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Snacking Consumption Habits - What Innovations Consumers Want & Opportunities for the Industry - Brazil - January 2019

“One of the main challenges for the snacks market in the coming years is reducing salt and sugar content from products (due to legal requirements and consumer demand) while keeping an attractive taste. Agreements signed by the industry with the government for the reduction of substances such as salt and sugar in food products, as well as the likely change in legislation on  food labeling will affect companies and may also change the consumer behavior.”

- Marina Ferreira – Food and Drinks Specialist

This report will look at the following areas:

  • The agreement aimed at reducing sugar levels of industrialized food brings the challenge of developing tasty products
  • Change in nutrition labeling can impact consumer behavior

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • The agreement aimed at reducing sugar levels of industrialized food brings the challenge of developing tasty products
              • Change in nutrition labeling can impact consumer behavior
                • Opportunities
                  • The Brazilian habit of consuming snacks favors the consolidation of a healthy segment
                    • Concerns with emotional health create an opportunity for the snacks market
                      • Consumption of snacks at the gym can grow with a greater range of products developed for this particular occasion
                        • What we think
                        • The Market – What You Need to Know

                          • Dollar oscillation requires attention from the snack market
                            • New proposal on nutrition labeling can change consumer behavior toward industrialized products
                            • Market Drivers

                              • Food and drinks prices start growing again after fall
                                • Dollar oscillation requires attention from the snack market
                                  • Figure 1: Average R$/US$ commercial exchange rate (sales value), January-December 2018
                                • New proposal on nutrition labeling can change consumer behavior toward industrialized products
                                  • Industry signs agreement with the Ministry of Health to reduce the sugar content of various categories, including snacks
                                    • Less-educated Brazilians are those who need to take care of their eating habits the most
                                      • Figure 2: Percentage of selected health conditions by years of schooling (people aged 18+)
                                  • Key Players – What You Need to Know

                                    • Pharmacy chain launches its own brand of snacks that promises physical and emotional benefits
                                      • Brazil stands out with snacks made of cassava and other roots
                                        • Nestlé launches its first product using an innovative technique that reduces added sugar content
                                        • Marketing Campaigns and Actions

                                          • Danone launches requeijão with chocolate syrup inspired by Danette
                                            • Santa Helena launches peanut eggs with game-inspired campaign
                                              • Figure 3: Berro Game - Santa Helena Crokissimo
                                            • Pharmacy chain launches its own brand of snacks that promises physical and emotional benefits
                                              • Hart’s Natural launches cereal bar aimed at children
                                                • Figure 4: Hart's Natural Kiddies Organic Cereal Bar
                                              • Catupiry opens physical store aimed at connecting the brand to other categories besides requeijão
                                                • Figure 5: Empório Catupiry
                                            • Who’s Innovating?

                                              • High-protein snacks gain space in Brazil and bring opportunities for other categories
                                                • Figure 6: Launches of high/added protein snacks*, Brazil, 2014-2018**
                                                • Figure 7: Launches of high/added protein snacks*, by sub-category, Brazil, 2014-2018**
                                              • Brazil stands out with snacks made of cassava and other roots
                                                • Figure 8: Launches of cassava and other root-based snacks, top 10 countries, 2014-2018
                                            • Case Studies

                                              • Nestlé launches its first product using an innovative technique that reduces added sugar content
                                                • Insects stand out as a sustainable ingredient and source of protein in snacks
                                                    • Figure 9: Comparative table on the environmental impact generated in the creation of different animals
                                                • The Consumer – What You Need to Know

                                                  • Fruits are favored as a snack, but consumption outside the home is still limited
                                                    • Private transport vehicles can become a sales point for consumption of snacks on-the-go
                                                      • Despite the high consumption of snacks among women, they are less likely to use subscription services
                                                        • Snacks with the suggestion of consumption in specific situations can meet different demands of students throughout the day
                                                          • Small-sized snacks can be promoted as part of a balanced diet among DE consumers
                                                            • Snacks with flavors inspired by street foods have the potential to attract men
                                                            • Snacks Consumption

                                                              • Fruits are favored as a snack, but consumption outside the home is still limited
                                                                • Figure 10: Snacks consumption, November 2018
                                                                • Figure 11: Global launches of fruits and fruit snacks with any “convenience” and “on-the-go” claim, June-November 2018
                                                              • Consumption of sweet snacks can be stimulated among Millennials with products that remember their childhood
                                                                • Figure 12: Snacks consumption, by generation, November 2018
                                                                • Figure 13: Hippos family
                                                                • Figure 14: 'Cheetos Tubo' relaunching campaign
                                                            • Snacks Consumption Occasions

                                                              • Private transport vehicles can become a sales point for consumption of snacks on-the-go
                                                                • Figure 15: Snacks consumption occasions, November 2018
                                                              • Meal deals can encourage consumption of biscuits in restaurants, bars, cafes, and bakeries
                                                                • Figure 16: Snacks consumption occasions, by type of snack, November 2018
                                                                • Figure 17: Saboreate Y Café meal deal
                                                            • Behaviors toward Snacks

                                                              • Customization is an alternative to attract consumers who choose snacks based on salt and sugar content
                                                                • Figure 18: Behaviors toward snacks, November 2018
                                                                • Figure 19: Kolibri Drinks
                                                              • Young consumers are more likely to have snacks as a meal replacement in order to reduce calories intake
                                                                • Figure 20: Behaviors toward snacks, by age, November 2018
                                                              • Despite the high consumption of snacks among women, they are less likely to use subscription services
                                                                • Figure 21: Behaviors toward snacks, by gender, November 2018
                                                                • Figure 22: Mina Box kit
                                                            • Snack Attributes according to Situations

                                                              • Being healthy is a priority when eating a snack as breakfast
                                                                • Figure 23: Snack attributes according to situations, correspondence analysis, November 2018
                                                              • Indulgent savory pastry can attract consumers who eat a snack as dinner
                                                                • Snacks with the suggestion of consumption in specific situations can meet different student demands throughout the day
                                                                  • Figure 24: Snack attributes according to situations, by professional status, November 2018
                                                              • Opinions toward Snacks

                                                                • Spreadables have space to grow with sports practice positioning
                                                                  • Figure 25: Opinions toward snacks, November 2018
                                                                • Healthy flavors can sustain consumption of snacks in households with children
                                                                  • Figure 26: Opinions toward snacks, by children living in the household, November 2018
                                                                • Small-sized snacks can be promoted as part of a balanced diet among DE consumers
                                                                  • Figure 27: Opinions toward snacks, by socioeconomic group, November 2018
                                                                  • Figure 28: Arcor “Tu Porción Justa” campaign
                                                                  • Figure 29: Arcor “Tu Porción Justa” campaign logos in Argentina
                                                              • Interest in Snacks

                                                                • Brazilians are interested in snacks that benefit emotional health
                                                                  • Figure 30: Interest in snacks, November 2018
                                                                • Snacks with flavors inspired by street foods have the potential to attract men
                                                                  • Figure 31: Interest in snacks, by gender, November 2018
                                                                • Adding herbs/spices that boost health can stimulate consumption among Baby Boomers
                                                                  • Figure 32: Interest in snacks, by generation, November 2018
                                                              • Appendix – Abbreviations

                                                                • Abbreviations

                                                                Snacking Consumption Habits - What Innovations Consumers Want & Opportunities for the Industry - Brazil - January 2019

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