Tea in Brazil

PROSPECTS

With a clear positioning around health tea has a place in consumers’ minds

Tea maintained steady growth in 2018, despite the lingering signs of economic crisis. Its strong appeal is supported by its health positioning and each variety’s functional benefits.

On-trade weaker than the off-trade: a channel characterised by coffee

Despite its performance in line with the review period, on-trade tea volume sales registered a weaker performance than the off-trade in 2018. Although the habit of consuming tea in foodservice outlets increased over the review period, particularly due to the wider variety of products available in this channel, it still suffers intense competition from coffee, Brazilians’ preferred hot drink.

Weight management only welcome if also natural: enough of artificial diets

Slimming teas struggled to remain competitive over the review period, particularly because of the higher unit prices and shrinking available incomes during the crisis. Over the forecast period, even though slimming teas is set to partially recover, volume sales are set to continue to decline.

COMPETITIVE LANDSCAPE

Leão Júnior focuses on tea pods to maintain its lead

Leão Junior maintained its strong lead in tea in 2018. Following the general strategy of its GBO, The Coca-Cola Co, in Brazil of focusing on lean innovation and a wide variety of new products, it launched Leão Fuze Senses in Nespresso compatible pods in 2018, aiming to take advantage of the ever-growing demand for fresh ground coffee pods.

A phenomenon called Desinchá: functional tea with a simple claim

Following the trend of natural functional teas gaining space in the Brazilian market, a regional brand emerged and consolidated in 2018, in particular through social networks: Desinchá – a clear reference to “deflate”, in Portuguese. The tea is composed of eight herbs/fruits: guarana, ginger, green matte, mint, sage, rosemary, gorse and green tea.

Increasing space for new brands with higher added value

Although major domestic and global manufacturers are present in tea in Brazil, including Unilever, Leão Júnior, (GBO: The Coca-Cola Co), Herbalife International Do Brasil and others – small/regional players still account for a significant value share. These tend to offer not only lower added-value products (with economy price positioning), but also niche brands (with a focus on differentiation and higher added value).

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