Executive Summary

Mar 2019
PROSPECTS
RTD tea continues to grow, despite challenging economic scenario

Even though many consumers had to re-think their many of their purchase decisions during the economic crisis, prioritising products they considered as essential, RTD tea continued to show steady growth in 2018. The category has seen increased penetration in off-trade outlets, thus consumers have greater access to this product, and better understand the benefits and purpose of these teas.

The major challenge is to define a target consumption occasion

RTD tea has not yet defined a clear consumption occasion in consumers’ daily lives. While some prefer to replace carbonates with an RTD tea, others prefer to drink it in the afternoon or even accompanying a snack.

COMPETITIVE LANDSCAPE
Leão Júnior continues to rank first in volume terms

Leão Júnior continued to lead in terms off-trade volume share in 2018, through the Leão brand. It offers regular and low-calorie RTD tea in PET bottles of 300ml, 1.

Wow Indústria e Comércio Ltda remains in second, but is losing share

Wow Indústria e Comércio Ltda ranks second in volume terms, with a significant lead over the third player, Cia Brasileira de Bebidas, but has been losing share in recent years, especially since 2016, when the category saw the arrival of many new small and regional players, and it lost Nestea brand. The company has been through several fiscal problems and even requested bankruptcy protection in 2017.

Kombucha: An opportunity for craft production in RTD tea

Craft producers have recently found a new field to explore: kombucha. Although it is still positioned as a niche product, with very low volume sales and unit prices of up to BRL60 – compared to a traditional RTD tea at BRL6/litre – many brands are already offering such products in the market.

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RTD Tea in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea 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 RTD Tea industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea 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 RTD Tea in Brazil?
  • What are the major brands in Brazil?
  • What flavors of RTD Tea, like green tea, are the most popular in Brazil?
  • Who is the consumer profile of RTD tea drinkers in Brazil?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Brazil?
  • Are fountain sales available for RTD Tea in Brazil?

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.

RTD Tea in Brazil - Category analysis

HEADLINES

PROSPECTS

RTD tea continues to grow, despite challenging economic scenario
The major challenge is to define a target consumption occasion

COMPETITIVE LANDSCAPE

Leão Júnior continues to rank first in volume terms
Wow Indústria e Comércio Ltda remains in second, but is losing share
Kombucha: An opportunity for craft production in RTD tea

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 13 Forecast Off-trade Sales of RTD Tea 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 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 27 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 28 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 29 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 30 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 31 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 32 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 33 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 34 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 35 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 37 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 48 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Brazil
Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources