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Organic Beverages in
Brazil

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Organic beverages remains a niche

Organic beverages struggled for any significant gains in 2018 with it remaining a relatively niche category in Brazil. Organic products are significantly more expensive than non-organic options in the country meaning the consumer base is limited largely to mid- to high-income households.

Further education required on the benefits of organic beverages

Many consumers in Brazil are unclear on the difference between NH beverages, which are much cheaper, and organic beverages, which further limits the potential of the category. For example, many still confuse organic beverages with natural products or those containing no genetically modified organisms (GMO).

Organic 100% juice sees dynamic growth but from a low base

Organic 100% juice witnessed the most dynamic value growth in 2018 in absolute terms, with this also being the largest category in organic beverages. Consumers are becomingly increasingly drawn to 100% juice with it seen as a natural and healthy product and an organic claim provides added value in the minds of some consumers.

COMPETITIVE LANDSCAPE
Native brand prominent in organic beverages

Usina São Francisco SA retained a strong lead in organic beverages in 2018 thanks its wide portfolio, with it dominating organic hot drinks while also holding a strong lead in organic soft drinks. The company was one of the first players to bring organic products to retailers’ shelves under its Native brand, while it now also offers an online shop where consumers can order its products directly.

CIA organic coffee proving popular

The only other player with a significant value share in organic beverages in 2018 was second-ranked CIA Orgânica de Café. This local company is present with its eponymous range of organic coffee, while it also produces organic coffee for private label.

Small and regional players continue to dominate

More than half of value sales of organic beverages were accounted for by small regional players in 2018. Most of the brands on offer from these players have a high-price positioning, with limited distribution in specialised channels or only being sold close to the production plant.

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Organic Beverages in Brazil

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages 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.

The Organic Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Organic Beverages in Brazil - Category analysis

HEADLINES

PROSPECTS

Organic beverages remains a niche
Further education required on the benefits of organic beverages
Organic 100% juice sees dynamic growth but from a low base

COMPETITIVE LANDSCAPE

Native brand prominent in organic beverages
CIA organic coffee proving popular
Small and regional players continue to dominate

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Brazil - Industry Overview

EXECUTIVE SUMMARY

Economy sees improvement driving growth in health and wellness
High cost of products limits the potential of health and wellness in Brazil
Multinationals maintain lead
Supermarkets and hypermarkets maintain dominance
Improving economy should support growth

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources