Brazil Chocolate Confectionery Market Report 2020
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Report Summary
“In terms of chocolate consumption, the COVID-19 pandemic has encouraged conflicting behaviors. While some consumers have eaten more chocolate due to its positive effects on mental health, others have reduced consumption to avoid its negative impacts on physical health (eg weight gain). This has brought opportunities for chocolates that provide functional benefits, especially products that promise to regulate the mood and help relax and strengthen the immune system. Brands and companies, however, need to bear in mind the fact that the post-pandemic scenario is one of financial difficulties, which means that consumers will make more rational purchasing decisions and will be more sensitive to price.”
– Laura Menegon, Food and Drinks Analyst
Key issues covered in this Report
- How the COVID-19 pandemic is affecting the chocolate category
- The impacts of COVID-19 on consumer behavior and chocolate consumption
- Chocolate consumption: types, frequency and consumption occasions
- Purchase venues and reasons to buy chocolate in chocolate shops
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
-
Executive Summary
-
- Overview
- The impact of COVID-19 on chocolate
- Figure 1: Expected impact of COVID-19 on food and chocolate, in the short, medium and longer term, October 2020
- The impact so far
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- Figure 2: Linea Alimentos’ Easter egg donation
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- Figure 3: Lacta has partnered with Uber Eats and Lojas Americanas to sell Easter eggs
- Short and medium term (2 years)
- Long term (2-5 years)
- Challenges
- Limitations imposed by Anvisa challenge the category to offer healthier chocolates without losing the indulgent appeal
- High dollar and minimum price for buying cocoa push chocolate prices up
- Lack of affordable sugar-free options limits chocolate consumption among DE consumers
- Opportunities
- Chocolates with a high cocoa content have space to associate their image with healthiness
- Texture, visual and flavor are ways to bring innovation to the sector
- New dates and approaches can be explored to boost sales
- What we think
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-
Market Drivers
- Anvisa wants to ban hydrogenated fat by 2030
- New patents bring major transformations to the sector
- Figure 4: KitKat Chocolatory Cacao Fruit Chocolate is developed with new Nestlé patent
- Ivory Coast and Ghana unite to impose a minimum cocoa price
- Worsening economic indicators lead to more rational purchasing decisions
- Anvisa wants to ban hydrogenated fat by 2030
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Key Players – What You Need to Know
- Nestlé leads the chocolate market in Brazil
- On Valentine’s Day, Bis focuses on singles
- ‘Chunky’ chocolates stand out and can bring innovation to the tablet segment
- Cadbury uses gamification concept in egg hunt campaign for Crème Eggs
- Nestlé leads the chocolate market in Brazil
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Market Share
- Nestlé leads the chocolate market in Brazil
- Figure 5: Leading companies’ retail sales share, by value – Brazil, 2018-19
- Figure 6: Leading companies’ retail sales share, by volume – Brazil, 2018-19
- Nestlé leads the chocolate market in Brazil
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Marketing Campaigns
- As the pandemic affects Easter sales, brands make chocolate donation actions
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- Figure 7: Outback donates Easter eggs to local markets
- Figure 8: Hershey’s Heroes campaign
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- Figure 9: Brasil Cacau campaign
- Hershey’s turns chocolate bars into advertising platforms for female artists
- Figure 10: Hershey’s HerShe campaign
- On Valentine’s Day, Bis focuses on singles
- Figure 11: Bis’ campaign
- Garoto launches vegan versions of its Talento chocolate
- Nestlé invests in chocolates with higher added value
- Figure 12: Nestlé launches with high cocoa content
- As the pandemic affects Easter sales, brands make chocolate donation actions
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Who’s Innovating?
