Executive Summary

Mar 2019
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).

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Tea in Brazil

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Tea 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in Brazil?
  • What are the major brands in Brazil?
  • Is loose leaf tea available in Brazil?
  • Is there a shift from unpackaged to packaged tea in Brazil?
  • Is there a market for tea pods in Brazil?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Brazil?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

Tea in Brazil - Category analysis

HEADLINES

PROSPECTS

With a clear positioning around health tea has a place in consumers’ minds
On-trade weaker than the off-trade: a channel characterised by coffee
Weight management only welcome if also natural: enough of artificial diets

COMPETITIVE LANDSCAPE

Leão Júnior focuses on tea pods to maintain its lead
A phenomenon called Desinchá: functional tea with a simple claim
Increasing space for new brands with higher added value

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2013-2018
Table 2 Retail Sales of Tea by Category: Value 2013-2018
Table 3 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 4 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 6 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 7 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 8 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023

Hot Drinks in Brazil - Industry Overview

EXECUTIVE SUMMARY

Coffee players implement an effective post-crisis response
Experience dictates the growth rhythm in new hot drink types
Despite the growing number of regional brands, competition selects the best
Innovation key to maintaining a positive performance
Hot drinks set to record stronger retail volume growth

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 13 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 14 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources