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Salty Snacks - Brazil - March 2014

“Although health claims are used by most product categories, this doesn’t seem to be the case with salty snacks, which focus instead on indulgence and convenience. The microwave popcorn segment is becoming increasingly popular among Brazilian consumers, showing how the convenience of microwave ovens is contributing to the growing consumption of salty snacks in Brazil.”

– Naira Sato, Senior Analyst

This report will cover the following issues:

  • How can microwave ovens help boost consumption of salty snacks?
  • Could meat salty snacks positioned to be consumed with beer appeal to male consumers?
  • Could better-value products (eg ready-made popcorn) help increase consumption of salty snacks among socioeconomic group DE?
  • How can soft texture, smaller packs, and special offers attract more consumers aged 55+ to the snacks category?

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Table of contents

  1. Introduction

      • Definition
        • The market
          • Non-processed savory snacks
            • Gourmet
              • Abbreviations and Currency
              • Executive Summary

                  • The market
                    • Figure 1: Forecast for Brazil retail value sales of salty snacks, 2008-18
                  • Companies
                    • Figure 2: Leading companies’ value shares in the Brazil salty snacks market, 2012
                  • The consumer
                    • Frequency of consumption
                      • Purchasing channels
                        • Consumption occasions
                          • Attitudes and opinions
                            • The issues
                              • Salty snacks market could grow through the use of microwave ovens
                                • Figure 3: Penetration of electrical appliances in Brazilian households, October 2013
                              • Could snacks positioned to be consumed with beer and meat-based salty snacks attract more male consumers to the category?
                                • Figure 4: Consumption occasions of salty snacks, October 2013
                              • Consumption of salty snacks among socioeconomic group DE is low, as consumers perceive the category as being expensive
                                • Figure 5: Attitudes and opinions about salty snacks, by socioeconomic group, October 2013
                              • Soft nuts, smaller packaging, and special offers can appeal to older consumers
                                • Figure 6: Consumption of salty snacks, by adults aged 55+, October 2013
                              • What we think
                              • The Market

                                • Key points
                                  • The salty snacks category shows positive results, both in value and volume; however, the market seems to be slowing down
                                    • Figure 7: Retail sales of salty snacks in Brazil, by value and volume, 2008-18
                                    • Figure 8: Brazilian retail salty snacks market size, by value, 2008-12
                                    • Figure 9: Brazil retail volume sales of salty snacks, 2008-12
                                  • Forecast
                                    • Brazilian industry shows no signs of recovery
                                      • Improvement of US economy and its impact on the Brazilian industry
                                        • Slower growth forecast for the next few years
                                          • Figure 10: Best- and worst-case forecasts for Brazil retail value sales of salty snacks, 2008-18
                                          • Figure 11: Best- and worst-case forecasts for Brazil retail volume sales of salty snacks, 2008-18
                                      • Companies and Products

                                        • Key points
                                          • PepsiCo leads the market
                                            • Figure 12: Leading companies' value shares in the Brazil salty snacks market, 2012
                                            • Figure 13: Leading companies' volume shares in the Brazil salty snacks market, 2012
                                          • PepsiCo
                                            • General Mills/Yoki
                                            • The Consumer

                                              • Key points
                                                • Consumption frequency of salty snacks
                                                    • Figure 14: Consumption of salty snacks, October 2013
                                                  • Purchase channels
                                                      • Figure 15: Puchasing channels of salty snacks, October 2013
                                                    • Consumption occasions
                                                        • Figure 16: Consumption occasions, October 2013
                                                      • Attitudes and opinions about salty snacks
                                                          • Figure 17: Attitudes and opinions about salty snacks, October 2013
                                                      • Salty Snacks Can Grow Through Microwave Oven Use

