Executive Summary

Mar 2019
PROSPECTS
Concentrates sales not expected to recover in the forecast period

Even though concentrates registered a brief period of growth during the economic crisis, in 2018 category registered a decline in volume, and is not expected to recover in the forecast period. Concentrates are perceived by many consumers as low-added value and not healthy, and manufacturers still rely significantly on pricing strategies to compete with ready-to-drink categories.

Competition increases from juices, health supplements and fresh fruit

The pursuit of a healthier lifestyles is increasingly common among Brazilians from all income levels, and categories like ready-to-drink juices and teas, health supplements and fresh fruit are increasingly purchased by consumers. Highly sugared beverages are tending to be replaced as Brazilians look for products with a clear health benefit rather than just affordable options – even if that requires saving money in other categories.

COMPETITIVE LANDSCAPE
Mondelez Brasil remains the category leader, with Tang

Mondelez has a clear leader in the concentrates category with the powder concentrate brand Tang, which is sometimes considered as synonymous with powder concentrates. In the latter part of the review period, the brand saw the launch of new flavours and changes in its visual identity via its packaging.

Coca-Cola launches liquid concentrate in 2018

Coca-Cola continues to expand across soft drinks categories, and has launched a liquid concentrate product under the brand Del Valle. It is available in 500ml PET bottles, with the flavours cashew, passion fruit, mango and orange.

Small and regional players have lost share

Small and regional players combined account for a significant share of sales of concentrates in Brazil, but have seen their share decline, owing to fierce competition from the major players. Consumers expect concentrates to have low unit prices, but during the review period, and particularly in 2017 and 2018, the category has been extremely competitive in this regard.

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Concentrates in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Concentrates industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Concentrates in Brazil?
  • What are the major brands in Brazil?
  • Who are the key consumers of concentrates in Brazil?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Concentrates in Brazil - Category analysis

HEADLINES

PROSPECTS

Concentrates sales not expected to recover in the forecast period
Competition increases from juices, health supplements and fresh fruit

COMPETITIVE LANDSCAPE

Mondelez Brasil remains the category leader, with Tang
Coca-Cola launches liquid concentrate in 2018
Small and regional players have lost share

CATEGORY DATA

Concentrates Conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 3 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 6 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 7 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 9 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 10 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 11 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 14 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 17 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 18 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in Brazil - Industry Overview

EXECUTIVE SUMMARY

Soft drinks’ sales recovery postponed by at least a year
Off-trade sales resume growth faster than the on-trade
Small and regional players increasingly dictate pace of innovation
New product launches almost every month
Soft drinks recovery does not depend exclusively on macroeconomic scenario

MARKET DATA

Table 19 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 27 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 28 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 29 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 30 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 31 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 32 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 33 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 34 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 35 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 41 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 42 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 43 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 46 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 47 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 50 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 51 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 52 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 53 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Brazil
Trends

DEFINITIONS

SOURCES

Summary 2 Research Sources