

Traditional Brazilian candies such as banana sweets, paçoca (peanut candy), and pé de moleque (peanut brittle) are included in the consumer research, but not in the market size.