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Country Report

Soft Drinks in

Soft Drinks in Brazil

81 pages, Feb 2018

US$2,100

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Executive Summary

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Although still in decline, soft drinks volume sales show recovery

After a volume sales peak in 2014 because of the World Cup, soft drinks sales reached a low point in 2016 but already showed some signs of recovery in 2017. This was as a consequence of Brazilians changing their consumption habits, enabling them to accommodate their preferred products within their budgets, even if that requires some concessions.

At-home consumption benefits off-trade volume sales

As the average disposable income of consumer was still negatively affected by the economic crisis, many struggled to avoid eating out in order to save money, while also trying not to give up social occasions with family and friends. In this context, consumption at home contributed to a faster recovery of retail volume sales, which only recorded a marginal off-trade volume decline in 2017, much better than the on-trade performance.

Small and regional players emerge and consolidate

As multinational companies were still very dependent on carbonates – therefore saw a consistent decline in sales share as the category faced a downturn in volume sales – other small and regional players emerged and consolidated in terms of market relevance. Most of these companies operate in categories more resilient to the economic crisis, such as bottled water and 100% juice.

Players return to new product launches

While 2016 was a poor year in terms of new product launches, with manufacturers inhibited to make substantial investments, 2017 was different. New product launch strategies included the incorporation of new flavours (such as the açaí-flavoured Red Bull), new packaging sizes for different consumption occasions (Coca-Cola’s 220ml metal cans) or different products for complementing existing portfolios (like Vinhos Salton’s premium grape-based RTD tea).

Expected industry recovery will not lead to irrational expenditure

Soft drinks volume sales are expected to show positive growth rates from 2018 until the end of the forecast period, supported by recovery in both the economy and consumer confidence. That does not mean, however, that consumers will be irrational in terms of expenditure as disposable incomes rise again.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

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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

Although still in decline, soft drinks volume sales show recovery

At-home consumption benefits off-trade volume sales

Small and regional players emerge and consolidate

Players return to new product launches

Expected industry recovery will not lead to irrational expenditure

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2013-2017
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2014-2017
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 34 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 35 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Brazil

Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Brazil

PROSPECTS

Bottled Water in Brazil

HEADLINES

PROSPECTS

Growth is driven by still bottled water

Carbonated bottled water is seen as an alternative for carbonates

Brazilians still purchase bottled water out of necessity

COMPETITIVE LANDSCAPE

Fragmentation characterises bottled water in Brazil

Differentiation still tends to rely on visual aspects

Grupo Edson de Queiróz retains the GBO lead with very traditional brands

CATEGORY DATA

Table 36 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 37 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 38 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 39 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 40 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 42 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 43 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 44 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 46 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Brazil

HEADLINES

PROSPECTS

Slight recovery predicted by the end of the forecast period

Despite reinvention attempts, the health trend remains a threat

Non-cola carbonates more resilient over the next five years

COMPETITIVE LANDSCAPE

Coca-Cola Indústrias remains the leading player and trendsetter

Cia Brasileira de Bebidas ranks second but is strong in non-cola carbonates

Small/regional players continue to suffer from aggressive promotion

CATEGORY DATA

Table 48 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 49 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 50 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 51 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 52 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 53 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 54 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 55 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 56 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 57 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 58 Leading Flavours for Non-cola Carbonates: % Volume 2012-2017
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Energy Drinks in Brazil

HEADLINES

PROSPECTS

Energy drinks continues to decline due to indulgence perception

On-trade channel underperforms off-trade sales

Flavour diversification is a key innovation strategy

COMPETITIVE LANDSCAPE

Red Bull increases relevance during the economic crisis

New players bet on recovery and enter energy drinks

Energy drinks faces indirect competition for the functional claim

CATEGORY DATA

Table 69 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 70 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 71 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 72 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 75 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 77 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 78 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 79 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 80 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Brazil

HEADLINES

PROSPECTS

100% juice remains resilient despite economic crisis

Coconut waters recovery damaged by “natural” sales of the beverage

Nectars continues to lose ground to other products

COMPETITIVE LANDSCAPE

Natural One grows fast and leverages its success in 100% juice

Sucos Del Valle do Brasil ranks first and focuses on innovation

Small/regional players gain ground

CATEGORY DATA

Table 81 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 82 Off-trade Sales of Juice by Category: Value 2012-2017
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 85 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 86 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 87 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 90 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Brazil

