2020
0
Bakery: Incl Impact of COVID-19 – Brazil – December 2020
2021-01-30T03:02:20+00:00
OX990830
3265
133354
[{"name":"Baked Goods","url":"https:\/\/store.mintel.com\/industries\/food\/baked-goods"}]
Report
en_GB
“Brazil’s bakery products market has been positively affected by the COVID-19 pandemic, as even in the face of an economic crisis, consumers have continued to consume breads and baked goods.

Bakery: Incl Impact of COVID-19 – Brazil – December 2020

£ 3,265 (Excl.Tax)

Report Summary

“Brazil’s bakery products market has been positively affected by the COVID-19 pandemic, as even in the face of an economic crisis, consumers have continued to consume breads and baked goods. Healthiness is the main trend impacting the sector, generating opportunities for fortified products that contain added benefits and are free from ingredients that consumers have avoided. Brazilians in general remain worried about the risk of being exposed to the coronavirus, which has increased the demand for products that improve immunity and for packaging that protects against contagion.”
– Laura Menegon, Food and Drink Junior Analyst

This Report covers the following areas:

  • The impact of the COVID-19 pandemic on the category.
  • Main barriers to the consumption of baked goods.
  • Changes in consumer behavior toward baked goods consumption.
  • Main consumption occasions.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • The Impact of the COVID-19 pandemic on bread and baked goods
                  • Figure 1: Predicted impact of COVID-19 in short, medium and long term on the bread and baked good category, December 2020
                • The impact so far
                  • Short and medium term (December 2020 to December 2021)
                    • Long term (2022-2025)
                      • Mintel Trend Drivers
                        • Figure 2: Mintel Trend Drivers
                      • Challenges
                        • Economic crisis has slightly impacted the category
                          • New labeling standard may move consumers with health concerns away from the category
                            • Low adherence to purchase by delivery may hinder the performance of fresh bread and baked goods
                              • Opportunities
                                • Brazilians have adopted the habit of preparing bread and cakes at home during the pandemic
                                  • Immunity benefits can attract consumers
                                    • Baked products in meal formats can boost consumption at lunch
                                    • Market Drivers

                                      • Brazil’s currency devaluation drives exports of cookies, breads and cakes
                                        • Emergency aid comes to an end and should impact the category
                                          • New labeling rules represent a challenge for the whole category
                                            • Figure 3: Maximum amount allowed of added sugar, saturated fats and salt for nutritional labeling on the front of packages, Brazil, October 2020
                                            • Figure 4: Templates for the labeling of food containing added sugar, salt and saturated fat at or over the maximum recommended amount, Brazil, October 2020
                                            • Figure 5: New template of the nutritional information chart
                                        • Key Players – What You Need to Know

                                          • Wickbold and Bimbo remain at the top of the national market
                                            • Brands offer cash prizes in Christmas promotions
                                              • Naturally fermented breads and private label products can grow in the Brazilian market
                                                • Bakery brand focused on producing for private labels receives investment
                                                • Market Share

                                                  • Wickbold and Bimbo account for more than half of the market
                                                    • Figure 6: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
                                                    • Figure 7: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
                                                • Marketing Campaigns

                                                  • Wickbold expands line of gluten-free products
                                                    • Figure 8: Launches of the Wickbold gluten-free range, Brazil, November 2020
                                                  • Pullman carries out Bisnaguitos awards campaign
                                                    • Figure 9: Pullman promotion, Brazil, December 2020
                                                  • Panco makes campaign with its panettone line
                                                    • Figure 10: Panco campaign, Brazil, December 2020
                                                  • Nutrella reformulates its line of special breads
                                                      • Figure 11: Nutrella brand repositioning campaign, Brazil, March 2020
                                                  • Who’s Innovating?

