The food industry has already begun to deliver orders of Christmas pudding to supermarkets, but provides for a performance in 2016 similar to last year.
According to the Brazilian Association of industries of cookies, pasta and breads & cakes (Abimapi), Claudio Zanão, the category of processed breads and cakes-including Christmas pudding-must repeat the 2015 volumes, when he sold 500,000 tons. A little below the 506,000 tonnes from 2014. "Although it seems we''ve come off the deep end [because of the economic crisis], Brazilians are still unemployed, in debt and consuming less. Would not be different, "he says, projecting a" tight ".
Zanão seems more optimistic with regard to orders for Christmas pudding in 2017. "In 12 months we will have a better context and with more consumption".
In his vision, the category has a strong potential for growth, since it is still low shopping frequency: approx. 1.6 time, according to a survey of Kantar Worldpanel: consumer. The survey also shows that only 44.5 percent of Brazilian households consumed fruitcake between November last year and January 2016. Piece that should be persisted at the end of this year, says the leader of the Abimapi.
Already the marketing manager of Arcor, Nicolas Seijas, says already detected an improvement in the business environment, but expects a slow recovery in the sector. "It is possible to feel like we''re coming out of the crisis, but there is still no reflection in this market. This year consumers will still seek alternatives and consider this purchase, "says in an interview to the DCI.
He hopes to achieve in 2016 to the same the 3,500,000 units sold in 2015. The company produces the brands Triumph, Arcor and Aymoré.
The Village''s commercial Director, Reinaldo Bertagnon, also designs volume and revenue in line with last year. According to him, the orders are already coming out of the factory, but still at a slow pace. "We''re not seeing. But I also don''t see much growth in consumption this year, "ponders the Executive.
To face the scenario, Bertagnon explains that the Village has bet on cost management. "We care about managing costs of raw material, which ensures competitive prices".
Performing deliveries for retail since the beginning of this month, he believes that the conservatism of some customers to perform requests is related to the environment of economic uncertainty. "it''s not going to be a wonderful year for business".
Competition
Already the paranaense Cantu Food believes it will be possible to obtain some advantage against the market leaders. According to the company''s commercial Manager, Jish Perin, last year was weak, but in 2016 the manufacturer managed to implement a cost-cutting policy that will allow more competitive prices ahead of its competitors. "We project a 20% in revenue in the coming months, boosted by the gain in competitiveness," he points out.
Perin doesn''t believe, however, in an explosion of demand in the short term. "Consumers will not buy more than last year, but will make substitutions [of brand in search of better prices], making the market more difficult.
In the assessment of the President of the Union and Industrial Association of bakery and Confectionery of São Paulo (Sindipan/Sampapão), Antero José Pereira, the scenario is even more favorable for smaller manufacturers.
"It''s hard to manage all the costs and lower price, so who can lower the margin has the edge. The smaller brands can take advantage of this situation, "explains Antero José Pereira.
Despite this, Jish Perin comments that the lack of predictability of the Brazilian macroeconomic scenario ended up paralyzing projects. "We came without releases and careful. Our planning for the holidays begins many months before [in the first half], when it was still hard to tell how the economy would be today. We left big plans for when the scenario better.
DCI
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