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Country Report

Brazil Flag Bakery in Brazil

| Pages: 77

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • The Brazilian population are shifting their consumer habits towards more sophisticated products, pushed by the increased purchasing power of middle-income consumers who are increasingly looking for alternatives to the classic artisanal bread roll. Health-orientated as well as indulgent products are benefiting from this movement, featuring whole grains and high fibre options for those wishing to incorporate a healthier diet into their daily lives, with NH high fibre bread expected to account for 10% of retail bread volume sales in 2014.On the other hand, in other baked goods categories (cakes and pastries), indulgent varieties appeal to consumers willing to have a pleasant and unique snack and/or dessert. Indulgent varieties in both options tend to have higher unit prices in comparison to regular versions and prevent, in a way, further expansion of cakes and pastries, pushing manufacturers to introduce similar offerings targeted towards middle-class consumers.

COMPETITIVE LANDSCAPE

  • Artisanal products still account for the majority of baked goods in Brazil, and are expected to correspond to 84% of overall value sales in 2014. Growing competition from packaged/industrial baked goods is slowly changing this scenario although not significantly as Brazilians have a strong culture of artisanal consumption, especially when it comes to bread.

PROSPECTS

  • Baked goods is expected to increase by a 1% CAGR in total volume terms and by a 3% CAGR at constant 2014 prices in the forecast period, reaching BRL69.9 billion by 2019. Health and wellness and the search for more variety are expected to continue to dictate baked goods’ direction. As such, a continuing increase in disposable incomes will allow a larger part of the Brazilian population to have access to added-value and premium items. White bread sales will remain strong but an increasing portion of higher-income consumers will largely opt for health and wellness-related products as well as more sophisticated ones including wraps, bagels and pittas, in a constant search for variety.

Biscuits

TRENDS

  • In Brazil, biscuits keeps undergoing a consolidation process. Biscuits is mature and boasts a relatively high per capita consumption of 6.1kg per year. This makes the country the 18thhighest worldwide consumer of such products, only behind countries which have a strong culture of consuming biscuits together with main meals and breakfast such as Argentina (13kg per person per year).. There is a tendency towards polarisation, with manufacturers favouring premium products, in an attempt to add value as a strategy to overcome volume stagnation, but still focusing on lower-end biscuits when the country’s economy shows signs of being in the doldrums and people are more concerned about their overall expenditure.

COMPETITIVE LANDSCAPE

  • M Dias Branco SA Indústria e Comércio de Alimentos continues to lead sales of biscuits in 2014 with an anticipated 14% value share. The company benefits from having well-established brands, including Adria, Zabet, Fortaleza, Richester and Isabela, among others, catering to different consumer groups and giving it national coverage. The company also benefits from a vertical business model, owning its own mills and producing its own oils and spreadable oils and fats. In this way, M Dias Branco has greater control over raw material costs and unit prices. 2014 was the year of the company’s 60th anniversary and, to reinforce its leadership and brand awareness, a TV campaign was launched by which the most important achievements of the company were reinforced. It stars Antonio Fagundes, a famous and well-respected Brazilian actor. In an attempt to maintain sales in consolidated types of biscuits, such as savoury biscuits and crackers and sandwich biscuits, the company has invested in the diversification of its Adria lines and has launched Panino, a cream cracker in the format of packaged bread and with a buttered toast flavour, and Plug@dos #leitechok, a sandwich biscuit with a milk and chocolate filling, aiming to attend to demand for products containing milk in the formulation.

PROSPECTS

  • While retail volume sales of biscuits will remain relatively stable over the forecast period, increasing by a 1% CAGR, value sales at constant 2014 prices are expected to grow by a CAGR of 3%. Premiumisation, indulgence and health and wellness are expected to remain the main drivers behind this growth. Manufacturers are likely to continue to develop their product ranges along the lines of indulgence, convenience and health and wellness. Meanwhile, the main macroeconomic drivers are unlikely to change and the impact of the Brazilian economy’s slowdown will start to affect consumer spending, a factor that should be kept in mind to further polarise premium and economy developments.

Breakfast Cereals

TRENDS

  • Convenience and health and wellness are the main drivers of growth in breakfast cereals. While breakfast cereals are traditionally associated with breakfast, increasing purchasing power, combined with more hectic lifestyle leading consumers to look for more convenient food and snack options, are contributing to the increase of breakfast cereals. On the other hand, there is some pressure to reduce the sugar content of some RTE cereals and especially their sodium content. The reduction of sodium is being pushed by the Ministry of Health and ABIA (The Brazilian Food Industry Association), which announced at the beginning of 2013 the goal to reduce the quantity of sodium to 418mg per 100g of product. According to the World Health Organization (WHO), the ideal quantity of sodium for adults is 5g per day, while, in Brazil, average consumption is 12g a day.