                                                    • Use of natural fermentation can attract consumers in search of healthiness
                                                      • Figure 12: Launches of products that use natural fermentation with the “sourdough” claim, 10 largest markets, 2017-19
                                                    • Private label breads and baked goods can grow in Brazil
                                                      • Figure 13: Launches of private label bakery products, by market, 2017-2019
                                                  • Case Study

                                                    • Dewey’s Bakery grows producing bakery products for private labels
                                                        • Figure 14: Examples of Dewey’s Bakery products, December 2020
                                                    • The Consumer – What You Need to Know

                                                      • Small local businesses have the opportunity to build customer loyalty
                                                        • Cookies with ingredients that improve sleep quality may be well accepted in the Brazilian market
                                                          • Brands can encourage the habit of cooking more cakes and sweets at home
                                                            • Delivery of bread and baked goods still has little adhesion
                                                              • Breads and baked goods focused on AB consumers that favor weight loss can boost sales
                                                                • Immunity benefits can stimulate consumption of baked goods
                                                                • Consumption of Sweet and Savory Cookies and Baked Goods

                                                                  • Small local businesses have the opportunity to build customer loyalty
                                                                    • Figure 15: Most consumed types of bread and baked goods, Brazil, August 2020
                                                                    • Figure 16: Menu of the Pão da Patcha bakery in the Goomer app, Brazil, August 2020
                                                                  • Women aged 16-24 would be willing to pay more for cakes free from artificial ingredients
                                                                    • Figure 17: Cake consumption, by gender and age group, Brazil, August 2020
                                                                  • Whole grain breads adapted to the new labeling rules can stand out in the market
                                                                    • Figure 18: Consumption barriers, by consumers of whole grain breads, Brazil, August 2020
                                                                • Consumption Occasions – before and after the COVID-19 outbreak

                                                                  • Baked products in meal formats can boost consumption at lunch
                                                                    • Figure 19: Consumption occasions, Brazil, August 2020
                                                                  • Consumption of sweet baked products free from added sugar can grow among those aged 55+
                                                                    • Figure 20: Consumption of sweet bread at breakfast, by age group, Brazil, August 2020
                                                                  • Cookies with ingredients that improve sleep quality may be well accepted in the Brazilian market
                                                                    • Figure 21: Consumption of cookies/crackers as a late-night snack before and since the COVID-19 outbreak, Brazil, August 2020
                                                                • Behaviors about Baked Goods

                                                                  • Cookies with sustainability claims can attract consumers
                                                                    • Figure 22: Behaviors about baked goods, Brazil, August 2020
                                                                  • Brands can encourage the habit of cooking more cakes and sweets at home
                                                                    • Figure 23: Habit of making more cakes and baked sweets at home since the COVID-19 outbreak, by gender, Brazil, August 2020
                                                                    • Figure 24: Nutella Challenge campaign, Brazil, August 2020
                                                                  • Ready mixes for breads should grow
                                                                    • Figure 25: Opinions about cookies among those who are making more bread at home, Brazil, August 2020
                                                                • Purchase Venue

                                                                  • Delivery of bread and baked goods still has little adhesion
                                                                    • Figure 26: Purchase venue, Brazil, August 2020
                                                                    • Figure 27: Guangzhou Restaurant Tai Shi Lu Rou Fan (Taiwanese Style Stewed Pork Rice).
                                                                  • Vending machines can attract young people who seek convenience
                                                                    • Figure 28: Purchase of baked goods in convenience stores, by generation, Brazil, August 2020
                                                                    • Figure 29: Carlo’s Bake Shop Express vending machine
                                                                • Barriers to Consumption

                                                                  • Breads and baked goods focused on AB consumers that favor weight loss can boost sales
                                                                    • Figure 30: Consumers who avoid baked goods to manage weight, by socioeconomic group, Brazil, August 2020
                                                                  • Cheaper brands can appeal to Generation Z by adopting ethical and sustainable positioning
                                                                    • Figure 31: Consumers who have bought cheaper brands, by generation, Brazil, August 2020
                                                                • Opinions on Sweet and Savory Cookies and Baked Goods

                                                                  • Immunity benefits can stimulate consumption of baked goods
                                                                    • Figure 32: Opinions on sweet and savory cookies and baked goods, Brazil, August 2020
                                                                  • Offering fresh products to “grab and go” can boost consumer confidence
                                                                    • Figure 33: Bakery sector at a Dorothy Lane Market chain store, US, 2020
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations
                                                                  • Appendix – Market Size and Market Share

                                                                    • Market size
                                                                      • Figure 34: Sales in the bakery category, by value, Brazil 2014-2019
                                                                      • Figure 35: Sales in the bakery category, by volume, Brazil, 2014-2019
                                                                    • Market Share
                                                                      • Figure 36: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019
                                                                      • Figure 37: Leading companies’ retail sales share of bakery products, by value, Brazil, 2018-2019

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