This report provides the results for the Bakery and Cereals market in Brazil from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices, as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Bakery and Cereals market in Brazil face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Bakery and Cereals market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As Brazil undergoes rapid development and population dynamics start to take effect, being able to capitalize early on new emerging consumer behaviors will be fundamental to future growth. This makes the early identification of consumer groups and trends that drive market behavior essential.
What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Baking Ingredients, Baking Mixes, Bread andRolls, Cakes, Pastries and Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods, and Savory Biscuits.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
The consumption frequency of cereals is low among Early Young Adults and Older Young Adults in Brazil, as newly independent adults break the consumption habits developed under the influence of their parents.
The consumption of Cakes, Pastries, and Sweet Pies is significantly higher amongst younger consumers than adults, as parents use these to provide their children with treats. Almost 30% of Kids and Babies and Tweens and Early Teens are Heavy frequency consumers, highlighting a key demographic to target.
Marginally more women consume Cereal Bars than men do, and they do so more often. However, the market is still undeveloped, with 40% of female and 50% male non-users of these products.
Market valuation shows Bread and Rolls account for one-third of the Bakery and Cereals market by value in Brazil. Other categories each have a share between 3%-15%. Baking products have the lowest share.
Private labels have a volume share of 20% of the Dough Products market in Brazil, with Bread and Rolls recording a slightly lower private label penetration rate. This is high considering Brazil's developing retail environment, and retailers in organized retail may expect to be able to grow their share of other Bakery and Cereal markets to similar levels.
An “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers do not always act on these trends - the result is that the overall trend influence is limited, but has the potential to grow.