This report looks at the following areas:
- Consumption of plain and savoury baked goods
- Baked goods’ consumption frequency
- Features related to quality
- Behaviors related to bakery and baked goods
- Features related to healthy baked goods
- Attitudes related to baked goods
As cost pressures and expectations intensify, brands that deliver health, taste and convenience while respecting consumers' budgets and lifestyles are best positioned to succeed.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
Bread
This market covers packaged white and non-white bread, savory specialty bread and savory pastries and pies. Market size comprises sales through all retail channels, including direct-to-consumer. This market covers packaged white and non-white bread, specialty bread and savory pastries and pies. Market size comprises sales through all retail channels, including direct-to-consumer. Unless stated otherwise, it includes sales through in-store bakeries.
- Plain non-white bread: this includes sales of brown, wholemeal and other non-white/white combinations in in-store bakeries which are bar coded.
- Plain white bread: this includes sales of white in in-store bakeries which are bar coded.
- Speciality breads: this includes ciabatta, pitta, naan, chapatti and par-baked products, rolls/bread buns, tortilla, wraps.
Exclusions: unpackaged/unwrapped products; sweet breads & bread products such as croissants, fruit loaf; french toast; non-retail sales (ie those sold in cafes/made into other products such as sandwiches); rusks, gingerbread, crispbread; baking ingredients (eg flour, bread mixes, baking powder).
Biscuits
This market covers packaged savoury & sweet biscuits (cookies). Market size comprises sales through all retail channels including direct to consumer.
- Savory biscuits: this includes crispbreads/crisp rolls, savory rusks (adult only), toasted bread and French toast, waffles and other crackers.
- Sweet biscuits (cookies): this includes sweet wafers, sandwiches, chocolate biscuits, ginger and gingerbread, assortments and others.
Exclusions: unpackaged/unwrapped products; non-retail sales (i.e. those sold in cafes/made into other products such as frozen desserts); rice based snacks.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for the bakery market
- Opportunities
- Higher consumption frequency linked to greater benefit potential
- Private labels must invest in bakery to support consumers seeking value
- Offer small moments of pleasure
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THE MARKET
- Value-seeking shopping baskets and health concerns shape sector growth
- Bakery exports grow despite market volatility
- Dependence on imported wheat increases production costs
- Middle East conflict could affect Brazilian inflation
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THE CONSUMER
- Sensory attributes drive comfort and indulgence in baked goods
- Baked goods hold a special place in Brazilians’ daily lives
- Taste comes first at the time of purchase, without neglecting health
- Graph 1: behaviors related to bakery and baked goods, 2025
- Sensory cues can evoke emotion
- Graph 2: features related to quality, 2025
- Create a clear association between the aroma of warm bread and freshness and affection
- Salt bread and the satisfaction of biting into a crisp crust
- Packaged bakery brands can capitalize on demand for crisp crust textures
- The importance of healthfulness in purchasing baked goods is unanimous among consumers
- Between indulgence and wellbeing: the balance that guides purchase
- Rising scrutiny of ultra-processed food reshapes baked goods consumption
- Graph 3: features related to healthy baked goods, 2025
- More protein for men, less sugar for women
- Dates (fresh or powdered) are gaining prominence as a sugar substitute
- Help men increase their protein intake with greater nutritional diversity
- Provide convenient solutions for preparing protein-rich baked dishes at home
- Price remains a key driver of baked goods consumption
- Brand loyalty remains low among bakery consumers amid economic pressure
- Graph 4: behaviors related to bakery and baked goods, 2025
- Invest in processes and packaging to extend shelf life
- Generation Z deserves attention as it is the most likely to leave the category
- Graph 5: behaviors related to bakery and baked goods, by generation, 2025
- Social media influences Gen Z spending in retail and foodservice
- Partnerships and co-branding can boost Gen Z’s interest
- The attractive design of its baked goods and the cafe’s ambience helped Nudake go viral on social media
- International and innovative recipes and formats are gaining popularity among artisanal bakeries
- Interest and curiosity about innovation lead consumers to spend in the category
- Micro-bakeries and artisanal bakeries have become pilgrimage destinations
- Artisanal bakeries draw crowds in capital cities
- Pastry shops and snack bars are investing in Brazilianized versions of the classics
- Retail should draw inspiration from products that are popular at micro-bakeries
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PRODUCTS, MARKETING AND INNOVATION
- Companies and brands
- Pita Bread in talks to acquire Wickbold’s ‘Tá Pronto!’ line
- Launches and innovations
- Flavor, healthfulness and socioenvironmental impact
- Balanced snack time: extra indulgence and an innovative consumption experience
- Balanced snack time: featuring characters that encourage an active lifestyle
- Nestlé invests in product launches to engage Gen Zs
- Atacadão invests in its private label including baked goods
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APPENDIX
- Report definition
- The consumer
- Consumer research questions
- Research Methodology
- Generational groups in Brazil
- Abbreviations
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