July 20 is Biscuit Day. Do you know what is the consumer profile of these products in Brazil?
A survey by Kantar shows that different regions of the country have different preferences
Present in 99.7% of Brazilian homes, the popularity of this food has granted it a calendar date especially to celebrate it: July 20 is Biscuit Day. Among so many options available at sale points, do you know which ones are Brazil’s favorites?
According to a survey conducted by Kantar WorldPanel, requested by the Brazilian Manufacturers Association of Biscuits, Pasta and Industrialized Bread & Cakes - ABIMAPI , there are differences in the preferences and profiles of biscuit consumers in the country.
The survey analyzed during the year of 2016 a sample of 11,300 homes, representing an environment of 53 million families spread out across seven regions, divided in North and Northeast, Mid-West, East (Minas Gerais and Espírito Santo) and Countryside of Rio de Janeiro, Greater Rio de Janeiro Area, Greater São Paulo Area, Countryside of São Paulo and South.
“The presence of biscuits in virtually all homes is directly connected to the high numeric distribution, that is, we may find varieties of the products of this segment in all sale points in Brazil”, Claudio Zanão, chairman of ABIMAPI, elaborated.
Among so many options, the survey concluded that there is no specific choice on the part of consumers, but the combination in the shopping cart of five basic types: traditional/special salted, traditional dry sweet, sandwich/tart and wafer. Together, these products are present in 29.6% of the homes. Considering individual preferences, we have traditional dry sweet and traditional salted solely and equally in only 0.5% residences, followed by sandwich/tart, with 0.3%, and special salted, with 0.1%.
North and Northeast are part of the macroregion which presented the greatest purchase index, responsible for 37.5% of the consumption. Next, we have East and Countryside of Rio de Janeiro (14.5%), South (11%), Greater São Paulo Area (10.5%), the Countryside of São Paulo (10%), Mid-West (8.5%) and, finally, Greater Rio de Janeiro Area (8%).
The executive highlighted that, given the current economic scenario, the crisis has not impacted the segment severely. On the contrary, the data reflect consumer behavior, which has not removed from their shopping cart the basic daily life products. “We believe that, with the recovery of the purchase power, other categories, such as cookies, wafers and glazed biscuits, may break out again and start competing with the traditional ones”, he says.
Also, according to the survey, the profile of the greatest biscuit purchasers is made of women, from 30 to 39 years old, belonging to social economic classes D/E, living in the North and Northeast regions with a partner and small children in homes of five people or more. Divided in categories, the study found the following representations:
Sandwich: must be filled with cream or other proper product, being sweet or salted.
Profile: women, 30 to 39 years old, belonging to social economic class C, living in the Greater São Paulo Area with a partner and small children in homes of three to four people.
Traditional salted: small shape, usually to accompany appetizers.
Cream cracker: simple laminate, package with expression CRACKER.
Profile: men and women, 50 years old or more, belonging to social economic classes D/E, living in the North and Northeast regions, in independent homes or homes shared with one more person.
Dry/sweet: common types, simple, with no filling or glazing.
Maria/maisena: simple laminate, package with expressions Maria, Marie or Maisena.
Profile: men and women, 50 years old or more, belonging to social economic classes D/E, living in the East and Countryside of Rio de Janeiro regions, with a partner and pre-teens in homes of three to four people.
Wafer: square or rectangular shape, with intertwined filling with artificially flavored cream. Wafer tubes/rolls must be included in this segment, regardless if filled or glazed.
Profile: women, 30 to 39 years old, belonging to social economic class C, living in the Countryside of São Paulo, with a partner and small children in homes of three to four people.