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Chocolate Confectionery - Brazil - February 2014

“Governmental pressure on the chocolate industry to make their products healthier or reduce portion sizes is likely to increase given the cost of obesity. A proactive approach in this respect can help brands to stay ahead of the “state stick” and avoid being targeted. This also has the potential to boost their reputation as a responsible brand among consumers.”

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • How can chocolate manufacturers appeal to the older consumer?
  • Are concerns over obesity likely to limit growth in the market?
  • What opportunities will the world cup bring to the chocolate market?
  • How can brands boost brand loyalty among the younger generation?

The Brazil chocolate confectionery market is going from strength to strength, fuelled by rising prosperity, particularly among the emerging “new middle class".

The young generation – particularly women – are the core users of chocolate, and are driving the market’s growth, with female 16-24s most likely to be eating more chocolate than a year ago. Meanwhile, the growing numbers of over-55s present a challenge given that these consumers are the least frequent users, reflecting their greater focus on healthy eating.

Brazil’s growing obesity problem also threatens the market’s long-term growth. Government initiatives to tackle this issue pose a threat also to chocolate going forward, with manufacturers likely to face growing pressure to be seen to do their part.

This report examines the Brazil retail market for chocolate confectionery. The market size includes sales through all retail channels including direct to consumer.

This report does not include; unwrapped chocolate, biscuits including chocolate countlines sold in multipacks (eg KitKat) cakes and cake bars including wafers, marshmallows, and alfajores, which are defined as bakery products or cocoa powder and chocolate drinks.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Brazil retail value sales of chocolate, 2008-18
            • Market factors
              • Growing concerns over obesity In Brazil
                • The aging population
                  • Rising purchasing power
                    • Companies, brands, and innovation
                      • Mondelēz leads the consolidated chocolate market
                        • Figure 2: Leading brands’ shares in the Brazil chocolate confectionery market, by value, 2012
                      • The consumer
                        • Almost nine in 10 adults eat chocolate
                          • Figure 3: Usage of chocolate, any frequency, October 2013
                        • Seven in 10 adults buy chocolates from grocery stores
                          • Figure 4: Typical places for buying chocolate, October 2013
                        • Brand loyalty is lowest among female under-25s
                          • Figure 5: Chocolate buying behaviors, October 2013
                        • Female under-25s are driving growth in chocolate
                          • Figure 6: Attitudes toward chocolate, October 2013
                        • What we think
                        • Issues in the Market

                            • How can chocolate manufacturers appeal to the older consumer?
                              • Are concerns over obesity likely to limit growth in the market?
                                • What opportunities will the world cup bring to the chocolate market?
                                  • How can brands boost brand loyalty among the younger generation?
                                  • Trend Application

                                      • Trend: Extend My Brand
                                        • Trend: Middle-Class Heroes
                                          • Mintel Futures: Brand Intervention
                                          • Market Drivers

                                            • Key points
                                              • Most consumers allow themselves unhealthy foods
                                                • Figure 7: Attitudes toward food, June 2012
                                              • Older consumers have the healthiest diets
                                                  • Figure 8: Selected attitudes toward healthy eating, by age group, June 2012
                                                • Expanding waistlines are a cause for concern
                                                  • The aging population presents a challenge
                                                    • Rising purchasing power driving growth of chocolate
                                                      • Figure 9: Brazil gross domestic product, 2003-17
                                                    • Rising cocoa costs put upward pressure on chocolate prices
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • NPD activity in chocolate falls to a four-year low
                                                              • Figure 10: Launches of chocolate confectionery as a share of total new products launched in the Brazil food market, 2010-13
                                                            • Seasonal chocolate accounts for a third of new launches
                                                              • Figure 11: Share of Brazil chocolate confectionery launches, by sub-category, 2013
                                                              • Figure 12: Share of Brazil chocolate confectionery launches, by sub-category, 2010-13
                                                            • A jump in launches of tablets
                                                              • Mondelēz leads in NPD
                                                                • Figure 13: Share of chocolate confectionery launches in Brazil, by company (top 10 in 2013), 2010-13
                                                              • L/N/R allergen and gluten-free claims are the most common
                                                                • Figure 14: Share of Brazil chocolate confectionery launches, by claims (top 10 in 2013), 2010-13
                                                              • Brands start to flag up social media links on pack
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Chocolate sales rise by 69% over 2008-13
                                                                    • Figure 15: Brazil retail volume and value sales of chocolate, 2008-18
                                                                  • The future of the chocolate market
                                                                    • Figure 16: Brazil retail volume sales of chocolate, 2008-18
                                                                    • Figure 17: Brazil retail value sales of chocolate, 2008-18
                                                                  • Factors used in the forecast
                                                                  • Market Share

                                                                    • Key point
                                                                      • Mondelez accounts for over a third of the market’s value
                                                                        • Figure 18: Leading brands’ sales and shares in the Brazil chocolate confectionery market, by value and volume, 2010-12
                                                                    • Companies and Products

                                                                      • Mondelēz International, Inc
                                                                        • Company background
                                                                          • Product range and innovation
                                                                            • Marketing and promotion
                                                                              • Nestlé, S.A
                                                                                • Company background
                                                                                  • Product range and innovation
                                                                                    • Garoto, S.A (Nestlé-owned)
                                                                                      • Company background
                                                                                        • Product range and innovation
                                                                                          • Marketing and promotion
                                                                                            • The Hershey Company
                                                                                              • Company background
                                                                                                • Product range and innovation
                                                                                                • The Consumer – Usage of Chocolate Confectionery

