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Bread and Baked Goods - Brazil - August 2016

“The belief that freshly baked bread is better and tastier than packaged bread is widespread, creating opportunity for in-store bakeries and putting pressure on brands to find new ways to deliver even better fresh products. Consumers are interested in bread and baked goods that are freshly baked in-store by their favorite brand, creating opportunities for partnerships.
Consumers are increasingly worried about their health and are interested in bread with fewer artificial ingredients, such as preservatives, sugar, and calories as well as high-protein varieties, creating opportunities for innovation.”
– Andre Euphrasio, Research Analyst


This report discusses the following key topics:

  • On-the-go claims are underdeveloped in the bread category
  • Increasing snacking consumption

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Table of contents

  1. Overview

    • What you need to know 
      • Products covered in this Report
        • Excluded
          • Terms
          • Executive Summary

              • The market
                • Retail sales value is forecast to grow 36% by 2021
                  • Figure 1: Forecast of Brazil retail sales of bread and baked goods, by value, 2011-21
                • Market drivers
                  • Changes in packaging to offer an extra security layer to consumers
                    • The population is aging
                      • The economy is going through a bad time
                        • Key players
                          • Grupo Bimbo is the market leader with 30.2% of market share by value
                            • Figure 2: Value shares in the bread and baked goods retail market, 2014 and 2015
                          • The consumer
                            • Bread is eaten by 97% of Brazilians
                              • Figure 3: Usage of bread and baked goods, May 2016
                            • Concerns about health present a challenge
                              • Figure 4: Barriers to eating packaged bread more often, May 2016
                            • Value for money is essential in the category
                              • Figure 5: Attitudes toward bread and baked goods, May 2016
                            • Gaining consumers by using fresh products
                              • Figure 6: Interest in bread and baked goods innovations, May 2016
                            • What we think
                            • Issues and Insights

                              • On-the-go claims are underdeveloped in the bread category
                                • The facts
                                  • The implications
                                    • Figure 7: Bread and baked goods focused on on-the-go consumption, worldwide
                                  • Increasing snacking consumption
                                    • The facts
                                      • The implications
                                        • Figure 8: Unusual flavors for bread and baked goods, worldwide
                                    • The Market – What You Need to Know

                                      • Retail sales value is forecast to reach R$7.5 billion by 2021
                                        • Changes in legislation to offer extra information to consumers
                                        • Market Size and Forecast

                                          • Worldwide bread and baked goods market
                                            • Market performance
                                              • Figure 9: Retail sales of bread and baked goods in Brazil, by value, 2011-15
                                              • Figure 10: Retail sales of bread and baked goods in Brazil, by volume, 2011-15
                                            • Segment performance
                                                • Figure 11: Retail value sales of bread and baked goods, in R$ billion, 2014-15
                                                • Figure 12: Retail volume sales of bread and baked goods, in (000) tons, 2014-15
                                              • Forecast for the bread and baked goods market
                                                  • Figure 13: Forecast of Brazil retail sales of bread and baked goods, by value, 2011-21
                                                  • Figure 14: Forecast of Brazil retail sales of bread and baked goods, by volume, 2011-21
                                              • Market Drivers

                                                • Promotion of organic and sustainable food
                                                  • 6.2% of Brazilian adults have diabetes and 21.4% have hypertension
                                                    • Aging population
                                                      • The Brazilian economy is struggling
                                                        • Interest and unemployment rates remain stable
                                                          • Inflation is showing signs of slowing down
                                                            • Figure 15: IPCA monthly change, by percentage, January 2014-June 2016
                                                        • Regulatory and Legislative Changes

                                                          • Changes in labels to include allergens and lactose content
                                                            • Anvisa intends to re-create legislation over whole-grain bread
                                                            • Key Players – What You Need to Know

                                                              • Grupo Bimbo leads the market with 30.2% of market share by value
                                                                • Focusing on products with no additives/preservatives
                                                                • Market Share

                                                                  • Grupo Bimbo is the leading company by both value and volume
                                                                    • Wickbold acquires Seven Boys
                                                                      • Other companies operating in the market
                                                                        • Figure 16: Value shares in the bread and baked goods retail market, 2014 and 2015
                                                                        • Figure 17: Volume shares in the bread and baked goods retail market, 2014 and 2015
                                                                    • Who’s Innovating?

