Chocolate-based powder drinks is almost completely dominated by FF products as it was traditionally positioned towards children. Also chocolate-based powder drinks have a long-standing tradition in Brazilian cuisine, being the main ingredient in the common “brigadeiro”.
COVID-19 re-arranged entire logistics systems, imposed social distancing measures and overall changed the landscape of all markets. At a consumer behaviour level, it is important to understand how during times of crisis, Brazilian consumers gave importance to two factors, brand and price.
Other hot drinks, especially chocolate-based variants, have historically been associated with younger consumers, but lately new launches are aiming at another segment, older consumers. For this, the new products appeal in offering different designs, but especially health claims such as no sugar.
The main products in this category are chocolate-based powder drinks which, as stated previously, are not only used as a base for drinks but also underpin a traditional sweet recipe widely known among Brazilians. In all these uses the claim of FF has little impact or importance for consumers, who instead prioritise flavour.
In an ever-more complex society, health and wellness gains importance and new developments will be necessary for the category to stay relevant. This has proven true in a COVID-19 world where a major pandemic has impacted society, increasing levels of stress and anxiety.
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