Sweet Biscuits, Snack Bars and Fruit Snacks in Brazil

PROSPECTS

Busier lifestyles require portable snacks, but health is not compromised

Although Brazilian consumers are experiencing an increasing need for on-the-go snacks that are ergonomic, easily opened and convenient, they are not willing to sacrifice their preference for healthy and functional products. Sweet biscuits, snack bars and fruit snacks all compete with healthier, fresher alternatives that are already a part of the traditional diet, the major one being fresh fruit.

Fruit and nut bars lead growth, responding to both wellness and convenience

In addition to greater concerns about health, the vegan movement began to gain significant presence in the country in 2017, growing even further in 2018. While still niche, consumers are seeking alternative sources of protein to substitute red meat especially, due to the perception that it is harmful when consumed in large quantities.

Sweet biscuits value sales grow due to healthier developments and premiumisation

Sweet biscuits is mature in Brazil with widespread distribution and traditional brands and products established in different regions. Brazilians enjoy the products, especially as a complement to the classic morning or afternoon espresso coffee break.

COMPETITIVE LANDSCAPE

M Dias Branco SA Indústria e Comércio de Alimentos expands leadership by acquiring Piraquê

Major regional manufacturer M Dias Branco remains the leader in sweet biscuits, snack bars and fruit snacks due to widespread penetration and affordable brands such as Adria, Isabela and others. These brands are most popular in the northeast of the country, where consumers value lower price points and manufacturers win in volume, thus keeping average unit price per kilogram from increasing despite premiumisation in other categories.

Mirroring acquisitions in other food categories, giant Unilever buys tiny Mãe Terra

A global trend is that in the search to remain relevant and with consumers increasingly choosing healthier, more organic products, large food players are buying smaller, alternative players whose brand matches these preferences better than launching a new line. By acquiring and not launching, multinational corporations are able to buy much more than just the product line; they buy the knowledge, the brand’s reputation and perhaps most importantly, its established connection with consumers.

Unilever reinvents Maizena line with ancient grains, staying ahead of the health trend

Maizena is a traditional Brazilian biscuit with several uses, either eaten as a snack or used as an ingredient for homemade desserts. However, it is also perceived as being high in carbohydrates, fats and refined corn flour and starch.

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