                                                        • Key points
                                                          • Popcorn microwave stands out in the salty snacks category
                                                            • Figure 18: Eating habits, November 2012
                                                            • Figure 19: Consumption of salty snacks, October 2013
                                                            • Figure 20: Items owned at home, October 2013
                                                          • Innovations in the microwave popcorn segment can increase consumption and frequency
                                                            • Figure 21: Frequency of eating microwave popcorn, October 2013
                                                            • Figure 22: Percentage of new product launches in the microwave popcorn segment, by country, 2009-13
                                                          • Other salty snacks can also grow through the use of microwave ovens
                                                            • What it means
                                                            • Meat-flavored Salty Snacks and Snacks Positioned to be Consumed with Beer Could Attract More Male Consumers to the Category

                                                              • Key points
                                                                • Consumption of salty snacks at night and in bars is high among male consumers
                                                                  • Figure 23: Purchase channels, by gender, October 2013
                                                                  • Figure 24: Consumption occasions, by gender, October 2013
                                                                  • Figure 25: Dining out frequency, by gender, April 2013
                                                                  • Figure 26: Frequency of drinking beer, by gender, June 2012
                                                                • Positioning salty snacks with beer can increase consumption frequency and volume in the category
                                                                  • Figure 27: Consumption of salty snacks, by gender, October 2013
                                                                • Meat snacks could appeal to male consumers
                                                                    • Figure 28: Per capita food consumption, by food type and gender, 2008-09
                                                                  • What it means
                                                                  • Consumption of Salty Snacks is Low Among DE Consumers, as Many Perceive Them as Expensive

                                                                    • Key points
                                                                      • Lower socioeconomic groups benefit from economic measures by the government
                                                                        • Consumption of salty snacks is low among DE consumers compared to other socioeconomic groups
                                                                          • Figure 29: Consumption of salty snacks, by socioeconomic groups, October 2013
                                                                          • Figure 30: Purchase of salty snacks in the last three months, by socioeconomic group, October 2013
                                                                          • Figure 31: Food and drink purchase increase in the last year, by socioeconomic group, January 2013
                                                                        • Salty snacks are perceived as expensive by DE consumers
                                                                          • Figure 32: Attitudes and opinions about salty snacks, by socioeconomic group, October 2013
                                                                          • Figure 33: Consumption occasions, by socioeconomic group, October 2013
                                                                        • What it means
                                                                        • Soft Nuts, Smaller Packaging, Promotions Can Boost Consumption of Salty Snacks Among Senior Consumers

                                                                          • Key points
                                                                            • Soft nuts can be appealing to senior consumers
                                                                                • Figure 34: Consumption of salty snacks, by age group, October 2013
                                                                                • Figure 35: Consumption of salty snacks, by consumers aged 55+, October 2013
                                                                              • Smaller and easy-to-open packs could boost consumption
                                                                                • Figure 36: Atittudes and oppinions about salty snacks, by age, october 2013
                                                                              • Promotions can boost consumption in the category and change perception of it being expensive
                                                                                • Figure 37: Attitudes and opinions about salty snacks, by age group, October 2013
                                                                                • Figure 38: Current employment situation of those aged 55+, May 2013
                                                                                • Figure 39: Current financial situation compared with the previous year, by age, November 2012
                                                                              • What it means
                                                                              • Appendix – Market and Forecast

                                                                                  • Figure 40: Best- and worst-case forecasts for Brazil retail sales of salty snacks, 2008-18
                                                                                  • Figure 41: Best- and worst-case forecasts for Brazil retail volume sales of salty snacks, 2008-18
                                                                                  • Figure 42: Brazil retail value and volume sales of salty snacks, 2008-18
                                                                                  • Figure 43: Best- and worst-case forecasts for Brazil retail value sales of salty snacks, 2013-18
                                                                                  • Figure 44: Best- and worst-case forecasts for Brazil retail volume sales of salty snacks, 2013-18 (continued)
                                                                                  • Figure 45: Salty snacks market, by segment, value, 2010-12
                                                                                  • Figure 46: Salty snacks market, by segment, volume, 2010-12
                                                                              • Appendix – Frequency of Eating Salty Snacks

