Executive Summary

Mar 2019
Soft drinks’ sales recovery postponed by at least a year

Although the soft drinks industry was optimistic about a recovery in volume sales in 2018, such a recovery did not occur, at least for major categories like carbonates. This was mainly because FIFA World Cup sales were not as positive as forecast, and there was an unexpected disruption in industry production and distribution with the lorry drivers’ strike in May of 2018.

Off-trade sales resume growth faster than the on-trade

Off-trade volume sales registered positive performance in 2018, while the on-trade is expected to do so only in 2019. This difference is a consequence of Brazilians’ more conservative spending habits in the face of the economic crisis.

Small and regional players increasingly dictate pace of innovation

While in many categories, the leading multinational companies struggle to innovate and to align existing products with new consumer values, such as health and transparency, new entrants, especially small and regional brands, have been proving to be faster in bringing innovation and new product concepts to the market. This is particularly true in categories like juices and RTD tea, where entry barriers are lower.

New product launches almost every month

2016 was a poor year in terms of new product launches, but 2017 showed signs of greater industry confidence. 2018 saw greater dynamism in terms of innovation.

Soft drinks recovery does not depend exclusively on macroeconomic scenario

Although for many players of this industry, volume sales recovery in the post-crisis period should happen organically as the economy stabilises, others remain sceptical about this and state that they will focus on being more effective in responding to changed consumer behaviour. Because of lower available incomes to spend during the review period, manufacturers fought for consumers’ attention – and spending – which resulted in significant empowerment of consumers.

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Soft Drinks in Brazil

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Brazil for free:

The Soft Drinks 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

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Brazil?
  • What are the major brands in Brazil?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

Soft Drinks in Brazil

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

Asian Speciality Drinks in Brazil

PROSPECTS

Bottled Water in Brazil

HEADLINES

PROSPECTS

Still bottled water continues to drive category growth
Bulk water sales forecast to decline
Carbonated bottled water grows by replacing carbonates

COMPETITIVE LANDSCAPE

Coca-Cola diversifies its bottled water portfolio in Brazil
Grupo Edson de Queiróz acquires Nestlé Brasil Waters brands
Differentiation still depends significantly on packaging innovation

CATEGORY DATA

Table 36 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 37 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 38 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 39 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 42 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 43 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 44 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 46 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Brazil

HEADLINES

PROSPECTS

Industry responds to health concerns regarding carbonates
Tax policies uncertainty may affect company’s production plants
Lorry drivers’ strike delays recovery

COMPETITIVE LANDSCAPE

Coca-Cola innovates with new flavours
Pepsi re-invents its communication strategy and goes to TV
“Healthy” carbonates in modern retailing

CATEGORY DATA

Table 48 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 49 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 50 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 51 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 53 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 54 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 55 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 56 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 57 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 58 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Brazil

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 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 71 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 73 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 74 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 75 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 76 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 77 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 78 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 79 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 80 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 81 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 82 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 83 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 84 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 85 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 86 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Brazil

HEADLINES

PROSPECTS

Energy drinks struggle to recover in volume sales
On-trade underperforms off-trade sales
Increasing competition for functional claims

COMPETITIVE LANDSCAPE

Red Bull consolidates its leading position
Coca-Cola changes strategy and competes with energy drinks via a carbonate

CATEGORY DATA

Table 87 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 88 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 89 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 90 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 91 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 95 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 96 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 97 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 98 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Brazil

HEADLINES

PROSPECTS

Juice shows signs of recovery
Nectars to remain flat over the forecast period
100% juice gains a solid position in Brazil

COMPETITIVE LANDSCAPE

Sucos Del Valle Brasil reinforces portfolio with coconut water
Small and regional players gain share as consumers shift from mass brands
As competition increases, new flavours are being explored

CATEGORY DATA

Table 99 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 100 Off-trade Sales of Juice by Category: Value 2013-2018
Table 101 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 102 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 103 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 104 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 105 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 106 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 107 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 108 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 109 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 110 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 111 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 112 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 113 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Brazil

HEADLINES

PROSPECTS

RTD coffee faces significant challenges to resume pre-crisis performance
Lack of a clear market positioning results in fierce competition from other categories

COMPETITIVE LANDSCAPE

3 Corações remains the absolute market leader
Nescafé Smoovlatté struggles to gain share
Cold brew coffee might be an opportunity for category reinvention

CATEGORY DATA

Table 114 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 115 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 116 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 117 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 118 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 122 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 123 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 124 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Brazil

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 126 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 127 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 128 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 129 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 130 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 131 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 132 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 133 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 134 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 135 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 136 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 137 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 138 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Brazil

HEADLINES

PROSPECTS

Sports drinks struggle to regain consumer interest after the economic crisis
Almost like a medicine: The challenge to expand consumption occasions
Craft sports drinks: Can this be the category solution?

COMPETITIVE LANDSCAPE

Cia Brasileira de Bebidas continues to consolidate its leading position
Coca-Cola maintains second position and pursues innovation
Small players quitting the sports drinks category

CATEGORY DATA

Table 139 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 140 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 141 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 142 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 143 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 144 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 145 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 146 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 147 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 148 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 149 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 150 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023