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Soft Drinks in Brazil
January 2022
Soft drinks in 2021: The big picture
2021 has been an important year for soft drinks in Brazil. After the severe drop in volumes sold during 2020 as a result of the pandemic, especially through on-trade premises, 2021 has shown a significant move towards recovery in total volume terms.
2021 key trends
2021’s defining trend is the gradual recovery of on-trade. As soft drinks rely heavily on these channels, the new scenario for COVID-19 (despite rising death rates and a slow vaccination rollout) in terms of a relaxation of restrictions in the second semester of 2021, was able to offer some relief to bars and restaurants following significant declines the previous year, therefore, benefiting from pent-up demand due to prolonged home seclusion.
Competitive landscape
The competitive landscape for soft drinks in Brazil continues its trends towards consolidation, as the main players gain further share as logistics and availability become increasingly important, especially within a recovery scenario, where repressed demand is one of the main drivers in 2021 and will continue to be relevant in 2022. Another important development is the increasing development in terms of packaging, especially those related to sustainability.
Retailing developments
Despite a marginal dip in demand for soft drinks in 2020 through off-trade, retail in 2021 is performing well, leading to further investment by players in terms of logistics, which is an important factor to consider for the development of the market. Other aspects that emerged in 2020 remain relevant, mainly the increasing importance of e-commerce, which continues to penetrate the market due to home seclusion, and concern amongst Brazilians visiting physical stores due to fear of exposure to the virus.
Foodservice vs retail split
COVID-19 has had a devastating impact on foodservice in Brazil. Since March 2020, foodservice outlets in all states were forced to close for lengthy periods as municipal authorities imposed lockdowns in an effort to curb the spread of the virus.
What next for soft drinks?
Soft drinks in Brazil has seen strong growth momentum in 2021, driven by the reopening of the local economy and the return of social occasions due to repressed demand. In 2022, the scenario will be highly driven by the prolonged economic impact of the pandemic and the fallout of unemployment, in addition to the high inflation of prices for food and beverages, subduing the recovery of disposable incomes for many Brazilians.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks 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.
The Soft Drinks in Brazil report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Brazil?
To what extent are health considerations impacting consumption of Soft Drinks in Brazil?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Brazil?
Which are the leading brands in Soft Drinks in Brazil?
What potential exists for multinational or domestic soft drinks companies to expand in Brazil?
How are products distributed in Soft Drinks in Brazil?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2017-2021Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2018-2021Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Brazil
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong off-trade recovery for carbonates, with marginal improvement via on-trade due to greater mobility
New positioning, greater marketing efforts and pricing
Packaging disruptions need to be addressed to stop bottleneck
PROSPECTS AND OPPORTUNITIES
Health and wellness, and indulgence: Competition or alliance?
Packaging bottlenecks: Sustainability versus availability
The need for wider distribution strategies
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 41 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 42 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Bottled Water in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Resumption of consumption occasions
Packaging disruptions
Weak performances for more premium bottled water variants due to ongoing price-sensitivity amongst Brazilians
PROSPECTS AND OPPORTUNITIES
Bulk water and water filters: Disruptors in times of crisis
The need for wider distribution networks
Packaging bottlenecks and the need to balance sustainability with availability
CATEGORY DATA
Table 57 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 58 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 59 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 60 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 61 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 62 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 63 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 64 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 65 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 66 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 67 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 68 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery of consumption occasions leads to improving demand for sports drinks
Greater innovation needed to inject excitement into the category
Proximity shopping remains the focus for most brands in 2021
PROSPECTS AND OPPORTUNITIES
Greater potential for expansion by widening appeal and positioning
Dominance of Gatorade unlikely to be challenged
Packaging bottlenecks and the need to balance sustainability with availability
CATEGORY DATA
Table 69 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 70 Off-trade Sales of Sports Drinks: Value 2016-2021Table 71 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 72 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 73 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 74 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 75 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 76 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 77 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 78 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 79 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 80 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Energising a new generation
Further consumption occasions strengthen category’s performance
Economic climates poses questions for energy drinks
PROSPECTS AND OPPORTUNITIES
Natural positioning could address health concerns associated with energy drinks
Health and wellness energy drinks offer more than reduced sugar positioning
Producers will continue to target gamers and Generation Z
CATEGORY DATA
Table 81 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 82 Off-trade Sales of Energy Drinks: Value 2016-2021Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Concentrates performs well during times of economic instability
Innovation needed to offer consumers excitement
Proximity shopping remains the focus for many brands
PROSPECTS AND OPPORTUNITIES
Further innovation needed in terms of diversification for a mature category
Expanding the consumer base: How to appeal to adults?
Health and wellness trend to influence new product development
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 93 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 94 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 95 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 96 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 97 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 98 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 99 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 100 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 101 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 102 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 103 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 104 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 105 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 106 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 107 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Improving demand for RTD tea in line with greater mobility and impulse purchases
Flavour innovation needed to transcend polarising trends
Leão Júnior strengthens leadership of RTD tea
PROSPECTS AND OPPORTUNITIES
New formulations to attract new consumers
Stronger performance by carbonated RTD tea to be driven by niche of kombucha
Packaging concerns to address sustainability versus availability
CATEGORY DATA
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 109 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
RTD coffee loses out as competition for shelf space intensifies in some channels
New players emerge with innovative propositions
PROSPECTS AND OPPORTUNITIES
Cultural preference for hot coffee will continue to limit interest in RTD varieties despite more positive outlook
Increasing number of players expected to introduce health-oriented products
Disrupting the seasonality and distribution of RTD coffee
CATEGORY DATA
Table 121 Off-trade Sales of RTD Coffee: Volume 2016-2021Table 122 Off-trade Sales of RTD Coffee: Value 2016-2021Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 125 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 126 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 127 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 128 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
Asian Speciality Drinks in Brazil
2021 DEVELOPMENTS
Juice in Brazil
KEY DATA FINDINGS
2021 DEVELOPMENTS
Polarisation continues to shape juice
Proximity shopping remains the focus for most companies
Flavours to define category innovation
PROSPECTS AND OPPORTUNITIES
New taxation for 100% juice in São Paulo will boost competitiveness
Further innovation in terms of diversification
Overall positive outlook for juice once consumers regain their confidence
CATEGORY DATA
Table 133 Off-trade Sales of Juice by Category: Volume 2016-2021Table 134 Off-trade Sales of Juice by Category: Value 2016-2021Table 135 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 136 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 137 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 138 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 139 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 140 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 141 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 142 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 143 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 144 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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