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Cookies and Crackers - Brazil - January 2013

“The cookies category has high penetration among Brazilian consumers. According to the consumer research, 85% of Brazilians say they eat cookies or crackers.

Some consumer groups are having more specific strategies targeted at them in order to increase their consumption frequency and product diversification. Women are especially open to the cookies category and can enjoy products that are more in line with their lifestyle and preferences. More mature consumers (aged 45+), who have a relatively high consumption frequency, may be encouraged to diversify their consumption habits by being able to choose from different healthy products. For children, whose consumption normally depends on their parents’ choice, nutritious products with discreet advertising are the most advised ones.”
– Jean Manuel Alves da Silva, Senior Food Analyst

This report will focus on the following issues:

  • How can the cookies and crackers category increase in value?
  • Are there any Socio-economic segmentation strategies to be taken?
  • What are the implications of “health” and “wellbeing” criteria for the category?
  • What can the category do to attract more female consumers, who are more open to indulgence?
  • Given the consumption frequency by older consumers (aged 45+), what are the best strategies to encourage product diversification in this group?
  • What are the best strategies to target consumption by children, given the potential limitations this group presents?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
          • Currency and scales
          • Executive Summary

              • The market
                • Figure 1: Value and Volume sales of cookies and crackers in Brazil, 2007-12
                • Figure 2: Volume sales of cookies and crackers, by segment, 2007-11
                • Figure 3: Value sales of cookies and crackers, by segment, 2007-11
              • Forecast
                • Figure 4: Sales value of cookies and crackers in Brazil, 2007-17
                • Figure 5: Sales Volume of cookies and crackers in Brazil, 2007-17
              • Companies
                • Figure 6: Leading companies’ shares in the cookies and crackers market in Brazil, by volume, 2011
              • The issues
                • Price increase does not mean premiumization of the category, but the quality of products is rising
                  • Figure 7: Average price of cookies and crackers category in Brazil, 2007-12
                • Consumption does not have strong Socio-economic segmentation, supply must follow this trend
                  • Figure 8: Types of cookies bought, by Socio-economic groups, June 2012
                • Healthy cookies and crackers have great potential, especially whole-grain products
                  • Figure 9: Attitudes toward healthier cookies and crackers, June 2012
                • Women consume cookies and crackers more frequently, but products must relate to their lifestyle
                  • Figure 10: Daily consumption of cookies and crackers, candy and chewing gum, by gender, June 2012
                • Consumption frequency among older consumers is high but their preferences are limited
                  • Figure 11: Frequency of eating cookies and crackers, candy and chewing gum, “Once a week,” by age, June 2012
                • More nutrition and less indulgence for children
                  • Figure 12: Obesity among young Brazilians, 1975, 1989, 2009
              • Price Increase Does Not Imply Premiumization of the Category, but the Quality of Products is Rising

                • Key points
                  • The market sees a significant price increase
                    • Figure 13: Average price of the cookies and crackers category in Brazil, 2007-12
                    • Figure 14: Average price of cookies and cracker and selected categories, in Brazil, 2007-12
                    • Figure 15: Average price increase of cookies and crackers and selected categories, 2007-12
                    • Figure 16: Aaverage price increase of the cookies and crackers category in Brazil and in selected countries, 2007-12
                  • Price increase did not mean category premiumization
                    • Figure 17: Total cookies and crackers new product launches, Brazil, 2007-12
                    • Figure 18: Types of cookies bought, by Socio-economic group, June 2012
                  • Added value can be found in existing subcategories
                    • Figure 19: Types of cookies bought, June 2012
                    • Figure 20: Types of crackers bought, June 2012
                  • Brazilian consumers are open to new flavors and brands
                    • Figure 21: Attitudes toward cookies and crackers, June 2012
                    • Figure 22: Attitudes toward cookies and crackers, June 2012
                  • What it means
                  • Consumption Does Not Show Strong Socio-economic Segmentation, Supply Should Follow this Trend

                    • Key points
                      • Consumption frequency is high among different Socio-economic groups, but slightly higher in group C
                        • Figure 23: Frequency of eating cookies and crackers, by Socio-economic group, June 2012
                      • ABs are more open to sophisticated products but C1C2s are not too far behind
                        • Figure 24: Types of cookies bought, by Socio-economic group, June 2012
                        • Figure 25: Types of cookies bought, by Socio-economic group, June 2012
                      • DEs have their own products, but ABs and C1C2s also consume them
                        • Figure 26: Purchase of cream crackers, by Socio-economic group, June 2012
                      • New product launches are aligned with mixed consumption
                        • What it means
                        • Healthy Cookies and Crackers Have Great Potential, Especially Whole-grain Products