                                                                                  • Figure 47: Frequency of eating salty snacks, October 2013
                                                                                  • Figure 48: Frequency of eating salty snacks—Stacking potato chips (eg Pringles), by demographics, October 2013
                                                                                  • Figure 49: Frequency of eating salty snacks—Tortilla chips (eg Doritos), by demographics, October 2013
                                                                                  • Figure 50: Frequency of eating salty snacks—Standard potato chips (eg Ruffles), by demographics, October 2013
                                                                                  • Figure 51: Frequency of eating salty snacks—Gourmet crisps and chips (eg Sensações), by demographics, October 2013
                                                                                  • Figure 52: Frequency of eating salty snacks—Peanuts (eg Opa!) or other nuts, by demographics, October 2013
                                                                                  • Figure 53: Frequency of eating salty snacks—Microwave popcorn, by demographics, October 2013
                                                                                  • Figure 54: Frequency of eating salty snacks—Corn snacks (eg Fandangos, Cebolitos), by demographics, October 2013
                                                                                  • Figure 55: Frequency of eating salty snacks—Light/low-fat or “healthier” crisps or chips (eg Equilibri), by demographics, October 2013
                                                                                  • Figure 56: Frequency of eating salty snacks—Regional crisps/salty snacks (eg pururuca, polvilho), by demographics, October 2013
                                                                                  • Figure 57: Frequency of eating salty snacks—Other types of salty snacks (eg Baconzitos, Pingo D'ouro), by demographics, October 2013
                                                                              • Appendix – Purchasing Channels of Salty Snacks

                                                                                  • Figure 58: Purchasing channels of salty snacks, October 2013
                                                                                  • Figure 59: Purchasing channels of salty snacks, by demographics, October 2013
                                                                                  • Figure 60: Purchasing channels of salty snacks, by demographics, October 2013 (continued)
                                                                                  • Figure 61: Purchasing channels of salty snacks, by frequency of eating salty snacks—Stacking potato chips (eg Pringles), October 2013
                                                                                  • Figure 62: Purchasing channels of salty snacks, by frequency of eating salty snacks—Tortilla chips (eg Doritos), October 2013
                                                                                  • Figure 63: Purchasing channels of salty snacks, by frequency of eating salty snacks—Standard potato chips (eg Ruffles), October 2013
                                                                                  • Figure 64: Purchasing channels of salty snacks, by frequency of eating salty snacks—Gourmet crisps and chips (EG SENSAÇÕES), October 2013
                                                                                  • Figure 65: Purchasing channels of salty snacks, by frequency of eating salty snacks—Peanuts (eg Opa!) or other nut-based snacks, October 2013
                                                                                  • Figure 66: Purchasing channels of salty snacks, by frequency of eating salty snacks—Microwave popcorn, October 2013
                                                                                  • Figure 67: Purchasing channels of salty snacks, by frequency of eating salty snacks—Corn snacks (eg Fandangos, Cebolitos), October 2013
                                                                                  • Figure 68: Purchasing channels of salty snacks, by frequency of eating salty snacks—Light/low-fat or “healthier” crisps or chips (eg Equilibri), October 2013
                                                                                  • Figure 69: Purchasing channels of salty snacks, by frequency of eating salty snacks—Regional crisps/salty snacks (eg Pururuca, polvilho), October 2013
                                                                                  • Figure 70: Purchasing channels of salty snacks, by frequency of eating salty snacks—Other types of salty snacks (Baconzitos, Pingo D'ouro), October 2013
                                                                              • Appendix – Consumption Occasions of Salty Snacks

