FD0024IS Insight Report May 2014

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1 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Bakery & Cereals Market FD0024IS Insight Report May 2014

2 Example table of contents Definitions Category classifications Demographic definitions Summary methodology Trend framework Market context Drivers and inhibitors of consumption Overall Bakery & Cereals market value, (US$ millions), Overall Bakery & Cereals market volume, (millions of KG), Bakery & Cereals market volume, (millions of KG), , by segment Number of Bakery & Cereals consumption occasions in 2012, by gender Number of Bakery & Cereals consumption occasions in 2012, by age Global country comparison of Bakery & Cereals market value and growth, (US$millions), Global country comparison of Bakery & Cereals market volume and growth, (millions of KG), Volume of sold globally and forecast CAGR over the period (size of bubble denotes market volume) Demographic cohort consumption patterns Breakdown of Bakery & Cereals consumption occasions 2012, by gender Over/under consumption of Bakery & Cereals compared to the proportion of society represented Breakdown of Bakery & Cereals consumption occasions 2012, by age group Over/under consumption of Bakery & Cereals compared to the proportion of society represented Breakdown of Bakery & Cereals consumption by whether it is the result of heavy, medium or light consumption, by gender, 2012 Breakdown of Bakery & Cereals consumption by whether it is the result of heavy, medium or light consumption, by age group, 2012 Consumer trend analysis Level of influence each trend has on overall Bakery & Cereals consumption, by volume, 2013 Level of influence each trend has on overall Bakery & Cereals consumption across the globe, by volume,

3 Example table of contents - continued Consumer trend analysis - continued The Changing Lifestyle mega-trend The Connectivity mega-trend The Convenience mega-trend The Ethics mega-trend The Experience & Enjoyment mega-trend The Health & Wellness mega-trend The Individuality mega-trend The Trust mega-trend The Value mega-trend Innovation examples Innovative country-specific launches in the Bakery & Cereals sector Innovative global launches in the Bakery & Cereals sector Recommended actions Recommendations for manufactures, marketers and retailers Appendix An explanation of the sub-trends Detailed methodology About Canadean

4 Reasons to buy this report This report brings together consumer analysis and market data to provide actionable insight into the behavior of 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 within your industry. Consumer trends analysis An overview of the key demographic groups driving consumption in your industry, and what their motivations are for doing so. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate. Market sizing Market value and volumes are given over for ten leading countries across the globe. Coverage includes major European markets, the US, and the emerging markets of Brazil, Russia, India, and China. Demographic analysis Key demographic groups driving consumption within the US market are identified. The figures showcase the number of Dairy occasions attributed to specific age and gender groups, as well as identifying whether these demographics "over" consume in the category. Product innovation examples Examples are provided of innovative international and country-specific product development within your industry, with analysis of how these products effectively target the most pertinent consumer need states. Recommended actions Strategic recommendations of how to capitalize on the evolving consumer landscape are offered, allowing product and marketing strategies to be better aligned with the leading trends in the market. Future outlook The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within your industry will evolve in the short-to-medium term future. 4

5 Health and Freshness are the key drivers of Bakery & Cereal consumption in Brazil There are a number of reasons why consumers turn to Bakery & Cereals and a number of reasons they don t. It is crucial for manufacturers to understand what consumers want from the actual products that they purchase Age Specific Needs: Bakery & Cereal products are well positioned to meet the changing needs of different age groups. Freshness: Linked to quality and taste, freshness is a priority for consumers an attribute associated with Bakery & Cereal products. Safety: Bread & Rolls, Cookies, and Savory Biscuits are perceived as free of artificial additives and chemicals. Indulgence: Desire to indulge in the tastiest Cakes, Pastries & Sweet Pies treats is driving consumption. Wide product choices: Bakery & Cereal product innovations in flavor and formulation are also driving consumption. DRIVERS OF CONSUMPTION INHIBITORS OF CONSUMPTION Obesity concerns: The heavy intake of bakery products can contribute to obesity and diabetes, causing some consumers to moderate their consumption. Preference for substitutes: Consumers sometimes favor breakfast options such as Yogurt and other Dairy products over Breakfast Cereals and Bread & Rolls. Expense: The higher cost associated with Energy and Cereal bars is hindering consumer spending on such products. Changing breakfast habits: Consumers skipping breakfast due to their busy life styles is acting as an inhibitor of Breakfast Cereals consumption. Intolerance and avoidance: Some consumers are avoiding products containing wheat or gluten for digestive reasons. 5

6 The Experience & Enjoyment mega-trend: Premiumization and product innovation and will continue to drive consumption of Bakery & Cereals How the Experience & Enjoyment mega-trend manifests in consumer behavior in Bakery & Cereals Brazilian consumers are significantly motivated by the Experience & Enjoyment trend, seeking out quality, indulgent products that provide new and novel experiences. This is due to the investment in innovation in the country, which has encouraged consumers to try new packaged goods. Consumers seek products with an element of fun, as these increase their consumption experience, therefore increasing the value of the product, and helping the consumer to develop a feeling of emotional attachment to the product. In Bakery & Cereals, baking mixes are a product that capitalize on the Experience & Enjoyment trend. They provide an enjoyable experience often targeted at families and provide exciting activities for kids. The finished products are indulgent breads, cakes or cookies that can be enjoyed by the whole family. Extent that the trend influences consumer behavior Product innovation example Product: Mistura para Bolo Chocolate com Flocos de Morango Manufacturer: Dona Benta Experience Seeking Fun & Enjoyment Indulgence Quality Seeking This chocolate cake baking mix with strawberry pieces appeals to consumers, as it offers a fun baking experience as well as allowing them to evaluate the products, assuring high quality as they have assisted in the production process. 6

