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Salty Snacks - Brazil - April 2012

"The Brazilian Salty snack market is experiencing growth, yet comparatively low penetration and frequency of consumption indicates significant opportunities for further growth in the future. The market’s success is dependent on continued economic prosperity, improved distribution, and the ability to attract older users into the category."

- Naira Sato – Senior Food Analyst, Latin America

Some of the questions answered in the report include:

  • How has the Salty Snack market performed in the past five years?
  • How the market can grow its user base, and drive frequency of use amongst infrequent users?
  • How the retail environment is adapting to changing consumer needs, and what it needs to do to exploit opportunities in the future?
  • Why Better-For-You snacks are yet to fulfil their potential, and the important role they can play in driving future market growth
  • How Corporate Social Responsibility is helping to drive market growth
  • How smaller, local brands can compete with larger national and international brands in particular regions

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Table of contents

  1. Introduction

      • Report structure
        • Definition and market coverage
          • Consumer research methodology
          • Executive Summary

            • The market
              • Figure 1: Salty snacks market volume and value, 2006-11
            • Market share
              • Figure 2: Company volume shares of sales for salty snacks in (000) tonnes, 2009-10
              • Figure 3: Company value shares of sales for salty snacks in million BRL, 2009-10
            • The future
              • Figure 4: Salty snacks volume and value sales, 2006-15
            • Issues in the market
              • The influence of C class consumers gathers pace
                • Figure 5: Purchase of salty snacks, by social class, August 2011
              • Innovation is driving market growth, but opportunities remain
                • Figure 6: Frequency of consumption of salty snacks in the past year, August 2011
              • The retail environment is adapting to changing consumer needs
                • Figure 7: Location where salty snacks are purchased, by socioeconomic class, August 2011
              • Better-for-you snacks are not yet hitting the right mark
                • Figure 8: New products with less/no fat and sodium in Brazil, 2008-10
              • Corporate social responsibility drives category forward
                • Figure 9: Environmentally friendly packaging launches, 2008-10
            • The Influence of C Class Consumers Gathers Pace

              • Issues at a glance
                • C class consumers are eating more salty snacks
                    • Figure 10: Total volume and value of salty snacks market, 2006-11
                    • Figure 11: Purchase of salty snacks, by social class, August 2011
                  • C class consumers migrating from extruded snacks to premium varieties
                    • Figure 12: Price per kilogram of salty snacks, by type, 2010
                    • Figure 13: Salty snacks market segmentation, 2009-10
                  • C1 and C2 differ in attitudes toward premium snacks
                      • Figure 14: Attitudes toward purchasing salty snacks, percentage agreeing by social class, August 2011
                    • Small number of premium lines all offer different benefits
                      • What it means?
                      • Innovation Has a Major Role to Play in Future of the Market

                        • Issues at a glance
                          • Innovation will grow user base
                            • Figure 15: Frequency of consumption of salty snacks in the past year, August 2011
                          • Low penetration among older consumers can be improved
                            • Figure 16: Consumers who buy light/low- fat or healthy salty snacks, by age, August 2011
                            • Figure 17: Percentage of consumers agreeing with the following statements, August 2011
                          • Healthier snacks can appeal to older consumers
                            • Figure 18: Consumers who usually eat peanuts or other nuts, percentage by age group, August 2011
                          • Lack of innovation in private label limits category expansion
                            • Figure 19: Private label launches split by category, 2008-10
                            • Figure 20: Branded and private label product launches, 2008-10
                          • Build frequency of consumption by leveraging consumer interest in flavors
                              • Figure 21: Private label launches, percentage per segment, 2008-10
                            • Limited-edition ranges drive consumer engagement
                              • What it means?
                              • Retail Environment is Adapting to Changing Consumer Needs

                                • Issues at a glance
                                  • Smaller store formats are growing in appeal
                                      • Figure 22: Location where salty snacks are purchased, by socioeconomic class, August 2011
                                    • Popularity of on-the-go purchases changes retail PoS
                                        • Figure 23: Snack types eaten when on the go, August 2011
                                      • Regional consumption gap is decreasing despite different retail environment
                                        • Figure 24: Purchase of salty snacks, independent shops, August 2011
                                        • Figure 25: Consumers who buy salty snacks, by region, August 2011
                                        • Figure 26: Annual household per capita acquisition of snacks (volume in kilos), 2002-09
                                      • What it means?
                                      • Better-for-you Snacks Have Unmet Potential

                                        • Issues at a glance
                                          • Healthy snacks are failing to meet demand
                                            • Figure 27: Overweight and obesity in adult population, percentage by gender, 2008-09
                                            • Figure 28: New products with less/no fat and sodium in Brazil, 2008-10
                                            • Figure 29: Consumers agreeing with the following statements, by age, August 2011
                                          • Bold flavors make attractive alternative to salt
                                            • PepsiCo shifts focus to sunflower oil
                                              • Saturated fat remains industry’s major barrier
                                                • Figure 30: New salty snacks product launches, by type of oil, 2008-11
                                              • Cholesterol-free attribute boosts nuts sector
                                                • Figure 31: Cholesterol-free peanut/nut product releases, 2008-10
                                              • What it means?
                                              • Corporate Social Responsibility Drives Category Forward

