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

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185325

Pages: 108

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Soft 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 retailer choices in organized sector. 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 Soft 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 Soft 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 with 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. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink products. However, the Brazilian economy has recovered quickly, and 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: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready To Drink Tea & Coffee.

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
Consumer segment analysis reveals that Brazil’s Better Off income group accounts for nearly one-third of the total soft drinks market in value terms. Rising wage levels and new job opportunities created by Brazil’s increasing integration with the global economy has increased both the size and spending power of middle income groups in the country.

Consumption frequency analysis reveals that over half of Brazilian Early Young Adults don’t consume Concentrates, a strong reduction from the next youngest age group, Tweens & Early Teens, where only 25% of consumers are non-users. Consequently, marketing planners will need to design their campaigns for Soft Drink Concentrates to account for this decline in consumption.

Consumption frequency analysis reveals that non-users of Ready to Drink Tea & Coffee account for between 60%-85% of consumers among the different age categories in Brazil. This low penetration means that suppliers need to carefully target those that do consume Ready to Drink Tea & Coffee or take action to increase the number of consumers.

Key Highlights
Market value analysis reveals that Sparkling Soft Drinks, Juices, and Bottled Water together account for more than 80% of the total market by value in Brazil. Ready to Drink Tea & Coffee is the smallest soft drinks segment.

Brand analysis reveals that private labels have more than25% penetration in the Smoothies market in Brazil compared to less than 2% penetration in Sparkling Soft Drinks, where private labels compete against strong international brands such as Coca-Cola and Pepsi.

Consumer survey results suggest the fast pace of modern life and consumers’ wish to express individuality and personality are key determinants for the consumption of soft drinks in Brazil.

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 Soft 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 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready To Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
3.3 Behavioral Trends and Market Value
3.3.1 Bottled Water
3.3.2 Concentrates
3.3.3 Functional Drinks
3.3.4 Juices
3.3.5 Ready To Drink Tea & Coffee
3.3.6 Smoothies
3.3.7 Sparkling Soft Drinks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Bottled Water
4.1.2 Concentrates
4.1.3 Functional Drinks
4.1.4 Juices
4.1.5 Ready To Drink Tea & Coffee
4.1.6 Smoothies
4.1.7 Sparkling Soft Drinks
4.2 Consumer Profiles by Product Category
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready To Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Bottled Water
5.2.2 Concentrates
5.2.3 Functional Drinks
5.2.4 Juices
5.2.5 Ready To Drink Tea & Coffee
5.2.6 Smoothies
5.2.7 Sparkling Soft Drinks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soft Drinks
6.1.2 Bottled Water
6.1.3 Concentrates
6.1.4 Functional Drinks
6.1.5 Juices
6.1.6 Ready To Drink Tea & Coffee
6.1.7 Smoothies
6.1.8 Sparkling Soft Drinks
7 Consumption Impact: Market Valuation
7.1 Soft Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soft 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 Soft 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 of Organized Retail in Soft Drinks
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Bottled Water
8.2.2 Retail Share of Organized Retail by Volume - Concentrates
8.2.3 Retail Share of Organized Retail by Volume - Functional Drinks
8.2.4 Retail Share of Organized Retail by Volume - Juices
8.2.5 Retail Share of Organized Retail by Volume - Ready To Drink Tea & Coffee
8.2.6 Retail Share of Organized Retail by Volume - Smoothies
8.2.7 Retail Share of Organized Retail by Volume - Sparkling Soft Drinks
8.3 Profiles of End-Consumers of Soft Drinks, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Companhia Brasileira de Distribuicao
8.3.4 Coop Cooperativa de Consumo
8.3.5 Drogasil S.A.
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 Soft Drinks Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Soft Drinks Value Share (%), by Age Groups, 2012
Table 5: Brazil Soft Drinks Value Share (%), by Gender, 2012
Table 6: Brazil Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Soft Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Bottled Water Consumer Group Share (% market value), 2012
Table 11: Brazil Concentrates Consumer Group Share (% market value), 2012
Table 12: Brazil Functional Drinks Consumer Group Share (% market value), 2012
Table 13: Brazil Juices Consumer Group Share (% market value), 2012
Table 14: Brazil Ready To Drink Tea & Coffee Consumer Group Share (% market value), 2012
Table 15: Brazil Smoothies Consumer Group Share (% market value), 2012
Table 16: Brazil Sparkling Soft Drinks Consumer Group Share (% market value), 2012
Table 17: Brazil Total Bottled Water Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Total Concentrates Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Functional Drinks Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Juices Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Ready To Drink Tea & Coffee Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Total Smoothies Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Brazil Total Sparkling Soft Drinks Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Brazil Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Brazil Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Brazil Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Brazil Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Brazil Bottled Water Consumer Profiles (% consumers by sub-group), 2012
Table 39: Brazil Concentrates Consumer Profiles (% consumers by sub-group), 2012
Table 40: Brazil Functional Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 41: Brazil Juices Consumer Profiles (% consumers by sub-group), 2012
Table 42: Brazil Ready To Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 43: Brazil Smoothies Consumer Profiles (% consumers by sub-group), 2012
Table 44: Brazil Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 45: Brazil Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: Brazil Bottled Water Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Brazil Concentrates Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Brazil Functional Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Brazil Juices Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Brazil Ready To Drink Tea & Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Brazil Smoothies Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Brazil Sparkling Soft Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Brazil, Overall Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Brazil, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Brazil, Concentrates: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Brazil, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Brazil, Juices: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Brazil, Ready To Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Brazil, Smoothies: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Brazil, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Brazil Soft Drinks Market Value (Brazilian Real million), by Category, 2012
Table 62: Brazil Soft Drinks Market Value (US$ million), by Category, 2012
Table 63: Brazil Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 64: Brazil Soft Drinks Market Value (US$ million), by Category, 2012
Table 65: Brazil Soft Drinks Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 66: Brazil Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Table 67: Brazil Soft Drinks Expenditure Per Household (Brazilian Real), by Category
Table 68: Brazil Soft Drinks Expenditure Per Household (US$), by Category
Table 69: Brazil Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 70: Brazil Soft Drinks Consumption Per Capita (Ltrs), by Category, 2012
Table 71: Brazil Soft Drinks Consumption Per Household (Ltrs), by Category, 2012
Table 72: Brazil Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 73: Brazil Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 74: Brazil Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 75: Brazil Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 76: Brazil Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 77: Brazil Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 78: Brazil Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 79: Brazil Sparkling Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 80: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 81: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 82: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 83: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 84: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Drogasil S.A. (% by Subgroup, as tracked by the Survey), 2012
Table 85: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 86: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 87: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 88: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 89: Brazil: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 90: Brazil: Profile of Soft 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 Soft Drinks Value Share (%), by Age Groups, 2012
Figure 3: Brazil Soft Drinks Value Share (%), by Gender, 2012
Figure 4: Brazil Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Soft Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Brazil Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Brazil Soft Drinks Market Share (US$ million), by Category, 2012
Figure 23: Brazil Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 24: Brazil Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: Brazil Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 26: Brazil Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 27: Brazil Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 28: Brazil Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 29: Brazil Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 30: Brazil Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 31: Brazil Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 32: Brazil Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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Related research categories

By sector: Soft drinks, General drinks