HEADLINES

PROSPECTS

RTD coffee struggles to maintain sales

Unclear positioning increases competition with other products

COMPETITIVE LANDSCAPE

3 Corações confirms itself as the dominant player

CATEGORY DATA

Table 96 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 97 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 98 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 99 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 102 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 103 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 104 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 105 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 106 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 107 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Brazil

HEADLINES

PROSPECTS

Despite the economic crisis, RTD tea shows consistent growth

Investment in new solutions keeps coming

Concentrates pose a threat to RTD tea

COMPETITIVE LANDSCAPE

Leão Junior remains the leading player

Premiumisation is set to continue

Fragmented retail landscape makes space for entrants

CATEGORY DATA

Table 108 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 109 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Brazil

HEADLINES

PROSPECTS

Unfavourable economic situation negatively impacts sports drinks

Other beverages continue to conquer ground previously occupied by sports drinks

Scepticism over global sports events to boost category sales

COMPETITIVE LANDSCAPE

Cia Brasileira de Bebidas remains the absolute leader

Local players withdraw from sports drinks

Specialist sports players might contribute to category’s reinvention

CATEGORY DATA

Table 121 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 122 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 123 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 124 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 125 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 126 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 127 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 128 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 129 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 130 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 131 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 132 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

Concentrates in Brazil

HEADLINES

PROSPECTS

After a brief volume recovery, concentrates stagnates

Unit prices attract consumers but struggle to retain them

Healthy positioning has mixed success

COMPETITIVE LANDSCAPE

Mondelez Brasil maintains lead with its Tang brand

Although still niche initiatives, new concepts appear

Small and regional players struggle to maintain a presence

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 133 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 134 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 135 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 136 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 137 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2012-2017
Table 138 Leading Flavours for Off-trade Powder Concentrates: % Volume 2012-2017
Table 139 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 140 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 141 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 142 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 143 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 144 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 145 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 146 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 147 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 148 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 149 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 150 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Soft Drinks in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

Although still in decline, soft drinks volume sales show recovery

At-home consumption benefits off-trade volume sales

Small and regional players emerge and consolidate

Players return to new product launches

Expected industry recovery will not lead to irrational expenditure

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Soft Drinks in Brazil

EXECUTIVE SUMMARY

Although still in decline, soft drinks volume sales show recovery

At-home consumption benefits off-trade volume sales

Small and regional players emerge and consolidate

Players return to new product launches

Expected industry recovery will not lead to irrational expenditure

MARKET DATA

APPENDIX

Fountain sales in Brazil

DEFINITIONS

SOURCES

Asian Speciality Drinks in Brazil

PROSPECTS

Bottled Water in Brazil

HEADLINES

PROSPECTS

Growth is driven by still bottled water

Carbonated bottled water is seen as an alternative for carbonates

Brazilians still purchase bottled water out of necessity

COMPETITIVE LANDSCAPE

Fragmentation characterises bottled water in Brazil

Differentiation still tends to rely on visual aspects

Grupo Edson de Queiróz retains the GBO lead with very traditional brands

CATEGORY DATA

Carbonates in Brazil

HEADLINES

PROSPECTS

Slight recovery predicted by the end of the forecast period

Despite reinvention attempts, the health trend remains a threat

Non-cola carbonates more resilient over the next five years

COMPETITIVE LANDSCAPE

Coca-Cola Indústrias remains the leading player and trendsetter

Cia Brasileira de Bebidas ranks second but is strong in non-cola carbonates

Small/regional players continue to suffer from aggressive promotion

CATEGORY DATA

Energy Drinks in Brazil

HEADLINES

PROSPECTS

Energy drinks continues to decline due to indulgence perception

On-trade channel underperforms off-trade sales

Flavour diversification is a key innovation strategy

COMPETITIVE LANDSCAPE

Red Bull increases relevance during the economic crisis

New players bet on recovery and enter energy drinks

Energy drinks faces indirect competition for the functional claim

CATEGORY DATA

Juice in Brazil

HEADLINES

PROSPECTS

100% juice remains resilient despite economic crisis

Coconut waters recovery damaged by “natural” sales of the beverage

Nectars continues to lose ground to other products

COMPETITIVE LANDSCAPE

Natural One grows fast and leverages its success in 100% juice

Sucos Del Valle do Brasil ranks first and focuses on innovation

Small/regional players gain ground

CATEGORY DATA

RTD Coffee in Brazil

HEADLINES

PROSPECTS

RTD coffee struggles to maintain sales

Unclear positioning increases competition with other products