Table of Contents
Introduction
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- Definitions
- CSDs market
- Abbreviations, currency, and scales
Executive Summary
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- The market
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- 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
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- 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
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- 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
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- Figure 4: Occasions for drinking CSDs, by gender, January 2015
- Energy benefits can be associated to soft drinks to appeal to younger consumers
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- Figure 5: Opinions about CSDs, by age group, January 2015
- It is important to increase C2DE consumers’ loyalty to brands
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- Figure 6: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
- What we think
Issues and Insights
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- 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
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- Trend: Factory Fear
- Trend: Green and Lean
- Trend: Old Gold
Who’s Innovating?
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- Key points
- Brands of CSDs could stand out in the Brazil market by using “cooling” claims
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- 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
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- 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
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- Key points
- Greater expenditure by Brazilians on food and drinks can affect the CSDs category in Brazil
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- Figure 9: Retail sales of CSDs, by value and volume, Brazil 2009-19
- New taxation rules will benefit small companies
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- 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
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- Key points
- Coca-Cola still holds top spot in the category
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- 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
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- Coca-Cola Company
- Ambev/PepsiCo
- Brasil Kirin
The Consumer – Frequency of Drinking CSDs
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- Key points
- Interest in healthier options can be having a negative impact on the consumption of regular CSDs
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- Figure 14: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
- Functional CSDs could attract consumers from socioeconomic group AB
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- 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
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- Figure 16: Frequency of drinking CSDs, by age group 16-24 and by genre, January 2015
The Consumer – Occasions for Drinking CSDs
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- Key points
- Consumption of CSDs during meals can be increased in- and out-of-home
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- 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
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- Figure 18: Occasions for drinking CSDs, by region, January 2015
- Brands could encourage consumption of CSDs by women at home with friends
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- Figure 19: Occasions for drinking CSDs, by gender, January 2015
The Consumer – Opinions about CSDs
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- Key points
- CSDs made with natural ingredients could improve health image of the category among socioeconomic group AB
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- Figure 20: Opinions about CSDs, January 2015
- Energy benefits can be associated with soft drinks to appeal to younger consumers
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- 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
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- Key points
- Consumers are paying more attention to health attributes of CSDs
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- 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
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- Figure 23: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
- Low-calorie CSDs can increase consumption among young women
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- Figure 24: Attitudes toward drinking CSDs, by age group 16-24 and gender, January 2015
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