Hot Drinks in Brazil
Euromonitor International's Hot Drinks in Brazil market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 89 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Coffee continues to perform strongly
In 2008, hot drinks continued the good performance experienced over the review period, driven by coffee, which accounted for the majority of retail volume and value sales. According to ABIC (Brazilian Coffee Industry Association), the percentage of coffee drinkers, including adults and teenagers, remained high at 91% in 2007. According to ABIC, coffee prices for consumers have not increased in the last 14 months (2007-2008), despite the rising cost of raw material, such as packages, labour, and the cost of public tariffs. In order to safeguard volume sales despite an increase in price, companies offer higher quality products to remain competitive, thereby adding value.
Specialist coffee shops boosts the demand for gourmet coffee
The away-from-home consumption of coffee continued to grow in 2008. The opening of many specialist coffee shops by new and world-famous companies (as well as the expansion of traditional outlets) stimulated the consumption of gourmet coffee, especially among consumers who want to savour the differences in taste and aroma offered by various coffee beans in the on-trade and off-trade channels. In 2008, ABIC started to promote “Círculo do Café de Qualidade” (Quality Coffee Circle, CCQ), a programme aimed at differentiating outlets, promoting certification for coffee shops, restaurants, hotels and other locations. This activity will favour the dissemination of gourmet coffee and speciality coffee in general.
Fragmentation in coffee while flavoured powder drinks welcomes new brands
Coffee is a highly fragmented category in Brazil with over 1,000 companies producing over 2,500 brands. Since 2003, other hot drinks, especially chocolate-based flavoured powder drinks, observed an increase in the number brands and private label products. As chocolate-based flavoured powder drinks are widely consumed, companies have produced a large range of products at a variety of prices. The top five hot drinks manufacturers, Sara Lee Cafés do Brasil Ltda, Melitta do Brasil Indústria e Comércio Ltda, Quaker Brasil Ltda, and Cia Cacique de Café Solúvel continued to increase their value shares, with some fluctuation, over the review period, as a result of strong nationwide distribution, new product developments and advertising support.
Large grocery retailers expand shelf space for private label
The positive overall performance of the industry has stimulated retailers to make more shelf space available for hot drinks, including private label products. Some chained supermarkets/hypermarkets, the most important retail distribution channel for hot drinks, have customised their coffee sections with banners and others ways to provide more information about the varieties of coffee on offer and attract the attention of consumers. Private label was previously seen as a way of offering alternatives to combat the rising prices for brands, but these products are increasingly perceived as quality items. To this end, in 2008, ABMAPRO (Brazilian Association of Own Brands and Outsourcing) launched the ABMAPRO certification, which guarantees the quality of private label products in Brazil. Private label enjoyed a bigger presence in hot drinks and slowly increased its retail value share over the review period.
Health and wellness trends continue to drive innovation
Products positioned as healthy alternatives have attracted the attention of consumers concerned about their diet and they are expected to drive retail value sales over the forecast period. The key consumers of coffee in Brazil are 36-years-old-and-over, while attracting 15-19-year-old consumers will remain to a key challenge for coffee manufacturers. Tea manufacturers benefit from publicity about the health benefits of green tea and white tea in health magazines. Green, and/or white tea are perceived to offer a range of important health benefits such as anti-oxidants, and to lower cholesterol, fight free radicals, strengthen the immune system and accelerate the metabolism. Manufacturers have launched new blends to offer a wider variety of flavours to consumers. Flavoured powder drink manufacturers are also promoting the diversification of their product ranges, in “light”, high-fibre, honey, and added vitamin versions to attract consumers concerned about health and wellness.
Table of contents
HOT DRINKS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Coffee continues to perform strongly
Specialist coffee shops boosts the demand for gourmet coffee
Fragmentation in coffee while flavoured powder drinks welcomes new brands
Large grocery retailers expand shelf space for private label
Health and wellness trends continue to drive innovation
KEY TRENDS AND DEVELOPMENTS
Specialist coffee shops boosts sales of gourmet coffee
International companies consolidate their shares
The health awareness trend boosts hot drinks
Flavoured powder drinks are popular with young consumers
Quality and sustainability add value to coffee
Packaging offers practicality and differentiation in hot drinks
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 26 Production/Exports of Hot Drinks by Sector 2001-2006
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
CACIQUE DE CAFé SOLúVEL, CIA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cia Cacique de Café Solúvel: Key Facts
Summary 3 Cia Cacique de Café Solúvel: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Cia Cacique de Café Solúvel: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Cia Cacique de Café Solúvel: Competitive Position 2008
CIA IGUAçU DE CAFé SOLúVEL - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cia Iguaçu de Café Solúvel: Key Facts
Summary 7 Cia Iguaçu de Café Solúvel: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Cia Iguaçu de Café Solúvel: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 9 Cia Iguaçu de Café Solúvel: Competitive Position 2008
LEãO JúNIOR SA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Leão Júnior SA: Key Facts
Summary 11 Leão Júnior SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 27 Summary3 Leão Júnior SA: Competitive Position 2008
MELITTA DO BRASIL INDúSTRIA E COMéRCIO LTDA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Melitta do Brasil Indústria e Comércio Ltda: Key Facts
Summary 13 Melitta do Brasil Indústria e Comércio Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Melitta do Brasil Indústria e Comércio Ltda: Competitive Position 2008
NESTLé BRASIL LTDA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Nestlé Brasil Ltda: Key Facts
Summary 16 Nestlé Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Nestlé Brasil Ltda: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 18 Nestlé Brasil Ltda: Competitive Position 2008
PEPSICO DO BRASIL LTDA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 19 PepsiCo do Brasil Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Quaker Brasil Ltda: Competitive Position 2008
SANTA CLARA PARTICIPAçõES - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Santa Clara Participações: Key Facts
Summary 22 Santa Clara Participações: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Santa Clara Participações: Competitive Position 2008
SARA LEE CAFéS DO BRASIL LTDA - HOT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Sara Lee Cafés do Brasil Ltda: Key Facts
Summary 25 Sara Lee Cafés do Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Sara Lee Cafés do Brasil Ltda: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 27 Sara Lee Cafés do Brasil Ltda: Competitive Position 2008
COFFEE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Coffee Machine Sales: 2002-2006
Table 29 Instant Coffee by Speciality Type 2004-2007
Table 30 Instant Coffee by Speciality Type 2004-2007
Table 31 Retail Sales of Coffee by Type: Volume 2003-2008
Table 32 Retail Sales of Coffee by Type: Value 2003-2008
Table 33 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 34 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 35 Standard Vs Coffee Pods 2004-2008
Table 36 Coffee Company Shares 2004-2008
Table 37 Coffee Brand Shares 2005-2008
Table 38 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 40 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 41 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2006
Table 43 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 44 Retail Sales of Tea by Subsector: Value 2003-2008
Table 45 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 46 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 47 Tea Company Shares 2004-2008
Table 48 Tea Brand Shares 2005-2008
Table 49 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 52 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 55 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 56 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 57 Other Hot Drinks Company Shares 2004-2008
Table 58 Other Hot Drinks Brand Shares 2005-2008
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 62 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013