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Storecheck Brazil: As colourful as life itself!

Storecheck Brazil: As colourful as life itself!

Brazil is by far the largest country in South America and also rich in other superlatives. For example, it is home to the longest river and one of the largest areas of primeval rainforest in the world. And with its carnival, samba and other attractions, Brazil is almost certainly one of the most colourful places on earth, although there is no official confirmation of this. It should not be forgotten that, despite economic growth in recent decades, a considerable proportion of the population still lives in poverty. As part of our store check in Rio de Janeiro, we explored Brazilian supermarket and product design. We present the most interesting pictures and stories from our many impressions below.

Basic impressions from the Brazilian supermarket

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‘Bem-vindo ao Brasil!’ seems to be what the Brazilian supermarket is shouting to every tourist who enters it. At first glance, you can see and feel that you are in this very country. This is mainly due to the extraordinarily colourful appearance of the shop and the breathtaking variety of fresh, exotic fruit and vegetables. The market promises enjoyment and just exploring it is an amazingly intense experience. In particular, gourmets and those who like to experiment are magically attracted by the unfamiliar fruits and sweets. But before we go on raving about the fascinating, gigantic range, we’d better move on to the highlights and get some specific information.

From self-packaged beers and admirable catadores

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We start with the Germans’ favourite drink, which is also very popular with the Brazilians. Two things in particular caught our eye: while canned beer in our country still has to struggle with the prejudice of being a “cheap beer”, people in Brazil have long since come to appreciate its advantages. This is because, on the one hand, the aluminium can reliably keeps the aroma fresh and, on the other hand, the beer cools faster in the refrigerator. Long-neck bottles are also used, but more for social occasions. In addition to the great popularity of canned beer, we were also surprised by the 12-packs with full wrap-around packaging and striking branding, as well as the creative arrangement of the boxes on the round base – inviting and easy to recognise thanks to the colour blocking.

When we talk about beer cans in Brazil, we have to mention the catadores. These are the private waste collectors in the country’s major cities. They collect recyclable waste on the streets and in landfills and sell it to companies that use it to obtain recycled raw materials. The catadores receive a pittance for their efforts, but the work helps these poor people to make a living and ensures an extremely high recycling rate. It is thanks to them that almost every beer and other aluminium can is recycled in Brazil. The cities alone could not achieve this on this scale. It is therefore no wonder that waste collection is now recognised as an occupation.

Back to our profession: after beer sales (also) suffered greatly during the years of the Corona pandemic, companies are now investing a lot of money in branding. The wide variety of typography, contrasts between background and foreground, and detailed and high-quality illustrations of all kinds are striking. In principle, the brands rely on distinctly modern designs. It is also noteworthy that many companies are increasingly offering craft beer, which is generally more highly regarded by consumers than industrially produced beer. Some have even taken special courses to learn how to do this.

The love of coffee in Brazil

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Brazilians love their coffee almost as much as they love their beer. Many have fallen for the capsule trend that was originally started by Nespresso. This is evident from the fact that people regularly queue in and outside the stylish Nespresso flagship stores in shopping centres to get hold of their favourite capsules. Coffee capsules have become a kind of status symbol, prompting coffee manufacturers to develop their own capsules that are compatible with Nespresso machines. There are now an incredible number of brands competing to get different varieties into the machines. One example of this is Baggio, which has a huge range of varieties and flavours.

But despite all the hype surrounding capsules, Brazil has a long coffee tradition. For more than 150 years, the country has been the world’s largest coffee producer and most important exporter of the black elixir of life. It therefore goes without saying that the shelves of Brazilian supermarkets are also full of countless classic coffee products from the region. Nevertheless, the trend towards greater convenience cannot be denied. In addition to the capsules, a range of instant coffees are also available, for example from the manufacturer L’Or. Its appealing transparent packaging with a glass lid is of extremely high quality – but this also makes it expensive.

Cocoa powder power struggles in and out of the supermarket

It is not only the battle for a good position in the coffee capsule market that is being fought; things are also heating up in the cocoa powder market. The most popular brand here is Nescau from Nestlé – and its main competitor is Toddy from PepsiCo. These two brands are engaged in a colourful battle on the supermarket shelves – reddish orange against yellow.

