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Bottled Water - Brazil - February 2016

Published By :

Mintel

Published Date : Feb 2016

Category :

Bottled Water

No. of Pages : N/A

The bottled water market continues to grow as an increasing number of consumers are transitioning to healthier lifestyles. Health and sustainability are important factors that the brands in the category can associate themselves with, in order to have an advantage over competitors in the long run.

Functionality should be at the forefront of manufacturers

Table of Content

Overview

What you need to know 
Products covered in this report
Excluded

Executive Summary

The market
In 2015, the bottled water market is estimated to grow 16% by value
Figure 1: Forecast of Brazil retail sales of bottled water, by value, 2010-20
Market drivers
The economy is going through a tough period
Key Players
Coca-Cola has 24.5% in value share
Figure 2: Value shares in the bottled water retail market, 2013 and 2014
Danone had the highest share (12%) of NPD in 2015
Unflavored bottled water products dominates the Brazilian market
The consumer
Unflavored still water leads usage
Figure 3: Usage of different types of bottled water, November 2015
Younger consumers are driving consumption
Price has a high impact on consumer purchasing habits
Figure 4: Influencing factors toward the purchase of bottled water, November 1015
Convenience is important in the category
Consumers link drinking water with healthy skin
Figure 5: Attitudes toward bottled water, November 2015
Water in a flexible pouch is the most sought-after innovation
Energy boosting ingredients are desired by 19% of respondents
What we think

Issues and Insights

Promoting private labels of bottled water
The facts
The implications
Increasing the use of aluminum cans
The facts
The implications
Figure 6: Bottled water in cans by Perrier, Brazil, 2014-15
Figure 7: Examples of bottled water in cans, worldwide, 2015

The Market – What You Need to Know

Worldwide bottled water market
The bottled water market is estimated to grow 16% by value in 2015
The economy is going through a bad time

Market Size and Forecast

Worldwide bottled water market
Figure 8: Worldwide retail bottled water markets of selected countries, consumption per capita and CAGR value
Market performance
Figure 9: Retail sales of bottled water in Brazil, by value, 2010-14
Figure 10: Retail sales of bottled water in Brazil, by volume, 2010-14
Figure 11: Retail market volume consumption per capita (liter) of bottled water, carbonated soft drinks, and juice, Brazil, 2010-14
Segment performance
Figure 12: Unflavored water – Retail market segmentation by value, 2012-14
Figure 13: Unflavored water – Retail market segmentation by volume, 2012-14
Forecast for the bottled water market
Figure 14: Forecast of Brazil retail sales of bottled water, by value, 2010-20
Figure 15: Forecast of Brazil retail sales of bottled water, by volume, 2010-20

Market Drivers

Drought affecting various areas of the country
Healthier lifestyles can increase consumption
The Brazilian economy is struggling
Inflation is diminishing consumer’s spending power
Figure 16: IPCA monthly change, in %, January 2014-December 2015
Unemployment rate stops increasing
Figure 17: Monthly unemployment rate, Brazil, 2015

Key Players – What You Need to Know

Coca-Cola has 24.5% in value share
NPD was led by Danone in 2015
Most products are unflavored

Market Share

Coca-Cola leads the market with 24.5% in value share
Figure 18: Value shares in the bottled water retail market, 2013 and 2014
Figure 19: Volume shares in the bottled water retail market, 2013 and 2014
Danone leads in product launches
Figure 20: NPD of bottled water, by company, Brazil, 2014-15
Figure 21: New products by launch type, Brazil, 2014-15
Nestlé Waters launches flavored Perrier in the market
Figure 22: Perrier Slim Can Lime, Brazil, July 2015
Nestlé launches a new bottled water and an app for children

Who’s Innovating?

