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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 178 | Publication date: May 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks industry witnessed a record in total current value sales in 2008
Soft drinks products registered a record performance in total current value sales in 2008 when compared to the review period (2003-2008). Several factors favoured sales in 2008, such as increasing demand for healthy beverages like light carbonates and RTD fruit/vegetable juice as well as consumers changing from alcoholic drinks to non-alcoholic counterparts after the implementation of the new drinking and driving law in Brazil in June 2008. Also, the rising consumer purchasing power at least until September 2008, facilitated market penetration in sectors such as carbonates and RTD fruit juices.
New products enjoy excellent results in carbonates and bottled water
H2OH! Zero Açúcar and Coca-Cola Zero, new products introduced by AmBev and Coca-Cola Brasil in 2006 and 2007, respectively, registered a strong performance during the 2007-2008 period. For instance, Coca-Cola Zero became the third most popular brand within carbonates, while H2OH! Zero Açúcar – a typical example of a product that combines the characteristics of carbonates, bottled water and fruit juice with being sugar-free – has conquered people of all ages. Consequently, this brand held the first position in flavoured bottled water in 2008.
Multinationals ensured top positions in the soft drinks market
Coca-Cola ranked first in off-trade current value terms in 2008, showing increasing sales within the soft drinks market. With new brands incorporated in its portfolio after recent acquisitions, such as the Matte Leão brand in RTD Tea, Coca-Cola has developed new economic packaging such as refillable PET bottles focusing on low-end consumers. Cia Brasileira de Bebidas and Kraft Foods occupied the second and third positions in current value terms thanks to their participation in carbonates and concentrates, respectively. The first one due the success of H2OH! Zero Açúcar while the other because its constant investments in launches of new value-added products in health and wellness products and 2-in-1 products like the Tang Tangolé brand.
Store-based retailing channels represented the majority of sales of soft drinks
products in 2008
Store-based retailing – in particularly supermarkets/hypermarkets and independent small grocers – continued to be the key off-trade distribution channel for soft drinks products, representing 88% of off-trade value share in 2008. Despite its leadership, supermarkets/hypermarkets decreased by nearly two percentage points in terms of overall shares during the review period, affected by sales of bottled water which were poached by the direct selling channel.
Soft drinks should see a positive constant value growth over the forecast period
Soft drinks market should see a good performance between 2009 and 2013 but will develop at a slower rate than that of the review period. Brazil should be less affected by the global credit crunch and financial crisis, however, the leading company, Coca-Cola, is adapting its strategy to face the possible negative effects on the domestic market, by improving its distribution network, and its resources in logistics and communication.
AmBev/PepsiCo should also continue to invest in its marketing for H2OH! Zero Açúcar. Furthermore, financial crisis is a threat but, at the same time, there exists an opportunity for some sectors to return to their former glory such as powder concentrates. Multinationals like Kraft Foods and regional companies should be aware of this and take advantage in the short-term.
Table of contents
SOFT DRINKS IN BRAZIL : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks industry witnessed a record in total current value sales in 2008
New products enjoy excellent results in carbonates and bottled water
Multinationals ensured top positions in the soft drinks market
Store-based retailing channels represented the majority of sales of soft drinks
products in 2008
Soft drinks should see a positive constant value growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
Coca-Cola continued to invest in brands and create a more consolidated position in the soft drinks market
Health and wellness trend continues to drive growth
A country in love with fruit and colour
The current share of throat amongst Brazilian consumers
Flavoured bottled water causes controversy over product positioning but continues to attract investment
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Soft Drinks (RTD) by Total Volume 2004-2008
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2005-2008
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 21 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 24 Penetration of Private Label by Sector by Value 2003-2008
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
FOUNTAIN SALES IN BRAZIL
Trends
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BRAZIL
AMACOCO ÁGUA DE CôCO DA AMAZôNIA LTDA
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 2008
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
COMPETITIVE POSITIONING
Summary 7 AmBev – Cia de Bebidas das Américas: Competitive Position 2008
COCA-COLA INDúSTRIAS LTDA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Coca-Cola Indústrias Ltda: Key Facts
Summary 9 Coca-Cola Indústrias Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Coca-Cola Indústrias Ltda:: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Coca-Cola Indústrias Ltda: Competitive Position 2008
DAFRUTA INDúSTRIA E COMéRCIO SA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Dafruta Indústria e Comércio SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Dafruta Indústria e Comércio SA: Competitive Position 2008
EMPRESA DE ÁGUAS OURO FINO LTDA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Empresa de Águas Ouro Fino Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 15 Empresa de Águas Ouro Fino Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Empresa de Águas Ouro Fino Ltda: Competitive Position 2008
GENERAL BRANDS DO BRASIL INDúSTRIA E COMéRCIO LTDA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 General Brands do Brasil Indústria e Comércio Ltda: Key Facts
Summary 18 General Brands do Brasil Indústria e Comércio: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 General Brands do Brasil Indústria e Comércio Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 General Brands do Brasil Indústria e Comércio Ltda: Competitive Position 2008
INDAIá BRASIL ÁGUAS MINERAIS LTDA
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Indaiá Brasil Águas Minerais Ltda: Key Facts
Summary 22 Indaiá Brasil Águas Minerais Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Indaiá Brasil Águas Minerais Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 24 Indaiá Brasil Águas Minerais Ltda: Competitive Position 2008
KRAFT FOODS BRASIL SA - SOFT DRINKS - BRAZIL
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Kraft Foods Brasil SA: Key Facts
Summary 26 Kraft Foods Brasil SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 27 Kraft Foods Brasil SA: Competitive Position 2008
SUCOS DEL VALLE DO BRASIL LTDA
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Sucos Del Valle do Brasil Ltda: Key Facts
Summary 29 Sucos Del Valle do Brasil Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Sucos Del Valle do Brasil Ltda: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 31 Sucos Del Valle do Brasil Ltda: Competitive Position 2008
CARBONATES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Subsector
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2008
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2008
Table 55 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 56 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 57 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 58 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 69 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 70 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 71 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 72 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
INSTITUTIONAL BOTTLED WATER SALES
Table 79 Sales of Bottled Water to Institutional Channel 2004-2008
Table 80 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 81 Off-trade Sales of Bottled Water: Value 2003-2008
Table 82 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 83 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 84 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2003-2008
Table 85 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 86 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 87 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 88 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 89 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 90 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 91 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 92 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 94 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 95 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 96 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 97 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 98 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 99 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 100 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 101 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 102 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2008
Table 103 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 104 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 105 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 106 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 108 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 109 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 111 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 112 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 114 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2008
Table 115 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2008
Table 116 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 117 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 119 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 121 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 123 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 124 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 125 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 126 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 127 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 128 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 129 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 130 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN BRAZIL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Off-trade Sales of RTD Coffee: Volume 2006-2008
Table 136 Off-trade Sales of RTD Coffee: Value 2006-2008
Table 137 Off-trade Sales of RTD Coffee: % Volume Growth 2006-2008
Table 138 Off-trade Sales of RTD Coffee: % Value Growth 2006-2008
Table 139 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 140 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 141 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2008
Table 142 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 143 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013