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Bread and Baked Goods - Brazil - November 2013

"Bread is consumed by more than 95% of Brazilians, especially fresh breads, such as French rolls (89%), which are widely available at local bakeries, the main purchasing channel of the category in Brazil.

Packaged sliced bread also has good penetration among consumers (69%), but its consumption can be increased mainly in the North and North-East regions, where although consumption is significant (on average 50%), it is lower than in the South and South-East regions (average of 75%). Despite challenges regarding distribution and display of packaged sliced bread in bakeries, they are the most promising sales channel in the North and North-East regions, given the fact that bakeries are the most popular purchasing channels of bread among consumers in these regions."

– Jean Manuel Gonçalves, Senior Food Analyst

Some questions answered in this report include:

  • Is there potential to encourage higher consumption of packaged sliced bread in the North and North-East regions?
  • Could focusing on different consumption occasions beyond breakfast accelerate sales?
  • Are there opportunities to increase the availability of specialty breads in supermarkets?

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Table of contents

  1. Introduction

      • Definitions
      • Executive Summary

          • The market
            • Figure 1: Retail value sales of packaged bread and baked goods, Brazil, 2008-18
          • Companies
            • Figure 2: Leading companies’ shares in the Brazil packaged bread and baked goods market, by volume, 2012
          • The consumer
            • Figure 3: Attitudes toward eating bread and baked goods, April 2013
          • The issues
            • There is potential to encourage higher consumption of packaged sliced bread in the North and North-East regions
              • Figure 4: Consumption of packaged sliced bread and French rolls, per region, April 2013
            • Focusing on different consumption occasions beyond breakfast could accelerate sales
              • Figure 5: Consumption occasions of bread and baked goods, April 2013
            • Opportunities to increase the availability of specialty breads in supermarkets
              • Figure 6: Consumption of bread and baked goods, by selected types of bread, April 2013
            • What we think
            • The market

              • Key points
                • Bread market enjoys rapid growth
                  • Figure 7: Retail value sales of packaged bread and baked goods, 2008-18
                  • Figure 8: Price of wheat in Brazil, 2008-13
                  • Figure 9: Retail volume sales of packaged bread and baked goods, 2008-18
                  • Figure 10: Launches of wholegrain bread in Brazil , as a share of total number of launches of bread, 2008-12
              • Companies and Products

                • Key points
                  • Grupo Bimbo retains strong lead in the packaged bread market
                    • Figure 11: Leading companies’ shares in the Brazil packaged bread and baked goods market, by volume, 2012
                    • Figure 12: New product launches in the Brazil bread and baked goods market, by company, 2008-12
                • The Consumer

                  • Key points
                    • Bread consumption
                      • Figure 13: Consumption of selected bread and baked goods, April 2013
                      • Figure 14: Consumption of packaged sliced bread, by region, April 2013
                    • Consumption occasions
                      • Figure 15: Consumption occasions of bread and baked goods, April 2013
                    • Places where bread and baked goods are bought
                        • Figure 16: Places where bread and baked goods are bought, April 2013
                      • Attitudes toward eating bread and baked goods
                          • Figure 17: Attitudes toward eating bread and baked goods, April 2013
                      • There is potential to encourage higher consumption of packaged sliced bread in the North and North-East regions

                        • Key points
                          • Consumers in the North and North-East consume less packaged sliced bread
                            • Figure 18: Consumption of packaged sliced bread and French rolls, by region, April 2013
                            • Figure 19: Average price of bread in Brazil, October 2013
                          • Bakeries in the North and North-East can be play a key role in growth of packaged sliced bread
                            • Figure 20: Purchase of bread and baked goods in "any bakery" and in "hypermarkets/supermarkets with in-store bakery", by region, April 2013
                          • Pricing can improve competitiveness of packaged bread in relation to French rolls
                            • What it means
                            • Focusing on different consumption occasions beyond breakfast could accelerate sales

                              • Key points
                                • Breakfast is the most popular consumption occasion of bread in Brazil
                                  • Figure 21: Consumption occasions of bread and baked goods, April 2013
                                • Bread snacks can be an option for the afternoon coffee break
                                  • Encouraging consumption of bread as a side dish during meals could increase consumption frequency
                                    • Figure 22: Brazilians’ average per-capita food consumption, by selected foods, 2008-09
                                  • What it means
                                  • Opportunities to increase the availability of specialty breads in supermarkets

                                    • Key points
                                      • Specialty breads have solid penetration, but consumption frequency is low
                                        • Figure 23: Consumption of bread and baked goods, by selected types of bread, April 2013
                                        • Figure 24: Consumption frequency of specialty breads (eg: baguette, Italian bread, pitta bread), at selected frequencies, April 2013
                                      • Packaged specialty breads could be more widely available at supermarkets
                                        • Figure 25: consumption of specialty bread, by bread and baked goods purchasing channels, April 2013
                                      • Similar to the cheese category, specialty bread can become more popular among lower-income consumers
                                        • Figure 26: consumption of specialty breads (eg baguette, Italian bread, pitta bread)
                                        • Figure 27: agreement with the statement "Product quality is more important to me than price", by socioeconomic group, April 2013
                                      • What it means
                                      • Appendix – The Market

