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Carbonated Soft Drinks - Brazil - May 2015

Published By :

Mintel

Published Date : May 2015

Category :

Soft Drinks

No. of Pages : 44 Pages

Consumption of regular carbonated soft drinks is falling, while consumption of light/diet varieties has increased from 2014-15. This may be due to consumers’ demands for healthier options, and it highlights an opportunity for companies to explore innovation in this area, not only by launching lower-calorie products, but also by using natural ingredients and functional claims. This is important, especially considering the current situation of the Brazilian economy – companies of CSDs need to improve the value-for-money image of their products, in order to make consumers become less influenced by price fluctuations.
Table of Content

Introduction

Definitions
CSDs market
Abbreviations, currency, and scales

Executive Summary

The market
Figure 1: Forecast of Brazil retail sales of CSDs, by value, 2009-19
Companies, brands, and innovation
Coca-Cola still holds the number one spot in the category
Figure 2: Leading companies' sales share in the Brazil CSDs market, by value, 2014
The consumer
Functional CSDs could boost consumption of the category among socioeconomic groups AB
Figure 3: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
Brands could encourage consumption of CSDs by women, at home with friends
Figure 4: Occasions for drinking CSDs, by gender, January 2015
Energy benefits can be associated to soft drinks to appeal to younger consumers
Figure 5: Opinions about CSDs, by age group, January 2015
It is important to increase C2DE consumers’ loyalty to brands
Figure 6: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
What we think

Issues and Insights

Could smaller packaging increase brand loyalty among female consumers aged 25-34?
Is there a way to boost consumption of CSDs among single people?
Is there a way to make male consumers less sensitive to price?

Trend Application

Trend: Factory Fear
Trend: Green and Lean
Trend: Old Gold

Who’s Innovating?

Key points
Brands of CSDs could stand out in the Brazil market by using “cooling” claims
Figure 7: Share of Brazilian regions in the launches of new products in drinks categories* with “cooling” claims, 2010-14
Blended drinks manage to combine various health attributes in one single product
Figure 8: Share of products with claims “functional,” plus,” “minus,” and “natural” in new product launches in the CSDs, Water, Iced Tea, and Juices categories, Jan 2010-Apr15

Market Size and Forecast

Key points
Greater expenditure by Brazilians on food and drinks can affect the CSDs category in Brazil
Figure 9: Retail sales of CSDs, by value and volume, Brazil 2009-19
New taxation rules will benefit small companies
Figure 10: Forecast of Brazil retail sales of CSDs, by value, 2009-19
Figure 11: Forecast of Brazil retail sales of CSDs, by volume, 2009-19
Factors used in forecasting

Market Share

Key points
Coca-Cola still holds top spot in the category
Figure 12: Leading companies' sales share in the Brazil CSDs market, by value, 2013-14
Figure 13: Leading companies' sales share in the Brazil CSDs market, by volume, 2013-14

Companies and Brands

Coca-Cola Company
Ambev/PepsiCo
Brasil Kirin

The Consumer – Frequency of Drinking CSDs

Key points
Interest in healthier options can be having a negative impact on the consumption of regular CSDs
Figure 14: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
Functional CSDs could attract consumers from socioeconomic group AB
Figure 15: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
Soft drinks with flavors inspired by alcoholic drinks/cocktails can appeal to young consumers
Figure 16: Frequency of drinking CSDs, by age group 16-24 and by genre, January 2015

The Consumer – Occasions for Drinking CSDs

Key points
Consumption of CSDs during meals can be increased in- and out-of-home
Figure 17: Occasions for drinking CSDs, January 2015
There an opportunity to associate the benefits of relaxation with CSDs to increase consumption in all regions
Figure 18: Occasions for drinking CSDs, by region, January 2015
Brands could encourage consumption of CSDs by women at home with friends
Figure 19: Occasions for drinking CSDs, by gender, January 2015

The Consumer – Opinions about CSDs

Key points
CSDs made with natural ingredients could improve health image of the category among socioeconomic group AB
Figure 20: Opinions about CSDs, January 2015
Energy benefits can be associated with soft drinks to appeal to younger consumers
Figure 21: Opinions about CSDs, by age group, January 2015
Positioning CSDs as premium products could increase the chances of them being perceived as a special treat by consumers

The Consumer – Attitudes toward Drinking CSDs

Key points
Consumers are paying more attention to health attributes of CSDs
Figure 22: Attitudes toward drinking CSDs, January 2015
It is important to make C2DE consumers loyal to brands, since they are more sensitive to price
Figure 23: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
Low-calorie CSDs can increase consumption among young women
Figure 24: Attitudes toward drinking CSDs, by age group 16-24 and gender, January 2015

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