The category is mainly unflavored
Figure 23: NPD of bottled water by type, Brazil 2010-15
Figure 24: Flavored bottled water products, Brazil
Figure 25: Bottled water products with added ingredients, Brazil
The traditional bottle dominates the market
Figure 26: New plastic bottled water products, Brazil, 2015
Figure 27: Colored plastic bottled water products, Brazil
Figure 28: bottled water products with a different design, Brazil
Figure 29: Glass bottled water products, Brazil
Figure 30: NPD of bottled water, by package type, Brazil, 2010-15
Interesting new launches around the world
Bottled water with added benefits
Figure 31: New bottled water products with added benefits, worldwide
Bottled water products with innovative flavors
Figure 32: New flavored bottled water products, worldwide
Bottled water with unusual and innovative packaging design
Figure 33: New bottled water products with unusual packaging, worldwide

The Consumer – What You Need to Know

Unflavored still water is the most consumed type
Younger consumers have the highest consumption
Consumers are heavily influenced by price
Environmentally friendly packaging is essential
Convenience and single-serve are important to boost sales
Using “healthy skin” to increase usage
Promoting higher usage of bottled water
Flexible stand-up pouch is the most desired innovation
Energy-boosting ingredients can expand the category

Usage of Bottled Water

Unflavored still water continues to dominate usage
Healthier lifestyles can be explored to increase consumption
Figure 34: Usage of different types of bottled water, November 2015
Younger consumers are leading consumption
Figure 35: Usage of different types of bottled water at least once in the last six months, by age, November 2015
Consumption of bottled water presents an upmarket skew
Figure 36: Usage of different types of bottled water at least once in the last six months, by socioeconomic group, November 2015
North-East has the highest consumption of unflavored still bottled water
Figure 37: Usage of different types of bottled water at least once in the last six months, by region, November 2015

Influencing Factors toward the Purchase of Bottled Water

Consumers are heavily price-driven when buying bottled water
It is important to make C2DE consumers loyal to brands, as they are more sensitive to price
Environmentally friendly packaging is more important than an attractive bottle
Figure 38: Bottled water using PlantBottle packaging, Brazil
Figure 39: Bottled water products made with PLA, worldwide
Convenience and single-serve are favored to prettiness and multipacks
Figure 40: Influencing factors toward the purchase of bottled water, November 1015

Attitudes toward Bottled Water

Consumers highly associated drinking water with healthy skin
Using water filling stations to reduce the impact in the environment
Educating consumers on recycling
Using bottled water to compete with sugary drinks among children
Promoting higher usage of bottled water
Figure 41: Attitudes toward bottled water, November 2015

Interest in New Products and Innovations

Flexible stand-up pouch is the most desired innovation
Figure 42: Bottled water in pouches, worldwide
Carton packaging can appeal to environmentally friendly consumers
Figure 43: Bottled water in carton, worldwide
Energy boosting ingredients as well as fruit flavors have space in the market
Figure 44: Bottled water with added electrolytes, worldwide
Figure 45: Rockstar Energy Water, UK, 2015
Figure 46: Bottled water with added protein, worldwide
Bottled water with fruit flavors appeals to 19% of respondents
Figure 47: Bottled water products with fruit flavors, worldwide
Spicy flavors do not seem to appeal as fruity flavors
Figure 48: Bottled water products with spicy flavors, worldwide
Bottled water with antioxidants
Figure 49: Bottled water products with antioxidants, worldwide
Bottled water with added botanicals appeals to 12%
Figure 50: Bottled water products with added botanical ingredients, worldwide
Hunni Water launch Detox Waters
Figure 51: Hunni Water range, US, June 2015
Bottled water targeted at children
Figure 52: Packaging aimed at children
Figure 53: Interest in new products and innovations, November 2015

Appendix – Market Size and Forecast

Figure 54: Best and worst case forecasts for the bottled water market, by value, Brazil
Figure 55: Best and worst case forecasts for the bottled water market, by volume, Brazil

Appendix – Methodology and Definitions

Fan chart forecast
Abbreviations

List of Table

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