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And then there is the well-known Ovomaltine from Wander AG. It was never particularly popular in Brazil – until a McDonald’s competitor introduced a milkshake with Ovomaltine and people loved it. Naturally, McDonald’s was not at all pleased about this, so the fast food company in turn secured the rights to produce the Ovomaltine milkshakes, which in turn annoyed the competitor and also consumers. In any case, consumers are now increasingly reaching for Ovomaltine powder in the supermarket, whose special packaging stands out and differentiates it from the similarly coloured Nescau product.

Brazilian beverage diversity

Leaving aside beer, coffee and cocoa, Brazilian supermarkets still offer a remarkable variety of drinks. One product that caught our eye was Guaraná Jesus. This is a colourfully and intricately designed soft drink produced by a bottler of Coca-Cola in São Luís, the capital of the Brazilian state of Maranhão.

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Another highlight for us was the Tônica Antarctica tonic water from the Antarctic. Its streamlined bottle design is eye-catching and is a trend that we already saw at this year’s Salone del Mobile in Milan.

The packaging of OQ coconut water is also extremely exciting and differs significantly from the Tetrapaks commonly found in Germany. The latter are also available in Brazilian supermarkets, but often in larger one-litre units.

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With its many colours, the juice shelf is a good representative of the general appearance of a typical Brazilian supermarket. Some of these products are sold as nectars because of their high sugar content. By way of explanation: while fruit juices must have a fruit content of 100 per cent, up to 20 per cent of sugar and other ingredients may be added to nectars to refine the taste. In general, the juices and nectars have a very modern and tidy design. The Do Bem products are a little out of line. Their packaging design is very reminiscent of the ‘innocent’ smoothies. It seems we were not the first to notice this, as there has already been controversy in Brazil – the keyword being consumer deception.

We were also impressed by a number of products for quickly and easily preparing speciality drinks. Instead of syrup or powder, the Easy Drinks brand offers highly concentrated liquids and foams that can be used to whip up delicious drinks in no time at all, the kind of drinks you would otherwise only find in the trendiest bars and restaurants.

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The innovative forms of some milk packaging also caught our attention. In German markets, we mainly encounter transparent bottles that are largely uniformly designed. Brazil is much more diverse in this respect. Attractive designs with unusual illustrations and names also characterise milk alternatives. The latter are just as trendy in Brazil as they are in many other countries around the world.

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Condensed milk – almost a sacred

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Brazilians are particularly fond of one type of milk: condensed milk. It is so popular in the country that there are not only numerous varieties, but also a wide range of by-products containing condensed milk. These include, for example, the trendy Moça cornflakes from Nestlé, ice lollies and brigadeiros, a sweet Brazilian speciality that contains condensed milk, butter and cocoa, among other things, and can be recognised by the sprinkles. The delicious chocolate sweets or pralines have achieved something of an iconic status. Anyone visiting Brazil who can tolerate the ingredients should definitely try brigadeiros.

An interesting fact: Nestlé’s milkmaid cornflakes are packaged in a single-material bag, with the seal not on the top but on the sides and bottom. This makes the packaging unusual.

Yoghurts and protein products in the refrigerated section

The refrigerated sections in Brazilian supermarkets are full of yoghurts and protein products. We noticed a few peculiarities, for example, the Greek yoghurts that are also popular in South America, but which, in comparison to Germany, are not marketed as classic yoghurts but instead as sweet desserts. They often come with a layer of jam on the bottom of the pack – to mix with the yoghurt. These products are available in a variety of flavours.

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Otherwise, most yoghurt products focus on the functional aspect, as they do in Germany and many other countries. The brands indicate, for example, that the respective ingredients and varieties are good for digestion, keyword Activia. The protein trend is also just as pronounced in Brazil as it is here – and even the typical black colour coding for corresponding products is the same. However, the quantity is quite the opposite: in Brazil and also in some other countries, yoghurts and protein drinks are often available in 1-litre packs; such sizes are unusual in Germany.

