Formação do mercado Bean to Bar de chocolates finos no Brasil: uma análise sob a ótica da construção de mercados

Abstract

Food consumption and purchasing patterns have undergone significant transformations in recent decades, driven by the growing emphasis on traceability, sustainability, and product quality. In Brazil, the fine artisanal chocolate sector has emerged as a distinctive niche, grounded in the Bean to Bar concept, in which the producer controls all stages of the process—from the selection of cocoa beans to the final chocolate product. This market represents a break from the traditional industrial model, fostering transparency and connection between producers and consumers. This study aims to understand the structuring of the Bean to Bar market in Brazil through the lens of Constructivist Market Studies (CMS). Specifically, it seeks to (i) identify the market practices adopted by companies in this sector; (ii) map the established market arrangements; and (iii) analyze the main factors that contribute to the growth of the niche. To this end, a qualitative study was conducted using methodological triangulation, including semi-structured interviews with four companies, documentary research, and non-participant observation on social media. The results provide evidence of transactional, normative, representational, and structuring practices throughout the value chain, including origin narratives, emphasis on cocoa quality, direct commercialization, as well as innovation and positioning strategies. The study also identified market devices such as awards, machinery, and distinctive packaging that play a fundamental role in structuring and legitimizing the sector. The absence of formal certifications was found not to hinder the construction of credibility, as it is offset by sensory and emotional marketing strategies. It is concluded that the Bean to Bar market in Brazil is expanding, driven by identity reinforcement, the valorization of originality, and growing demand for premium products. However, challenges such as consumer education, high production costs, and competition from large industries remain a significant barrier to the consolidation of the sector. As a contribution, this study broadens the application of CMS to the context of artisanal chocolate market, offering a new perspective on the interplay between market practices and sociotechnical arrangements in the construction of emerging niches.