Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
- Terms
Executive Summary
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- The market
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- Figure 1: Forecast of Brazil retail sales of chocolate confectionery, by value, 2011-21
- Market drivers
- Nestlé says it has developed a “new sugar”
- Aging population presents challenges and opportunities
- Tax increase
- The economy is still unstable
- Companies and brands
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- Figure 2: Value shares in the chocolate confectionery retail market, 2014-15
- The consumer
- Chocolate is eaten by 91% of respondents
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- Figure 3: Usage of chocolate, November 2016
- Chocolate is a permissible treat
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- Figure 4: Reasons for buying chocolate confectionery, November 2016
- Low price is a major purchase driver in the category
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- Figure 5: Influencing factors when buying chocolate, November 2016
- Brand loyalty is strong in the category
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- Figure 6: Attitudes towards eating chocolate, November 2016
- Consumers are willing to pay more for chocolate from specialist stores
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- Figure 7: Interest in innovations, November 2016
- What we think
Issues and Insights
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- Addressing health concerns with portion control and innovation
- The facts
- The implications
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- Figure 8: Low/no/reduced sugar chocolate products, Brazil
The Market – What You Need to Know
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- Retail sales value is forecast to reach R$12 billion by 2021
- Nestle plans to cut sugar in chocolate by 40%
Market Size and Forecast
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- Market performance
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- Figure 9: Retail sales of chocolate confectionery in Brazil, by value, 2011-15
- Figure 10: Retail sales of chocolate confectionery in Brazil, by volume, 2011-15
- Segment performance
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- Figure 11: Retail value sales of chocolate confectionery, in R$ million, 2014-15
- Figure 12: Retail volume sales of chocolate confectionery, in (000) tons, 2014-15
- Forecast for the chocolate confectionery market
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- Figure 13: Forecast of Brazil retail sales of chocolate confectionery, by value, 2011-21
- Figure 14: Forecast of Brazil retail sales of chocolate confectionery, by volume, 2011-21
- Forecast methodology
Market Drivers
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- Nestlé says it will cut sugar in chocolate by 40%
- Mondelēz has plans to reduce sugar and salt content from its products
- Aging population presents challenges and opportunities
- 6.2% of Brazilian adults have diabetes and 21.4% have hypertension
- The Brazilian economy is still delicate
- Inflation is showing signs of slowing down
- Unemployment rate keeps increasing
- Cuts in the interest rate continue
- Consumer confidence loses momentum
Regulatory and Legislative Changes
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- Tax increase for chocolate
Companies and Brands – What You Need to Know
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- Nestlé is the market leader with 39.9% share by value
- Kopenhagen leads in innovation
- Ferrero Rocher invests on branded content
Market Share
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- Nestlé is the leading company share by value (39.9%)
- Richester debuts in the category
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- Figure 15: Richester’s Animados Zoo, Brazil
- Figure 16: Value shares in the chocolate confectionery retail market, 2014-15
- Figure 17: Volume shares in the chocolate confectionery retail market, 2014-15
Competitive Strategies
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- Digital activity
- Ferrero Rocher bets on branded content
- Advertising and marketing
- M&M’s partners with McDonald’s
- Kopenhagen partners with restaurant Outback
- Nestlé unites its coffee and chocolate products
- Advertising all brands together
- Lacta supporting Brazilian soccer players
- Amazon and Nestlé teamed up to distribute free e-books in Brazil
Launch Activity and Innovation
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- NPD activity in chocolate falls in 2016
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- Figure 18: Launches of chocolate confectionery as a share of total new products launched in the Brazil food market, 2012-16
- Seasonal chocolate accounts for a 36.7% of new launches
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- Figure 19: Seasonal chocolate products – Easter, Brazil 2016
- Figure 20: Seasonal chocolate products – Valentine’s Day, Brazil 2016
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- Figure 21: Seasonal chocolate products – Children’s Day, Brazil 2016
- Figure 22: Seasonal chocolate products – Christmas, Brazil 2016
- Figure 23: Share of Brazil chocolate confectionery launches, by sub-category, 2016
- Figure 24: Share of Brazil chocolate confectionery launches, by sub-category, 2013-16
