The Brazilian Confectionery Market: What Consumers Eat and Why?

 Published On: Oct, 2013 |    No of Pages: 59 |  Published By: Canadean | Format: PDF
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Product Synopsis

This report provides the results for the Confectionery 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 Confectionery market 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 integrated survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Confectionery market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
With product penetration levels already generally high in Brazil for Confectionery, future volume growth is likely to be driven by population dynamics. Outside of this, companies in the market will need to take share from competitors, encourage consumers to trade up to higher value products, or seek to do both.

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: Chocolate, Gum, and Sugar Confectionery.
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

In terms of total market value, the largest single consumer group is Older Young Adults, accounting for nearly a fifth of consumption. However they are not the only major consumer group and older age groups also offer large, addressable target markets.
Across the categories, while indulgence is important, it is not the leading single consumer trends in terms of affecting market value. Instead personal space and time, in this instance likely to be the little breaks in the day when enjoying these products, is a highly important consumer trend to target.
Overall, while consumer trends are important in shaping the market across all of Confectionery, their impact varies significantly by category, creating hotspots to targets.

Key Highlights

While Brazil has a young and growing population and Confectionery may inherently be seen as a youth orientated market, ignoring adult consumers risks missing a very significant part of the consumer base.
Private Label products have failed to date to make any significant inroads into the Brazilian confectionery market. With brands currently in the ascendency their challenge will be to maintain this position by reinforcing their credentials with consumers, effectively minimizing the change of effective Private Label development.
The cumulative volume share of top three retailers in organized retail of confectionery products in Brazil amounts to more than half of the total market, highlighting the importance of these retailers to any brand seeking to develop major share in the market. Outside these leading retailers in the organized retail market the picture is highly fragmented, limiting the ability to build share by dealing directly with specific retailers.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Confectionery Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Chocolate
3.2.2 Gum
3.2.3 Sugar Confectionery
3.3 Behavioral Trends and Market Value
3.3.1 Chocolate
3.3.2 Gum
3.3.3 Sugar Confectionery
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Chocolate
4.1.2 Gum
4.1.3 Sugar Confectionery
4.2 Consumer Profiles by Product Category
4.2.1 Chocolate
4.2.2 Gum
4.2.3 Sugar Confectionery
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Confectionery Brand Choice and Private Label Consumer Penetration
5.2.1 Chocolate
5.2.2 Gum
5.2.3 Sugar Confectionery
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Confectionery
6.1.2 Chocolate
6.1.3 Gum
6.1.4 Sugar Confectionery
7 Consumption Impact: Market Valuation
7.1 Confectionery Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Confectionery Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Confectionery Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Confectionery
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Chocolate
8.2.2 Retail Share by Volume of Organized Retail - Gum
8.2.3 Retail Share by Volume of Organized Retail - Sugar Confectionery
8.3 Profiles of End-Consumers of Confectionery, by Retailer Used
8.3.1 Carrefour
8.3.2 Companhia Brasileira de Distribuicao
8.3.3 G.Barbosa
8.3.4 Lojas Americanas
8.3.5 Wal-Mart
8.3.6 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Confectionery Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Confectionery Value Share (%), by Age Groups, 2012
Table 5: Brazil Confectionery Value Share (%), by Gender, 2012
Table 6: Brazil Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Confectionery Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Confectionery Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Chocolate Consumer Group Share (% market value), 2012
Table 11: Brazil Gum Consumer Group Share (% market value), 2012
Table 12: Brazil Sugar Confectionery Consumer Group Share (% market value), 2012
Table 13: Brazil Total Chocolate Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Gum Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Sugar Confectionery Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Chocolate Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Gum Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Confectionery Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Chocolate Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Gum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Sugar Confectionery Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil, Overall Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil, Chocolate: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil, Gum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Confectionery Market Value (Brazilian Real), by Category, 2012
Table 34: Brazil Confectionery Market Value (US$), by Category, 2012
Table 35: Brazil Confectionery Market Volume (Kg), by Category, 2012
Table 36: Brazil Confectionery Market Value (US$), by Category, 2012
Table 37: Brazil Confectionery Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Confectionery Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Confectionery Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Confectionery Expenditure Per Household (US$), by Category
Table 41: Brazil Confectionery Market Volume Share (Kg), by Category, 2012
Table 42: Brazil Confectionery Consumption Per Capita (Kg/ Population), by Category, 2012
Table 43: Brazil Confectionery Consumption Per Household (Kg / Households), by Category, 2012
Table 44: Brazil Confectionery Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Table 45: Brazil Chocolate Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 46: Brazil Gum Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Table 47: Brazil Sugar Confectionery Survey-tracked Retailer Shares by Volume of Organized Retail (Kg), 2012
Table 48: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Confectionery Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Confectionery Value Share (%), by Age Groups, 2012
Figure 3: Brazil Confectionery Value Share (%), by Gender, 2012
Figure 4: Brazil Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Confectionery Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Confectionery Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Confectionery Market Value (US$), by Category, 2012
Figure 15: Brazil Confectionery Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Confectionery Expenditure Per Household (US$), by Category
Figure 17: Brazil Confectionery Survey-tracked Retailer Shares by Volume (% of Kg) of Organized Retail, 2012
Figure 18: Brazil Chocolate Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 19: Brazil Gum Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012
Figure 20: Brazil Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg) of Organized Retail, 2012

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