                                                                                                  • Key points
                                                                                                    • Milk chocolate is the most popular type
                                                                                                      • Figure 19: Usage of chocolate, October 2013
                                                                                                    • Under-25s are the core users of chocolate
                                                                                                      • Figure 20: Usage of chocolate, by age group, October 2013
                                                                                                    • Consumption is still geared toward the most affluent…
                                                                                                      • … and those living in the South/South-East of Brazil
                                                                                                      • The Consumer – Where Chocolate Confectionery Is Bought

                                                                                                        • Key points
                                                                                                          • Seven in 10 adults buy chocolates from grocery stores
                                                                                                            • Figure 21: Typical places for buying chocolate, October 2013
                                                                                                        • The Consumer – Chocolate Buying Behavior

                                                                                                          • Key points
                                                                                                            • Brand loyalty is lowest among female under-25s
                                                                                                              • Figure 22: Chocolate buying behaviors, October 2013
                                                                                                              • Figure 23: Consumers who often switch between brands of chocolate, by age and gender, October 2013
                                                                                                            • A quarter buy chocolate only on impulse
                                                                                                              • A price-sensitive market
                                                                                                              • The Consumer – Attitudes Toward Chocolate

                                                                                                                • Key points
                                                                                                                  • Female under-25s are the most likely to be eating more chocolate
                                                                                                                    • Figure 24: Attitudes toward chocolate, October 2013
                                                                                                                    • Figure 25: Consumers who are eating more chocolate than a year ago and consumers who consider themselves a chocolate lover, by age and gender, October 2013
                                                                                                                  • Less than a fifth believe dark chocolate has health benefits
                                                                                                                    • Chocolatiers are not seen to offer superior quality
                                                                                                                      • Only a tenth use chocolate in cooking and baking
                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                          • Figure 26: Best- and worst-case forecasts for UK retail sales of chocolate confectionery, by value, 2013-18
                                                                                                                          • Figure 27: Best- and worst-case forecasts for UK retail sales of chocolate confectionery, by volume, 2013-18
                                                                                                                          • Figure 28: Brazil retail value sales of chocolate confectionery, by subcategory, 2011-12
                                                                                                                          • Figure 29: Brazil retail volume sales of chocolate confectionery, by subcategory, 2011-12
                                                                                                                      • Appendix – The Consumer – Usage of Chocolate Confectionary

                                                                                                                          • Figure 30: Frequency of eating chocolates, October 2013
                                                                                                                          • Figure 31: Frequency of eating chocolates, October 2013
                                                                                                                          • Figure 32: Frequency of eating chocolates – Milk chocolate, by demographics, October 2013
                                                                                                                          • Figure 33: Frequency of eating chocolates – Milk chocolate, by demographics, October 2013 (continued)
                                                                                                                          • Figure 34: Frequency of eating chocolates – White chocolate, by demographics, October 2013
                                                                                                                          • Figure 35: Frequency of eating chocolates – White chocolate, by demographics, October 2013 (continued)
                                                                                                                          • Figure 36: Frequency of eating chocolates – Medium dark chocolate, by demographics, October 2013
                                                                                                                          • Figure 37: Frequency of eating chocolates – Medium dark chocolate, by demographics, October 2013 (continued)
                                                                                                                          • Figure 38: Frequency of eating chocolates – Dark chocolate, by demographics, October 2013
                                                                                                                          • Figure 39: Frequency of eating chocolates – Dark chocolate, by demographics, October 2013 (continued)
                                                                                                                          • Figure 40: Frequency of eating chocolates – Light/diet chocolate, by demographics, October 2013
                                                                                                                          • Figure 41: Frequency of eating chocolates – Light/diet chocolate, by demographics, October 2013 (continued)
                                                                                                                          • Figure 42: Frequency of eating chocolates – Chocolate with nuts/fillings, by demographics, October 2013
                                                                                                                          • Figure 43: Frequency of eating chocolates – Chocolate with nuts/fillings, by demographics, October 2013 (continued)
                                                                                                                      • Appendix – The Consumer – Where Chocolate Confectionery Is Bought

                                                                                                                          • Figure 44: Typical places for buying chocolate, October 2013
                                                                                                                          • Figure 45: Most popular typical places for buying chocolate, by demographics, October 2013
                                                                                                                          • Figure 46: Next most popular typical places for buying chocolate, by demographics, October 2013
                                                                                                                      • Appendix – The Consumer – Chocolate Buying Behavior

                                                                                                                          • Figure 47: Chocolate buying behaviors, October 2013
                                                                                                                          • Figure 48: Most popular chocolate buying behaviors, by demographics, October 2013
                                                                                                                          • Figure 49: Next most popular chocolate buying behaviors, by demographics, October 2013
                                                                                                                      • Appendix – The Consumer – Attitudes Toward Chocolate

                                                                                                                          • Figure 50: Attitudes toward chocolate, October 2013
                                                                                                                          • Figure 51: Most popular attitudes toward chocolate, by demographics, October 2013
                                                                                                                          • Figure 52: Next most popular attitudes toward chocolate, by demographics, October 2013

                                                                                                                      Companies Covered

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

                                                                                                                      Chocolate Confectionery - Brazil - February 2014

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