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Country Report

Soft Drinks in

Soft Drinks in Brazil

Jan 2020

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Executive Summary

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Soft drinks finally recover and show optimism in post-crisis scenario

After three years of consistent decline in volume and another period of flat performance, in 2019 soft drinks in Brazil finally show signs of recovery and greater optimism post-crisis. Driven especially by resuming carbonates and ever-growing bottled water volume sales, soft drinks finally register positive performance.

On-trade grows faster leveraged by consumer confidence

A sign of increasing consumer confidence, on-trade volume sales registered faster growth than off-trade sales in 2019. Leveraged especially by fast food chains, sales of carbonates were a key catalyst of this movement, especially as part of promotional combinations and with more affordable unit prices.

Despite unit price competition, small and regional players grow through innovation

While major players continue to compete in terms of unit price, aiming to boost consumption of income-sensitive categories such as carbonates, for example, at the other end of the spectrum, small and regional players continue to grow in off-trade volume terms through differentiation and innovation. With an increasing number of consumers looking for healthier products, craft offerings and local producers, these players tend to benefit from production at lower scale and a niche positioning.

Strategic new product launches to succeed in the long term

Despite the economic crisis, 2017 and 2018 have been positive years when it comes to new product launches, in almost all soft drinks categories. Such fast-paced innovation, however, has not shown consistent long-term results: many of the new product launches from both large and small manufacturers have not performed as expected or have already been withdrawn from the market.

Pre-crisis level to be reached in 2020

Over the forecast period, soft drinks off-trade volume sales are expected not only to recover to pre-crisis levels, but also to surpass them. 2020 should be a turning point in this context, driven especially by carbonates’ recovery, combined with juice and bottled water’s consistent growth.

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Overview

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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.

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Soft Drinks in Brazil

EXECUTIVE SUMMARY

Soft drinks finally recover and show optimism in post-crisis scenario

On-trade grows faster leveraged by consumer confidence

Despite unit price competition, small and regional players grow through innovation

Strategic new product launches to succeed in the long term

Pre-crisis level to be reached in 2020

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2015-2019
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2016-2019
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

APPENDIX

Fountain sales in Brazil

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Brazil

PROSPECTS

Bottled Water in Brazil

HEADLINES

PROSPECTS

Foodservice fuels sales of carbonated bottled water

Consumers’ perceptions of bottled water unlikely to fuel future sales

Bottle vs bulk packaging

COMPETITIVE LANDSCAPE

Coca-Cola Indústrias Ltda’s Smart Water comes strong

High expectations for Will Smith’s Just Water

Extremely fragmented scenario not expected

CATEGORY DATA

Table 37 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 38 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Brazil

HEADLINES

PROSPECTS

Gradual but optimistic volume recovery over forecast period

Healthy lifestyles impact consumption

Different dynamics between off-trade and on-trade

COMPETITIVE LANDSCAPE

Logistics changes for Coca-Cola Indústrias Ltda

Regional players emerge and the industry responds

Gin and tonic mixes promote tonic water

CATEGORY DATA

Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 53 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 54 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 59 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 60 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 61 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 62 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 63 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 64 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 65 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 67 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 69 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Brazil

HEADLINES

PROSPECTS

With no category reinvention, concentrates is not expected to recover over the forecast period

Increasing competition from other soft and hot drinks to pressure manufacturers

COMPETITIVE LANDSCAPE

Mondelez Brazil remains category leader, by value, with Tang

Small and regional players lose share - some exit the category

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 70 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 71 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 72 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 73 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 74 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 75 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 76 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 77 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 78 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 79 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 80 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 81 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 82 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 83 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 84 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 85 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 86 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 87 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Brazil

HEADLINES

PROSPECTS

Energy drinks recovers volume growth, fuelled by innovation and competition

On-trade struggles with competition from alcoholic drinks

Flavour diversification attracts new consumers and creates new consumption occasion

COMPETITIVE LANDSCAPE

Red Bull maintains absolute leadership

Monster’s revamp fuels competition

Small and regional players struggle to remain above water

CATEGORY DATA

Table 88 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 89 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 90 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 91 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 92 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 93 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 94 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 95 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 96 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 97 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 98 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 99 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Brazil

