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Sugar and Gum Confectionery - Brazil - December 2012

“The market has posted rapid growth in value sales over the 2007-12 period; however, this comes against near stagnant volume sales. Besides the rising prices of sugar, the growing availability of higher value products and rising household incomes have fueled the rise in average prices. Mintel’s research shows that affluent Brazilians consume candy more often; however, C socioeconomic group consumers are not far behind”

– Jean Manuel Gonçalves da Silva, Senior Food Analyst

Some questions answered in this report include:

  • What are the reasons for and impacts of rising prices in the category?
  • How are the different players in the market performing?
  • Due to the economic and social changes taking place in Brazil, what are the demands of consumers in the category?
  • As health and wellness are important trends in the food industry, how are they shaping the sugar confectionery category?
  • Given that young people are the heavy users of the category, what are the strategies for this specific niche of consumers?
  • What does the chewing gum segment have in particular that should be taken into consideration for the development of strategies?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume sales of sugar confectionery and gum, 2007-11
              • Figure 2: Brazil retail value and volume sales of sugar and gum confectionery, 2011
            • Forecast
              • Figure 3: Brazil retail volume sales of sugar confectionery and gum, 2007-17
              • Figure 4: Brazil retail value sales of sugar confectionery and gum, 2007-17
            • Companies
              • Figure 5: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by volume, 2011
            • Issues
              • Rising prices in the category reflect production costs but also the growing availability of higher-quality products
                • Figure 6: Average price of sugar and gum confectionery and selected competing categories, 2007-11
              • Multinationals lead in the Brazilian market by selling global products locally
                • Figure 7: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by volume, 2011
              • The new Brazilian consumer searches for new products and flavors
                • Figure 8: Frequency of sugar and gum confectionery usage by socio-economic group, June 2012
              • Health and wellness are important for Brazilian consumers, but have limited impact on their habits
                • Figure 9: Share of new launches positioned as healthy of all new sugar and gum confectionery products in Brazil, 2007-11
              • Young consumers have the most dynamic relationship with category
                • Figure 10: Consumption of sugar and gum confectionery at least once a week, by age, June 2012
              • The gum category shows a strong skew toward under-35s
                • Figure 11: Consumption of gum daily and at least once a week, by age group, June 2012
            • Rising Prices in the Category Reflect Production Costs but Also the Growing Offer of Better Products

              • Key points
                • The category sees slow volume growth
                  • Figure 12: Volume sales of sugar and gum confectionery and selected competing categories, 2007-11
                  • Figure 13: Value sales of sugar and gum confectionery and selected competing categories, 2007-11
                  • Figure 14: Attitudes toward consumption of sweets, June 2012
                • Despite significant price increases, consumers do not see candy as expensive
                  • Figure 15: Average price of sugar and gum confectionery and selected competing categories, 2007-11
                  • Figure 16: Change in average price of sugar and gum confectionery in Brazil, UK, and Mexico, 2007-11
                  • Figure 17: Attitudes toward sugar and gum confectionery consumption, June 2012
                • Brazilian consumers favor bakeries and supermarkets for their candy
                  • Figure 18: Location where consumers purchase candies and gums, June 2012
                  • Figure 19: Frequency of sugar and gum confectionery usage, by socio-economic group, June 2012
                • Rising prices of sugar and other inputs fuel the price increases in sugar confectionery
                  • Sugar prices rise rapidly
                    • Figure 20: Annual average wholesale price of sugar in Brazil, 2007-11
                  • What it means
                  • Multinationals Lead in the Brazilian Market Selling Global Products Locally

