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Chocolate Confectionery - Brazil - February 2017

“Declining volume sales in chocolate confectionery show the continuing need for brands to use innovation to encourage consumers back into eating. Messages should focus on trying new products, flavors, and formats. They could have the “treat” factor attached to them, as many people eat chocolate to treat themselves. Keeping prices low should also be a priority for brands, as the current economic scenario is not favoring the category.”
– Andre Euphrasio, Research Analyst

This Report discusses the following key topics:

  • Addressing health concerns with portion control and innovation
  • How innovation in flavor can drive 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
                • Figure 1: Forecast of Brazil retail sales of chocolate confectionery, by value, 2011-21
              • Market drivers
                • Nestlé says it has developed a “new sugar”
                  • Aging population presents challenges and opportunities
                    • Tax increase
                      • The economy is still unstable
                        • Companies and brands
                          • Figure 2: Value shares in the chocolate confectionery retail market, 2014-15
                        • The consumer
                          • Chocolate is eaten by 91% of respondents
                            • Figure 3: Usage of chocolate, November 2016
                          • Chocolate is a permissible treat
                            • Figure 4: Reasons for buying chocolate confectionery, November 2016
                          • Low price is a major purchase driver in the category
                            • Figure 5: Influencing factors when buying chocolate, November 2016
                          • Brand loyalty is strong in the category
                            • Figure 6: Attitudes towards eating chocolate, November 2016
                          • Consumers are willing to pay more for chocolate from specialist stores
                            • Figure 7: Interest in innovations, November 2016
                          • What we think
                          • Issues and Insights

                            • Addressing health concerns with portion control and innovation
                              • The facts
                                • The implications
                                    • Figure 8: Low/no/reduced sugar chocolate products, Brazil
                                • The Market – What You Need to Know

                                  • Retail sales value is forecast to reach R$12 billion by 2021
                                    • Nestle plans to cut sugar in chocolate by 40%
                                    • Market Size and Forecast

                                      • Market performance
                                        • Figure 9: Retail sales of chocolate confectionery in Brazil, by value, 2011-15
                                        • Figure 10: Retail sales of chocolate confectionery in Brazil, by volume, 2011-15
                                      • Segment performance
                                        • Figure 11: Retail value sales of chocolate confectionery, in R$ million, 2014-15
                                        • Figure 12: Retail volume sales of chocolate confectionery, in (000) tons, 2014-15
                                      • Forecast for the chocolate confectionery market
                                        • Figure 13: Forecast of Brazil retail sales of chocolate confectionery, by value, 2011-21
                                        • Figure 14: Forecast of Brazil retail sales of chocolate confectionery, by volume, 2011-21
                                      • Forecast methodology
                                      • Market Drivers

                                        • Nestlé says it will cut sugar in chocolate by 40%
                                          • Mondelēz has plans to reduce sugar and salt content from its products
                                            • Aging population presents challenges and opportunities
                                              • 6.2% of Brazilian adults have diabetes and 21.4% have hypertension
                                                • The Brazilian economy is still delicate
                                                  • Inflation is showing signs of slowing down
                                                    • Unemployment rate keeps increasing
                                                      • Cuts in the interest rate continue
                                                        • Consumer confidence loses momentum
                                                        • Regulatory and Legislative Changes

                                                          • Tax increase for chocolate
                                                          • Companies and Brands – What You Need to Know

                                                            • Nestlé is the market leader with 39.9% share by value
                                                              • Kopenhagen leads in innovation
                                                                • Ferrero Rocher invests on branded content
                                                                • Market Share

                                                                  • Nestlé is the leading company share by value (39.9%)
                                                                    • Richester debuts in the category
                                                                      • Figure 15: Richester’s Animados Zoo, Brazil
                                                                      • Figure 16: Value shares in the chocolate confectionery retail market, 2014-15
                                                                      • Figure 17: Volume shares in the chocolate confectionery retail market, 2014-15
                                                                  • Competitive Strategies

                                                                    • Digital activity
                                                                      • Ferrero Rocher bets on branded content
                                                                        • Advertising and marketing
                                                                          • M&M’s partners with McDonald’s
                                                                            • Kopenhagen partners with restaurant Outback
                                                                              • Nestlé unites its coffee and chocolate products
                                                                                • Advertising all brands together
                                                                                  • Lacta supporting Brazilian soccer players
                                                                                    • Amazon and Nestlé teamed up to distribute free e-books in Brazil
                                                                                    • Launch Activity and Innovation

