Description
“Amidst health concerns and an economic crisis, Brazilian consumers have adapted their consumption of baked goods. However, the strong cultural connection to the category makes them favor taste and consume baked products as a treat.”
– Laura Menegon, Food and Drink Analyst
Key issues covered in this Report
- What are the main barriers to the consumption of baked goods
- How the search for better health impacts consumer preferences
- Consumer behaviors toward the consumption of baked goods
- Preferred types, flavors and textures of baked goods
- Behaviors adopted – or not – to save money
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
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Executive Summary
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- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for the bakery category, October 2022
- Challenges
- Price is the main barrier for Gen Zs
- Consumers aged 55+ to be most impacted by frontal alerts
- Opportunities
- Brands can explore the versatility of bread in the preparation of sweet and savory recipes
- Frozen baked goods can offer a solution to food waste, generating savings
- Low fat content may encourage consumers to eat bread and baked goods
- Ingredient information on the front of packages can minimize the importance of frontal warnings
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Market Drivers
- Inflation and low purchasing power mainly impact the poorer and essential categories
- Figure 2: IPCA – accumulated variation in the year (%) – General index and groups – Brazil, Jan to Dec 2021 and Jan to Jul 2022
- Conflict in Ukraine impacts Brazil’s production chain and increases wheat price escalation
- Brazil returns to the hunger map, and more than half of the population faces food insecurity
- Inflation and low purchasing power mainly impact the poorer and essential categories
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Key Players
- Companies and brands
- Passatempo launches biscuits with sign language
- Figure 3: Passatempo’s launch campaign, Brazil, 2022
- Piraquê launches a filled version of its traditional biscuit
- Figure 4: Piraquê’s launch, Brazil, 2022
- Panco launches Veg Sponge, a vegan version of one of its most famous products
- Figure 5: Veg Sponge’s campaign, Brazil, 2022
- New Super Fleishmann yeast offers confidence to make homemade bread
- Figure 6: Super Fleishmann’s campaign, Brazil, 2022
- Wickbold launches whole wheat bread made with peanut paste
- Figure 7: Wickbold Grain Bread Peanut Flavor, Brazil, 2022
- Wickbold launches Raízes do Brasil line, with ingredients from the forest and the “sertão”
- Figure 8: Raízes do Brasil’s campaign, Brazil, 2022
- Case Study
- Rustic Bakery offers organic artisan products in physical stores and online
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- Figure 9: Rustic Bakery kit
- Companies and brands
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Barriers to Consumption
- Low fat content may encourage consumers to eat bread and baked goods
- Figure 10: Barriers to consumption, 2022
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- Figure 11: Bread with low saturated fat and a wellness claim
- Direct-sale points can deliver low price and consumer experiences for Gen Zs
- Figure 12: Barriers to consumption – Selected item, by generation, 2022
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- Figure 13: Bimbo Go, Mexico, 2022
- Ingredient information on the front of packages can minimize the importance of frontal warnings
- Figure 14: Preference for healthier options – Selected item, by barriers to consumption, 2022
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- Figure 15: Baked goods with frontal warnings
- Low fat content may encourage consumers to eat bread and baked goods
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Preference for Healthier Options
- Offering of healthy versions of baked goods may increase
- Figure 16: Preference for healthier options, 2022
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- Figure 17: Baked products with health claims
- Young adults prioritize flavor; healthiness is second
- Figure 18: Preference for healthier options – Selected item, by age group, 2022
- Figure19: Passatempo’s campaigns, Brazil, 2022
- Figure19: Passatempo’s campaigns, Brazil, 2022
- Consumers aged 55+ to be most impacted by frontal alerts
- Figure 20: Preference for healthier options – Selected item, by age group, 2022
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- Figure 21: Whole grain bread low in sugars, saturated fats and sodium
- Offering of healthy versions of baked goods may increase
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Behaviors toward Baked Goods
- Brands can explore the versatility of bread in the preparation of sweet and savory recipes
- Figure 22: Behaviors toward baked goods, January 2022
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- Figure 23: Recipes prepared with Veg Sponge, Brazil, 2022
- Figure 24: Recipes prepared with Jacquet’s bread, France, 2022
- Foodservice can offer bread and baked goods for special diets
- Figure 25: Behaviors toward baked goods – Selected item, by eating diet, 2022
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- Figure 26: Padoca Vegan products, Brazil, 2022
- Figure 27: Artesanal Padaria Saudável marketing, Brazil, 2022
- Brands can explore the versatility of bread in the preparation of sweet and savory recipes
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Preference in Baked Products
- Offer of soft bread for adults may grow
- Figure 28: Preference in baked products, 2022
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- Figure 29: McClub premium sandwich, Brazil, 2022
- Figure 30: Packaged brioches
- Sweet fillings can renew young consumers’ interest in cakes and other baked goods
- Figure 31: Preference in baked products – Selected item, by age group, 2022
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- Figure 32: Baked products with sweet fillings and ingredients that add texture
- Mixes for the preparation of baked goods can stand out with alternative flours
- Figure 33: Behaviors related to budget – Selected item, by preference in baked products, 2022
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- Figure 34: Mixtures for the preparation of baked goods with alternative flours
- Offer of soft bread for adults may grow
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Behaviors Related to Budget
- Frozen baked goods can offer a solution to food waste, generating savings
- Figure 35: Behaviors related to budget, 2022
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- Figure 36: Frozen baked products without preservatives and artificial additives in economical packaging
- Private labels can invest in home-preparation products for AB consumers
- Figure 37: Behaviors related to budget – Selected items, by socioeconomic group, 2022
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- Figure 38: Williams Sonoma’s private-label bakery ingredients section
- Figure 39: Private label products for home preparation of baked goods
- Frozen baked goods can offer a solution to food waste, generating savings
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Appendix – Abbreviations
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About the report
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