Candy industry bet in new flavors of bullets to overcome crisis

São Paulo-In a competitive market and full of novelties, candy makers are betting in rounds with unusual flavors to boost sales, while in the segment of chocolates the reduction in purchasing power of the Brazilian and the increased costs come from impacting the business.
According to the latest data from the Brazilian Association of the Industry of Chocolates, cocoa, peanuts, hard candies and derivatives (Abicab), in the first quarter of this year the production of candies and chewing gum reached 110.3 1000 tons, up 1.1 percent compared with the same period in 2015.
Production of chocolates took the wrong way. The segment registers a 0.5% drop in the first three months of this year over the same quarter of 2015, for 128,300 tons.
"With less purchasing power is natural for people to consume only the most basic items and the chocolate finish getting out because of its higher price compared to bullets, for example," said the Vice President, DCI Korok Fonseca.
He notes that innovation has been essential to the segment of candies and gums, at a time of slowing domestic consumption. "Since last year the sector comes reinforcing this work out of the commonplace [flavours already known] to win new customers," he reveals.
The Arcor-segment leader treats (candy, Lollipop, caramel and gum), according to Euromonitor Consulting-see diversification of tastes and low prices the biggest attractions, according to the company''s marketing manager, Anderson Freire.
"Every year, we launched about 30 of goodies in search of this audience that waits for news and that''s why we brought now the line dedicated to desserts," he explains.
The Arcor recently expanded its line of bullets Butter Toffees, with the traditional Greek yogurt and flavors of red fruits. The manufacturer holds 81% market share in that category of Butter Toffees. "Are items of reward," he says, noting that many times the consumption replaces a dessert.
Freire account segment represents 30% of the candy company''s revenue, which also produces chocolates and cookies. Last year, the segment had gross revenue of R$ 270,000,000.
In the view of the Forest Food marketing manager, Adriano Orso, the expansion of the portfolio can "boost the market". Owns more than 130 items only in bullets, after buying in 2004 to Boavistense, the Gaucho manufacturer launched this year the gourmet version confetti Brazilian coffee Coffee truffle options with chocolate or with orange zest. In addition to the jelly beans in the flavors Brigadier and kiss and the mathari drinks like vodka and caipirinha.
"It''s a challenge to launch products with this proposal, because we need to achieve the most accurate possible flavor. We note that it was a trend in other countries and we decided to bring here with focus on young audience. It''s good for the brand stuff the portfolio with bold proposals, "says Orso.
Challenges
While the thread of candies and gums find alternatives for next, the chocolate should still take some time to recover, says the Director of marketing for Mars, which owns brands like Twix and M&M''s, Oduvaldo Viana.
He believes that the Brazilian market has a strong potential for growth, since the per capita consumption of chocolate is only 2.8 pounds. In Europe exceeds 4 pounds.
"I see the scenario as promising in the long run, but still we will see a downward trend in the coming months. This is a category of impulse shopping and an item that is not in the consumer''s shopping basket, "says.
Viana estimates 5% drop in the market of chocolates this year about 2015. Even so the company must invest R$ 500,000,000 in the category until 2020.
Search for the Mondelez cannot meet. However, in the company''s quarterly statement points to a 35% drop in sales from Latin America, which Brazil is one of the largest markets with the markings black diamond, Dream of waltz and Laka.