                                                                      • Bread products with no additives have seen a rise
                                                                        • Figure 18: New organic bread and baked goods, Brazil
                                                                        • Figure 19: New whole-grain and no additives/preservatives bread and baked goods, brazil
                                                                        • Figure 20: NPD with ‘natural’ claims, Brazil, 2011-16
                                                                      • Bread products lack in added attributes
                                                                        • Figure 21: NPD with ‘plus’ claims, Brazil, 2011-16
                                                                      • Bimbo launches the Zero% line
                                                                        • Figure 22: Zero% line, Bimbo, Brazil
                                                                      • Forno de Minas launches new cheese bread variety
                                                                        • Figure 23: Pão de Queijo Congelado Fit, Brazil
                                                                        • Figure 24: NPD in cheese bread, Brazil
                                                                    • The Consumer – What You Need to Know

                                                                      • Bread is an essential staple in Brazilian households
                                                                        • Health poses a threat to the category
                                                                          • Consumers are feeling the economic recession
                                                                            • Freshness and brand are key in the category
                                                                            • Usage of Bread

                                                                              • Bread is universally eaten by Brazilians
                                                                                • Figure 25: Usage of bread and baked goods, any type, May 2016
                                                                              • French rolls remain the most consumed
                                                                                • Figure 26: Usage of bread and baked goods, French roll, May 2016
                                                                              • Packaged bread is eaten by 75%
                                                                                • Figure 27: Usage of bread and baked goods, French roll, May 2016
                                                                              • ABs dominate usage of packaged bread
                                                                                • Figure 28: Usage of bread and baked goods, May 2016
                                                                            • Barriers to Eating Packaged Bread More Often

                                                                              • Health concern is the main barrier to eating more
                                                                                • Figure 29: Barriers to eating packaged bread more often, May 2016
                                                                              • Reducing carbohydrate content
                                                                                • Figure 30: Bread and baked goods with reduced carbohydrate, worldwide
                                                                              • Smaller formats for reduced calories
                                                                                • Figure 31: “Thin” varieties, worldwide
                                                                              • Sprouted grains breads to offer more nutrition
                                                                                • Figure 32: Sprouted grain breads, worldwide
                                                                              • Innovations in all-natural and high satiety to boost consumption
                                                                                • Figure 33: Bread and baked goods with ‘all-natural’ claim, worldwide
                                                                                • Figure 34: Bread and baked goods with ‘high-satiety’ claim, worldwide
                                                                                • Figure 35: Barriers to eating packaged bread more often, May 2016
                                                                            • Attitudes toward Bread and Baked Goods

                                                                              • Consumers are looking for cheaper varieties of bread
                                                                                • Wider variety of gluten-free products can help boost consumption
                                                                                    • Figure 36: NPD in gluten-free products, Brazil, 2011-16
                                                                                    • Figure 37: New gluten-free products, Brazil, 2016
                                                                                  • Revamping private labels of bread and baked goods
                                                                                    • Figure 38: Share of NPD by branded and private label, brazil
                                                                                    • Figure 39: Private label bread and baked good products, Brazil
                                                                                    • Figure 40: Attitudes toward bread and baked goods, May 2016
                                                                                • Interest in Bread and Baked Goods Innovations

                                                                                  • Brands play a strong role
                                                                                    • Freshness is essential in the category
                                                                                      • Figure 41: The Essential Baking Company’s Super Seeded Multi-Grain Gluten-Free Rolls, US
                                                                                    • 53% are interested in bread with added seeds
                                                                                      • Figure 42: Bread and baked goods with added seeds or grains, Brazil, 2015-16
                                                                                    • Bread focused on fitness
                                                                                      • Figure 43: High protein bread, Brazil
                                                                                      • Figure 44: High-protein bread, worldwide
                                                                                    • Evening bread
                                                                                      • Figure 45: Večerní Chlebík, Czech republic, February 2016
                                                                                      • Figure 46: Interest in bread and baked goods innovations, May 2016
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 47: Retail value sales for bread and baked goods, 2011-21
                                                                                      • Figure 48: Retail volume sales for bread and baked goods, 2011-21
                                                                                      • Figure 49: Additional best case/ worst case for value
                                                                                      • Figure 50: Additional best case/ worst case for volume
                                                                                  • Appendix – Methodology and Definitions

                                                                                    • Fan chart forecast
                                                                                      • Abbreviations

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      Bread and Baked Goods - Brazil - August 2016

                                                                                      £3,174.67 (Excl.Tax)