The bullets want to recover over the next 5 years consumption

The national market of bullets not live your best time and apparently will still a good way to reverse the successive falls observed in production and domestic consumption, which closed last year with retraction of 6.7% and 5.2%, respectively, compared to the same period in 2011.
The data recorded officially by the Associação Brasileira da Indústria de Chocolates, cocoa, peanuts, hard candies and derivatives (Abicab) also showed a decrease of 2.1% in the production registered during the first half of this year.
Given this scenario, the bullet manufacturers decided to expand their investment in innovation to keep out the poor performance of recent months.
"The social transformations that occurred in the country caused a migration in consumption, due to the change of social class. During this period, we see a drop in sales volume, which motivated companies to extend their contributions. Now, manufacturers are moving to reposition your brands, "says Vice President of bullets from Abicab, Osmar keys.
In response, entrepreneurs have invested $ 600 million last year for the creation of new flavors, shapes and packaging. The recovery, however, should take a few years.
"We want to resume the sector's growth over the next five years. This is our strategic plan. This requires manufacturers to enhance the added value of their products and the exhibition of the same at the points of sale. The change is conceptual and it will take, "says keys.
The entity is projected for this year, a growth of 2% in consumption, but, according to the Vice President of Bullets "that will not happen." In this way, the institution expected stability.
The American multinational innovation Mondelez, owner of mark Halls, was one of the manufacturers that have decided to promote a revamp in their products.
"We are optimizing our portfolio. This year, I deletamos a line of bullets stuffed with chocolate and, until 2014, we must terminate the production of other items, "says marketing manager of Mondelez bales Brazil, Eduardo Trevizani.
According to the Executive, the portfolio rationalization process enabling the company to bring news to consumers, as in the case of Soft-bullet round Halls, stuffed and chewy-, launched this year in order to enter the market of chewies. "We saw the opportunity to increase our presence among younger consumers, who prefer this type of bullet", explains Trevizani.
With the launch, the company you want to snap up a third of chewies segment until 2014. "We believe that next year the line of Halls Soft already represent 10% to 15% of the total turnover in the Halls brand Brazil", he says. Among the main sales channels are the theaters, where, according to Trevizani, the chewies are more consumed than the other. "We tell them that they are the Candy corn of cinema", he concludes.
Acting in this category, the Mondelez will hit even more head-on with the multinational Perfetti Van Melle Mentos brand owner. According to the company's marketing director, Tim de Moraes, the growth of the brand in Brazil's uniform.
"By a number of factors, we were able to go against this wave of fall. The Mentos Bullet, for example, grew by 7% in volume between January and August this year. The result is significant if we consider the strong competition, "said de Moraes.
For the Executive, the key to success was the investment in communication and marketing. Taking advantage of the Confederations Cup, the multinational bet on licensing and used the player image Brazilian Neymar to leverage their sales.
"Between May and July of this year, sales of products associated with the image of the player grew 30% in comparison with the same period in 2012," he points out. Thus, for this year, the company projects a growth of 7% to 8% in volume.