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Cookies and Crackers - Brazil - November 2017

“Almost all Brazilians consume cookies and crackers. In order to increase consumption, especially among older people, companies should invest in innovation, particularly in new flavors and ingredients (such as vegetables and grains), as well as natural products with high fiber content. Products for breakfast and consumption on-the-go may also expand consumption occasions.”
– Andre Euphrasio, Research Analyst

This report looks at the following areas:

  • Economic recession and health habits affect the market
  • Brand loyalty falls among older consumers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Excluded
          • Terms
          • Executive Summary

              • Challenges
                • Economic recession and health habits affect the market
                    • Figure 1: Forecast of Brazil retail sales of cookies and crackers, by value, 2012-22
                  • Brand loyalty falls among older consumers
                    • Figure 2: Attitudes toward cookies and crackers, by gender and age group, Brazil, May 2017
                  • Opportunities
                    • There is space to boost consumption focusing on healthful ingredients
                      • Younger consumers are interested in flavors
                        • New products for breakfast can push sales up
                          • What we think
                          • The Market – What You Need to Know

                            • Value of retail sales should reach R$18.7 billion in 2022
                            • Market Size and Forecast

                              • Market of cookies and crackers impacted in 2016
                                • Economic scenario impacts the category growth forecast
                                  • Figure 3: Forecast of Brazil retail sales of cookies and crackers, by value, 2012-22
                                  • Figure 4: Forecast of Brazil retail sales of cookies and crackers, by volume, 2012-22
                              • Market Drivers

                                • The Brazilian economy
                                  • Inflation shows signs of slowing down
                                    • Unemployment rate is falling
                                      • Hypertension creates demand for products with less sodium
                                        • Aging population
                                        • Key Players – What You Need to Know

                                          • Three main companies have 43.9% market share in value
                                            • Unilever buys Brazilian organic food business Mãe Terra
                                              • eQlibri passes through reformulation
                                                • Flavor innovations can attract more consumers
                                                • Market Share

                                                  • M. Dias Branco leads the market of cookies and crackers
                                                    • Figure 5: Retail sales of cookies and crackers, by value – Brazil, 2015-16
                                                    • Figure 6: Retail sales of cookies and crackers, by volume – Brazil, 2015-16
                                                  • Unilever acquires Mãe Terra
                                                    • Nestlé reaffirms proposal for a more-healthful future
                                                      • Nestlé aims to reduce sugar content in its products by 40%
                                                      • Marketing Campaigns and Actions

                                                        • PepsiCo reformulates eQlibri
                                                          • Figure 7: eQlibri’s “Equilíbrio é curtir o que te faz bem” campaign
                                                        • Club Social crackers gain life in new campaign
                                                          • KFC and Bono launch dessert in partnership
                                                            • Figure 8: Bono and KFC partnership
                                                          • Bauducco launches classes on digital behavior
                                                            • Figure 9: Bauducco’s “SAC - Serviço de Atendimento aos Coroas” campaign
                                                        • Who’s Innovating?

                                                          • New product launches decline in 2016
                                                            • Figure 10: Cookies and crackers launches, Brazil, 2012-16
                                                            • Figure 11: Cookies and crackers launches, by segment, Brazil, 2012-16
                                                          • Opportunity to expand the variety of cookies with branded chocolates
                                                            • Figure 12: Cookies launches, by flavor, 2014-17
                                                          • Opportunity to expand the variety of crackers with spicy flavors
                                                            • Supermarkets’ private labels
                                                              • Figure 13: Cookies and crackers launches, Brazil, 2012-17*
                                                          • The Consumer – What You Need to Know

                                                            • Most Brazilians eat cookies and crackers
                                                              • Consumers care about price, fiber content, and absence of artificial ingredients
                                                                • “Thinner” varieties can boost consumption
                                                                  • Transparency in production processes appeals to consumers
                                                                  • Consumption of Cookies and Crackers

                                                                    • Consumption of cookies and crackers is almost universal
                                                                        • Figure 14: Consumption of cookies and crackers, Brazil, May 2017
                                                                      • Opportunity for cookies with chocolate in gift packages for AB consumers
                                                                        • Figure 15: Consumption of cookies and crackers, by socioeconomic group, Brazil, May 2017
                                                                      • Water and salt crackers appeal to women
                                                                        • Figure 16: Consumption of cookies and crackers, by gender, Brazil, May 2017
                                                                    • Influential Factors to Increase Consumption

                                                                      • Lower prices are more important than factors related to health
                                                                        • Figure 17: Influencing factors to increase consumption, Brazil, May 2017
                                                                      • Women look for products high in fiber and with fewer additives
                                                                        • Figure 18: Influencing factors to increase consumption, by gender, Brazil, May 2017
                                                                      • Adults with no children want variety of sweet flavors
                                                                        • Figure 19: Influencing factors to increase consumption, with any/no children, Brazil, May 2017
                                                                    • Interest in Innovations

                                                                      • “Thinner” varieties can attract more consumers
                                                                        • Figure 20: Interest in innovations, Brazil, May 2017
                                                                      • Young consumers want two flavors together
                                                                        • Figure 21: Interest in innovations, by age, Brazil, May 2017
                                                                      • Women are more concerned about sugar
                                                                        • Figure 22: Interest in innovations, by gender, Brazil, May 2017
                                                                    • Attitudes toward Cookies and Crackers

                                                                      • Consumers want information about products
                                                                        • Figure 23: Attitudes toward cookies and crackers, Brazil, May 2017
                                                                      • On-the-go packages appeal to AB consumers
                                                                        • Figure 24: Attitudes toward cookies and crackers, by socioeconomic group, Brazil, May 2017
                                                                      • Crackers with vegetables attract mature consumers
                                                                        • Figure 25: Attitudes toward cookies and crackers, by age, Brazil, May 2017
                                                                    • Appendix – Abbreviations

                                                                      • Abbreviations
                                                                      • Appendix – Market Size and Forecast

                                                                        • Market size and forecast
                                                                          • Figure 26: Retail sales of cookies and crackers, by value, 2012-22
                                                                          • Figure 27: Market of sweet and savory biscuits in volume, retail, 2012-22
                                                                          • Figure 28: Forecast of Brazil retail sales of cookies and crackers, by value, 2017-22
                                                                          • Figure 29: Forecast of Brazil retail sales of cookies and crackers, by volume, 2017-22
                                                                          • Figure 30: Retail sales of cookies and crackers, by segment, R$ billion, 2014-15
                                                                          • Figure 31: Retail sales of cookies and crackers, by segment, (000) tons, 2015-16
                                                                      • Appendix – Who’s Innovating?

                                                                          • Figure 32: Crackers launches, by flavor, 2014-17

                                                                      Cookies and Crackers - Brazil - November 2017

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