The pandemic resulted in the adoption of new consumption habits with more affluent Brazilians residing in urban centres eating naturally leavened sourdough bread, initially prepared and baked at home, but now increasingly enjoyed at artisanal local bakeries. Therefore, as mobility outside of the home became more normalised towards the end of the review period, accessing stores such as local bakeries to buy artisanal bread was no longer considered such a risk as it was during the initial stages of the pandemic.
Packaged baked goods brands face the challenge of increasing consumer loyalty towards their products, as many Brazilians perceive limited specific value among the different options and often switch from one brand to another as they are mostly driven by price. Therefore, brands need to consider the demand for lower prices, as well as the search for more sophisticated packaging that allows a highly perishable food such as bread to be stored for longer periods of time once open.
While unpackaged cakes and bread will continue to drive sales of baked goods over the forecast period, single-serve portions are likely to continue to benefit from the increasing flexibility of movement outside of the home environment, as evidenced by single-serve packaged cakes from the likes of Ana Maria which are positioned as suitable for children to take as snacks to school. While the shelf life of bread is too limited for buying in bulk, packaged variants tend to last for longer than the traditional French bread Brazilians most typically buy in bakeries to eat for breakfast.
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Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which have in the past been used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available.
See All of Our DefinitionsThis report originates from Passport, our Baked Goods research and analysis database.
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