Branding
“Health concerns pose a major barrier to
the cookies and crackers market, especially
among mature consumers, who show the
lowest consumption rates. Healthier
products designed for them should be
launched, in a chance to attract more
consumers in this ever-increasing group.”
> among men and 31% among those
aged 25-34. Another 21% prefer to buy
bite-size versions for snacking, rising to
26% among users aged 35-44, who
probably snack at their work desks.
Only 18% of the respondents claim
that the products are purchased on
impulse. Impulse buyers are more
commonly men (19%), peaking
among younger users, with 23%
among those aged below 35, and
equally among socioeconomic
groups AB and DE (20%).
Among cookies/crackers eaters, 21%
do not eat them more often because
they think that they are not satisfying
enough, rising to 27% among those
aged 16-24 and to 26% among those
living in the North-East. Positioning a
product as designed to be consumed
with beverages should help brands to
further capitalize on these associations.
Other snacks, such as nuts, represent
competition to the cookies and crackers category, as 18% of cookies/cra
ckers eaters think that other savory
20
snacks, like chips or popcorn, are more
exciting than cookies and crackers,
rising to 22% among those aged 16-24.
Heatable/microwaveable cookies/crackers can help operators bolster their
indulgent image, as well as turn them
into a more exciting, unique experience.
MARKET VALUE
The retail revenues will reach R$13.2
billion in 2015, while the retail sales value is forecast to grow by 36% between
2015 and 2020 to reach R$17.9 billion.
The cookies and crackers volume market in Brazil is forecast to grow from
1,078 tons in 2015 to 1,097 tons
by 2020, a total volume
growth of 2%. l
Spring 2016
• BISCUIT WORLD