Due to the known high rates of obesity, the food labelling law of 2016 and the constant new public policies regarding food and obesity, Chileans are increasingly aware of the amount of sugar they consume. Consumers consider honey to be a good and natural substitute for sugar and increasingly see it as a healthy ingredient that can have a positive impact on the immune system.
During the review period there was a rapid and sustained increase in the chocolate spreads category, largely due to the arrival of the Nutella brand at the end of the last decade, whose success was the main growth engine of the category in subsequent years. Subsequently, the category has maintained a healthy growth rate due to its growing inclusion in pastry preparations and by the brands of followers and copycats that have appeared in the marketplace in recent years.
Chilean consumers are traditional in their tastes when it comes to flavours of jams and preserves, with peach, apricot, blackberry and strawberry being the most popular. However, unpackaged artisanal jam is more innovative in terms of flavour than industrial products, with a wide variety of flavours available.
Watt’s remained the leading player in spreads in 2018. Watt’s is a very well-known and traditional company in Chile, offering a wide variety of products and flavours.
Empresas Carozzi showed the most dynamic growth during the review period. The popularity of the Nutella brand (ICB) amongst Chilean consumers encouraged Carozzi to launch Ambrosella, its own, lower-cost version of this product.
Over the review period, successful company strategies included innovation in terms of new product development, led by small players targeting the premium/gourmet segment with original flavours and high-quality ingredients. Many small brands of honey and jam with an artisanal positioning appeared.
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This industry report originates from Passport, our Packaged Food market research database.