Table of Contents
Overview
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- What you need to know
- Definition
- Excluded
- Terms
Executive Summary
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- Challenges
- Economic recession and health habits affect the market
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- Figure 1: Forecast of Brazil retail sales of cookies and crackers, by value, 2012-22
- Brand loyalty falls among older consumers
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- Figure 2: Attitudes toward cookies and crackers, by gender and age group, Brazil, May 2017
- Opportunities
- There is space to boost consumption focusing on healthful ingredients
- Younger consumers are interested in flavors
- New products for breakfast can push sales up
- What we think
The Market – What You Need to Know
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- Value of retail sales should reach R$18.7 billion in 2022
Market Size and Forecast
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- Market of cookies and crackers impacted in 2016
- Economic scenario impacts the category growth forecast
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- Figure 3: Forecast of Brazil retail sales of cookies and crackers, by value, 2012-22
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- Figure 4: Forecast of Brazil retail sales of cookies and crackers, by volume, 2012-22
Market Drivers
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- The Brazilian economy
- Inflation shows signs of slowing down
- Unemployment rate is falling
- Hypertension creates demand for products with less sodium
- Aging population
Key Players – What You Need to Know
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- Three main companies have 43.9% market share in value
- Unilever buys Brazilian organic food business Mãe Terra
- eQlibri passes through reformulation
- Flavor innovations can attract more consumers
Market Share
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- M. Dias Branco leads the market of cookies and crackers
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- Figure 5: Retail sales of cookies and crackers, by value – Brazil, 2015-16
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- Figure 6: Retail sales of cookies and crackers, by volume – Brazil, 2015-16
- Unilever acquires Mãe Terra
- Nestlé reaffirms proposal for a more-healthful future
- Nestlé aims to reduce sugar content in its products by 40%
Marketing Campaigns and Actions
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- PepsiCo reformulates eQlibri
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- Figure 7: eQlibri’s “Equilíbrio é curtir o que te faz bem” campaign
- Club Social crackers gain life in new campaign
- KFC and Bono launch dessert in partnership
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- Figure 8: Bono and KFC partnership
- Bauducco launches classes on digital behavior
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- Figure 9: Bauducco’s “SAC - Serviço de Atendimento aos Coroas” campaign
Who’s Innovating?
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- New product launches decline in 2016
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- Figure 10: Cookies and crackers launches, Brazil, 2012-16
- Figure 11: Cookies and crackers launches, by segment, Brazil, 2012-16
- Opportunity to expand the variety of cookies with branded chocolates
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- Figure 12: Cookies launches, by flavor, 2014-17
- Opportunity to expand the variety of crackers with spicy flavors
- Supermarkets’ private labels
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- Figure 13: Cookies and crackers launches, Brazil, 2012-17*
The Consumer – What You Need to Know
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- Most Brazilians eat cookies and crackers
- Consumers care about price, fiber content, and absence of artificial ingredients
- “Thinner” varieties can boost consumption
- Transparency in production processes appeals to consumers
Consumption of Cookies and Crackers
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- Consumption of cookies and crackers is almost universal
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- Figure 14: Consumption of cookies and crackers, Brazil, May 2017
- Opportunity for cookies with chocolate in gift packages for AB consumers
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- Figure 15: Consumption of cookies and crackers, by socioeconomic group, Brazil, May 2017
- Water and salt crackers appeal to women
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- Figure 16: Consumption of cookies and crackers, by gender, Brazil, May 2017
Influential Factors to Increase Consumption
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- Lower prices are more important than factors related to health
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- Figure 17: Influencing factors to increase consumption, Brazil, May 2017
- Women look for products high in fiber and with fewer additives
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- Figure 18: Influencing factors to increase consumption, by gender, Brazil, May 2017
- Adults with no children want variety of sweet flavors
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- Figure 19: Influencing factors to increase consumption, with any/no children, Brazil, May 2017
Interest in Innovations
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- “Thinner” varieties can attract more consumers
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- Figure 20: Interest in innovations, Brazil, May 2017
- Young consumers want two flavors together
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- Figure 21: Interest in innovations, by age, Brazil, May 2017
- Women are more concerned about sugar
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- Figure 22: Interest in innovations, by gender, Brazil, May 2017
Attitudes toward Cookies and Crackers
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- Consumers want information about products
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- Figure 23: Attitudes toward cookies and crackers, Brazil, May 2017
- On-the-go packages appeal to AB consumers
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- Figure 24: Attitudes toward cookies and crackers, by socioeconomic group, Brazil, May 2017
- Crackers with vegetables attract mature consumers
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- Figure 25: Attitudes toward cookies and crackers, by age, Brazil, 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 26: Retail sales of cookies and crackers, by value, 2012-22
- Figure 27: Market of sweet and savory biscuits in volume, retail, 2012-22
- Figure 28: Forecast of Brazil retail sales of cookies and crackers, by value, 2017-22
- Figure 29: Forecast of Brazil retail sales of cookies and crackers, by volume, 2017-22
- Figure 30: Retail sales of cookies and crackers, by segment, R$ billion, 2014-15
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- Figure 31: Retail sales of cookies and crackers, by segment, (000) tons, 2015-16
Appendix – Who’s Innovating?
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- Figure 32: Crackers launches, by flavor, 2014-17
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