- Kopenhagen leads in NPD
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- Figure 25: Kopenhagen’s revamped tablets, Brazil
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- Figure 26: Share of chocolate confectionery launches in Brazil, by company (top 10 in 2016), 2013-16
The Consumer – What You Need to Know
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- Many of Brazilians eat chocolate
- Brazilians like to treat themselves with chocolate
- Low price and flavor are the main purchase drivers
- Brand loyalty is higher among older consumers
- Chocolate from specialist stores are the most desired
Usage of Chocolate
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- Consumption of chocolate is almost universal
- Consumption decreases with age
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- Figure 27: Fortified chocolate, Brazil and Japan
- Most types have similar usage
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- Figure 28: Usage of chocolate, by gender and age, November 2016
- Majority of ABs eat chocolate
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- Figure 29: Usage of chocolate, by socioeconomic group, November 2016
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- Figure 30: Usage of chocolate, November 2016
Reasons for Buying Chocolate
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- Treating oneself is the top reason to purchase
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- Figure 31: Reasons to buy chocolate, November 2016
- Chocolates eaten as a dessert
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- Figure 32: Dessert-flavored chocolates
- Figure 33: Chocolate eaten as a dessert, November 2016
- Gifting chocolate is still one of the top reasons
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- Figure 34: Chocolate gifts, Brazil
- Eating chocolate as a snack
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- Figure 35: Chocolate products aimed at snacking, worldwide
- Chocolate brands blur boundaries with salty snacks
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- Figure 36: Salty chocolate snacks, worldwide
- Japanese brand Bourbon innovates in the snacking occasion
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- Figure 37: Fresh Chocolate Slice, Japan, 2016
- Figure 38: Reasons for buying chocolate confectionery, November 2016
Influencing Factors When Buying Chocolate
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- Low price acts as a major driver
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- Figure 39: Influencing factors when buying chocolate, by gender, age, and socioeconomic group, November 2016
- Innovation in flavor can drive consumption
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- Figure 40: Innovation in flavor, Brazil
- Figure 41: New flavors for traditional products, Brazil
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- Figure 42: Top 10 flavors in the chocolate category, Brazil 2012-16
- High cocoa content is key to attract older consumers
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- Figure 43: Dark varieties of traditional brands, Brazil
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- Figure 44: Influencing factors when buying chocolate, November 2016
- Organic is far from priority
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- Figure 45: Organic chocolate, Brazil
- Figure 46: NPD with an ‘organic’ claim, Brazil 2012-16
- Figure 47: Influencing factors when buying chocolate, November 2016
Attitudes towards Eating Chocolate
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- Brand loyalty is higher among over-35s
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- Figure 48: Attitudes towards eating chocolate, November 2016
- Companies should help consumers against obesity
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- Figure 49: Attitudes towards eating chocolate, November 2016
Interest in Innovations
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- Chocolate from specialist stores are the most desired
- Supporting causes enhances image
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- Figure 50: Chocolife’s dairy-free chocolate
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- Figure 51: Interest in innovations, likely to buy (net), November 2016
- Innovating with a combination of flavors
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- Figure 52: Galaxy Duet by Mars, various countries
- Figure 53: Chocolate products with two flavors
- High-protein bars
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- Figure 54: High-protein bars, worldwide
- Resealable is desired but not with a price increase
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- Figure 55: Products with resalable packaging
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- Figure 56: Interest in innovations, November 2016
Appendix – Market Size and Forecast, Abbreviations and Supporting Information
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- Market size and forecast
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- Figure 57: Value sales for chocolate confectionery, Brazil, 2011-21
- Figure 58: Volume sales for chocolate confectionery, Brazil, 2011-21
- Fan chart forecast
- Abbreviations
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