We found the packaging design of Yorgus extremely appealing. It impresses with its simple yet effective and aesthetic colour differentiation, and despite its minimalism, it stands out thanks to strong branding and the high-quality use of images and other design elements.

The Danoninho products are also among the highlights in the refrigerated section. Danoninho is the diminutive of Danone in Brazilian Portuguese. The products are, of course, intended for children. They are available in a variety of flavours and packaging, including easy-to-open pouches designed for easy handling by little ones.

Aviação – the particularly high-quality butter

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When you look at the butter shelf, you see many classics that are more or less similar in shape and design. Only one brand stands out with its completely different design structure: the Aviação butter in full-surface orange clearly sets itself apart from its competitors in terms of colour, logo and shape – and for good reason, as it is marketed as an exclusive and more expensive ‘first-quality butter’.

Exquisitely designed ice cream chocolates as an eye-catcher

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In the freezer section, we found not only classic ice cream from well-known local brands such as Langnese and Magnum, but also more specialised products. Worth mentioning here, for example, are the protein ice cream from berrybites or the somewhat more elegantly designed ice cream chocolates from franuí and Bacio di Latte, which catch the eye and make your mouth water.

Delicatessen impressively packaged

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We also saw impressive packaging outside of the refrigerated section. Overengineering is particularly popular for delicacies, as the Tamar dates show. Their gold-coloured packaging emphasises the high quality of the product.

Goiabada in various boxes

Goiabada is another traditional Brazilian sweet. It is made from the goiaba fruit, which we know as guava. It is a type of jelly or jam, but with a much firmer consistency. Goiabada is available in many different flavours, such as banana, coconut or sweet potato (Marrom Glacé).

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Goiabada is usually sold in metal tins. However, the RB Amore brand offers its varieties in transparent plastic packaging. This allows consumers to see the actual product, which they cannot do with the metal box. The trend towards transparent packaging can also be seen in other products, and not only in Brazil. We have already reported on this in several store check articles. What is special about RB Amore is that the sleeve used nevertheless offers plenty of scope for convincing branding.

Interesting fact: a Brazilian law requires companies to indicate if a food product contains a high percentage of sugar, saturated fatty acids, salt or other ingredients that are considered critical from a health perspective (see marking).

Biscoito Globo – THE air biscuit of Copacabana

And now on to the next culinary highlight: the air-dried biscuit from the Brazilian brand Biscoito Globo, founded in 1960, is THE cult snack on the Copacabana. Hawkers stroll along the beach with their delicacies in their bags, calling out: ‘Biscoito Globo: salgado ou doce (salty or sweet)?’

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And people flock to buy one or more of the biscuits. Everyone knows them, everyone loves them – even though there has never been any major marketing. But Biscoito Globo has become such a hype symbol that you can now buy T-shirts, bags and other accessories with the Globo logo.

What’s more, Biscoito Globo’s air biscuits are now available in handy plastic bags in the supermarket, making them more accessible to the general public and making life easier for beach vendors. Before this innovation, men had to carry around countless biscuits packed in paper bags in huge carrier bags.

Other exotic sweets that will make you weak…

Our store check in Rio de Janeiro was a very sweet pleasure. We also found the Ameixa Goiana sweets, for example, to be very appetising, especially the creamy sweets made from milk and various other ingredients, such as coconut, passion fruit, pumpkin, peanut or coffee, depending on the variety. In addition to the delicious taste, the packaging is also convincing: it makes it clear that the gourmet pieces are handmade and underlines their rural, rustic character.

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We also came across Paçoquita and Paçoquinha, a traditional Brazilian sweet made from ground peanuts, sugar, honey and salt.

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Delicacies with cocoa beans are typical of Brazil. In this context, the Brazilian company Dengo should be mentioned, which produces high-quality chocolate and other exquisite chocolate products – often with an exotic touch – from local ingredients and wants to make a positive social and environmental impact.

