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Cookies and Crackers - Brazil - October 2015

“The cookies and crackers category has high penetration among Brazilian consumers, with 96% of Brazilians eating any type of cookie/cracker.

The category, however, suffers from competition from other snack categories such as nuts and chips. Companies must invest in innovation, especially those regarding flavors and keeping the product fresh after opened.”

– Andre Euphrasio, Research Analyst

This report looks at the following issues:

  • Attracting older consumers to eat more cookies
  • Healthier varieties can help increase consumption

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Table of contents

  1. Introduction

      • Definition
        • Excluded from the market size
          • Terms
          • Executive Summary

              • The market
                • Retail value sales are forecast to grow 36% up to 2020
                  • Figure 1: Forecast of Brazil retail sales of cookies and crackers, by value, 2010-20
                • Market drivers
                  • Companies, brands, and innovation
                    • Figure 2: Value shares in the cookies and crackers retail market, 2013-14
                  • The consumer
                    • Usage of crackers is higher than cookies
                      • Figure 3: Consumption of cookies and crackers, July 2015
                    • Cream crackers present the highest consumption among crackers, while Maria cookies leads in the cookies segment
                      • Flavor is essential in the market at the same time consumers are very sensitive to price
                        • Figure 4: Influencing factors when purchasing cookies and crackers, by gender and age, July 2015
                      • Health is mainly important to mature consumers
                        • Cookies and crackers to be eaten between meals
                          • Pairing cookies and crackers with beverages
                            • What we think
                            • Issues and Insights

                              • Attracting older consumers to eat more cookies
                                • The facts
                                  • The implications
                                    • Figure 5: Oreo De Light Thin range, July 2015, China
                                  • Healthier varieties can help increase consumption
                                    • The facts
                                      • The implications
                                        • Figure 6: Influencing factors when purchasing cookies and crackers, July 2015
                                        • Figure 7: Low/no/reduced cookies and crackers product launches with reduced claims, worldwide
                                    • The Market – What You Need to Know

                                      • Brazilians eat cookies and crackers as much as Mexicans and Chileans
                                        • Retail value sales grew 9% in the period 2013-14
                                          • The cracker segment is growing faster than cookies
                                            • Retail value sales are forecast to grow 36% up to 2020
                                            • Market Drivers

                                              • Healthful products
                                                • Decrease in trans fats
                                                  • Reduction in sodium content
                                                    • Sugar reduction could be the next step
                                                      • Drought and devalued currency affecting prices
                                                        • Changes in labels to include allergens
                                                        • Who’s Innovating?

                                                          • The majority of launches are either unflavored or chocolate flavored
                                                            • Chocolate is the main flavor among new cookie launches
                                                              • Figure 8: New cookie product launches, by flavor, 2012-15
                                                              • Figure 9: Flavored cookies launches, Brazil
                                                            • Unflavored crackers lead new product launches
                                                              • Figure 10: New cracker product launches, by flavor, 2012-15
                                                              • Figure 11: Flavored cracker launches, Brazil
                                                            • Products with low/no/reduced trans fat have been in decline
                                                              • Figure 12: Low/no/reduced claims in the cookies segment, 2012-15, Brazil
                                                              • Figure 13: Low/no/reduced products in the cookies segment, Brazil
                                                              • Figure 14: Low/no/reduced claims in the crackers segment, 2012-15, Brazil
                                                              • Figure 15: Low/no/reduced products in the crackers segment, Brazil
                                                          • Market Size, Forecast, and Segment Performance

                                                            • Worldwide cookies and crackers market
                                                              • Figure 16: Worldwide cookies and crackers markets of selected countries, CAGR retail value and consumption per capita
                                                            • Market performance
                                                              • Figure 17: Launch of premium products in the cookies and crackers category, Brazil
                                                              • Figure 18: Retail sales of cookies and crackers in Brazil, by value and volume, 2010-14
                                                            • Segment performance
                                                              • Figure 19: Retail value sales of cookies and crackers, in R$ billion, 2013-14
                                                              • Figure 20: Retail volume sales of cookies and crackers, in (000) tons, 2013-14
                                                            • Forecast for the cookies and crackers market
                                                              • Figure 21: Forecast of Brazil retail sales of cookies and crackers, by value, 2010-20
                                                              • Figure 22: Forecast of Brazil retail sales of cookies and crackers, by volume, 2010-20
                                                          • Key Players – What You Need to Know

                                                            • M. Dias Branco is the main company in the cookies and crackers market
                                                              • New product launches is also led by M. Dias
                                                              • Market Share

                                                                • M. Dias Branco leads the cookies and crackers market
                                                                  • Figure 23: Value shares in the cookies and crackers retail market, 2013-14
                                                                  • Figure 24: Volume shares in the cookies and crackers retail market, 2013-14
                                                                • M. Dias also leads in new product developments
                                                                  • Figure 25: New cookie and crackers product launches, by M. Dias Branco
                                                                • PepsiCo reinforces its Toddy brand
                                                                  • Figure 26: Toddy’s cookies range, PepsiCo, Brazil
                                                                  • Figure 27: Eqlibri, by PepsiCo, Brazil
                                                                • Club Social keeps investing in new products
                                                                  • Figure 28: Club Social Sanduba, by Mondelēz
                                                                  • Figure 29: Club Social Recheado Rock in Rio special editions, Brazil
                                                                  • Figure 30: New product launches, by companies, 2013-14
                                                              • The Consumer – What You Need to Know

