Table of Contents
Executive Summary
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- Challenges
- Government hinders access to sugary drinks to combat obesity
- Consumers find it difficult to differentiate types of sweeteners
- The market of organic and natural CSDs is still limited
- Opportunities
- Regular CSDs can strengthen its indulgent attribute
- Brands should explore additional benefits to attract consumers
- Soccer World Cup should boost consumption of CSDs
- What we think
The Market – What You Need to Know
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- Retail sales decline both in value and volume
- Government studies tax on high sugar products and sales restrictions
Market Size and Forecast
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- Retail sales decline both in value and volume
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- Figure 1: Retail sales of carbonated soft drinks, by value and volume, 2012-22
- Retail sales should keep falling in volume while oscillating in value
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- Figure 2: Forecast of retail sales of carbonated soft drinks, by value, 2012-22
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- Figure 3: Forecast of retail sales of carbonated soft drinks, by volume, 2012-22
Market Drivers
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- Health issues keep affecting consumption
- An aging population brings new demands
- High level of unemployment impacts consumption behavior
- Government studies tax on high sugar products and sales restrictions
Key Players – What You Need to Know
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- Acquisition of Brasil Kirin by Heineken shakes the sector
- Coca-Cola promises a house per week and World Cup gifts
- In addition to sugar reduction, sodium reduction is also popular
Market Share
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- Coca-Cola still leads while Ambev grows
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- Figure 4: Companies’ shares in the retail market of carbonated soft drinks, by value, Brazil, 2016-17
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- Figure 5: Companies’ shares in the retail market of carbonated soft drinks, by volume, Brazil, 2016-17
- Coca-Cola tries to gain relevance in the guaraná segment
- Acquisition of Brasil Kirin by Heineken shakes the sector
Marketing Campaigns and Actions
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- Brazil’s F1 GP chooses Brazilian organic CSDs as official product
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- Figure 6: Wewi Brazil's F1 GP edition
- Itubaína launches special edition for the Comic-Con Experience
- Coca-Cola promises a house per week and World Cup gifts
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- Figure 7: Coca Cola's campaign
Who’s Innovating?
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- Still small in Brazil, natural CSDs market grows around the world
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- Figure 8: Launches of carbonated soft drinks positioned as "100% natural," 2015-17
- In addition to sugar reduction, sodium reduction is also popular
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- Figure 9: Claims of the most popular carbonated soft drinks in Latin America, November 2017-April 2018
The Consumer – What You Need to Know
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- Regular CSDs with refreshing appeal can gain space
- There is an opportunity for energy-boosting CSDs
- Low/no calories CSDs appeal to parents
- Zero CSDs need to offer differentials
- Brazilian brands can use local origin to attract AB consumers
Carbonated Soft Drinks Consumption Occasions
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- Regular CSDs with refreshing appeal can gain space
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- Figure 10: Carbonated soft drinks consumption occasions, Brazil, May 2018
- A larger variety of low/no calories products and CSDs made with alternative sweeteners can boost consumption in restaurants
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- Figure 11: Carbonated soft drink consumption occasions, by working situation, Brazil, May 2018
- A larger variety of international brands can boost consumption of regular CSDs at work/school among AB consumers
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- Figure 12: Carbonated soft drink consumption occasions, by socioeconomic group, Brazil, May 2018
Changes in Consumption
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- There is an opportunity for energy boosting CSDs
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- Figure 13: Changes in consumption, Brazil, May 2018
- Working people have replaced CSDs with yogurt drinks
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- Figure 14: Changes in consumption, by working situation, Brazil, May 2018
- Tea-based CSDs without artificial ingredients can attract those aged 35+
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- Figure 15: Changes in consumption, by age, Brazil, May 2018
Carbonated Soft Drinks Consumption Drivers
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- Attractive packaging that encourages consumers to share photos on social media can stimulate consumption of CSDs
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- Figure 16: CSDs consumption drivers, Brazil, May 2018
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- Figure 17: Partnership Itubaína and Estrela
- Variety of fruit flavors can boost consumption among men aged 25-34
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- Figure 18: CSDs consumption drivers, by gender and age group, Brazil, May 2018
- No/low-calorie CSDs appeal to parents
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- Figure 19: CSDs consumption drivers, by children in the household, Brazil, May 2018
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- Figure 20: Viva Schin Mini portfolio
Carbonated Soft Drinks Perceptions
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- Regular CSDs need to distance themselves from negative attributes
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- Figure 21: CSDs perceptions, Brazil, May 2018
- Zero CSDs need to offer differentials
- Regular CSDs can invest in a larger variety of unusual sweet flavors
Attitudes about Carbonated Soft Drinks
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- CSDs with alcohol can be a cheaper option for celebrations
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- Figure 22: Attitudes toward carbonated soft drinks, Brazil, May 2018
- There is space to educate students about different sweeteners
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- Figure 23: Attitudes toward carbonated soft drinks, by working situation, Brazil, May 2018
- Brazilian brands can use local origin to attract AB consumers
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- Figure 24: Attitudes toward carbonated soft drinks, by socioeconomic group, Brazil, May 2018
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- Figure 25: Budweiser special edition packaging
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 26: Retail sales of carbonated soft drinks, by value and volume, 2012-22
- Figure 27: Forecast of retail sales of carbonated soft drinks, by value, 2012-22
- Figure 28: Forecast of retail sales of carbonated soft drinks, by volume, 2012-22
- Figure 29: Companies’ shares in the retail market of carbonated soft drinks, by value, Brazil, 2016-17
- Fan chart forecast
Appendix – Correspondence Analysis
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- Methodology
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- Figure 30: Correspondence analysis, carbonated soft drinks, Brazil, May 2018
- Figure 31: CSDs perceptions, Brazil, May 2018
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