COMPETITIVE LANDSCAPE

  • In 2014, Nestlé Brasil Ltda and Kellogg Brasil & Cia are the leading players in breakfast cereals, the former with a 24% retail value share and the latter holding 23%. The competition in brand value sales is fierce with Nestlé leading flakes with Nestlé Corn Flakes and Moça Flakes, with a combined 30% value share, and Kellogg leading children’s breakfast cereals with Kellogg’s Sucrilhos taking a 45% value share. The driver of growth for both companies is diversification in terms of flavours and formats. This is illustrated by the introduction of Nestlé Duo, part of the Nescau line, with dark and whitechocolate flavours combined, and Sucrilhos Power in the format of balls and in three different packages (a box of 240g and flowpacks (flexible packaging) of 75g and 20g) aiming to cover different consumer occasions. Both companies also focus on health and wellness with NesFit and Kellness ranges providing, for instance, added-value products targeted mostly towards women and those consumers willing to have a healthier diet and, consequently, a better lifestyle.

PROSPECTS

  • Retail value sales of breakfast cereals at constant 2014 prices are expected to increase by a 6% CAGR in the forecast period, to reach BRL1.7 billion in 2019. Convenience, indulgence and health and wellness are expected to remain the main drivers of breakfast cereals in the forecast period. Their easy and fast preparation combined with a larger variety of flavours and packaging sizes will continue to conquer a new consumer base looking for healthier snack options.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bakery in Brazil?
  • What are the major brands in Brazil?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Bakery in Brazil - Category Analysis

BAKED GOODS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Unpackaged/Artisanal Bread by In-store Bakery vs Others: % Value 2009-2014
  • Table 7 Sales of Pastries by Type: % Value Breakdown 2009-2014
  • Table 8 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 9 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 10 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 11 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 12 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 13 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 14 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 15 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 16 Sales of Biscuits by Category: Volume 2009-2014
  • Table 17 Sales of Biscuits by Category: Value 2009-2014
  • Table 18 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 19 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 20 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 21 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 22 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 23 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 24 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 25 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 26 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 27 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 28 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 29 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 30 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 31 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 32 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 33 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 34 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 35 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 36 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 37 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Bakery in Brazil - Company Profiles

Cia Brasileira de Distribuição in Packaged Food (Brazil)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Cia Brasileira de Distribuição: Key Facts
  • Summary 2 Cia Brasileira de Distribuição: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 3 Cia Brasileira de Distribuição: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 4 Cia Brasileira de Distribuição: Competitive Position 2014

Kraft Foods Brasil Ltda in Packaged Food (Brazil)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kraft Foods Brasil Ltda: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kraft Foods Brasil Ltda: Competitive Position 2014

M Dias Branco SA Indústria e Comércio de Alimentos in Packaged Food (Brazil)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 M Dias Branco SA Indústria e Comércio de Alimentos: Key Facts
  • Summary 8 M Dias Branco SA Indústria e Comércio de Alimentos: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 M Dias Branco SA Indústria e Comércio de Alimentos: Competitive Position 2014

Nestlé Brasil Ltda in Packaged Food (Brazil)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Nestlé Brasil Ltda: Key Facts
  • Summary 11 Nestlé Brasil Ltda: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Nestlé Brasil Ltda: Competitive Position 2014

Packaged Food in Brazil - Industry Context

EXECUTIVE SUMMARY

Economic slowdown starts to impact packaged food

Post-FIFA World Cup impressions and experiences

New acquisitions make a buzz in dairy

Relationship programmes as a strategy to boost sales

Still a niche, health and wellness continues to see increased penetration in the market

KEY TRENDS AND DEVELOPMENTS

Health and wellness continues to grow, but focuses on a niche consumer group

Lactalis increases its presence in the country through important acquisitions

Post-FIFA World Cup impressions and experiences

Relationship programmes as a strategy to boost sales

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

CATEGORY DATA

  • Table 38 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 39 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 41 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 42 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 45 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 46 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 47 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 51 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 52 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 53 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 55 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 56 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 57 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 58 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 61 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 62 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 65 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 66 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 67 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 71 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 72 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 73 Sales of Packaged Food by Category: Value 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 75 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 76 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 78 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 79 Penetration of Private Label by Category: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 81 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 82 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 85 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 13 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Alfajores
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • In-store Bakery Sales
  • Products by Ingredient
  • Single Portion vs Multi-portion

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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