                    • Key points
                      • Dominance by international operators characterizes the Brazilian sugar and gum confectionery market
                        • Figure 21: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by volume, 2011
                        • Figure 22: Leading companies’ shares in the chocolate confectionery market in Brazil, by volume, 2011
                        • Figure 23: Leading companies’ shares in the cookie market in Brazil, by volume, 2011
                      • Brazilian sugar and gum confectionery market shows high concentration compared to other countries
                        • Figure 24: Leading companies’ shares in the sugar and gum confectionery market in Canada, by volume, 2011
                        • Figure 25: Leading companies’ shares in the sugar and gum confectionery market in Mexico, by volume, 2011
                        • Figure 26: Leading companies’ shares in the sugar and gum confectionery market in the UK, by volume, 2011
                      • Multinational companies operate in the Brazilian market with internationally recognized brands
                        • Figure 27: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by volume and value, 2011
                        • Figure 28: Types of sugar confectionery bought in the last 12 months, June 2012
                      • Growth in imports indicates a growing acceptance among the Brazilian consumer of international products
                        • Figure 29: Brazilian imports of candies, gums and chocolates, by volume, 2007-11
                        • Figure 30: Brazilian imports of candies, gums and chocolates by value, 2007-11
                      • What it means
                      • The New Brazilian Consumer Searches for New Products and Flavors

                        • Key points
                          • Recent changes in the economy place the emerging class as the protagonists in the candy and gum market
                              • Figure 31: Frequency of consumption of candies and gums, by socio-economic group, June 2012
                              • Figure 32: Locations where sugar and gum confectionery are bought, by socio-economic group, June 2012
                            • Innovation is a key element in the Brazilian sugar and gum confectionery market
                              • Figure 33: Index of new product launches in the sugar and gum confectionery and selected competing categories (2007=100), in Brazil, 2007-11
                              • Figure 34: Index of new product launches in the sugar and gum confectionery category (2007=100), in Brazil, Mexico, U.S., and UK, 2007-11
                              • Figure 35: Attitudes toward consumption of sugar and gum confectionery, June 2012
                            • A dynamic flow of new releases is the central focus of national and multinational companies
                              • Figure 36: New sugar and gum confectionery products, by launch type, 2009-11
                              • Figure 37: Attitudes toward consumption of sweets, by age group, June 2012
                            • What it means
                            • Health and Wellness are Important for Brazilian Consumers, but Have Limited Impact on Their Habits

                              • Key points
                                • Health and wellness do not drive consumer choices in Brazil
                                  • Figure 38: Attitudes toward health screening and hereditary conditions, June 2012
                                  • Figure 39: Attitudes toward health, June 2012
                                  • Figure 40: Attitudes toward healthy lifestyles, June 2012
                                  • Figure 41: Attitudes toward health, June 2012
                                  • Figure 42: Agreement with the statement “I’d rather just enjoy my life than be constantly worrying about health,” by socio-economic group, June 2012
                                  • Figure 43: Agreement with the statement “living a healthy life requires sacrifices,” by socio-economic group, June 2012
                                  • Figure 44: Attitudes toward healthy habits, June 2012
                                • Information about healthy products should be clear to cut through mixed messages
                                  • Figure 45: Attitudes toward advice about health, June 2012
                                • Users of candies and chewing gum are aware of health issues but do not tend to consider the products harmful
                                  • Figure 46: Attitudes toward consumption of candies and chewing gums, June 2012
                                  • Figure 47: Attitudes toward health by the frequency of consumption of candies and gums, June 2012
                                  • Figure 48: Attitudes toward health, by the frequency of consumption of candies and gums, June 2012
                                  • Figure 49: Attitudes toward health, by the frequency of consumption of candies and gums, June 2012
                                  • Figure 50: Attitudes toward sugar confectionery, June 2012
                                • Sugar-free products stand out among recent new launches
                                  • Figure 51: Share of new launches positioned as natural, functional, and low sugar of all new sugar and gum confectionery products in Brazil, 2007-11
                                • U.S. and UK
                                  • Figure 52: Share of new launches positioned as natural, functional, or low sugar of all new sugar and gum confectionery products in the U.S., 2007-11
                                  • Figure 53: Share of new launches positioned as healthy of all new sugar and gum confectionery products in the UK, 2007-11
                                • Other categories
                                  • Figure 54: Share of products with low/no/reduced sugar claims in new launches in Brazil in selected food categories , 2007-11
                                  • Figure 55: Share of products with natural claims in new launches in Brazil in selected food categories, 2007-11
                                  • Figure 56: Share of launches with functional claims in Brazil in selected food categories, 2007-11
                                • What it means
                                • Young Consumers Have the Most Dynamic Relationship with Category