                                          • Figure 28: Retail value sales of packaged bread and baked goods, 2008-18
                                          • Figure 29: Retail value sales forecast of packaged bread and baked goods, 2013-18
                                          • Figure 30: Retail volume sales of packaged bread and baked goods, 2008-18
                                          • Figure 31: Retail volume sales of packaged bread and baked goods, 2013-18
                                          • Figure 32: Leading companies’ shares in the Brazil packaged bread and baked goods market, by value, 2012
                                          • Figure 33: Leading companies’ shares in the Brazil packaged bread and baked goods market, by volume, 2012
                                      • Appendix – The Consumer – Frequency of eating bread and baked goods

                                          • Figure 34: Frequency of eating bread and baked goods, April 2013
                                          • Figure 35: Consumption frequency of bread and baked goods, by demographics - packaged white sliced bread (eg Pullmann), April 2013
                                          • Figure 36: Consumption frequency of bread and baked goods, by demographics - packaged wholegrain sliced bread (eg Pullmann), April 2013
                                          • Figure 37: Consumption frequency of bread and baked goods, by demographics - white French rolls, April 2013
                                          • Figure 38: Consumption frequency of bread and baked goods, by demographics - Wholegrain French rolls, April 2013
                                          • Figure 39: Consumption frequency of bread and baked goods, by demographics - packaged bread for snacks, April 2013
                                          • Figure 40: Consumption frequency of bread and baked goods, by demographics - Specialty breads (eg baguette, Italian bread, pitta bread), April 2013
                                          • Figure 41: Consumption frequency of bread and baked goods, by demographics - Other baked goods (eg sfiha bread, quiches, cheese dough balls, etc), April 2013
                                          • Figure 42: Consumption frequency of bread and baked goods, by demographics - Packaged sweet bread (eg corn bread, coconut bread), April 2013
                                          • Figure 43: Consumption frequency of bread and baked goods, by demographics - Ready-made packaged cakes (EG ANA Maria, Bauducco, etc), April 2013
                                          • Figure 44: Consumption frequency of eating bread and baked goods - Others, April 2013
                                          • Figure 45: Consumption frequency of bread and baked goods, by consumption occasions of bread and baked goods, April 2013
                                          • Figure 46: Consumption frequency of bread and baked goods, by places where bread and baked goods are bought, April 2013
                                          • Figure 47: Consumption frequency of bread and baked goods, by attitudes toward bread and baked goods, Any agree, April 2013
                                          • Figure 48: Consumption frequency of bread and baked goods, by attitudes toward bread and baked goods, Any agree, April 2013
                                      • Appendix – Consumption occasions of bread and baked goods

                                          • Figure 49: Consumption occasions of bread and baked goods, April 2013
                                          • Figure 50: Consumption occasions of bread and baked goods, by demographics, April 2013
                                          • Figure 51: Consumption occasions of bread and baked goods, by demographics, April 2013
                                      • Appendix – Places where bread and baked goods are bought

                                          • Figure 52: Places where bread and baked goods are bought, April 2013
                                          • Figure 53: Places where bread and baked goods are bought, by demographics, April 2013
                                          • Figure 54: Places where bread and baked goods are bought, by demographics, April 2013
                                          • Figure 55: Places where bread and baked goods are bought, by consumption occasions of bread and baked goods, April 2013
                                          • Figure 56: Places where bread and baked goods are bought, by attitudes toward bread and baked goods, - Any agree, April 2013
                                          • Figure 57: Places where bread and baked goods are bought, by attitudes toward bread and baked goods, - Any agree, April 2013
                                      • Appendix – Attitudes toward buying bread and baked goods

                                          • Figure 58: Attitudes toward eating bread and baked goods, April 2013
                                          • Figure 59: Attitudes toward bread and baked goods - I usually buy the same brand of packaged bread, by demographics, April 2013
                                          • Figure 60: Attitudes toward bread and baked goods - Product quality is more important to me than price, by demographics, April 2013
                                          • Figure 61: Attitudes toward bread and baked goods - I prefer bread that has added fiber, grains and seeds, by demographics, April 2013
                                          • Figure 62: Attitudes toward bread and baked goods - I prefer bread and baked goods with added vitamins and/or other functional elements (eg calcium, omega-3), by demographics, April 2013
                                          • Figure 63: Attitudes toward bread and baked goods - Gluten-free bread and baked goods are healthier than regular ones, by demographics, April 2013
                                          • Figure 64: Attitudes toward bread and baked goods - It is convenient to buy packaged bread, by demographics, April 2013
                                          • Figure 65: Attitudes toward bread and baked goods - I tend to be put off by packaged bread as it does not seem fresh, by demographics, April 2013
                                          • Figure 66: Attitudes toward bread and baked goods - Checking the calories of bread and baked goods that I buy is important to me, by demographics, April 2013
                                          • Figure 67: Attitudes to consume bread and baked goods - Reducing consumption of bread and baked goods helps in losing weight, by demographics, April 2013

                                      Companies Covered

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                                      Bread and Baked Goods - Brazil - November 2013

                                      £3,174.67 (Excl.Tax)