Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery Market

 Published On: Jun, 2014 |    No of Pages: 56 |  Published By: Canadean | Format: PDF
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Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

• Brazilian consumers seek Confectionery products to meet their desire for Personal Space & Time
• Sugar Confectionery accounts for the highest share of volume consumption and Chocolate will register the fastest growth in the market
• Consumption of Confectionery is driven by the large young population – manufacturers need to ensure they are meeting their needs.
• Women over-consume Confectionery products compared to men
• Connecting directly with family and friends will become less important to Brazilian consumers as social media increases in importance
• Consumers’ busy lifestyles and feelings of time-scarcity will drive the demand for convenient Confectionery products for snacking


Understanding Consumer Trends and Drivers of Behavior in the Brazilian Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
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• Key consumer demographic groups driving consumption within the Brazilian market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
• Market value and volumes over 2008–2018 for Brazil and nine other countries to give a global context
• The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
• Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future
• Examples of international and Brazil-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Brazilian Confectionery consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context
Confectionery products are consumed for Fun & Enjoyment and for seeking Personal Space & Time
Brazil’s Confectionery market is growing rapidly and is forecast to reach BRL46.5 billion by 2018
Sugar Confectionery constitutes 57% of the Brazilian Confectionery market in volume consumption terms
There were 24.5 billion Confectionery occasions in Brazil in 2012, with the highest occasions witnessed among Older Young Adults and Females
High value growth of the Confectionery market in Brazil is driven by rising per capita volume consumption
Brazil is one of the most attractive Confectionery markets globally in terms of volume consumption

Demographic cohort consumption patterns
Women over-consume Confectionery products more than men in Brazil
Confectionery consumption is driven by Young consumers in Brazil
Brazilian Men & Women exhibit identical Confectionery consumption frequency patterns
Mid-Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis
Personal Space & Time is the key motivation for choosing Confectionery products in Brazil
Comparing consumer trends’ influence on consumption of Confectionery products across major markets
The Changing Lifestyle mega-trend: Consumers increasingly seek Confectionery that meets their age related needs
The Connectivity mega-trend: Social media is increasingly being used by marketers to up product awareness
The Convenience mega-trend: Busy consumer lifestyles will increase the need for convenient Confectionery for snacking
The Ethics mega-trend: Ethical concerns have minimal impact on consumption of Confectionery products in Brazil
The Experience & Enjoyment mega-trend: Consumers indulgence in Confectionery products is driven by their desire to seek fun experiences
The Health & Wellness mega-trend: Health concerns have limited impact on the purchase of Confectionery products
The Individuality mega-trend: Consumers’ desire to seek Personal Space & Time drives the consumption of Confectioneries in Brazil
The Trust mega-trend: Brazilian consumers need to be assured that products are trustworthy
The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in Brazil

Innovation examples
Manufacturers are innovating across categories to target the growing needs of Brazilian consumers
Global innovations on formulation and positioning can be a source of inspiration for Brazilian manufacturers

Recommended actions
Manufacturers can explore premium ranges as well as target their products towards either adults or children
Manufacturers, marketers, and retailers need to consider changing consumption patterns and marketing opportunities

An explanation of the sub-trends
Detailed methodology
About Canadean

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