                                                                • Usage of crackers is higher of cookies
                                                                  • DEs eat more crackers, ABs favor cookies
                                                                    • Cream crackers present the highest consumption among crackers, while Maria cookies leads in the cookies segment
                                                                      • Younger consumers are more likely to try out different products
                                                                        • Flavor is essential in the market
                                                                          • Brazilian consumers are very sensitive to price
                                                                            • Health is mainly important to mature consumers
                                                                              • Cookies and crackers to be eaten between meals
                                                                                • Unhealthiness is the biggest barrier to cookies and crackers usage
                                                                                  • Pairing cookies and crackers with beverages
                                                                                    • Turning the category more exciting can also help boost growth
                                                                                    • Consumption of Cookies and Crackers

                                                                                      • Cookies and crackers enjoy a very high consumption
                                                                                        • Figure 31: Consumption of cookies and crackers, July 2015
                                                                                      • Cream crackers are Brazilians’ favorite type of cracker
                                                                                        • Figure 32: Consumption of cookies and crackers, July 2015
                                                                                        • Figure 33: Cracker products, Brazil
                                                                                        • Figure 34: Consumption of crackers, July 2015
                                                                                      • Cornstarch/Maria cookies boast high usage
                                                                                        • Figure 35: Cookie products, Brazil
                                                                                        • Figure 36: Consumption of cookies, July 2015
                                                                                      • Younger consumers have extensive repertoires
                                                                                        • Figure 37: Repertoire of consumption of cookies and crackers, July 2015
                                                                                    • Influencing Factors When Purchasing Cookies and Crackers

                                                                                      • Flavor is a key element in the cookies and crackers market
                                                                                        • Figure 38: Influencing factors when purchasing cookies and crackers, by gender and age, July 2015
                                                                                        • Figure 39: New flavored cookies launched in Brazil, 2015
                                                                                        • Figure 40: Madagascan vanilla cookies, Belgium
                                                                                        • Figure 41: Cookies containing Brazilian fruits, Brazil
                                                                                        • Figure 42: Dessert-inspired cookies, worldwide
                                                                                        • Figure 43: Flavored crackers, worldwide
                                                                                      • Although price is not the top priority, it is still fundamental
                                                                                        • Monetary factors and free samples have a bigger influence among DEs
                                                                                          • Figure 44: Influencing factors when purchasing cookies and crackers, by monetary factors, July 2015
                                                                                        • Low sodium is the most sought after health factor
                                                                                          • Figure 45: Influencing factors when purchasing cookies and crackers, by health factors, July 2015
                                                                                          • Figure 46: New products with ‘low’ claims, Brazil
                                                                                      • Attitudes toward Cookies and Crackers

                                                                                        • New flavors are attractive for products already in the market
                                                                                          • Figure 47: Attitudes toward cookies and crackers, July 2015
                                                                                        • Cookies and crackers are eaten between meals
                                                                                          • Figure 48: Fhom Dueto Slim, Brazil
                                                                                          • Figure 49: High satiety wafer, Brazil
                                                                                        • Expanding impulse buying
                                                                                          • Gluten-free is seen as healthier by women and older consumers
                                                                                            • Figure 50: New gluten-free product launches, Brazil
                                                                                            • Figure 51: Attitudes toward cookies and crackers, July 2015
                                                                                        • Reasons for Not Eating Cookies and Crackers More Often

                                                                                          • Unhealthiness is the biggest barrier to cookies and crackers usage
                                                                                            • As well as unhealthy, the category can be seen as expensive
                                                                                              • Figure 52: Individual/portioned cookies and crackers varieties, Brazil
                                                                                            • Private labels as an alternative to pricey products
                                                                                              • Figure 53: Comparison of branded and private label launches, 2010-14
                                                                                              • Figure 54: Private label new product launches, Brazil
                                                                                            • Complementing cookies and crackers with beverages
                                                                                              • Figure 55: Crackers to be paired with beverages
                                                                                            • Pairing crackers with a cheeseboard
                                                                                              • Competition in the snacks market
                                                                                                • Figure 56: Launches of microwaveable cookies and crackers, worldwide
                                                                                                • Figure 57: microwaveable cookies and crackers, worldwide
                                                                                              • Bite-sized formats are handy to avoid mess and for on the go
                                                                                                • Figure 58: Bite-sized cookies and crackers products, worldwide
                                                                                                • Figure 59: Reasons for not eating cookies and crackers more often, July 2015
                                                                                            • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Forecast methodology

                                                                                                Companies Covered

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

                                                                                                Cookies and Crackers - Brazil - October 2015

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