OVERVIEW 1
Catalyst 1
Summary 1
EXECUTIVE SUMMARY 2
New product launches: a global perspective 2
New product launches in Brazil 2
Product launch analysis 2
INTRODUCTION 3
Product launch analytics 3
Market data analytics 3
Definition 4
Table of Contents 5
List of Figures 6
List of Tables 7
NEW PRODUCT LAUNCHES: A GLOBAL PERSPECTIVE 8
Overview 8
Key trends driving new product launches globally 8
Rise of private-label bakery brands 8
Increasing health-consciousness among consumers 9
Rise of comfort food 9
Convenience 10
Increasing impulse purchases 10
Growth of premium artisanal bakery products 11
Demand for greater variety 11
Local taste plays a dominant role in product introduction and success 11
Increase in 'ethnic' products 11
The rise of the vegetarian 12
New product launches by bakery and cereals categories 13
Comparison with leading countries 14
Examples of innovative launches 15
NEW PRODUCT LAUNCHES IN BRAZIL 17
Overview 17
Key trends driving new product launches in Brazil 18
Children are a significant consumer segment 18
As per Datamonitor's analysis, children up to the age of 15 make up a significant consumer segment, as they account for more than 20% of all consumption in the Brazilian bakery and cereals market. Additionally, considering the influence that children have on the purchase decisions made by their parents, they are the major drivers of growth in this market. Realizing this, manufacturers, especially in the breakfast cereals category, have used packaging and promotional activities to attract consumers in this age group; for example, Kellogg's launched a limited edition cereal using Disney's Hannah Montana brand to target younger consumers. 18
This trend also plays a significant role in the cookies category, in which 'kids' was the second most popular claim for new products launched. 18
Increasing health consciousness 18
An emerging middle class 20
The benefits of the economic expansion and industrial development projects undertaken by the Brazilian government during the last decade have filtered down to all classes, especially due to the improved employment opportunities and the accessibility of consumer credit. Thus, despite the huge economic inequalities present in Brazilian society, a new middle class is rapidly emerging in Brazil. The figure below depicts the rise in the percentage of households that are part of this emerging middle class in Brazil. 20
This trend is expected to continue in the future as well. This new middle class consumer group has an appetite for consumption, and also possesses a high share of purchasing power. Thus, a large number of new product launches are targeted at this growing consumer segment. 20
Decreasing brand sensitivity and higher value consciousness 20
Declining household size and an increase in the number of households 21
Growing elderly population 22
Rising demand for convenience food 23
The large Brazilian cookie market 23
Category growth versus launch analysis 24
Segment growth versus launch analysis 25
Leading players and their product launch trends 26
PRODUCT LAUNCH ANALYSIS 29
By flavor and fragrances 29
Overview 29
Top flavor/fragrance: chocolate 31
Product examples: chocolate flavor/fragrance 33
By packaging material 34
Overview 34
Top packaging material: plastic 35
Product examples: plastic packaging 36
By price points 37
Overview 37
Product examples 38
Price point: economy (less than BRL5) 39
Price point: premium (above BRL5) 40
By claims and tags 41
Overview 41
Top claim: no trans fat 43
Product examples: targeting health conscious consumers 45
CONCLUSION 46
METHODOLOGY 47
Methodology overview 47
Primary sources of data 47
Secondary sources of data 47
APPENDIX 48
Future reading 48
Feedback 48
Ask the analyst 48
Datamonitor consulting 48
Disclaimer 48
List of Tables
Table 1: Bakery and cereals market definitions 4
Table 2: Top 10 players in the Brazilian bakery and cereals market, by 2008 market share and by 2009 new product launches 27
List of Figures
Figure 1: New product launches in the global bakery and cereals market, by country, 2009 8
Figure 2: Some global examples of products with convenient packaging 10
Figure 3: Some global examples of products that encourage impulse purchases 11
Figure 4: Top five countries by contribution to products launched with vegetarian/vegan claims in the global bakery and cereals market, 2009 12
Figure 5: New product launches in the global bakery and cereals market, by category, 2009 14
Figure 6: Top 12 countries based on number of new bakery and cereal product launches, 2009 15
Figure 7: Some global examples of innovative product launches in 2009 15
Figure 8: New product launches in the Brazilian bakery and cereals market, by category, 2009 17
Figure 9: Examples of products targeting the 'kids' segment 18
Figure 10: Percentage of consumers who are interested in or actively buy food and beverages that improve general health and wellbeing, Brazil and globally, 2009 19
Figure 11: Percentage of Brazilian households in the middle class (earning $617- $2,579 per month) 20
Figure 12: Consumers' response to the survey point "I am giving up some of my favorite brands to save money", Brazil and globally 21
Figure 13: Average household size in Brazil, 1998-2013 22
Figure 14: Year-on-year growth rates by age group in Brazil, 2003-13 23
Figure 15: Contribution to and growth in total new bakery and cereals product launches in Brazil, by category, 2008-09 24
Figure 16: New product launches in the Brazilian bakery and cereals market, by leading and lagging segments in terms of growth rates, 2008?09 25
Figure 17: Contribution to and growth in total new bakery and cereals product launches in Brazil, by segments, 2008-09 26
Figure 18: Top five bakery and cereal companies' contributions to new product launches in the Brazilian bakery and cereals market, by category, 2009 28
Figure 19: New product launches in the Brazilian bakery and cereals market, by flavor/fragrance, 2009 30
Figure 20: Contribution to and growth in total new bakery and cereals product launches in Brazil, by flavor/fragrance, 2008-09 31
Figure 21: Use of chocolate in new products launched in the Brazilian bakery and cereals market (%), 2009 32
Figure 22: Examples of launches with chocolate flavor/fragrance 33
Figure 23: Contribution to and growth in total new bakery and cereals product launches in Brazil, by packaging material, 2008-09 34
Figure 24: New product launches in the Brazilian bakery and cereals market using plastic as a packaging material, by category, 2009 35
Figure 25: Examples of launches with plastic packaging 36
Figure 26: New product launches in the Brazilian bakery and cereals market, by price point, 2009 38
Figure 27: Examples of launches with economy pricing 39
Figure 28: Examples of launches with premium pricing 40
Figure 29: New product launches in the Brazilian bakery and cereals market, by claims and tags, 2009 42
Figure 30: Contribution to and growth in total new product launches in the Brazilian bakery and cereals market, by claim, 2008-09 43
Figure 31: New product launches in the Brazilian bakery and cereals market that featured 'no trans fat' as a claim, by category, 2009 44
Figure 32: Examples of launches targeted at health conscious consumers 45
Figure 33: Conclusion 46
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