Executive Summary

Nov 2018
PROSPECTS
Sales of sweet spreads increase as stocks remaining from 2017 finally sell

While in early 2017 manufacturers suffered from operating at lower capacities and high stocks due to low demand, the mild reheating of the economy seen in the second half of the year helped compensate for the earlier losses. Subsequently, food prices deflated in 2018, especially for shelf stable products like jams and preserves.

Chocolate spreads drives the growth of sweet spreads

The improved distribution of the major player has helped chocolate spreads post significant growth. This continued in 2018, but with a few additional factors that helped sustain the success of chocolate spreads.

Nut and seed based spreads also grows, but high prices remain a barrier

The global trend towards healthy eating has increasingly shaped Brazilian consumption habits. One of the new favourites of fitness bloggers and nutritionists is nut butter, due to its high protein and good fats content.

COMPETITIVE LANDSCAPE
Kiviks Markmav Indústria Alimentícia Ltda continues to lead sweet spreads

The owner of popular, ubiquitous Queensberry jams and preserves is achieving further share growth due to an improved distribution strategy, but mostly due to rebranding and a stronger portfolio with more flavours. To differentiate itself from generic competitors, which have developed similar-looking products with lower price points due to containing less fruit, its original packaging has been substituted by a colourful and creative package design that shows the raw fruit.

Beyond distribution, Ferrero partners with Starbucks to develop Nutella sweets

The dominant player in chocolate spreads, Ferrero do Brasil Indústria Doceira e Alimentar Ltda, has established growth through improving its distribution, which is usually a challenge for foreign players when entering Brazil due to the size of the country as well as the strength of the retail chains in bargaining for price. While this is projected to continue improving in 2018, other factors also contribute to Ferrero’s growth of Nutella.

Nut and seed based spreads remains fragmented

While seeing growth overall, nut and seed based spreads remains highly fragmented when looking at specific companies. This is the case because most consumers of nut and seed based spreads are already predisposed to avoid highly industrialised products and prefer minimalistic, wholesome foods that support local producers.

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Sweet Spreads in Brazil

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Overview

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

The Spreads 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 Spreads in Brazil?
  • What are the major brands in Brazil?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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.

Sweet Spreads in Brazil - Category analysis

HEADLINES

PROSPECTS

Sales of sweet spreads increase as stocks remaining from 2017 finally sell
Chocolate spreads drives the growth of sweet spreads
Nut and seed based spreads also grows, but high prices remain a barrier

COMPETITIVE LANDSCAPE

Kiviks Markmav Indústria Alimentícia Ltda continues to lead sweet spreads
Beyond distribution, Ferrero partners with Starbucks to develop Nutella sweets
Nut and seed based spreads remains fragmented

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 2 Sales of Sweet Spreads by Category: Value 2013-2018
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 6 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 8 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Sweet Spreads 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