While we are on the subject of chocolate, we should also mention Garoto. The most popular Brazilian chocolate maker has a brand called Talento whose packaging is very reminiscent of Ritter Sport. However, the company owes its popularity more to its chocolates.

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For us, the beautifully illustrated packaging from Rio was one of the absolute design highlights.

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In the confectionery section, we also saw many internationally known brands in their versions for the Brazilian market, including the many varieties of corn biscuits, which are very popular in the country. They are often made partly from genetically modified organisms (GMOs). Since 2005, companies in Brazil have been legally required to label their products for human or animal consumption if the proportion of GMOs used exceeds one percent. This is indicated by a T for transgene in a triangle at the bottom corner of the label or packaging. Examples are M&Ms, Doritos or certain flakes.

In addition, products with a high sugar and/or fat content must also be clearly labelled as such on the front of the packaging.

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The brands of the Mondelez group seem to be popular. They are presented in an extremely eye-catching way, as can be seen from the Tang products. These are practical preparation solutions for fruity soft drinks, available in many varieties, often with added vitamins and minerals to tap into the health trend.

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The cashew tree is now cultivated in various countries, but it originally comes from Brazil. Its fruit would not survive long transport. However, they can be used to make delicious products such as juices, soft drinks and jams, which can then be exported.

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Worth seeing and tasting: gourmet dips with interesting branding

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From the sweet to the savoury: we were drawn to the gourmet dips from Azeitona Preta by their interesting branding. The full-colour backs make a strong impression on the shelf. They come in three varieties, which are easily distinguished by their clearly defined tones. Incidentally, it’s not just the look that impresses – but that’s only a minor point…

When salt wears a hat

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The cat-faced salt with the hat is a real feast for the eyes and unsurprisingly has many fans. In the classic version, the product wears the hat in blue. In principle, the Brazilians prefer their Cisne salt. Cisne means swan.

Spices: colourfully and experimentally packaged – in the truest sense of the word

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In the spice section, we once again saw intense colours and impressive colour coding, with orange standing out. We also noticed some very interesting packaging solutions. The Companhia Das Ervas brand is mentioned as an example. It uses an unexpanded PET blank that looks like a test tube for its spice packaging. Why this solution? To bring the laboratory character back into the kitchen. The latter should continue to be a place of experimentation and discovery. In today’s world, where more and more prepared and pre-seasoned convenience products are on offer, the creative aspect of cooking is increasingly being neglected. With this special packaging idea, Companhia Das Ervas wants to encourage consumers to express themselves more when preparing food.

Pre-cooked meals for more convenience

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If you find cooking for yourself too troublesome, Brazilian supermarkets have plenty of pre-cooked meals available. Vapza packages, for example, contain complex dishes with many ingredients, steamed and vacuum-packed, so that they can be quickly and conveniently prepared and enjoyed.

Various other Brazilian food highlights

At this point, we summarise a few other food highlights that caught our eye in the supermarket. These include the packaging of Gomes tuna, for example: the can appears to consist of a single pressed component.

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Beans and rice form the basis of the Brazilian diet. They come in all possible colours and shapes. In Rio de Janeiro, black beans are particularly popular, while in other parts of Brazil people prefer white peas, for example. In any case, these staple foods are sold in huge quantities: sacks of five kilograms (!) testify to the importance of the products for Brazilians.

In fact, the people in the country seem to have a penchant for giant packs. Even cornflakes are often sold in 1-kg packs.

OMO dominance in the detergent and cleaning products section

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Last but not least, we also took a look at the washing and cleaning products. One thing in particular caught our eye: the OMO brand clearly rules this segment. It’s hard to imagine a Brazilian going shopping without packing at least one OMO product.

Final word

Many colours, many stories, many highlights: We have done quite a few store checks and each one of them inspired us – but none of them came close to the intensity we experienced in Brazil. From the exotic fruits and sweets presented in all their colourful glory, to the admirable catadores and the typical biscoito globo beach vendors, to spices in test tubes and five-kilogram rice packages: Countless details of our stay in Rio de Janeiro inspired and motivated us to think a little more outside the box than before – at work and in life in general.

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