Bakery goes beyond the roll and increases sales
more sophisticated than the traditional roll of salt are conquering the taste of the Brazilians. And ensuring the growth Brazilian industrial bakery. Last year, consumption of bread in the country increased more than 20%, jumping from 27 kilograms to 33 kilograms per capita per capita (considering any kind of bread).
Under the direction of the Brazilian Association of Bakery and Confectionery (Abip), growth is a result of the sophistication of products and also the service points of sale. "Improving supply has contributed to the change in consumption habits of Brazilians," says its president, Mark Solomon.
The consumption of 33 kg per capita is being celebrated with enthusiasm for the art of baking. The challenge, however, is still large. According to World Health Organization (WHO), the optimal level of consumption of bread in the diet of the population is 60 pounds per capita. Almost twice the current level of consumption of the Brazilians.
If Brazil is far from WHO recommendations, is further away from consumption of the neighboring countries like Argentina and Chile. Argentines consume 73 pounds per capita per year. Chileans, 93 kilos per capita per year. "It's not just a question of purchasing power, but the food culture," explains Solomon, owner of Good Bread network, with three stores in the state capital. He said until recently, most only part of the national bakery manufactures the basic choices of bread and salt bagels. Few houses sophisticated, geared for the high income classes, had a more elaborate menu of breads to offer customers.
To change the profile of the industry, Abip put in place a training program that's already spent 40% of 52 000 bakeries in operation in the country. Propane is a management training course, divided into seven modules of a month-long facing owners and managers of bakeries. "They are learning that investing in diversification pays off."
The incentive to increase the menu bread at points of sale goes through sponsorship of courses with renowned foreign chefs. Especially with Italian and French, famous for delicious recipes that created it.
In parallel to working with owners of bakeries, Abip has been investing in information campaigns aimed at consumers. According to Solomon, there is a myth among Brazilians that bread fattening, which contributes to the low level of consumption in the country. "Is not fattening bread, bread is very nutritious, is a source of iron and folic acid," he argues. "What is too much fattening food. But face it, excess of anything fattening."
without financial resources for fund information campaigns in the electronic media, the association tries to convince the consumer at the very point of sale, with the release of the product nutrition information.
Besides encouraging the diversification of bread recipes as a strategy to raise the sector's revenues, the Abip is stimulating the expansion of the mix of products and services provided by establishments. "For a bakery also act as a sandwich or a pizza does not lack anything, flour and oven are already there," says the organization's president.
According to him, acting in the "food service and convenience is the segment of" vocation natural "bakeries. And also a necessity." Who is not going into that (diversification), is undergoing difficulties. "
According to information from Abip, the expectation is that the Brazilian industry of baking a record in 2006 revenues between $ 28 billion and $ 30 billion, reflecting increased consumption. Last year, industry revenue was around $ 24 billion.
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