7 Manufacturers are focusing on innovative formulation, positioning, and packaging Innovative Global launches in the Bakery & Cereals sector Brand: Prinzen Manufacturer: Griesson - de Beukelaer (GdB) Launched: Germany, 2014 Trend: Connection Griesson - de Beukelaer (GdB) has introduced a new Cookies product marketed around the Football World Cup. The Outer pack is painted in patriotic red and black colors, and has a person holding a football, with German flag towards the right of the pack. Brand: Miel Pops Honey Balls Manufacturer: Kellogg s Launched: Russia, 2013 Trend: Fun & Enjoyment and Value Kellogg s introduced a new variety in their Breakfast Cereals product line in the form of Miel Pops Honey Balls, made from nutritious whole grain with honey and barley malt extract. The product contains essential nutrients such as vitamins, iron, and betacarotene. Brand: Belvita Breakfast Manufacturer: Belvita Launched: UK, 2011 Trend: Convenience Belvita Biscuits are a convenient sweet cookie with health benefits, targeted at the breakfast occasion and designed to be consumed on the go. The products are wrapped in single-portion sizes, offering a convenient grab-and-go alternative to a traditional breakfast. Brand: Cookies Bakery Manufacturer: Griesson - de Beukelaer Launched: Germany, 2014 Trend: Convenience Griesson - de Beukelaer has launched a new American style cookies in an XXL size. Each cookie is wrapped separately to ensure freshness make them ideal for on-the-go consumption by time-poor consumers. 7

8 Manufacturers, marketers, and retailers should develop products to appeal to Brazil s value seeking consumers Manufacturers can explore the market with more value for money products: Brazilian consumers continue to seek brands that offer better value for money rather than premium products, a trend especially seen for products in the Bread & Rolls and Breakfast Cereals categories. This trend is clearly observed, as most of the brand shares in the above categories are dominated by Artisanal Producers and value brands. Manufacturers should focus on this area to seize the opportunities that exist in these mass product categories. There are multiple methods that manufacturers could employ to ensure that their products offer better value; firstly they could introduce varying pack sizes, allowing consumers to buy in bulk, or smaller, less expensive pack sizes suited to consumers on a small, weekly budget. Alternatively, manufacturers can introduce budget ranges as part of their product portfolio to attract consumers seeking bargains. Finally, manufacturers and marketers can use alternative techniques to add value to their products, such as loyalty schemes or on-pack promotions. Manufacturers to focus on reducing pack sizes as an effective measure to target price sensitive consumers: Brazilian consumers are highly price sensitive. Manufacturers need to allow consumers with limited disposable incomes to purchase cheaper, entry-level goods. These will make their products accessible to consumers on all budgets, rapidly expanding the target market. This will in turn increase consumption and further brand awareness, which will increase profitability for the manufacturer. Brand: Pitch Manufacturer: Pacquier Launched: UK, 2013 Pacquier, a successful bakery brand in France has recently launched its Morning Goods products into the UK, the products have been introduced at a very competitive price point and are individually wrapped, hence adding value through the convenience they offer consumers, via an extended shelf-life. The range is extensive and includes varying pack sizes to suit all budgets. 8

9 Summary Methodology This report is comprised of two data research programs MARKET DATA Method: analyst triangulation of consensus numbers based upon comprehensive primary and desk research as part of an international research programme. Coverage: 50 Countries fully researched 7 Savory Snacks categories 8 channels Value and Volume data Internationally comparable data 100% standardized definitions CONSUMER DATA Method: extensive consumption surveys and consumer group tracking with strict age and gender quotas to ensure nationally-representative results. Coverage: 10 Countries 20 Consumer Trends 26 Consumer Groups 7 Savory Snacks categories Integrated market sizing at the country and category level Interim 2013 Consumer data generated by mapping 2013 Market size data onto 2012 Consumer data consumption values Details on the methodology for both of these research programs can be found in the Appendix. 9

10 Related reports Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Savory Snacks Market As a consequence of the recessionary environment in the country, consumers are eating out less and entertaining more at home, engaging in indulgent snacks as an affordable treat to offer friends and family. Savory Snacks are relatively low cost, even for more premium offerings, making them an attractive way of treating oneself, regardless of the occasion. Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Brazilian Dairy Food Market Brazilians select Dairy products based on their ability to meet age-specific needs. This doesn t just apply to children, with older adults increasingly aware of their specific nutritional needs, such as calcium for maintaining bone health. Although poverty rates have declined rapidly in Brazil, the low income of many consumers means they will seek out the best value for money products. Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Savory Snacks Market The hectic lives of consumers will continue to influence Savory Snack consumption in France, with time-scarce consumers looking for quick, convenient food solutions. French consumption is driven by the pursuit of pleasure and indulgence, with products that offer decadent flavors and textures experiencing demand as indulgent on-the-go treats. 10

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