                                                • Issues at a glance
                                                  • Charitable claims are important to consumers
                                                    • Figure 32: Ethical charity claims in salty snack launches, 2008-10
                                                  • Enhancing provenance supports local growers
                                                    • Keeping the price of eco-friendly products low
                                                      • Figure 33: Environmentally friendly packaging launches, 2008-10
                                                      • Figure 34: Percentage of nuts launched with environmentally friendly packaging, 2009-11*
                                                    • What it means?
                                                    • Appendix—Market Sizes and Forecast

                                                        • Figure 35: Volume sales of total and extruded salty snacks in (000) tonnes, 2006-15
                                                        • Figure 36: Volume sales of potato and corn salty snacks in (000) tonnes, 2006-15
                                                        • Figure 37: Volume sales of almond and peanut salty snacks in (000) tonnes, 2006-15
                                                        • Figure 38: Volume sales of pretzels and pellets of bacon salty snacks in (000) tonnes, 2006-15
                                                        • Figure 39: Volume sales of microwave popcorn and ready-to-eat popcorn salty snacks in (000) tonnes, 2006-15
                                                        • Figure 40: Value sales of total and extruded salty snacks in million BRL, 2006-15
                                                        • Figure 41: Value sales of potato and corn salty snacks in million BRL, 2006-15
                                                        • Figure 42: Value sales of almond and peanut salty snacks in million BRL, 2006-15
                                                        • Figure 43: Value sales of pretzels and pellets of bacon salty snacks in million BRL, 2006-15
                                                        • Figure 44: Value sales of microwave popcorn and ready-to-eat popcorn in million BRL, 2006-15
                                                        • Figure 45: Company volume shares of sales for salty snacks in (000) tonnes, 2009-10
                                                        • Figure 46: Company value shares of sales for salty snacks in million BRL, 2009-10
                                                    • Appendix – Consumer

                                                      • Trends in usage of salty snacks
                                                        • Figure 47: Frequency of adults eating salty snacks by demographics, August 2011
                                                        • Figure 48: Frequency of children eating salty snacks by demographics, August 2011
                                                      • Usage by type
                                                        • Figure 49: Most popular types of salty snacks bought, by demographics, August 2011
                                                        • Figure 50: Other types of salty snacks bought, by demographics, August 2011
                                                        • Figure 51: Types of salty snacks bought by frequency of eating, August 2011
                                                      • Places of purchase
                                                        • Figure 52: Location salty snacks are usually bought, by demographics, August 2011
                                                        • Figure 53: Location salty snacks are usually bought by frequency of eating, August 2011
                                                      • Occasion
                                                        • Figure 54: Occasions for eating salty snacks, by demographics, August 2011
                                                        • Figure 55: Occasions for eating salty snacks by frequency of eating, August 2011
                                                        • Figure 56: Types of salty snacks bought by occasions for eating, August 2011
                                                      • Attitudes toward salty snacks
                                                        • Figure 57: Attitudes towards salty snacks, August 2011
                                                    • Appendix – GNPD Data

                                                        • Figure 58: New product launch trends in the salty snacks category, by subcategory, 2008-11*
                                                        • Figure 59: New product launch trends in the salty snacks category, by launch type, 2008-11*
                                                        • Figure 60: New product launch trends in the salty snacks category, by claims, 2008-11*
                                                        • Figure 61: New product launch trends in the salty snacks category, by claim category, 2008-11*
                                                        • Figure 62: New product launch trends in the salty snacks category, by flavor (including blend), 2008-11*
                                                        • Figure 63: New product launch trends in the salty snacks category, by company, 2008-11*
                                                        • Figure 64: New product launch trends in the salty snacks category, by pack size, 2008-11*
                                                        • Figure 65: New product launch trends in the salty snacks category, by private label vs. branded products, 2008-11*
                                                        • Figure 66: New product launch trends in the salty snacks category, by branded products subcategory, 2008-11*
                                                        • Figure 67: New product launch trends in the salty snacks category, by branded products company, 2008-11*
                                                        • Figure 68: New product launch trends in the salty snacks category, by private label products subcategory, 2008-11*
                                                        • Figure 69: New product launch trends in the salty snacks category, by private label products company, 2008-11*
                                                    • Appendix – Demographics

                                                        • Figure 70: Brazil population, by age and gender, 2010
                                                        • Figure 71: Population, by GDP and region, 2010
                                                        • Figure 72: Leading salty snack brands, 2011

                                                    Companies Covered

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

                                                    Salty Snacks - Brazil - April 2012

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