                          • Key points
                            • Brazilians are interested in healthy eating, as long as it does not require much effort
                              • Figure 27: Attitudes toward health, June 2012
                              • Figure 28: Attitudes toward healthy living, June 2012
                              • Figure 29: Attitudes toward health, June 2012
                              • Figure 30: Attitudes toward health, “I prefer enjoying life rather than having to constantly worry about my health,” by Socio-economic group, June 2012
                              • Figure 31: Attitudes toward health, “to lead a healthy life means to make sacrifices,” by Socio-economic group, June 2012
                              • Figure 32: Attitudes toward healthy living
                            • Whole-grain and nutritious cookies and crackers can have a higher market penetration than light/diet products
                              • Figure 33: Types of crackers bought, June 2012
                              • Figure 34: Types of cookies bought, June 2012
                              • Figure 35: New Launches of products with a whole-grain appeal, as a percentage of the total number of new cookie and cracker launches in selected markets, 2009-12
                              • Figure 36: Attitudes toward healthier versions of cookies and crackers, June 2012
                              • Figure 37: Attitudes toward cookies and crackers, June 2012
                            • Brazilians aged 35+ are the biggest consumers of healthy cookies and crackers
                              • Figure 38: Agreement with the statement “I am interested in natural cookies and crackers,” by age, June 2012
                              • Figure 39: Types of crackers bought, by age, June 2012
                              • Figure 40: Types of cookies bought, by age, oat cookies, June 2012
                              • Figure 41: Attitudes toward cookies and crackers, “I am interested in natural cookies and crackers,” by gender and age group, June 2012
                            • What it means
                            • Women Have Higher Usage of Cookies and Crackers, but Products Need to be Compatible with Their Lifestyle

                              • Key points
                                • Women consume more than men, especially crackers
                                  • Figure 42: Frequency of eating cookies and crackers, by gender, June 2012
                                  • Figure 43: Eating cookies and crackers, candy and chewing gum, “every day,” by gender, June 2012
                                • Consumption by 35+ women is important, but conservative
                                  • Figure 44: Frequency of eating cookies and crackers, by woman’s age, June 2012
                                  • Figure 45: Types of cookies and crackers bought, by woman’s age, June 2012
                                  • Figure 46: Types of cookies bought, by woman’s age, June 2012
                                • In terms of healthy consumption women prefer whole-grain products to low-calorie ones
                                  • Figure 47: Attitudes toward eating habits, by gender, June 2012
                                  • Figure 48: Attitudes toward cookies and crackers, by female consumers, June 2012
                                • Packaging solutions can increase consumption among women
                                    • Figure 49: Location where cookies and crackers are typically bought, June 2012
                                  • What it means
                                  • Older Consumers Show High Consumption Frequency but Their Preferences are Limited

                                    • Key points
                                      • Older consumers show high consumption frequency
                                        • Figure 50: Weekly consumption of cookies and crackers, candies and chewing gum, at least once a week, by age, June 2012
                                        • Figure 51: Frequency of eating cookies and crackers, by selected frequencies, by age, June 2012
                                        • Figure 52: Average price of selected categories, 2010
                                      • Crackers are the most consumed products and healthy options can generate diversification
                                        • Figure 53: Frequency of eating cookies and crackers, “at least once a week,” by age, June 2012
                                        • Figure 54: Types of crackers bought, by age, June 2012
                                        • Figure 55: Types of crackers bought, by age, June 2012
                                        • Figure 56: Attitudes toward cookies and crackers, by age group, June 2012
                                      • Cookies are well-accepted, but in a few varieties
                                          • Figure 57: Types of cookies bought, by age, June 2012
                                          • Figure 58: Types of cookies bought, oat cookies, by age, June 2012
                                          • Figure 59: Agreement with the statement “I prefer buying healthy cookies and crackers if available,” by age, June 2012
                                        • Innovations in flavor can generate search for variety
                                          • Figure 60: Attitudes toward cookies and crackers and candy, “I like trying new flavors,” by age, June 2012
                                          • Figure 61: Attitudes toward cookies and crackers, by demographics, June 2012
                                        • What it means
                                        • More Nutrition and Less Indulgence for Children

                                          • Key points
                                            • Obesity increase and regulations tend to restrict consumption by children
                                              • Figure 62: Obesity among young Brazilians, 1975, 1989 and 2009
                                            • Appeal to children represents only a small part of launches in the category
                                              • Figure 63: Share of cookies and crackers products positioned as for children of the total new launches in the category, Brazil, 2007-12
                                              • Figure 64: Share of cookies and crackers products positioned as for children of the total new launches in the category, US, 2007-12
                                              • Figure 65: Share of cookies and crackers products positioned as for children of the total new launches in the category, UK, 2007-12
                                              • Figure 66: Share of cookies and crackers and selected categories products positioned as for children of the total new launches in the category, Brazil, 2007-12
                                            • Consumers with older children eat cookies and crackers less frequently
                                              • Figure 67: Frequency of eating cookies and crackers, by age of children in household, June 2012
                                              • Figure 68: Agreement with the statement “Eating cookies and crackers in moderation is harmless,” by age of children in household, June 2012
                                              • Figure 69: Agreement with the statement “I prefer buying healthy cookies and crackers (low fat/low calorie/low salt) if they are available,” by age of children in household, June 2012
                                              • Figure 70: Attitudes toward healthy eating habits “i eat what i want and i don’t worry if what i eat is healthy or not”, by age of children in household, June 2012
                                            • Nutrition and appeal to children can attract both parents and children
                                                • Figure 71: Attitudes toward healthier cookies and crackers, by age of children in household, June 2012
                                              • What it means
                                              • Appendix: The Market

