In times of economic crisis, stuffed cookie consumption increases

In times of stress, it is common to seek some compensation mechanism to bring back a sense of well-being. In Brazil, amid the news of rising unemployment, retraction of the income and the high inflation, consumers have resorted to some categories of products to compensate for the stress. One of them is to tarts. According to the Abimapi (Brazilian Association of cookies, pasta and bread & Industrialized Cake), while the biscuits market as a whole grows around 5% this year, the stuffed and cookies, considered indulgent products, grow above this index. "The cookie provides pleasure for the consumer. In crisis people give themselves the chance to savor something different, "said Claudio Zanão, President of Abimapi.
Manufacturers such as Pepsico, Mondelez International and Arcor have reinforced their lines of tarts and cookies, with a view to the most heated demand for these products. Pepsico has expanded its offering of cookies this month, with the sale of Oreos that bear the mark Toddy. The company began offering cookies with the mark in 2012, taking advantage of the acceptance of the brand among young consumers. "It's a brand with young and appeal with focus on indulgence, with a lot of chocolate in the formulation, which attracts consumers," said Marcela Mariano, Director of Pepsico demarketing for cookies and snacks. Citing data from Nielsen, the company reported that the line of cookies Toddy had 195% sales growth last year, driven by cookies and wafer biscuits. Marcela said that the market for Tarts, though I am matured, still offers growth opportunities. "And, in time of crisis, consumers opt for traditional brands. This is a good time to strengthen the company's leading brands, "he said. Without citing numbers, the Executive stated that it expects strong growth in sales of cookies this year, especially with the expansion of product lines.
According to the ranking of the magazine modern Supermarket brands of biscuit stuffed more cited by supermarket in 2014 were Hobby (Nestlé), galanos (1906), Hope (Mondelez), Aymoré (Mondelez) and Bono (Nestlé). The most remembered companies are Nestlé, cited by 32% of supermarket, 1906 (16%), Mondelez (12%), M white (10%) and Arcor (7%).
The Mondelez International (owner of the brands Social Club, Trakinas, Oreo and Belvita) reported that grows and gains market share in cookies with Bel lines Vita and Oreo. According to data from Nielsen, cookie sales grew 8% in value from January to may, pulled for tarts and integrals, which have double-digit growths. The average price climbed 8% cookies this year until May. "Another trend is that consumers have left less than House and sought to do more shopping in neighborhood markets or at atacarejo. To address this audience, the Mondelez reinforced the largest packaging offer these points of sale, "said Cyro Gako, General Manager of Mondelez International in Brazil.
Aurelia Vicente, Director of Kantar Worldpanel: consumer bills, noted that the segment of tarts and sweets presented fall, but started to recover recently, with the advance of the rows of cookies and larger containers, aimed for consumption at home. "Manufacturers who extended their lines with options of wholemeal biscuits or some feature healthier also showed better results recently," said Aurelia. According to Kantar Worldpanel: consumer, the total market of cookies grew 4% by volume last year, to 1 million tons, and 15% in revenues, to $ 20 billion. The forecast for this year is an increase in the same proportion.
Anderson Freire, marketing manager of Arcor's cookies, noted that most healthy lines, although they have grown up 215% in sales volume from 2012 to 2014, still represent 2.2% of the total market. The segment of cookies grew 88% in that same range, representing 1.5% of the sector. "The stuffed grow less, but represent 24% of the market. So the increments in these rows have expression in the total result of the sector, "said Freire. The Executive said that the mark Aymoré won over $ 200 million last year and, this year, grows around 10% in revenues. Besides the Aymoré, the Arcor also owns the marcasTriunfo, Danix and BreakUP.