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Coffee - Brazil - September 2015

Published By :

Mintel

Published Date : Sep 2015

Category :

Beverages

No. of Pages : N/A

Brazilians are getting busier and demand more practical products. Due to this, the development and launch of new coffee capsule products has skyrocketed. Nevertheless, filtered coffee is still the most consumed type of coffee by a long shot. The growing interest in specialty or gourmet coffees is generating demand for value-added products in the category, although the majority of consumers still do not see all the qualities of a gourmet coffee, leaving a hard task for brands.

Table of Content

Introduction

Definition
Terms
Abbreviations

Executive Summary

The market
Figure 1: Forecast of Brazil retail sales of coffee, by value, 2010-20
Market drivers
Companies, brands, and innovation
Figure 2: Value shares in the coffee retail market, 2013-14
Coffee pods are the fastest growing format
Figure 3: New product launches in the Brazilian coffee market, by format, 2011-14
The consumer
Coffee is consumed by the majority
Figure 4: Consumption of coffee on any occasion, July 2015
Flavored instant coffee is the most desired product
Figure 5: Interest in new products and innovations, July 2015
Price is a highly influential drive
Gourmet coffee needs to improve its marketing
What we think

Issues and Insights

Increasing the variety of coffee among women
The implications
Figure 6: Repertoire of quantity of types of coffee, by gender, July 2015
Figure 7: Coffee with added benefits, worldwide
Figure 8: Nestlé’s Skinny Cow RTD iced coffee range, US
Making coffee more attractive to younger consumers
The implications
Figure 9: Consumption of coffee on any occasion, by age, July 2015
Figure 10: Interest in new products and innovations, by age, July 2015

Market Drivers

Key points
Zero tax for capsule coffee machines
National production of coffee capsules
ABIC to promote coffee consumption
Current economic instability
Starbucks to expand its ready-to-drink products

Who’s Innovating?

Key points
Coffee pods are the fastest growing format
Figure 11: New product launches in the Brazilian coffee market, by format, 2011-14
Figure 12: New ground coffee products, Brazil
Figure 13: New pod/capsule coffee products, Brazil
Figure 14: Senseo’s product launches, Brazil, 2013-15
Figure 15: 3coracoes’s product launches, Brazil, 2013-15
Wine merchant stepping into the coffee business
All-in-one beverage machine
The coffee market in Brazil lacks in flavor innovation
Figure 16: New launches of flavored coffee products, Brazil, 2011-14
Figure 17: Flavored coffee products
Combining limited edition with flavors
Figure 18: Limited Edition Variations Grands Crus, by Nespresso, Brazil
Figure 19: Seasonal coffee products, worldwide

Market Size, Forecast, and Segment Performance

Key points
Worldwide coffee market
Figure 20: Worldwide coffee markets of selected countries, CAGR retail value and consumption per capita
Market performance
Figure 21: Retail sales of coffee in Brazil, by value, 2010-14
Figure 22: Sales of coffee in Brazil, by volume, 2010-14
Fresh coffee dominates the market in Brazil
Figure 23: Retail volume sales of coffee, in (000) tons, 2013-14
Figure 24: Retail value sales of coffee, in R$ million, 2013-14
Value sales of instant coffee keep on growing
Figure 25: Retail volume and value sales of instant coffee, in (000) tons and R$ million, 2013-14
Coffee market value growth is expected to slow
Figure 26: Retail sales of coffee, by value and volume, Brazil 2010-20
Figure 27: Forecast of Brazil retail sales of coffee, by value, 2010-20
Figure 28: Forecast of Brazil retail sales of coffee, by volume, 2010-20

Market Share

Key points
The coffee market is slowly consolidating
Figure 29: Value shares in the coffee retail market, 2013-14
Figure 30: Volume shares in the coffee retail market, 2013-14
Yawning requires coffee

Companies and Brands

3coracoes Alimentos S.A
Product range
D.E. Master Blenders 1753 (Douwe Egberts)
Product range
Melitta Group
Product range
Grupo Maratá
Product range
Mitsui Alimentos
Product range

The Consumer – Occasions for Drinking Coffee

Key points
Coffee is consumed by the majority
Figure 31: Consumption of coffee on any occasion, July 2015
Figure 32: Consumption of coffee on any occasion, by age, July 2015
Coffee is most consumed at breakfast
Figure 33: Occasions for drinking coffee, by any type of coffee, July 2015
Regular filtered coffee is most consumed on any occasion
Figure 34: Occasions for drinking coffee, by type, July 2015
Boosting instant coffee sales
Figure 35: Micro-ground coffee products, worldwide
Grinding beans for breakfast is done by 10% of respondents
Figure 36: Occasions for drinking coffee, by type, July 2015
Figure 37: Coffee beans to be ground at home, Brazil
Coffee capsules have much space to grow
Figure 38: Consumption of coffee capsules, by socioeconomic group and region, July 2015

The Consumer – Interest in New Products and Innovations

Key points
Flavored instant coffee is the most desired product
Figure 39: Interest in new products and innovations, July 2015
Figure 40: Interest in new products and innovations, by gender and age, July 2015
Figure 41: Flavored coffee mix products, Brazil
Figure 42: Flavored coffee mix products, worldwide
Instant coffee from artisan brands is also desired
Coffee bags are handy for any occasion
Figure 43: Interest in single-serve coffee, by gender and age, July 2015
Figure 44: Coffee bags in a tea bag style, worldwide
Coffee subscription service
Ready-to-drink coffee is more attractive to young consumers
Figure 45: Ready-to-drink coffee products, Brazil
Figure 46: Interest in RTD iced coffee products, by gender and age, July 2015
Cold brew might be appealing to Brazilians
Figure 47: Cold brew coffee by Urban Remedy, Brazil

The Consumer – Influencing Factors When Purchasing Coffee

Key points
Price is a highly influential drive
Figure 48: Influencing factors when purchasing coffee, July 2015
Major retail brands preferred over coffeehouse brands
Figure 49: Influencing factors when purchasing coffee, July 2015
Figure 50: Coffeehouse brands products, Brazil
Flavor can play a role in increasing sales
Figure 51: Influencing factors when purchasing coffee, July 2015
Figure 52: Flavored coffee products
Getting inspiration from the bakery market
Regional provenance can add premium cues
Figure 53: Coffee products highlighting regional provenance
Certified coffee
Caffeine-free coffee launches remain stable
Figure 54: Launches of caffeine-free coffee products, 2013-15
Figure 55: New caffeine-free coffee products, Brazil
Figure 56: Flavored caffeine-free coffee products, worldwide

The Consumer – Attitudes and Behavior toward Coffee

Key points
Gourmet coffee needs to improve its marketing
Figure 57: Attitudes and behavior toward coffee, July 2015
Supermarket private label brands have opportunities
Figure 58: Attitudes and behavior toward coffee, July 2015
Branded labels have the majority of new launches
Figure 59: New product launches in the coffee market, by private label versus branded, 2011-14
Figure 60: New coffee product launches by private labels, Brazil, 2011-15
Single-dose coffee has space to blossom
Figure 61: Attitudes and behavior toward coffee, July 2015
Figure 62: Single-dose coffee products, Brazil

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