                                                                                      • NPD activity in chocolate falls in 2016
                                                                                        • Figure 18: Launches of chocolate confectionery as a share of total new products launched in the Brazil food market, 2012-16
                                                                                      • Seasonal chocolate accounts for a 36.7% of new launches
                                                                                        • Figure 19: Seasonal chocolate products – Easter, Brazil 2016
                                                                                        • Figure 20: Seasonal chocolate products – Valentine’s Day, Brazil 2016
                                                                                        • Figure 21: Seasonal chocolate products – Children’s Day, Brazil 2016
                                                                                        • Figure 22: Seasonal chocolate products – Christmas, Brazil 2016
                                                                                        • Figure 23: Share of Brazil chocolate confectionery launches, by sub-category, 2016
                                                                                        • Figure 24: Share of Brazil chocolate confectionery launches, by sub-category, 2013-16
                                                                                      • Kopenhagen leads in NPD
                                                                                        • Figure 25: Kopenhagen’s revamped tablets, Brazil
                                                                                        • Figure 26: Share of chocolate confectionery launches in Brazil, by company (top 10 in 2016), 2013-16
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Many of Brazilians eat chocolate
                                                                                        • Brazilians like to treat themselves with chocolate
                                                                                          • Low price and flavor are the main purchase drivers
                                                                                            • Brand loyalty is higher among older consumers
                                                                                              • Chocolate from specialist stores are the most desired
                                                                                              • Usage of Chocolate

                                                                                                • Consumption of chocolate is almost universal
                                                                                                  • Consumption decreases with age
                                                                                                    • Figure 27: Fortified chocolate, Brazil and Japan
                                                                                                  • Most types have similar usage
                                                                                                    • Figure 28: Usage of chocolate, by gender and age, November 2016
                                                                                                  • Majority of ABs eat chocolate
                                                                                                    • Figure 29: Usage of chocolate, by socioeconomic group, November 2016
                                                                                                    • Figure 30: Usage of chocolate, November 2016
                                                                                                • Reasons for Buying Chocolate

                                                                                                  • Treating oneself is the top reason to purchase
                                                                                                      • Figure 31: Reasons to buy chocolate, November 2016
                                                                                                    • Chocolates eaten as a dessert
                                                                                                      • Figure 32: Dessert-flavored chocolates
                                                                                                      • Figure 33: Chocolate eaten as a dessert, November 2016
                                                                                                    • Gifting chocolate is still one of the top reasons
                                                                                                      • Figure 34: Chocolate gifts, Brazil
                                                                                                    • Eating chocolate as a snack
                                                                                                      • Figure 35: Chocolate products aimed at snacking, worldwide
                                                                                                    • Chocolate brands blur boundaries with salty snacks
                                                                                                      • Figure 36: Salty chocolate snacks, worldwide
                                                                                                    • Japanese brand Bourbon innovates in the snacking occasion
                                                                                                      • Figure 37: Fresh Chocolate Slice, Japan, 2016
                                                                                                      • Figure 38: Reasons for buying chocolate confectionery, November 2016
                                                                                                  • Influencing Factors When Buying Chocolate

                                                                                                    • Low price acts as a major driver
                                                                                                        • Figure 39: Influencing factors when buying chocolate, by gender, age, and socioeconomic group, November 2016
                                                                                                      • Innovation in flavor can drive consumption
                                                                                                          • Figure 40: Innovation in flavor, Brazil
                                                                                                          • Figure 41: New flavors for traditional products, Brazil
                                                                                                          • Figure 42: Top 10 flavors in the chocolate category, Brazil 2012-16
                                                                                                        • High cocoa content is key to attract older consumers
                                                                                                          • Figure 43: Dark varieties of traditional brands, Brazil
                                                                                                          • Figure 44: Influencing factors when buying chocolate, November 2016
                                                                                                        • Organic is far from priority
                                                                                                            • Figure 45: Organic chocolate, Brazil
                                                                                                            • Figure 46: NPD with an ‘organic’ claim, Brazil 2012-16
                                                                                                            • Figure 47: Influencing factors when buying chocolate, November 2016
                                                                                                        • Attitudes towards Eating Chocolate

                                                                                                          • Brand loyalty is higher among over-35s
                                                                                                              • Figure 48: Attitudes towards eating chocolate, November 2016
                                                                                                            • Companies should help consumers against obesity
                                                                                                                • Figure 49: Attitudes towards eating chocolate, November 2016
                                                                                                            • Interest in Innovations

                                                                                                              • Chocolate from specialist stores are the most desired
                                                                                                                • Supporting causes enhances image
                                                                                                                  • Figure 50: Chocolife’s dairy-free chocolate
                                                                                                                  • Figure 51: Interest in innovations, likely to buy (net), November 2016
                                                                                                                • Innovating with a combination of flavors
                                                                                                                  • Figure 52: Galaxy Duet by Mars, various countries
                                                                                                                  • Figure 53: Chocolate products with two flavors
                                                                                                                • High-protein bars
                                                                                                                  • Figure 54: High-protein bars, worldwide
                                                                                                                • Resealable is desired but not with a price increase
                                                                                                                  • Figure 55: Products with resalable packaging
                                                                                                                  • Figure 56: Interest in innovations, November 2016
                                                                                                              • Appendix – Market Size and Forecast, Abbreviations and Supporting Information

                                                                                                                • Market size and forecast
                                                                                                                  • Figure 57: Value sales for chocolate confectionery, Brazil, 2011-21
                                                                                                                  • Figure 58: Volume sales for chocolate confectionery, Brazil, 2011-21
                                                                                                                • Fan chart forecast
                                                                                                                  • Abbreviations

                                                                                                                  Companies Covered

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                                                                                                                  Chocolate Confectionery - Brazil - February 2017

                                                                                                                  US $3,995.00 (Excl.Tax)