HEADLINES

PROSPECTS

100% juice consolidates as a strong subcategory in Brazil

Nectars losing space to juice drinks

Juice sees recovery of all subcategories, with one exception

COMPETITIVE LANDSCAPE

Natural One SA stands out in 100% juice

Sucos Del Valle Brasil reinforces sustainability and healthy living

Brazilian brand presents coconut sustainable packaging solution

CATEGORY DATA

Table 100 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 101 Off-trade Sales of Juice by Category: Value 2014-2019
Table 102 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 103 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 104 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 105 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 106 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 107 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 108 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 109 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 110 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 111 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 112 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 113 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 114 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Brazil

HEADLINES

PROSPECTS

Category reinvention is imperative for future growth

Instant coffee for cold variant preparation may pose threat to RTD

COMPETITIVE LANDSCAPE

RTD bulletproof coffee versions emerge

Lactose-free RTD cappuccinos launched

Potential opportunities for Starbucks to operate in retail

CATEGORY DATA

Table 115 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 116 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 117 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 118 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 119 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 121 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 122 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 123 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 124 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 125 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 126 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024

RTD Tea in Brazil

HEADLINES

PROSPECTS

Kombucha emerges and consolidates as key opportunity in RTD tea

Still RTD tea continues to grow, but lacks clear consumption occasion

Flavour diversification as way to add value

COMPETITIVE LANDSCAPE

Specialist tea shops pop up in major urban areas and challenge existing brands

Small and regional players gain volume share

CATEGORY DATA

Table 127 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 128 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 129 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 130 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 131 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 132 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 133 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 134 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 135 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 136 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 137 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 138 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 139 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Brazil

HEADLINES

PROSPECTS

Sports drinks not expected to recover over forecast period

Soft drink or medicine: Challenge to reposition category

Competition from health supplements set to increase

COMPETITIVE LANDSCAPE

Cia Brasileira de Bebidas remains absolute category leader

Small players continue to exit category

CATEGORY DATA

Table 140 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 141 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 142 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 143 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 144 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 145 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 146 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 147 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 148 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 149 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 150 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 151 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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Megatrends

Country Report

Soft Drinks in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

Soft drinks finally recover and show optimism in post-crisis scenario

On-trade grows faster leveraged by consumer confidence

Despite unit price competition, small and regional players grow through innovation

Strategic new product launches to succeed in the long term

Pre-crisis level to be reached in 2020

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Overview

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Table of Contents

Soft Drinks in Brazil

EXECUTIVE SUMMARY

Soft drinks finally recover and show optimism in post-crisis scenario

On-trade grows faster leveraged by consumer confidence

Despite unit price competition, small and regional players grow through innovation

Strategic new product launches to succeed in the long term

Pre-crisis level to be reached in 2020

MARKET DATA

APPENDIX

Fountain sales in Brazil

SOURCES

Asian Speciality Drinks in Brazil

PROSPECTS

Bottled Water in Brazil

HEADLINES

PROSPECTS

Foodservice fuels sales of carbonated bottled water

Consumers’ perceptions of bottled water unlikely to fuel future sales

Bottle vs bulk packaging

COMPETITIVE LANDSCAPE

Coca-Cola Indústrias Ltda’s Smart Water comes strong

High expectations for Will Smith’s Just Water

Extremely fragmented scenario not expected

CATEGORY DATA

Carbonates in Brazil

HEADLINES

PROSPECTS

Gradual but optimistic volume recovery over forecast period

Healthy lifestyles impact consumption

Different dynamics between off-trade and on-trade

COMPETITIVE LANDSCAPE

Logistics changes for Coca-Cola Indústrias Ltda

Regional players emerge and the industry responds

Gin and tonic mixes promote tonic water

CATEGORY DATA

Concentrates in Brazil

HEADLINES

PROSPECTS

With no category reinvention, concentrates is not expected to recover over the forecast period

Increasing competition from other soft and hot drinks to pressure manufacturers

COMPETITIVE LANDSCAPE

Mondelez Brazil remains category leader, by value, with Tang

Small and regional players lose share - some exit the category

CATEGORY DATA

Concentrates conversions

Energy Drinks in Brazil

HEADLINES

PROSPECTS

Energy drinks recovers volume growth, fuelled by innovation and competition

On-trade struggles with competition from alcoholic drinks

Flavour diversification attracts new consumers and creates new consumption occasion

COMPETITIVE LANDSCAPE

Red Bull maintains absolute leadership

Monster’s revamp fuels competition

Small and regional players struggle to remain above water

CATEGORY DATA

Juice in Brazil

HEADLINES

PROSPECTS

100% juice consolidates as a strong subcategory in Brazil

Nectars losing space to juice drinks

Juice sees recovery of all subcategories, with one exception

COMPETITIVE LANDSCAPE