This report looks at the following areas:
- Consumption of plain and savory baked goods and priorities when choosing savory/plain baked goods
- Consumption of sweet baked goods and priorities when choosing sweet baked goods
- Consumption occasion
- Attitudes and habits toward baked goods consumption
- Impacts of the change in regulation on whole foods
Health and value for money are important, but indulgence still drives this category.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
This Report covers the following categories:
Bread: this market covers packaged white and non-white bread, savory specialty bread and savory pastries and pies. Market size comprises sales through all retail channels, including direct-to-consumer. This market covers packaged white and non-white bread, specialty bread and savory pastries and pies. Market size comprises sales through all retail channels, including direct-to-consumer. Unless stated otherwise, it includes sales through in-store bakeries.
- Plain non-white bread: this includes sales of brown, wholemeal and other non-white/white combinations in in-store bakeries which are bar coded.
- Plain white bread: this includes sales of white in in-store bakeries which are bar coded.
- Speciality breads: this includes ciabatta, pitta, naan, chapatti and par-baked products, rolls/bread buns, tortilla, wraps.
Exclusions: unpackaged/unwrapped products. Sweet breads & bread products such as croissants, fruit loaf. French toast. Non-retail sales (ie those sold in cafes/made into other products such as sandwiches). Rusks, gingerbread, crispbread. Baking ingredients (eg flour, bread mixes, baking powder).
This Report covers the following categories:
- Biscuits: this market covers packaged savory and sweet biscuits (cookies). Market size comprises sales through all retail channels including direct to consumer.
- Savory biscuits: this includes crispbreads/crisp rolls, savory rusks (adult only), toasted bread and French toast, waffles and other crackers.
- Sweet biscuits (cookies): this includes sweet wafers, sandwiches, chocolate biscuits, ginger and gingerbread, assortments and others.
Exclusions: unpackaged/unwrapped products. Non-retail sales (i.e. those sold in cafes/made into other products such as frozen desserts). Rice based snacks.
Collapse All
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Executive Summary
- What you need to know
- Challenges
- Opportunities
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The Consumer
- Category overview
- Consumption of plain and savory baked goods
- Graph 1: consumption of plain and savory baked goods, 2024
- Consumption of sweet baked goods
- Graph 2: consumption of sweet baked goods, 2024
- Priorities when choosing savory/plain baked goods
- Graph 3: priorities when choosing savory/plain baked goods – any rank, 2024
- Priorities when choosing sweet baked goods
- Graph 4: priorities when choosing sweet baked goods – any rank, 2024
- Consumption occasion
- Graph 5: consumption occasion, 2024
- Attitudes and habits toward baked goods consumption
- Graph 6: attitudes and habits towards baked goods consumption, 2024
- Impacts of the change in regulation on whole foods
- Graph 7: impacts of the change in regulation on whole foods, 2024
- Consumption and priorities when choosing savory/plain baked goods
- Feeling full is an important quality for salty crackers
- Crackers with high fiber and protein content can promote satiety
- Women aged 55+ consume wholegrain bread as part of their healthy diet
- Graph 8: consumption of packaged whole grain sliced bread, by gender and age group, 2024
- Priorities for women aged 55+ when choosing bread and savory baked goods
- Female consumer priorities could influence future launches of wholegrain breads
- When wholegrain ingredients are associated with highly desired qualities, it enhances the perceived value
- Consumption of sweet baked goods and priorities when choosing sweet baked goods
- More than a third of women consume cake mixes
- Ready-to-use mixes can be a more affordable option
- The South and Southeast lead the way in terms of panettone consumption; in other regions, local ingredients can boost sales
- Graph 9: consumption of panettone with fruits and panettone with sweet fillings or frostings, by region, 2024
- Among consumers aged 16-34, there is a greater rejection of panettone with fruit
- Graph 10: consumption of panettone with fruits and panettone with sweet fillings or frostings, by age group, 2024
- Consumption occasion
- Bread is the most common breakfast item
- Subscription services bring convenience to breakfast
- Savory baked pastries are becoming a popular dinner option
- Claims related to healthiness can set retail brands apart from foodservice
- Attitudes and habits toward baked goods consumption
- Consumers prefer the texture of bread bought from bakeries
- Ready-made products can emphasize the crunchy texture
- AB consumers look for different thickness options for sliced bread
- Different slice thickness for different consumption needs
- Impacts of the change in regulation on whole foods
- Front-label warnings have little impact on savory baked goods
- Graph 11: priorities when choosing savory/plain baked goods, 2024
- In the sweet baked goods category, front-label warnings also play a minor role in consumer choice
- Graph 12: Priorities when choosing sweet baked goods, 2024
- Accurate information increases consumer confidence in brands
- Communication should include all socioeconomic groups
- Graph 13: consumers who are not aware of this regulation, by socioeconomic group, 2024
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Key Players
- Companies and brands
- Bimbo concludes the Aterro Zero project
- M. Dias Branco promotes sustainability program in partnership with startups
- Launches and innovations
- Panco launches new Panquinho flavor
- Wickbold launches new 5 Zeros bread
- Oreo launches ‘Wednesday’ edition
- Speculoos cookies in Brazilian versions
- Marketing campaigns and actions
- Baudduco launches products and promotion inspired by the Bridgerton series
- Piraquê invites consumers to try the original
- Plusvita and Pullman invite customers to a free tasting
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The Market
- High inflation can have an impact on the sector
- Unemployment falls to lowest level in 10 years
- Shortage of type 1 wheat boosts imports
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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