                                  • Key points
                                    • Young adults are core consumers of the category
                                      • Figure 57: Average age of total population in selected countries, 2011 (est.)
                                      • Figure 58: Consumption of sugar and gum confectionery at least once a week, by age, June 2012
                                      • Figure 59: Frequency of consumption of candies and chewing gum, by age group, June 2012
                                    • Proposed legislation poses restrictions on the children’s segment
                                      • Figure 60: Birthrate in selected countries (births/1000 habitants), 2011 (est.)
                                      • Figure 61: Share of sugar confectionery products positioned as for children of the total new launches in the category in Brazil, 2007-11
                                      • Figure 62: Share of sugar confectionery products positioned as for children of the total new launches in the category in the UK and U.S., 2007-11
                                    • Young consumers have more dynamic sweets habits
                                        • Figure 63: Types of candy consumed, by age group, June 2012
                                        • Figure 64: Types of gum consumed, by age group, June 2012
                                        • Figure 65: Agreement with the statement “I like to try new types of sweets” and “I have bought candy that I’ve seen advertised,” by age group, June 2012
                                      • New releases aim to attract the younger audience with new flavors, quality, and targeted campaigns
                                        • New flavors
                                          • Character merchandising
                                            • Focus on Quality
                                              • What it means
                                              • Gum Category Shows a Strong Skew Toward Under-35s

                                                • Key points
                                                  • Gum represents an important share of the category
                                                    • Figure 66: Brazil retail volume and value sales of gum and candies, 2011
                                                  • Young people are the biggest consumers of gums in Brazil
                                                    • Figure 67: Frequency of consumption of candy and gum, June 2012
                                                    • Figure 68: Consumption of gum daily and at least once a week, by age group, June 2012
                                                  • Traditional mint is the most popular flavor, but there is room for innovation in other flavors
                                                    • Figure 69: Type of gums purchased in the past 12 months, June 2012
                                                    • Figure 70: Usage of mint and fruit gum, by age, June 2012
                                                    • Figure 71: Interest in new types of sweets by age group, June 2012
                                                  • Mint
                                                    • Fruit flavours
                                                      • Sugar-free gum is consumed less, but can appeal to older Brazilians
                                                        • Figure 72: Share of sugar-free gum of the total new chewing gum launches in Brazil, 2007-11
                                                        • Figure 73: Purchasing of sugar-free gum, in the last 12 months by age, June 2012
                                                      • What it means
                                                      • Appendix – The Market

                                                          • Figure 74: Brazil retail value and volume sales of sugar and gum confectionery, 2007-17
                                                          • Figure 75: Brazil retail value sales of sugar and gum confectionery, Best- and worst-case forecasts, 2012-17
                                                          • Figure 76: Brazil retail volume sales of sugar and gum confectionery, Best- and worst-case forecasts, 2012-17
                                                          • Figure 77: Brazil retail value sales of sugar and gum confectionery, by segment, by volume, 2011
                                                          • Figure 78: Brazil retail value sales of sugar and gum confectionery, by segment, by value, 2011
                                                          • Figure 79: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by volume, 2011
                                                          • Figure 80: Leading companies’ shares in the sugar and gum confectionery market in Brazil, by value, 2011
                                                      • Appendix – The Consumer