                                                                                  • Figure 71: Consumption occasions of salty snacks, October 2013
                                                                                  • Figure 72: Consumption occasions of salty snacks, by demographics, October 2013
                                                                                  • Figure 73: Consumption occasions of salty snacks, by demographics, October 2013 (continued)
                                                                                  • Figure 74: Consumption occasions of salty snacks, by frequency of eating salty snacks—Stacking potato chips (eg Pringles), October 2013
                                                                                  • Figure 75: Consumption occasions of salty snacks, by frequency of eating salty snacks—Tortilla chips (eg Doritos), October 2013
                                                                                  • Figure 76: Consumption occasions of salty snacks, by frequency of eating salty snacks—Standard potato chips (eg Ruffles), October 2013
                                                                                  • Figure 77: Consumption occasions of salty snacks, by frequency of eating salty snacks—Gourmet crisps and chips (eg Sensações), October 2013
                                                                                  • Figure 78: Consumption occasions of salty snacks, by frequency of eating salty snacks—Peanuts (eg Opa!) or other nut-based snacks, October 2013
                                                                                  • Figure 79: Consumption occasions of salty snacks, by frequency of eating salty snacks—Microwave popcorn, October 2013
                                                                                  • Figure 80: Consumption occasions of salty snacks, by frequency of eating salty snacks—Corn snacks (eg Fandangos, Cebolitos), October 2013
                                                                                  • Figure 81: Consumption occasions of salty snacks, by frequency of eating salty snacks—Light/low-fat or “healthier” crisps or chips (eg Equilibri), October 2013
                                                                                  • Figure 82: Consumption occasions of salty snacks, by frequency of eating salty snacks—Regional crisps/salty snacks (eg Pururuca, polvilho), October 2013
                                                                                  • Figure 83: Consumption occasions of salty snacks, by frequency of eating salty snacks—Other types of salty snacks (Baconzitos, Pingo D'ouro), October 2013
                                                                                  • Figure 84: Consumption occasions of salty snacks, by typical place for buying salty snacks, October 2013
                                                                                  • Figure 85: Consumption occasions of salty snacks, by typical place for buying salty snacks, October 2013 (continued)
                                                                              • Appendix – Attitudes and Opinions about Salty Snacks

                                                                                  • Figure 86: Attitudes and opinions about salty snacks, October 2013
                                                                                  • Figure 87: Attitudes and opinions about snacks, by demographics, October 2013
                                                                                  • Figure 88: Attitudes and opinions about snacks, by demographics, October 2013 (continued)
                                                                                  • Figure 89: Attitudes and opinions about snacks, by frequency of eating salty snacks—Stacking potato chips (eg Pringles), October 2013
                                                                                  • Figure 90: Attitudes and opinions about snacks, by frequency of eating salty snacks—Tortilla chips (eg Doritos), October 2013
                                                                                  • Figure 91: Attitudes and opinions about snacks, by frequency of eating salty snacks—Standard potato chips (eg Ruffles), October 2013
                                                                                  • Figure 92: Attitudes and opinions about snacks, by frequency of eating salty snacks—Gourmet crisps and chips (eg Sensações), October 2013
                                                                                  • Figure 93: Attitudes and opinions about snacks, by frequency of eating salty snacks—Peanuts (eg Opa!) or other nut-based snacks, October 2013
                                                                                  • Figure 94: Attitudes and opinions about snacks, by frequency of eating salty snacks—Microwave popcorn, October 2013
                                                                                  • Figure 95: Attitudes and opinions about snacks, by frequency of eating salty snacks—Corn snacks (eg Fandangos, Cebolitos), October 2013
                                                                                  • Figure 96: Attitudes and opinions about snacks, by frequency of eating salty snacks—Light/low-fat or “healthier” crisps or chips (eg Equilibri), October 2013
                                                                                  • Figure 97: Attitudes and opinions about snacks, by frequency of eating salty snacks—Regional crisps/salty snacks (eg Pururuca, polvilho), October 2013
                                                                                  • Figure 98: Attitudes and opinions about snacks, by frequency of eating salty snacks—Other types of salty snacks (Baconzitos, Pingo D'ouro), October 2013
                                                                                  • Figure 99: Attitudes and opinions about salty snacks, by typical place for buying salty snacks, October 2013
                                                                                  • Figure 100: Attitudes and opinions about salty snacks, by typical place for buying salty snacks, October 2013 (continued)
                                                                                  • Figure 101: Attitudes and opinions about snacks, by consumption occasions, October 2013
                                                                                  • Figure 102: Attitudes and opinions about snacks, by consumption occasions, October 2013 (continued)
                                                                              • Appendix – GNPD

                                                                                  • Figure 103: Share of the top four countries in total launches of microwave popcorn, 2009-13

                                                                              Companies Covered

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

                                                                              Salty Snacks - Brazil - March 2014

                                                                              £3,277.28 (Excl.Tax)