Brazilians Like It Sweet

Paçoca is a popular peanut-based treat, and its consumption is growing.

One of the most beloved goodies in Brazil is made of peanuts; in this issue of World Peanut Magazine we talked to Tiago Leal, from the food company Santa Helena, based in Sao Paulo, the largest producer and distributor of paçoca in the country.

We talked to Tiago Leal, Innovation and New Business Manager at Santa Helena Alimentos.

// What is Paçoca and what is it made of? Paçoca is one of the most famous sweet snacks in Brazil and is beloved by many Brazilians. Its history dates back to the travels of horsemen during colonial Brazil. Originally, the recipe was savory, as horsemen would carry flour and meat in their bags, which they would crush with a pestle. The name “paçoca,” which comes from the indigenous term “Pa-soka” meaning “crushing with the hands,” refers to the old way of preparing this delicacy.

Over time, new ingredients were added to the recipe until it evolved into its current form with peanuts, sugar and salt. This sweet treat is a staple of Brazilian daily life and is a must-have during regional holidays such as the June festivals and other events.

Paçoca is prepared by crushing peanuts.

// Is it consumed all over Brazil or is it typical of some areas? Paçoca is a popular snack throughout Brazil and is a staple of traditional Brazilian cuisine. It can be found in all states of the country, but is particularly prominent in São Paulo and Minas Gerais. The northeastern states of Brazil are also strong consumers of this product.

Paçoca is especially popular during the São João feast, which is celebrated in many cities throughout the northeast. Some of the most important events are held in Campina Grande, located in the state of Paraiba, Caruaru in Pernambuco, São Luís in Maranhão, Mossoró in Rio Grande do Norte, and Teresina in Piauí.

// I understand Paçoca is associated with many cultural traditions… PPaçoca is a popular delicacy that can be found in many fairs and events throughout Brazil, including the June holidays. These events are celebrated every year to honor three popular saints in the Catholic tradition: Saint Anthony, Saint Peter and Saint John. The festivities begin on June 12, the eve of Saint Anthony, and end on June 29, which is Saint Peter’s Day. Saint John is celebrated on June 23 and 24. These events take place in churches and schools, and are also known as quermesses. The partying often extends into the month of July.

The June holidays were incorporated into the Catholic Church calendar of commemorations and originally marked the start of the harvesting season in Europe. A significant part of the festivities is the traditional dancing, such as the “quadrilhas,” in which participants dress up in regional clothes and set up a bonfire, known as the “fogueira,” which traditionally symbolizes protection to preserve the start of the harvest.

// Is consumption growing over time? The consumption of paçoca has been growing in recent years, thanks to innovation and the launch of new peanut-based products. Santa Helena Alimentos, which accounts for 40 percent of peanut kernel consumption in the country, sells over 1 million units of paçoca every day. During the June festivals, paçoca is one of the most popular products, and last year Santa Helena recorded a 30 percent increase in sales during this time of year.

According to the latest data from ABICAB (the Brazilian Association of the Chocolate, Peanut and Candy Industry), there has been an 8.6 percent increase in all industrialized products made with peanuts between June 2020 and July 2021. However, Brazilians consume only 1.1 kg of peanuts per year, which is much less than the world average of 6 kg per person.

// As a product with high energy content should it be recommended for sports practice? Absolutely, peanuts are a healthy food, like other nuts, but they are also more affordable. At Santa Helena, we have developed a sports line of products with specific formulas for athletes, including our popular brand Paçoquita. Surveys show that people who practice sports consume our products before, during and after training. Our sports line is based on whey protein, with 7 grams of protein in each serving, no trans fats and no added sugar. Within this line, we have Paçoquita Zero and Paçoquita Zero com Aveia, which contains oats, an important source of fiber.

// Santa Helena is the biggest distributor of Paçoca. What are the reasons for this success? Santa Helena has been a leader in the peanut-based confectionery industry for 81 years, dedicated to innovation and meeting the needs and desires of consumers. In 2022, the company achieved 20 percent growth during the June holidays period, mostly driven by the Paçoquita brand, which has been in the market for over 40 years. This growth was made possible through innovative solutions in product formats, serving sizes, packaging and flavor variations. Among the different flavors, the best performing ones are Lovers (with chocolate and hazelnuts), Pamonha (with a reference to the traditional June sweet made with corn) and the recently added Paçoquita Cremosa. The Sports product line, including Zero and Zero Aveia, has also been successful.

Santa Helena invests in different sweet formats and shapes such as rolls and rectangular shapes, and varying serving sizes to support the strategies of distribution channels and satisfy the desires of consumers. This is all part of the company’s commitment to innovation and quality. Santa Helena aims to understand the wants of the public and develop innovative products. As the consumption of peanuts is growing in Brazil, the company sees many opportunities in the market.

As the leading company in this segment in Latin America, we satisfy about 25 percent of Brazil’s consumption of peanut kernels. Since 1997, we have also exported our products to many countries in the Americas, Europe, Africa and Asia.

This issue of the World Peanut Magazine has been completed thanks to the efforts of:

Pablo Mataloni

Argentina

JLA

Ricardo Pagnon Terraga

Spain

Port of Valencia

Soraya and David Bertioli USA University of Georgia

Tiago Leal

Brazil

Santa Helena

Gabriela Alcorta

Soledad Bossio

Javier Martinetto

Nicolás Cantoro

Martín Gonzales

Edoardo Fracanzani

Sebastián Della Giustina

Argentina cam (Argentina Peanut Chamber)

Graphic Design and illustrations. ese-estudio.com.ar · @ese.estudio.ok

Journalist