Soft Drinks in Brazil
Euromonitor International's Soft 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: 161 | Publication date: May 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Price Discounting Constrains Value Growth
The soft drinks market demonstrated a healthy performance in terms of volumes sales in 2007, however heavy price discounting in sectors such as carbonates and fruit/vegetable juice caused a slowdown in value growth compared to the review period average. Amongst the fastest growth sectors in 2007 were bottled water, driven by the unprecedented growth of flavoured carbonated and non-carbonated varieties, and RTD tea, both of which saw off-trade volume growth rates in 2007 that were more than double the review period CAGR.
Diversification Strategies Boost Acquisitions in 2007
Diversification strategies amongst soft drink manufacturers have generated a surge in acquisitions as companies attempt to leverage existing distribution networks and enter high-margin/high-growth sectors. Most recently Coca-Cola acquired Jugos del Valle SA de CV and Leão Júnior SA, leading companies in the fruit/vegetable juice and RTD tea sectors, respectively, provoking intense market discontent and speculation that the company may use its new leadership positions to engage in unfair pricing and retail negotiation practices. Other prominent acquisitions included General Brands purchase of Beba Brasil’s Top Fruit, Frutteto and Soprati brands from Nova America, which supported the company’s recent investment in RTD juices.
Coca-Cola Indústrias Ltda Leads Soft Drinks
Coca-Cola Indústrias Ltda continued to lead other soft drinks manufacturers by some distance in 2007, with second-placed Cia Brasileira de Bebidas holding less than a third of Coca-Cola’s off-trade volume share. Coca-Cola’s recent acquisitions demonstrate a slight shift in strategic focus, as the company attempts to strengthen its position in non-carbonated soft drinks. The market will likely see a great deal of activity in terms of alternative pricing strategies and diversification to effectively compete with Coca-Cola’s brands, while the company itself will need to keep a close eye on its newly-acquired brands to prevent cannibalisation.
National Coverage by Low-end Brands Reshapes Distribution Structures
Increased government controls, elevated competition and tighter margins are prompting regional companies to re-vamp their distribution strategies to achieve national coverage. Contract manufacturing partnerships across the country are allowing local brands to cost-effectively deliver their products to more affluent locations, in turn, improving company profitability levels. As this trend continues to evolve, the market will witness a progressive shift in sales from supermarkets to other distribution channels, better suited to reach lower-income groups. In addition, with flavoured and functional waters driving the bottled water sector, direct sales of 20-litre containers are likely to display consistent growth over the long term.
Volume Sales Growth Accelerates Over Forecast Period
Volume sales are projected to demonstrate accelerated growth between 2007-2012, due to the continued strong performance of bottled water and fruit/vegetable juice. Two sectors likely to slow as a result of consumer migration to competing sectors are RTD tea and concentrates. Over the forecast period, the market should see increased new product development that will blur the distinction between sectors as companies transfer popular product attributes across categories.
Table of contents
SOFT DRINKS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Price Discounting Constrains Value Growth
Diversification Strategies Boost Acquisitions in 2007
Coca-Cola Indústrias Ltda Leads Soft Drinks
National Coverage by Low-end Brands Reshapes Distribution Structures
Volume Sales Growth Accelerates Over Forecast Period
KEY TRENDS AND DEVELOPMENTS
Flow Metering Law Instituted to Curb Tax Evasion
Recycled PET to be Approved in Soft Drinks Packaging
Flavoured Water Causes Controversy
Contract Manufacturing Strategies Help Regional Companies
Disposable Income Maintains Strength While Consumption Stabilises
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Soft Drinks (RTD) by Total Volume 2003-2007
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2004-2007
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 21 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2007
Table 24 Penetration of Private Label by Sector by Value 2003-2007
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
AMACOCO ÁGUA DE CôCO DA AMAZôNIA LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amacoco Água de Côco da Amazônia Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Amacoco Água de Côco da Amazônia Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Amacoco Água de Côco da Amazônia Ltda: Competitive Position 2007
AMBEV - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 AmBev – Cia de Bebidas das Américas: Key Facts
Summary 6 AmBev – Cia de Bebidas das Américas: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Ambev -Cia de Bebidas das Américas: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Ambev – Cia de Bebidas das Américas: Competitive Position 2007
COCA-COLA INDúSTRIAS LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Coca-Cola Indústrias Ltda: Key Facts
Summary 10 Coca-Cola Indústrias Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Coca-Cola Indústrias Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Coca-Cola Indústrias Ltda: Competitive Position 2007
EMPRESA DE ÁGUAS OURO FINO LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Empresas de Águas Ouro Fino Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Empresas de Águas Ouro Fino Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Empresas de Águas Ouro Fino Ltda: Competitive Position 2007
INDAIá BRASIL ÁGUAS MINERAIS LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Indaiá Brasil Águas Minerais Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 17 Indaiá Brasil Águas Minerais Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Indaiá Brasil Águas Minerais Ltda: Competitive Position 2007
JANDAIA AGRO-INDúSTRIA LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Jandaia Agro-Indústria Ltda: Key Facts
Summary 20 Jandaia Agro-Indústria Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Jandaia Agro-Indústria Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 22 Jandaia Agro-Indústria Ltda: Competitive Position 2007
PRIMO SCHINCARIOL INDúSTRIAS DE CERVEJAS E REFRIGERANTES LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Primo Schincariol Indústrias de Cervejas e Refrigerantes Ltda: Key Facts
Summary 24 Primo Schincariol Indústrias de Cervejas e Refrigerantes Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 25 Primo Schincariol Indústrias de Cervejas e Refrigerantes Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 26 Primo Schincariol Indústrias de Cervejas e Refrigerantes Ltda: Competitive Position 2007
SUCOS DEL VALLE DO BRASIL LTDA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Sucos Del Valle do Brasil Ltda: Key Facts
Summary 28 Sucos Del Valle do Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 Sucos Del Valle do Brasil Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 30 Sucos Del Valle do Brasil Ltda: Competitive Position 2007
CARBONATES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates % Volume Share by Subsector 2003-2007
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2007
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2007
Table 55 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 56 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 57 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 58 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 69 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 70 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 71 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 72 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 79 Sales of Bottled Water to Institutional Channel 2003-2007
SECTOR DATA
Table 80 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 81 Off-trade Sales of Bottled Water: Value 2002-2007
Table 82 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 83 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 84 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2003-2007
Table 85 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 86 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 87 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 88 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 89 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 90 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 91 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 92 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 94 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 95 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 96 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 97 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2007
Table 98 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 99 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 100 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 101 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 31 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 106 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 107 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 108 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 109 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 110 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2007
Table 111 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2007
Table 112 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 113 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 115 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 117 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 119 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 120 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 121 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 122 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 123 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 124 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 125 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 126 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 127 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 128 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 129 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 130 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012