The Brazilian Hot Drinks Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185334

Pages: 66

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Hot Drinks market in Brazil from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Hot Drinks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Hot Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Coffee, Tea, and Other Hot Drinks are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Coffee, Tea, and Other Hot Drinks.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption frequency analysis reveals that tea is yet to emerge as a popular drink among the majority of Brazilians. This is evident from the low incidence of Heavy-frequency users, less than 20%in the Brazilian tea market. This suggests that marketing planners will be more inclined towards the coffee market in Brazil.

Consumer segmentation analysis reveals that urban dwellers account for more than 98% of the hot drinks market in value terms in Brazil. As such, Hot Drinks producers should pay special attention to the specific trends and factors affecting Brazil’s urban population.

Organized retailer sales analysis reveals that Brazil’s Hot Drinks market is dominated by the country’s top three organized retailers, which together account for 49% of the country’s total sales in volume terms. Notably, only one-third of the sales are through small stores, making the barrier to entry in the market high.

Key Highlights
Economic prosperity in Brazil has resulted in the upward mobility of a sizeable section of lower middle class population and has also contributed to growth in the levels of coffee consumption. As a result, the share of middle class consumers has increased.

Brand analysis reveals that private labels have less than 15% penetration in the overall Hot Drinks market in Brazil. This indicates that consumers have a strong preference for branded beverages products.

Consumer survey results indicate that the increased pace of modern life and the rise of the new middle class in Brazil have contributed to a steep increase in the demand for instant hot drinks, especially Coffee. Moreover, consumers often look to Hot Drinks consumption as a self-reflective expression of their personality.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Hot Drinks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea
3.3 Behavioral Trends and Market Value
3.3.1 Coffee
3.3.2 Other Hot Drinks
3.3.3 Tea
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Coffee
4.1.2 Other Hot Drinks
4.1.3 Tea
4.2 Consumer Profiles by Product Category
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Hot Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Coffee
5.2.2 Other Hot Drinks
5.2.3 Tea
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Hot Drinks
6.1.2 Coffee
6.1.3 Other Hot Drinks
6.1.4 Tea
7 Consumption Impact: Market Valuation
7.1 Hot Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Hot Drinks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Hot Drinks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share in Hot Drinks of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume – Coffee of Organized Retail
8.2.2 Retail Share by Volume - Other Hot Drinks of Organized Retail
8.2.3 Retail Share by Volume – Tea of Organized Retail
8.3 Profiles of End-Consumers of Hot Drinks, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Cia Zaffari
8.3.4 Companhia Brasileira de Distribuicao
8.3.5 Coop Cooperativa de Consumo
8.3.6 G.Barbosa
8.3.7 Irmaos Bretas
8.3.8 Lojas Americanas
8.3.9 Prezunic
8.3.10 Wal-Mart
8.3.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Hot Drinks Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Hot Drinks Value Share (%), by Age Groups, 2012
Table 5: Brazil Hot Drinks Value Share (%), by Gender, 2012
Table 6: Brazil Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Hot Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Coffee Consumer Group Share (% market value), 2012
Table 11: Brazil Other Hot Drinks Consumer Group Share (% market value), 2012
Table 12: Brazil Tea Consumer Group Share (% market value), 2012
Table 13: Brazil Total Coffee Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Brazil Total Other Hot Drinks Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Tea Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Brazil Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Brazil Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 23: Brazil Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 24: Brazil Tea Consumer Profiles (% consumers by sub-group), 2012
Table 25: Brazil Hot Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Brazil Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Brazil Other Hot Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Brazil Tea Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Brazil Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Brazil Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Brazil Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Brazil Tea: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Brazil Hot Drinks Market Value (Brazilian Real million), by Category, 2012
Table 34: Brazil Hot Drinks Market Value (US$ million), by Category, 2012
Table 35: Brazil Hot Drinks Market Volume by Category, 2012
Table 36: Brazil Hot Drinks Market Value (US$ million), by Category, 2012
Table 37: Brazil Hot Drinks Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 38: Brazil Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Table 39: Brazil Hot Drinks Expenditure Per Household (Brazilian Real), by Category
Table 40: Brazil Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Brazil Hot Drinks Market Volume (Ltr m) by Category, 2012
Table 42: Brazil Hot Drinks Consumption Per Capita (Ltr) by Category, 2012
Table 43: Brazil Hot Drinks Consumption Per Household (Ltr) by Category, 2012
Table 44: Brazil Hot Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Kg m), 2012
Table 45: Brazil Coffee Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 46: Brazil Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 47: Brazil Tea Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Table 48: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 49: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 50: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 51: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 52: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 53: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 54: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 55: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 56: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 57: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 58: Brazil: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Hot Drinks Value Share (%), by Age Groups, 2012
Figure 3: Brazil Hot Drinks Value Share (%), by Gender, 2012
Figure 4: Brazil Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Hot Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Hot Drinks Market Value (US$ million), by Category, 2012
Figure 15: Brazil Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 16: Brazil Hot Drinks Expenditure Per Household (US$), by Category
Figure 17: Brazil Hot Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Kg m), 2012
Figure 18: Brazil Coffee Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Figure 19: Brazil Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012
Figure 20: Brazil Tea Survey-tracked Retailer Shares by Volume (Kg m) of Organized Retail, 2012

Price: $ 3995.00

Related research categories

By sector: Hot drinks, General drinks