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Bread and Baked Goods - Brazil - August 2018

“Brazil’s bread and baked goods market has two main challenges: the consumers' health concerns and the high prices that hinder growth in volume. Brands, therefore, could invest in more healthful and higher-value-added options, such as whole-grain products free from gluten and based on alternative flour. In addition, brands could invest in convenient formats, indulgent flavors and filling products that can replace a meal or be consumed as a snack.”
– Ana Paula Gilsogamo, Food and Drink Analyst

This report looks at the following areas:

  • Unfavorable economic scenario and high unemployment rate
  • High dollar and new freight table affect wheat prices
  • Search for healthy products affects the category

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Unfavorable economic scenario and high unemployment rate
              • High dollar and new freight table affect wheat prices
                • Search for healthy products affects the category
                  • Opportunities
                    • Search for healthy options can boost higher value-added products
                      • There is space for easy-to-prepare products and delivery services
                        • Category can expand consumption occasions beyond breakfast
                          • What we think
                          • The Market – What You Need to Know

                            • Market grows in value and stabilizes in volume
                              • Economic scenario, unemployment, and dollar impact the category
                              • Market Size and Forecast

                                • Market grows in value and stabilizes in volume
                                  • Figure 1: Retail sales of bread and baked goods, by value and volume, 2013-23
                                • Economic scenario and healthy habits affect the category
                                  • Figure 2: Forecast of Brazil retail sales of bread and baked goods, by value, 2013-23
                                  • Figure 3: Forecast of Brazil retail sales of bread and baked goods, by volume, 2013-23
                              • Market Drivers

                                • Unfavorable economic scenario and high unemployment rate
                                  • High dollar exchange rate impacts flour price
                                    • Truck drivers’ strike affects GDP forecast and wheat price
                                      • Aging population
                                        • 60% of Brazilian adults are overweight and 6.2% have diabetes
                                          • Consumption of gluten-free products can increase
                                            • Sodium reduction in bread and bisnaguinhas
                                              • Regulation of whole-grain products
                                              • Key Players – What You Need to Know

                                                • Grupo Bimbo leads the market in value and volume
                                                  • Brands invest in more healthful products
                                                    • Adding texture to bread and baked products can attract consumers
                                                    • Market Share

                                                      • Grupo Bimbo leads the market in value and volume
                                                        • Figure 4: Leading companies’ shares in the bread and baked goods retail market, by value – Brazil, 2016-17
                                                        • Figure 5: Leading companies’ shares in the bread and baked goods retail market, by volume – Brazil, 2016-17
                                                    • Marketing Campaigns and Actions

                                                      • Wilckbold invests in craft bread
                                                        • Nutrella launches a line of whole-grain bread
                                                          • Pullman launches special Christmas edition
                                                            • Figure 6: Pullman Artesano
                                                          • Bauducco partners with Snickers and launches new indulgent flavor
                                                            • Figure 7: Bauducco + Snickers
                                                          • Premium bakeries and cafes expand their presence
                                                          • Who’s Innovating?

                                                            • Adding texture to bread and baked products can attract consumers
                                                              • Figure 8: Percentage of bread and baked goods with texture claims, by top countries, January 2016-January 2018
                                                            • Bread and baked goods with convenient packaging appeal to Brazilians
                                                              • Figure 9: Percentage of bread and baked goods with “convenient packaging,” January 2015-June 2018
                                                              • Figure 10: Bread and baked goods bought, by convenient packaging, June 2018
                                                          • The Consumer – What You Need to Know

                                                            • There is space for easy-to-prepare products
                                                              • International types of bread can appeal to AB consumers
                                                                • Well-known brands can invest in whole-grain products with nutritional benefits
                                                                  • Category needs to invest in lighter and more healthful options
                                                                    • Delivery of bread and baked products appeal to women
                                                                    • Bread and Baked Goods Bought

                                                                      • Savory baked goods can invest in frozen stuffed options
                                                                        • Figure 11: Bread and baked goods bought, June 2018
                                                                      • There is space for easy-to-prepare products
                                                                        • Figure 12: Bread and baked goods bought, by types of bread and baked goods, June 2018
                                                                        • Figure 13: Forno de Minas Traditional Frozen Cheese Bread
                                                                      • Nostalgic flavors can appeal to Millennials
                                                                        • Figure 14: Bread and baked goods bought, by generation, June 2018
                                                                    • Meal Occasion

                                                                      • Other varieties of bread can gain space during breakfast
                                                                        • Figure 15: Meal occasion, by type of bread, June 2018
                                                                      • Mini options of indulgent snacks can appeal to women
                                                                        • Figure 16: Meal occasion, by gender, June 2018
                                                                      • International types of bread can appeal to AB consumers
                                                                        • Figure 17: Meal occasion, international types of bread by gender, June 2018
                                                                    • Choice Drivers

                                                                      • Well-known brands can invest in whole-grain products with nutritional benefits
                                                                        • Figure 18: TURF analysis - choice drivers, June 2018
                                                                      • Whole-grain bread can appeal to consumers aged 55+
                                                                        • Figure 19: Choice drivers, by age group, June 2018
                                                                      • Sweet baked goods with nutritional benefits can attract women
                                                                        • Figure 20: Choice drivers, by gender, June 2018
                                                                    • Changing Consumption Habits

                                                                      • Category needs to invest in lighter and more healthful options
                                                                        • Figure 21: Changing consumption habits, June 2018
                                                                      • Gluten-free bread and baked goods can appeal to those aged 16-34
                                                                        • Figure 22: Changing consumption habits, by generation, June 2018
                                                                        • Figure 23: Bread and baked goods bought, by generation, June 2018
                                                                      • Bread and baked goods can stimulate consumption as meal replacement among men
                                                                        • Figure 24: Changing consumption habits, by generation, June 2018
                                                                    • Attitudes towards Bread and Baked Goods

                                                                      • Bakeries and cafés can invest in fresh bread to add value
                                                                        • Figure 25: Attitudes towards bread and baked goods, June 2018
                                                                        • Figure 26: Detail for open kitchen – Casa Mathilde
                                                                      • Delivery of bread and baked products appeal to women
                                                                        • Figure 27: Attitudes towards bread and baked goods, by gender, June 2018
                                                                        • Figure 28: Application screens - Panacea
                                                                      • Whole-grain baked products can highlight flavor to attract AB consumers
                                                                        • Figure 29: Attitudes towards bread and baked goods, by socioeconomic group, June 2018
                                                                        • Figure 30: Options for whole-grain empanadas (savory pies) – Caminito Empanadas menu
                                                                    • Appendix – Abbreviations/Terms

                                                                      • Abbreviations/Terms
                                                                      • Appendix – Market Size and Forecast

                                                                        • Market Size and Forecast
                                                                          • Figure 31: Retail sales of bread and baked goods, by value and volume, 2013-2023
                                                                          • Figure 32: Forecast of Brazil retail sales of bread and baked goods, by value, 2013-23
                                                                          • Figure 33: Forecast of Brazil retail sales of bread and baked goods, by volume, 2013-23
                                                                          • Figure 34: Leading companies’ shares in the bread and baked goods retail market, by value – Brazil, 2016-17
                                                                          • Figure 35: Leading companies’ shares in the bread and baked goods retail market, by volume – Brazil, 2016-17

                                                                      Bread and Baked Goods - Brazil - August 2018

                                                                      US $3,995.00 (Excl.Tax)