Nestl, Cacau Show, Lacta, Hersheys and Kinder were mentioned in the survey
Easter, celebrated on March 31st, brings high expectations. According to Mondelez Brasil, one of the largest chocolate manufacturers in the country, a 5% to 10% growth in sales is projected for 2024. With this scenario in mind, Squid, a technology company specializing in data-based influencer marketing, with With the aim of generating insights for the market, it prepared a survey focused on understanding the consumption habits of Brazilian content creators for the date.
The creator economy has grown year after year and gained more and more followers. This economy is expected to double in size and reach US$480 billion by 2027, according to investment bank Goldman Sachs. Aiming at this scenario, brands are increasingly investing in influencer marketing campaigns mainly focused on conversion, and one of the best tools to generate results is the use of content creators, says Mariana Tahan, marketing director at Wake, Squid detector . Among those interviewed, the overwhelming majority, 87.1%, consider the date extremely important to celebrate, remaining a holiday deeply rooted in family tradition, with 96.3% of participants saying they spend it with their loved ones.
The study also revealed insights into the most common purchase times and locations. Around 44.2% of respondents usually purchase chocolates within a period of two weeks prior to the date, while 32.4% make purchases within a week prior to the date.
Among shopping locations, 49.4% of respondents say they prefer to make their purchases in supermarkets and cash and carry stores, followed by 35% who choose to purchase in physical brand stores. The data reinforces the trend of recent years. In 2023, the supermarket segment recorded a 21.7% increase in sales during the commemorative date, according to the Cielo do Varejo Ampliado index (ICVA). This shows the opportunity that brands and supermarkets have to carry out effective campaigns, also taking into account consumers’ preferred purchasing period, highlights Mariana.
Read the full article in the propmark of 11 brown of 2024