                                                        • Frequency of eating candy and chewing gum
                                                          • Figure 81: Frequency of eating candy and chewing gum, June 2012
                                                          • Figure 82: Frequency of eating candy and chewing gum, June 2012
                                                          • Figure 83: Frequency of eating candy or chewing gum, by demographics, June 2012
                                                          • Figure 84: Frequency of eating candy or chewing gum, by demographics, June 2012 (continued)
                                                          • Figure 85: Frequency of eating candy, by demographics, June 2012
                                                          • Figure 86: Frequency of eating candy, by demographics, June 2012 (continued)
                                                          • Figure 87: frequency of eating chewing gum, by demographics, June 2012
                                                          • Figure 88: Frequency of eating candy, by demographics, June 2012 (continued)
                                                          • Figure 89: Attitudes toward a healthy lifestyle, by frequency of eating candy and chewing gum, June 2012
                                                          • Figure 90: Attitudes toward a healthy lifestyle, by frequency of eating candy and chewing gum, June 2012 (continued)
                                                        • Types of candy and chewing gum bought
                                                          • Figure 91: Types of candy bought in last 12 months, June 2012
                                                          • Figure 92: Most popular types of candy bought in last 12 months, by demographics, June 2012
                                                          • Figure 93: Next most popular types of candy bought in last 12 months, by demographics, June 2012
                                                          • Figure 94: Types of candy bought in last 12 months, by frequency of eating candy, June 2012
                                                          • Figure 95: Types of candy bought in last 12 months, by frequency of eating candy, June 2012 (continued)
                                                          • Figure 96: Types of chewing gum bought in last 12 months, by demographics, June 2012
                                                          • Figure 97: Types of chewing gum bought in last 12 months, June 2012
                                                          • Figure 98: Types of chewing gum bought in last 12 months, by frequency of eating chewing gum, June 2012
                                                          • Figure 99: Types of chewing gum bought in last 12 months, by frequency of eating chewing gum, June 2012 (continued)
                                                        • Location where candy and chewing gum is typically bought
                                                          • Figure 100: Location where candy and chewing gum is typically bought, June 2012
                                                          • Figure 101: Most popular location where candy and chewing gum is typically bought, by demographics, June 2012
                                                          • Figure 102: Next most popular location where candy and chewing gum is typically bought, by demographics, June 2012
                                                          • Figure 103: Location where candy and chewing gum is typically bought by frequency of eating candy and chewing gum, June 2012
                                                          • Figure 104: Location where candy and chewing gum is typically bought, by frequency of eating candy and chewing gum, June 2012 (continued)
                                                          • Figure 105: Location where candy and chewing gum is typically bought, by frequency of eating candy, June 2012
                                                          • Figure 106: Location where candy and chewing gum is typically bought, by frequency of eating candy, June 2012 (continued)
                                                          • Figure 107: Location where candy and chewing gum is typically bought, by frequency of eating chewing gum, June 2012
                                                          • Figure 108: Location where candy and chewing gum is typically bought, by frequency of eating chewing gum, June 2012 (continued)
                                                        • Attitudes toward sugar confectionery
                                                          • Figure 109: Attitudes toward sugar confectionery, June 2012
                                                          • Figure 110: Most popular attitudes toward sugar confectionery, by demographics, June 2012
                                                          • Figure 111: Next most popular attitudes toward sugar confectionery, by demographics, June 2012
                                                          • Figure 112: Attitudes toward sugar confectionery, by frequency of eating candy, June 2012
                                                          • Figure 113: Attitudes toward sugar confectionery, by frequency of eating candy, June 2012 (continued)
                                                          • Figure 114: Attitudes toward sugar confectionery by most popular types of candy bought in last 12 months, June 2012
                                                          • Figure 115: Attitudes toward sugar confectionery, by next most popular types of candy bought in last 12 months, June 2012
                                                      • Appendix – GNPD Data

                                                          • Figure 116: Share of new product launches within the Brazilian sugar and gum confectionery market, by segment, 2007-12
                                                          • Figure 117: Share of new product launches within the Brazilian Sugar and gum confectionery market, by company, 2007-12
                                                          • Figure 118: Share of new product launches within the Brazilian sugar and gum confectionery market, by claim, 2007-12
                                                          • Figure 119: Share of new product launches within the Brazilian sugar and gum confectionery market, by flavor, 2007-12
                                                          • Figure 120: Share of new product launches within the Brazilian Sugar and gum confectionery market, by type of launch, 2007-12
                                                          • Figure 121: Share of new product launches within the Brazilian gum market, by claim, 2007-12
                                                          • Figure 122: Share of new product launches within the Brazilian Sugar and gum confectionery market, by flavor, 2007-12
                                                          • Figure 123: Share of new product launches in the Brazilian gum market, by company, 2007-12
                                                      • Appendix – Relevant Contacts

                                                        Companies Covered

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

                                                        Sugar and Gum Confectionery - Brazil - December 2012

                                                        US $3,995.00 (Excl.Tax)