Cookies grow on Cash & Carry

This Monday (20), is celebrated the National Cookie Day. The product, which has penetration of approximately 99.6% of households, conquers consumers with more than 10 categories and different packaging. In recent months, sales of large packages have grown, with more than 300g.
"Since 2015, cash & carry has been the consumer's preferred channel. The industry must adapt its products to this behavior, creating specific packaging for each channel," claudio Zanão, Executive President of the Brazilian Association of Biscuit, Pasta and Industrialized Breads & Cakes (Abimapi), exclusively points out to Giro News.
According to Zanão, companies have bet on different cookie formats and novelties in packaging. "There are also brands considered traditional in other product categories that now include cookies in their portfolio." To attract the consumer, Zanão points out that it is necessary to invest in marketing and communication at the point of sale. "Brazil is the fourth largest market for the consumption of cookies in the world and exports to more than 50 countries. The category earned almost R$ 19 billion last year, with about 1.5 million tons", he points out. However, in volume, cookies register decreases around 1%, due to downsizing, in which the packaging reduces in size, but has their prices maintained.
For the president, the consumption behavior observed in the pandemic will remain in the coming months. "Donuts, stuffed biscuits, cream cracker/water and salt and Maria/Maisena are always in the shopping baskets. In 2020, the category should remain stable in volume and grow 1% or 2% in revenues."
To promote Cookie Day, Abimapi will teach a recipe through a movie with presenter Ticiane Pinheiro. Served on social networks, the communication will be adapted for the dissemination of its members.
According to kantar consulting, at the beginning of the pandemic, cookies with lower average tickets were the highlights. In the following weeks, indulgence gained strength, especially cookies, with 11% volume and 20% growth by absorbing the volume of stuffed.