                                                  • Figure 72: Value and Volume sales of cookies and crackers in Brazil, 2007-17
                                                  • Figure 73: Value sales of cookies and crackers in Brazil, forecast and best and worst cases, 2012-17
                                                  • Figure 74: Volume sales of cookies and crackers sales in Brazil, forecast and best and worst cases, 2012-17
                                                  • Figure 75: Sales volume of cookies and crackers, by segment, 2007-11
                                                  • Figure 76: Value cookie and crackers sales per segment, 2007-11
                                                  • Figure 77: Company shares in Brazil Cookies and crackers market, volume, 2011
                                                  • Figure 78: Company shares in Brazil Cookies and crackers market, value, 2011
                                              • Appendix: Consumer Data

                                                • Frequency of eating cookies and crackers
                                                  • Figure 79: Frequency of eating cookies and crackers, June 2012
                                                  • Figure 80: Frequency of eating cookies or crackers, June 2012 (continued)
                                                • Types of cookies and crackers bought
                                                  • Figure 81: Types of cookies and crackers bought
                                                  • Figure 82: Types of crackers bought, June 2012
                                                  • Figure 83: Types of cookies bought, June 2012
                                                • Location where cookies and crackers are typically bought
                                                  • Figure 84: Location where cookies and crackers are bought, June 2012
                                                • Attitudes toward cookies and crackers
                                                  • Figure 85: Attitudes toward cookies and crackers, June 2012
                                                  • Figure 86: Attitudes toward cookies and crackers by type of cookies and crackers bought, June 2012
                                                  • Figure 87: Attitudes toward cookies and crackers, by type of cookies and crackers bought, June 2012
                                                  • Figure 88: Attitudes toward cookies and crackers, by type of cookies and crackers bought, June 2012
                                                • Frequency of eating cookies and crackers
                                                  • Figure 89: Frequency of eating cookies and crackers, by demographics, June 2012
                                                  • Figure 90: Frequency of eating cookies and crackers, by demographics, June 2012 (continued)
                                                  • Figure 91: Frequency of eating cookies, by demographics, June 2012
                                                  • Figure 92: Frequency of eating cookies and crackers, by demographics, June 2012 (continued)
                                                  • Figure 93: Frequency of eating crackers, by demographics, June 2012
                                                  • Figure 94: Frequency of eating crackers, by demographics, June 2012 (continued)
                                                • Types of cookies and crackers bought
                                                  • Figure 95: Types of cookies and crackers bought, by demographics, June 2012
                                                  • Figure 96: Types of crackers bought, by demographics, June 2012
                                                  • Figure 97: Most popular types of cookies bought, by demographics, June 2012
                                                  • Figure 98: Next most popular types of cookies bought, by demographics, June 2012
                                                • Location where cookies and crackers are typically bought
                                                  • Figure 99: Location where cookies and crackers are typically bought, June 2012
                                                • Attitudes toward cookies and crackers
                                                  • Figure 100: Most popular attitudes toward cookies and crackers, by demographics, June 2012
                                                  • Figure 101: Next most popular attitudes toward cookies and crackers, by demographics, June 2012
                                              • Appendix: GNPD data

                                                  • Figure 102: New cookie and cracker launches in Brazil, by segment, 2007-12
                                                  • Figure 103: new cookie launches in Brazil, by company, 2007-12
                                                  • Figure 104: New cookie launches in Brazil, by claim, 2007-12
                                                  • Figure 105: New cookie launches in Brazil, by flavor, 2007-12
                                                  • Figure 106: New cookie launches in Brazil, by type of launch, 2007-12
                                                  • Figure 107: New cracker launches in Brazil, by company, 2007-12
                                                  • Figure 108: New cracker launches in Brazil, by claim, 2007-12
                                                  • Figure 109: New cracker launches in Brazil, by flavor, 2007-12
                                                  • Figure 110: New cracker launches in Brazil, by type of launch, 2007-12

                                              Companies Covered

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

                                              Cookies and Crackers - Brazil - January 2013

                                              £3,174.67 (Excl.Tax)