Table of Contents
Overview
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- What you need to know
- Definition
- Products covered in this Report
- Excluded
- Terms
Executive Summary
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- Challenges
- High inflation affected consumption of bread and baked goods
- Flavor perception of fresh bread is a challenge for packaged products
- Health problems may limit consumption in the category
- Opportunities
- Consumers want a wider variety of products and flavors
- Smaller packages can be a good opportunity to boost consumption
- Healthful attributes influence consumers’ buying behaviors
- What we think
The Market – What You Need to Know
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- Slower growth in value and decline in volume
- Stable growth is expected for the category
Market Size and Forecast
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- Inflation and high prices affect the market in value and volume
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- Figure 1: Retail sales of bread and baked goods in Brazil, by value and volume, 2012-22
- Economic recovery stabilizes the category growth forecast
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- Figure 2: Forecast of Brazil retail sales of bread and baked goods, by value, 2012-22
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- Figure 3: Forecast of Brazil retail sales of bread and baked goods, by volume, 2012-22
Market Drivers
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- Inflation rate goes down
- Unemployment rate still high
- Women are becoming more empowered
- Aging population
- Health problems
- Reduced sodium
- Family changes
Key Players – What You Need to Know
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- Grupo Bimbo leads the market in value and volume
- Brands are investing in more healthful products
- New flavors and new packaging formats
Market Share
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- Grupo Bimbo still leads the market in value and volume
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- Figure 4: Leading companies' shares in the bread and baked goods retail market, by value (in R$ million) – Brazil, 2015-16
- Figure 5: Leading companies' shares in the bread and baked goods retail market, by volume (in million tons) – Brazil, 2015-16
Marketing Campaigns and Actions
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- Bimbo invests in flavor and fresh bread attributes
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- Figure 6: “Pão Artesano” campaign – “Goes well with everything,” May 2017
- Ana Maria invests in more-healthful and convenient products
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- Figure 7: “Ana Maria QD+” campaign – “As you see,” August 2016
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- Figure 8: “Ana Maria QD+” campaign – “Flavinha,” August 2016
- Brands are investing in healthful product lines
- Wickbold invests in the ethical use of natural ingredients
Who’s Innovating?
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- New flavors generate interest among the category’s consumers
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- Figure 9: Percentage of flavored bread launches* by type of taste in the country, 2014-16
- Smaller packages to avoid waste and boost experimentation
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- Figure 10: Percentage of bread and baked goods launches by package size, Brazil, 2015-16
- Larger sizes allow consumption at lower costs
The Consumer –What You Need to Know
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- Brazilian consumes more French rolls than other bread
- 100% natural products can boost consumption
- Consumption drop may be related to health issues
- Products in small sizes can be snack indulgent options to consumers
Usage of Bread and Baked Goods
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- French rolls are the most consumed type of bread in Brazil
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- Figure 11: Usage of bread and baked goods, May 2017
- Gluten-free products can boost consumption of multi-grain breads among women
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- Figure 12: Usage of bread and baked goods, by gender, May 2017
- Bread for snacks with different flavors can appeal to those aged 16-24
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- Figure 13: Usage of bread and baked goods, by age, May 2017
Factors Encouraging Bread and Baked Goods Consumption
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- Natural products can boost consumption despite concerns with price
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- Figure 14: Factors encouraging bread and baked goods consumption, May 2017
- Bread with sweet flavor for snacking can appeal to men aged 16-34
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- Figure 15: Factors encouraging bread and baked goods consumption, “a wider variety of sweet flavor (eg honey, vanilla),” by gender and age, May 2017
- Whole-grain breads with nuts/seeds appeal to women aged 35+
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- Figure 16: Factors encouraging bread and baked goods consumption, “whole-grain,” by gender and age, May 2017
Attitude and Behaviors Toward Bread and Baked Goods
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- Consumption drop may be more related to health than price
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- Figure 17: Attitude and behaviors toward bread and baked goods, May 2017
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- Figure 18: Factors encouraging bread and baked goods consumption, by buyers of packaged bread, May 2017
- Giving more information about production processes to build AB consumers loyalty
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- Figure 19: Attitude and behaviors toward bread and baked goods, by socioeconomic group, May 2017
- Products from other countries appeal to adults without children
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- Figure 20: Attitude and behaviors toward bread and baked goods, by households with and without children, May 2017
Interest in Bread and Baked Goods Products
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- Products in small sizes can be snack indulgent options to consumers
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- Figure 21: Interest in bread and baked goods products, May 2017
- Sweet and savory combinations appeal to those aged 16-34
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- Figure 22: Interest in “baked goods combining sweet and savory flavors (eg bacon and honey pastry),” by age, May 2017
- Grain-free bread made from alternative flours appeals to those aged 35+
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- Figure 23: Interest in “grain-free bread made from alternative flours (eg almond flour, coconut flour),” by age, May 2017
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 24: Retail sales of bread and baked goods in Brazil, by value and volume, 2012-22
- Figure 25: Forecast of Brazil retail sales of bread and baked goods, by value, 2012-22
- Figure 26: Forecast of Brazil retail sales of bread and baked goods, by volume, 2012-22
- Figure 27: Leading companies' shares in the bread and baked goods retail market, by value (in R$ million) – Brazil, 2015-16
- Figure 28: Leading companies' shares in the bread and baked goods retail market, by volume (in million tons) – Brazil, 2015-16
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