Overview:

Introduction

This report forms a part of the Datamonitor's newly introduced product series titled ""Product Insights"". It aims to provide analysis to clients on the new product launches across various industry sectors.

Scope

*Examines new product launches in the Brazilian bakery and cereals market, segmented by key categories
*Contextualizes Brazil in the new product launches globally
*Identifies the key players in the market leading the new product launches
*Provides an analysis on the new product launches by leading flavors, claims, packaging and price points

Highlights

Globally, Brazil ranked 12th in terms of the number of new products launched in the bakery and cereals market in 2009.
Around half of the new product launches were in the cookies category alone. Cakes and pastries was the second most popular category, contributing to about 25% of new product launches.
In 2009, chocolate emerged as the most popular flavor/fragrance among all new bakery and cereal products launched in Brazil, while plastic was the most popular packaging material.

Reasons to Purchase

*Assess product innovation trends in your market
*Learn from successful new product launches

OVERVIEW

Catalyst

Summary

EXECUTIVE SUMMARY

New product launches: a global perspective

New product launches in Brazil

Product launch analysis

INTRODUCTION

Product launch analytics

Market data analytics

Definition

Table of Contents

List of Figures

List of Tables

NEW PRODUCT LAUNCHES: A GLOBAL PERSPECTIVE

Overview

Key trends driving new product launches globally

Rise of private-label bakery brands

Increasing health-consciousness among consumers

Rise of comfort food

Convenience

Increasing impulse purchases

Growth of premium artisanal bakery products

Demand for greater variety

Local taste plays a dominant role in product introduction and success

Increase in 'ethnic' products

The rise of the vegetarian

New product launches by bakery and cereals categories

Comparison with leading countries

Examples of innovative launches

NEW PRODUCT LAUNCHES IN BRAZIL

Overview

Key trends driving new product launches in Brazil

Children are a significant consumer segment

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.

This trend also plays a significant role in the cookies category,in which 'kids' was the second most popular claim for new products launched.

Increasing health consciousness

An emerging middle class

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.

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.

Decreasing brand sensitivity and higher value consciousness

Declining household size and an increase in the number of households

Growing elderly population

Rising demand for convenience food

The large Brazilian cookie market

Category growth versus launch analysis

Segment growth versus launch analysis

Leading players and their product launch trends

PRODUCT LAUNCH ANALYSIS

By flavor and fragrances

Overview

Top flavor/fragrance: chocolate

Product examples: chocolate flavor/fragrance

By packaging material

Overview

Top packaging material: plastic

Product examples: plastic packaging

By price points

Overview

Product examples

Price point: economy (less than BRL5)

Price point: premium (above BRL5)

By claims and tags

Overview

Top claim: no trans fat

Product examples: targeting health conscious consumers

CONCLUSION

METHODOLOGY

Methodology overview

Primary sources of data

Secondary sources of data

APPENDIX

Future reading

Feedback

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Bakery and cereals market definitions

Table 2: Top 10 players in the Brazilian bakery and cereals market,by 2008 market share and by 2009 new product launches

List of Figures

Figure 1: New product launches in the global bakery and cereals market,by country,2009

Figure 2: Some global examples of products with convenient packaging

Figure 3: Some global examples of products that encourage impulse purchases

Figure 4: Top five countries by contribution to products launched with vegetarian/vegan claims in the global bakery and cereals market,2009

Figure 5: New product launches in the global bakery and cereals market,by category,2009

Figure 6: Top 12 countries based on number of new bakery and cereal product launches,2009

Figure 7: Some global examples of innovative product launches in 2009

Figure 8: New product launches in the Brazilian bakery and cereals market,by category,2009

Figure 9: Examples of products targeting the 'kids' segment

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

Figure 11: Percentage of Brazilian households in the middle class (earning $617- $2,579 per month)

Figure 12: Consumers' response to the survey point I am giving up some of my favorite brands to save money ,Brazil and globally

Figure 13: Average household size in Brazil,1998-2013

Figure 14: Year-on-year growth rates by age group in Brazil,2003-13

Figure 15: Contribution to and growth in total new bakery and cereals product launches in Brazil,by category,2008-09

Figure 16: New product launches in the Brazilian bakery and cereals market,by leading and lagging segments in terms of growth rates,2008-09

Figure 17: Contribution to and growth in total new bakery and cereals product launches in Brazil,by segments,2008-09

Figure 18: Top five bakery and cereal companies' contributions to new product launches in the Brazilian bakery and cereals market,by category,2009

Figure 19: New product launches in the Brazilian bakery and cereals market,by flavor/fragrance,2009

Figure 20: Contribution to and growth in total new bakery and cereals product launches in Brazil,by flavor/fragrance,2008-09

Figure 21: Use of chocolate in new products launched in the Brazilian bakery and cereals market (%),2009

Figure 22: Examples of launches with chocolate flavor/fragrance

Figure 23: Contribution to and growth in total new bakery and cereals product launches in Brazil,by packaging material,2008-09

Figure 24: New product launches in the Brazilian bakery and cereals market using plastic as a packaging material,by category,2009

Figure 25: Examples of launches with plastic packaging

Figure 26: New product launches in the Brazilian bakery and cereals market,by price point,2009

Figure 27: Examples of launches with economy pricing

Figure 28: Examples of launches with premium pricing

Figure 29: New product launches in the Brazilian bakery and cereals market,by claims and tags,2009

Figure 30: Contribution to and growth in total new product launches in the Brazilian bakery and cereals market,by claim,2008-09

Figure 31: New product launches in the Brazilian bakery and cereals market that featured 'no trans fat' as a claim,by category,2009

Figure 32: Examples of launches targeted at health conscious consumers

Figure 33: Conclusion