Table of Contents
Overview
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- Definition
Executive Summary
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- The market
- Economic recession impacts market performance in 2015
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- Figure 1: Forecast of Brazil retail sales of carbonated soft drinks, by value, 2010-20
- Key players
- Coca-Cola still leads the market
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- 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
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- Figure 3: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
- Youngsters save money on carbonated soft drinks to spend more elsewhere
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- 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
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- Figure 5: Attitudes towards carbonated soft drinks, February 2016
- Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to ABs
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- Figure 6: Interest in innovations, February 2016
- What we think
Issues and Insights
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- 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
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- 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
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- Performance during 2015 doesn’t follow the previous year’s result
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- Figure 7: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20
- Proliferation of mixed drinks helps the category innovate
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- 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
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- 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
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- 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
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- Coca-Cola redefines its brand positioning globally
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- 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?
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- Natural sweeteners versus artificial sweeteners
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- 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
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- 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
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- 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
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- Decrease in the consumption of carbonated soft drinks
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- Figure 14: Consumption of carbonated soft drinks, February 2016
- Reusable packaging boosts consumption among C12 consumers
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- Figure 15: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
- Women seem to be replacing carbonated soft drinks
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- Figure 16: Consumption of carbonated soft drinks, February 2016
Carbonated Soft Drinks Spending Changes
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- Consumers remain loyal to brands even while consuming less
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- Figure 17: Changes of expenses with soft drinks, February 2016
- Youngsters save money with carbonated soft drinks to spend on other things
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- 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
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- Reduction of body swelling is a benefit that appeals to Brazilians
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- Figure 19: Attitudes towards carbonated soft drinks, February 2016
- Natural and premium products can appeal to young women
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- 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
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- Figure 21: Attitude “Carbonated soft drinks that have detox benefits are attractive to me,” by gender and age group, February 2016
Interest in Innovations
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- Temperatures above average are open space for refreshing products
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- Figure 22: Interest in innovations, February 2016
- Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to AB consumers
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- Figure 23: Interest in innovations, February 2016
- Thematic carbonated soft drinks appeal to young people
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- 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
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- Figure 25: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20
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Appendix – Methodology and Definitions
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- Fan chart forecast
- Abbreviations
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