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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
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
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
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.