- Sustainability appeal should grow in Brazil to meet Generation Z demand
- Figure 13: Percentage of chocolate launches, by sustainable positioning – top five countries, 2017-19
- “Chunky” chocolates stand out and can bring innovation to the tablet segment
- Figure 14: Percentage of chocolate launches with “chunky” texture – worldwide, August 2017-July 2020
- Sustainability appeal should grow in Brazil to meet Generation Z demand
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Case Studies
- Cadbury uses gamification concept in egg hunt campaign for Crème Eggs
- Figure 15: Cadbury Creme Egg’s “It’s Hunting Season” campaign
- Salty chocolate snacks launched by Hershey’s have good market acceptance
- Cadbury uses gamification concept in egg hunt campaign for Crème Eggs
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The Consumer – What You Need to Know
- Emotional health benefits may stimulate chocolate consumption during the pandemic
- Supermarkets remain the main channel for buying chocolate during the pandemic
- Ruby chocolate can be used in different desserts to attract young consumers
- Companies have space to explore terms like flavonoids and antioxidants in chocolates
- One in four Brazilians with children at home have allowed their kids to eat more chocolate
- Emotional health benefits may stimulate chocolate consumption during the pandemic
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Chocolate Consumption Type, Frequency and Occasion
- Emotional health benefits may stimulate chocolate consumption during the pandemic
- Figure 16: Chocolate consumption frequency – Brazil, May 2020
- Self-compensation can be a motto for positioning higher added value chocolates to Generation Z
- Figure 17: Chocolate consumption frequency, by generation – Brazil, May 2020
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- Figure 18: Meu Bolo’s combo
- Figure 19: Giftable box of chocolates for Galentine’s Day
- Chocolates that provide a good night’s sleep can boost consumption among those who work
- Figure 20: Consumption occasion – Brazil, May 2020
- Emotional health benefits may stimulate chocolate consumption during the pandemic
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Purchase Venue and Reasons to Buy from Chocolate Shops
- Supermarkets remain the main channel for buying chocolate during the pandemic
- Figure 21: Purchasing venue – Brazil, May 2020
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- Figure 22: Sales via WhatsApp from Kopenhagen
- Figure 23: Dengo Chocolates’ live shop
- Chocolate stores can resume sales with loyalty actions among former customers
- Figure 24: Purchase venue, by chocolate consumption – Brazil, May 2020
- On-demand sales can be a way to offer a wider variety of formats
- Figure 25: Reasons to buy from chocolate shops, TURF analysis – Brazil, May 2020
- Supermarkets remain the main channel for buying chocolate during the pandemic
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Interest in Innovation
- Contact-free chocolate customization is on the rise
- Figure 26: Interest in innovation – Brazil, May 2020
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- Figure 27: Nestlé automated kiosk
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- Figure 28: Barry Callebaut’s Mona Lisa 3D Studio
- Ruby chocolate can be used in different desserts to attract young consumers
- Figure 29: Interest in innovation, by age group – Brazil, May 2020
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- Figure 30: Brownie made with ruby chocolate
- Chocolates with higher cocoa content have the potential to grow among AB consumers by highlighting healthy attributes
- Figure 31: Interest in innovation, by socioeconomic group – Brazil, May 2020
- Contact-free chocolate customization is on the rise
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Health and Chocolate Consumption
- Companies have space to explore terms like flavonoids and antioxidants in chocolates
- Figure 32: Health and chocolate consumption – Brazil, May 2020
- Sugar content is a barrier to chocolate consumption among DE consumers
- Figure 33: Health and chocolate consumption, by socioeconomic group – Brazil, May 2020
- Restaurants’ delivery menu may include chocolate dessert options for couples
- Figure 34: Health and chocolate consumption, by relationship status – Brazil, May 2020
- Companies have space to explore terms like flavonoids and antioxidants in chocolates
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Chocolate Consumption during COVID-19
- Trying to stay fit is a reason why Brazilians have eaten less chocolate during the pandemic
- Figure 35: Chocolate consumption during COVID-19 – Brazil, May 2020
- One in four Brazilians with children at home have allowed their kids to eat more chocolate
- Brands can encourage students to use chocolate in recipes
- Figure 36: Chocolate consumption during COVID-19, by studying status – Brazil, May 2020
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- Figure 37: #FizComOreo campaign
- Trying to stay fit is a reason why Brazilians have eaten less chocolate during the pandemic
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
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Appendix – Market Size and Market Share
- Market size
- Figure 38: Retail sales of chocolate, by value – Brazil, 2014-20
- Figure 39: Retail sales of chocolate, by volume – Brazil, 2014-20
- Market share
- Figure 40: Leading companies’ retail sales share, by value – Brazil, 2018-19
- Figure 41: Leading companies’ retail sales share, by volume – Brazil, 2018-19
- Market size
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