2021 was the year in which COVID-19 revealed the worst of its economic impacts. The main impact in Brazil was rising inflation on inputs and therefore higher inflation on final prices.
According to Euromonitor International’s Voice of the Consumer Survey, Brazilian consumers get confused when it comes to differentiating between natural and organic products, which creates competition between these two categories. However, it often means lower sales for organic products since their price point is often higher than natural products.
As organic products lack a strong positioning and understanding in consumers’ mind, it is important to debate how and where organic products can claim ground and gain a strong positioning. One major example is channel distribution.
Sales of organic beverages via e-commerce emerged and grew in recent years, as organic products gained popularity. With a strong boost to the performance of e-commerce in 2020 and 2021 due to the pandemic, this is likely to be a positive influence on sales of organic beverages in the forecast period, as more and more people have developed good relationships with this channel, and they are happy with the logistics systems developed.
Organic beverages, and indeed health and wellness products in general, are dependent on how trends develop and how they fit into new lifestyles, with this being the main driver for the increasing popularity of this category. Those searching for a healthier life, especially the younger generation, which often has higher incomes than average, are the main audience for organic beverages.
As previously stated, even though lifestyle trends are important, what could fully release the potential growth of the organic beverages category are hard drivers. As Brazil still is an emerging country, crisis cycles are closer to one another, and much volume consumption is dictated by hard drivers; for organic beverages this is no different.
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Understand the latest market trends and future growth opportunities for the Organic Beverages industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Organic Beverages industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Organic Beverages research and analysis database.
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