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Desserts & Sweets Consumption Habits - Exploring Indulgence in the Mindset of Consumers - Brazil - April 2019

Covered in this report

This report explores all types of desserts and sweets, as well as consumption habits. The consumer research includes the following dessert and sweets categories:

  • Ice cream
  • Chocolate (eg bars, bonbons)
  • Cakes and pies
  • Chilled desserts
  • Bubble gums, lollipops, and candies
  • Sweet breads and baked goods (eg sonho, Carolina)
  • Party candies (eg brigadeiro, beijinho)
  • Sweet drinks (eg milkshakes, smoothies)
  • Cookies, filled wafer
  • Cake mix (ie to prepare with milk, or water)
  • Fruit creams (eg açaí, papaya cream)

“As the initial discussion on being healthy or indulgent has passed, the category begins to realize there are many ways of providing healthy attributes and benefits to different types of consumers and consumption occasions without necessarily losing flavor. It is important to bear in mind, however, that many times the consumer wants, purely and simply, flavor and indulgence.”

– Ana Paula Gilsogamo, Food and Drink Analyst

This report examines the following issues:

  • High prices can impact the purchase of sweets and desserts
  • The category has the challenge of following new regulations while meeting demands for healthy alternatives without losing flavor

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • High prices can impact the purchase of sweets and desserts
              • The category has the challenge of following new regulations while meeting demands for healthy alternatives without losing flavor
                • Opportunities
                  • Health concerns can be an opportunity, especially for fruit creams
                    • Chilled desserts and ice creams can invest in alternatives that assist the digestive system for consumption after meals
                      • Restaurants can invest in super indulgent desserts with ingredients from well-known brands to attract consumers
                        • “Instagrammable” sweets and desserts made with unique ingredients appeal to consumers from Generation Z
                          • What we think
                          • Market Drivers

                            • Food prices can impact consumption habits
                              • Figure 1: Brazil's National Wide Consumer Price Index, eating at home and eating out, monthly variation, January to December 2018
                            • Adherence of the cocoa industry to the Cocoa Action sustainability plan can impact the local production
                              • New rules on nutritional labeling should impact the market
                                • Figure 2: Models of nutritional labeling being evaluated by Anvisa
                              • Ministry of Health signs agreement aimed at reducing sugar levels
                                • Health concerns can stimulate the search for healthier alternatives and reduce consumption
                                  • Aging of the population can impact the market
                                  • Key Players – What You Need to Know

                                    • Category invests in more healthful options
                                      • Innovative flavors and textures may appeal to consumers
                                        • Halo Top gains prominence offering permissive indulgence
                                        • Marketing Campaigns and Actions

                                          • Category invests in more healthful options
                                            • Figure 3: Garoto Talento Terruá 70% Cacau Acúcar de Coco (70% Cocoa Coconut Sugar) and Garoto Talento Terruá 59% Cacau Maracujá (59% Cocoa Passion Fruit)
                                          • Brands invest in products combined with other categories
                                              • Figure 4: Los Los Sorvetes 7 Belo Popsicle
                                            • Restaurants invest in innovative desserts to attract consumers
                                              • Figure 5: Chokkie Thunder Burger
                                              • Figure 6: Kit Kat Burrito
                                          • Who’s Innovating?

                                            • Innovative flavors and textures may appeal to consumers
                                              • Figure 7: Top 3 flavors launched globally within the subcategories of sweets and desserts, January 2016 to December 2018
                                            • The use of natural ingredients can minimize the perception of artificiality and aggregate healthy attributes to the category
                                              • Figure 8: Percentage of launches with positioning related to natural ingredients/products (no additives/preservatives, organic or 100% natural claims) within the category of sweets and desserts, global and Brazil, January 2016 to December 2018
                                          • Case Studies

                                            • Halo Top gains prominence offering permissive indulgence
                                              • Figure 9: Halo Top Sea Salt Caramel – Classification given by the consumer by attribute of the product compared to the category it belongs (dairy-based ice cream and frozen yogurt)
                                              • Figure 10: LowKo flavors
                                            • Fini extends its portfolio aiming to attract young people
                                            • The Consumer – What You Need to Know

                                              • Fruit creams can adhere to the smoothie bowls trend and invest in innovative textures and flavors
                                                • Chilled desserts and ice creams can invest in alternatives that assist the digestive system for consumption after meals
                                                  • Sweet drinks can boost consumption as a snack between meals
                                                    • “Instagrammable” sweets and desserts made with unique ingredients appeal to consumers from the Generation Z
                                                      • Restaurants can invest in super indulgent desserts with ingredients from well-known brands to attract consumers
                                                      • Dessert and Sweets Consumption

                                                        • Fruit creams can adhere to the smoothie bowls trend and invest in innovative textures and flavors
                                                          • Figure 11: Dessert and sweets consumption – Brazil, January 2019
                                                          • Figure 12: Use of #smoothiebowl on Instagram
                                                        • Sweet pies and baked desserts can invest in whole grain options to boost consumption among consumers aged 35+
                                                          • Figure 13: Dessert and sweets consumption, by age group – Brazil, January 2019
                                                        • Bubble gums, lollipops, and candies that offer relaxation can appeal to young consumers
                                                          • Figure 14: Dessert and sweets consumption and consumption occasions, by age group – Brazil, January 2019
                                                          • Figure 15: Trident campaign
                                                      • Consumption Occasions and Frequency

                                                        • Chilled desserts and ice creams can invest in alternatives that assist the digestive system for consumption after meals
                                                          • Figure 16: Consumption occasions and frequency – Brazil, January 2019
                                                        • Expanding home delivery options can boost consumption among young consumers during their special occasions at home
                                                          • Figure 17: Consumption occasions and frequency, by generation – Brazil, January 2019
                                                          • Figure 18: Dessert and sweets consumption, by total and Generation Z – Brazil, January 2019
                                                          • Figure 19: Amor aos Pedaços Party Kit
                                                          • Figure 20: “Parabéns a Você” kit
                                                        • Baked desserts can invest in options that give more energy and focus on men after their physical exercises
                                                          • Figure 21: Consumption occasions and frequency, by gender – Brazil, January 2019
                                                      • Dessert and Sweets Perception

                                                        • Sweet drinks can boost consumption as a snack between meals
                                                          • Figure 22: Correspondence Analysis, dessert and sweets perception – Brazil, January 2019
                                                        • Ice cream can serve as an inspiration to the category, showing that it is possible to be indulgent without the high sugar content
                                                          • Desserts with alternatives to sugar can attract women
                                                            • Figure 23: Dessert and sweets perception, by gender – Brazil, January 2019
                                                        • Reasons for Trying New Sweets and Desserts

                                                          • Combining attractive appearance, innovative flavor, and healthy attributes can appeal to consumers
                                                            • Figure 24: TURF analysis, reasons for trying new sweets and desserts – Brazil, January 2019
                                                            • Figure 25: Little Damage new flavor
                                                          • “Instagrammable” sweets and desserts made with unique ingredients appeal to consumers from Generation Z
                                                            • Figure 26: Reasons for trying new sweets and desserts, by generation – Brazil, January 2019
                                                            • Figure 27: Callebaut Chocolate post
                                                          • Brands can expand their market by offering healthy attributes with benefits related to beauty and personal care
                                                            • Figure 28: Reasons for trying new sweets and desserts, by generation – Brazil, January 2019
                                                            • Figure 29: Maxam White Rabbit Lip Moisturizer
                                                        • Attitudes toward Sweets and Desserts

                                                          • Larger packages with individual portions for daily consumption have the potential to appeal to consumers
                                                            • Figure 30: Attitudes toward sweets and desserts – Brazil, January 2019
                                                          • Restaurants can invest in super indulgent desserts with ingredients from well-known brands to attract consumers
                                                            • Figure 31: Attitudes toward sweets and desserts, by consumption habits – Brazil, January 2019
                                                            • Figure 32: Havanna Thunder
                                                          • Brands can invest in options with fewer calories to attract men
                                                            • Figure 33: Attitudes toward sweets and desserts, by gender – Brazil, January 2019
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          Desserts & Sweets Consumption Habits - Exploring Indulgence in the Mindset of Consumers - Brazil - April 2019

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