Almost all of the branded products had more than 90% share when compared with private label products in Brazil's Bakery & Cereals market, finds a report by Canadean – Food.
The report titled 'Consumer Trends in the Bakery & Cereals Market in Brazil, 2011' finds that cookies and cereal bars had 98% share in the branded segment, followed by energy bars with 97.7%, savoury biscuits with 97.6%, cereals with 96%, baking ingredients with 94.1%, cakes, pastries and sweet pies with 93.4%, baking mixes with 90%, morning goods with 88.1%, breads and rolls with 81.5% and dough products with 79.5%.
Kids and babies formed 19.6% of the market, followed by individuals who were more than 55 years with 16.6% of the market. Mid-lifers comprised the least in the list, holding 11.4% share.
Male consumers slightly dominated the market, holding 50.3% share, while urban markets held 98.7% share compared with rural areas.
Consumers with undergraduate degree had 28.2% share, followed by those with upper secondary level of education, with 21.8%. Consumers with pre-primary level of education had only 4.7% share.
Better off individuals formed 28.4% of the market, followed by those from the affluent income group with 23.4%. Consumers who did not want to reveal their income had the least share of 11.9%.
Consumers who had an average of more than seven hours of leisure time per day held 31% share, followed by those who had an average between one and three hours of leisure time per day with 25.4%. Consumers with an average between five and seven hours of leisure time per day had the least share of 5.6%.
Changing age structure was the most influencing trend contributing 35.4% to the market, followed by better value for money with 31.5%. New gender behaviour was the least influencing trend, contributing 5.3%.
In terms of dollars, breads and rolls had 33% share, cookies with 15%, cakes, pastries & sweet pies, and cereals with 13% respectively, morning goods and energy bars with 7% respectively, savoury biscuits and cereals bars with 4% respectively, dough products with 3%, while baking mixes and ingredients held the remaining share.
