Executive Summary

Nov 2018
PROSPECTS
Consumption habits adopted during economic crisis continue to impact sales

During the recession that Brazil has faced since 2014, the emerging middle-class that boomed several years prior, experienced significantly restricted budgets, which forced them to leave non-essential products out of their baskets, such as leavened and unleavened packaged bread, packaged cakes and packaged pastries. As practicality became a luxury during the economic crisis, consumers who had started to try these packaged products migrated back to the unpackaged format, as they are deemed cheaper and have an equal perception of healthiness in terms of ingredients and are even considered fresher most of the time.

Unpackaged baked goods boosted by entrepreneurs and demand for comfort

The economic crisis also spurred a newly-unemployed proportion of the population to seek alternative forms of income. Several artisanal cake and pastry shops were launched around residential neighbourhoods across metropolitan areas, as they require low investment, stocks are easily adjusted, and the products offer better price per kilogram than packaged counterparts.

Health and practicality to continue to shape consumer preferences in baked goods

Manufacturers are beginning to respond to this movement towards unpackaged baked goods by launching fresher-looking packaged breads and cakes. It is important to note the movement towards packaged bread with healthier ingredients, differentiated packaging, and clean labels.

COMPETITIVE LANDSCAPE
Struggling Bimbo Brasil remains leader of baked goods

Bread accounts for the majority of baked goods in Brazil, as it is a common household staple and consumers eat it for different occasions, most notably for breakfast with butter or jam and afternoon snacks such as grilled ham and cheese. Although unpackaged bread is dominant, the packaged format also has representative volume and value sales.

WickBold & Nosso Pão Indústrias Alimentícias follows suit

With Bimbo’s leadership, other players struggled to gain share, as competing in price and quality with either the leader or alternative unpackaged bread diminishes margins and does not allow for significant innovation. Third-ranked player WickBold & Nosso Pão Indústrias Alimentícias, the privately-held company, is still adjusting to changes in administration, because in 2016 the Wickbold family regained its leadership after several years of hiring outsider management (since 2013).

Artisanal natural fermentation bakery specialists grow, posing increasing threat

While packaged and unpackaged bread compete for share, the former is set to increasingly lose to the latter. Mid- and lower-income consumers continue to choose unpackaged bread, while affluent consumers are beginning to migrate from premium packaged bread to premium unpackaged.

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Baked Goods in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods 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 Baked goods industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods 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 Baked goods 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.

Baked Goods in Brazil - Category analysis

HEADLINES

PROSPECTS

Consumption habits adopted during economic crisis continue to impact sales
Unpackaged baked goods boosted by entrepreneurs and demand for comfort
Health and practicality to continue to shape consumer preferences in baked goods

COMPETITIVE LANDSCAPE

Struggling Bimbo Brasil remains leader of baked goods
WickBold & Nosso Pão Indústrias Alimentícias follows suit
Artisanal natural fermentation bakery specialists grow, posing increasing threat

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 Sales of Pastries by Type: % Value 2013-2018
Table 6 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 7 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 8 Distribution of Baked Goods by Format: % Value 2013-2018
Table 9 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in Brazil - Industry Overview

EXECUTIVE SUMMARY

Challenges and opportunities ahead
2018 truck driver crisis turns off the light at the end of the tunnel seen in late 2017
Incumbents lose share and mitigate with acquisitions, while regional players grow
High-end consumers seek convenience, while others continue to seek bargains
Post-election 2018 supports a positive outlook, while regulations create uncertainty

FOODSERVICE

Sales to foodservice
Retail volume sales to foodservice operators increase as manufacturers innovate with internet retailing
Several sauces, dressings and condiments categories continue to see growth
Snacks sales to bakery products fast food outlets, or padarias, suffer as convenience stores gain relevance
Consumer Foodservice
Slightly optimistic expectations for 2018 remain unmet, while future prospects call for modest growth
Consumers begin to prefer experiences over things and digital channels have increasing influence
Healthy living and experience trends begin to shape mindful eating, including sustainability and veganism

CATEGORY DATA

Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources