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This report provides the results for the Savory Snacks 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 Savory Snacks 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 survey-based data on consumer trends and consumer groups, and
market data that shows the exact size of consumer groups, how much of the Savory
Snacks market they account for, and which consumer trends drive their
What is the current market landscape and what is changing?
At present the market is skewed towards younger consumers and this is likely to
continue. While snacks marketers must account for the health and responsible
marketing agendas, it is clear that understanding the trends prevalent among
these consumers will be the key to maximizing future sales.
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: Ethnic/Traditional
Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels, 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
Sheer population dynamics, combined with the tendency of younger
consumers to more frequently consume these products, means that the market is
highly youth orientated. Compared to some other countries however, the
consumption frequency is not that high, and marketers must account for both
health and responsible marketing concerns in their approaches.
While the pattern of trend influence varies by category, in general, the leading
trends reflect the relatively young profile of consumers. The overriding trends
relate more to Fun and Enjoyment and this will help set a clear direction for
product positioning in the future.
In some product categories by value, Private Label products have had only
limited success, but in others, their share is in excess of 50%. This highlights
that Brazilian consumers are willing to regularly consume Private Label products
in this market and branded products will need to work hard to defend against
further share loss in all product categories in the future.
In common with many countries, Potato Chips are the largest single
category in terms of value sales, but Nuts & Seeds are also popular, taking
second position. Consumer tastes in Brazil are therefore different to some of
the other major country markets for Savory Snacks, creating some different areas
of opportunity for manufacturers.
Despite men accounting for less than half of the population they are more
frequent consumers of Savory Snacks in Brazil and therefore account for a larger
share of the overall market than women.
In the organized part of the market the leading four retailers of organized
retail in Brazil account for almost two-fifths of the Savory snacks market by
volume. For players seeking to establish share quickly this means that
developing successful relationships with these leading retailers in the
organized retail market will be key to future success.