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Carbonated Soft Drinks - Brazil - May 2016

Published By :

Mintel

Published Date : Jun 2016

Category :

Soft Drinks

No. of Pages : N/A

There are two main factors affecting the consumption of carbonated soft drinks: the first one is the economic recession; the other is that Brazilian consumers are opting for products they consider to be more healthful. Retaining these consumers is essential, that’s why companies have invested in healthful carbonated soft drinks, with tea and natural fruit juice, and offered ways for consumers to save money, such as through reusable packaging.

Table of Content

Overview

Definition

Executive Summary

The market
Economic recession impacts market performance in 2015
Figure 1: Forecast of Brazil retail sales of carbonated soft drinks, by value, 2010-20
Key players
Coca-Cola still leads the market
Figure 2: Companies’ shares in the Brazil retail market of carbonated soft drinks, by value, 2015
The consumer
Reusable packaging boosts consumption among C12 consumers
Figure 3: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
Youngsters save money on carbonated soft drinks to spend more elsewhere
Figure 4: Carbonated soft drinks spending changes, by age group and attribute ”I’m buying more carbonated soft drinks in reusable packaging,” February 2016
Reduction of body swelling is a benefit that appeals to Brazilians
Figure 5: Attitudes towards carbonated soft drinks, February 2016
Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to ABs
Figure 6: Interest in innovations, February 2016
What we think

Issues and Insights

Men’s consumption can increase with natural and functional options
The facts
The implications
Tea- and herbs-based carbonated soft drinks can communicate relaxation for stressed Brazilians
The facts
The implications
Greater variety of healthful carbonated soft drinks can prevent migration to other categories
The facts
The implications

The Market – What You Need to Know

Economic recession impacted the market’s performance in 2015
Olympics can influence consumption, but not like the World Cup did
Inflation, unemployment, and health problems affect consumption

Market Size and Forecast

Performance during 2015 doesn’t follow the previous year’s result
Figure 7: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20
Proliferation of mixed drinks helps the category innovate
Figure 8: Forecast of Brazil retail sales of carbonated soft drinks, by value, 2010-20
Figure 9: Forecast of Brazil retail sales of carbonated soft drinks, by volume, 2010-20

Market Drivers

Accumulated inflation of carbonated soft drinks reaches 12.59%
Rising unemployment and declining income compromise purchasing power
Hypertension creates demand for products with less sodium
More than half of Brazil’s population is overweight

Key Players – What You Need to Know

Coca-Cola still leads the market
Use of honey and stevia as sweeteners on the rise
It is possible to make carbonated soft drinks at home

Market Share

Coca-Cola redefines its brand positioning globally
Figure 10: Companies’ shares in the Brazil retail market of carbonated soft drinks, by value, 2014-15
Figure 11: Companies’ shares in the Brazil retail market of carbonated soft drinks, by volume, 2014-15

Who’s Innovating?

Natural sweeteners versus artificial sweeteners
Figure 12: Launches of carbonated soft drinks containing stevia or honey in relation to the category total releases, global, 2011-15
Innovations: Carbonated soft drinks to be made at home
Figure 13: Launches of carbonated soft drinks with the word “capsule” in relation to total releases of this type, global, 2011-15

The Consumer – What You Need to Know

Economic recession and health concerns affect consumption
It is important to build brand loyalty even with lower consumption
Sodium reduction can bring functional benefits
Consumers show interest in healthful and refreshing products

Consumption of Carbonated Soft Drinks

Decrease in the consumption of carbonated soft drinks
Figure 14: Consumption of carbonated soft drinks, February 2016
Reusable packaging boosts consumption among C12 consumers
Figure 15: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
Women seem to be replacing carbonated soft drinks
Figure 16: Consumption of carbonated soft drinks, February 2016

Carbonated Soft Drinks Spending Changes

Consumers remain loyal to brands even while consuming less
Figure 17: Changes of expenses with soft drinks, February 2016
Youngsters save money with carbonated soft drinks to spend on other things
Figure 18: Carbonated soft drinks spending changes, by age group and attribute "I’m buying more carbonated soft drinks in reusable packaging," February 2016
Promotional lunch menus can stimulate consumption

Attitudes towards Carbonated Soft Drinks

Reduction of body swelling is a benefit that appeals to Brazilians
Figure 19: Attitudes towards carbonated soft drinks, February 2016
Natural and premium products can appeal to young women
Figure 20: Attitude “natural ingredients are more important in carbonated soft drinks than the amount of calories they contain,” by gender and age group 16-24, February 2016
Detox benefits in carbonated soft drinks appeal to AB consumers
Figure 21: Attitude “Carbonated soft drinks that have detox benefits are attractive to me,” by gender and age group, February 2016

Interest in Innovations

Temperatures above average are open space for refreshing products
Figure 22: Interest in innovations, February 2016
Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to AB consumers
Figure 23: Interest in innovations, February 2016
Thematic carbonated soft drinks appeal to young people
Figure 24: Interest in “Carbonated soft drinks with packaging and/or flavors inspired by movies and TV series (eg, Star Wars, Back to the Future, etc),” by age group, February 2016

Appendix – Market Size and Forecast

Figure 25: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20

Appendix – Methodology and Definitions

Fan chart forecast
Abbreviations

List of Table

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