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Bottled Water - Brazil - April 2013

"The bottled water category in Brazil has been showing dynamic growth in the last few years. However, despite growing revenues, the category still has one of the lowest per capita expenditures in the world. Companies can look to differentiate their products through product segmentation, development of niche markets and the encouraging uptake in new consumption occasions are also opportunities for consideration."

– Luke Marangoni Xavier, Senior Analyst of Drinks

In this report we will discuss the following issues:

  • What opportunities are there for the water category to use the growing concern over obesity to its advantage?
  • How can the bottled water category more effectively tap into exercise occasions?
  • How do Brazilians perceive water with added benefits?
  • What steps can bottled water brands take to position themselves as proactive and moral in relation to the environmental impact caused by the category?
  • How do Brazilians perceive “green” bottled water packaging?
  • What NPD areas offer scope for companies to profit in a category that is still seen as a commodity?
  • How can the bottled water category deal with traditional competitors in consumers’ homes, such as water filters and water gallons?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total sales volume of bottled water in Brazil, 2005-12
              • Figure 2: Retail sales volume of bottled water in Brazil, 2007-12
              • Figure 3: Retail sales value of bottled water in Brazil, 2007-12
              • Figure 4: Retail sales volume of bottled water, by segment, 2011-12
              • Figure 5: Retail sales value of bottled water, by segment, 2011-12
            • Forecast
              • Figure 6: Retail sales volume forecast of bottled water, 2008-18
              • Figure 7: Retail sales value forecast of bottled water, 2008-18
            • Companies
              • Figure 8: Bottled water companies' market share, by volume, 2012
            • The issues
              • Interest in health creates opportunities for the bottled water category
                • Figure 9: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” Brazil, January 2013
              • Brazilian consumers’ environmental awareness creates opportunities for the bottled water category
                • Figure 10: Agreement with the statement: “I would be more inclined to buy bottled water if the packaging were less harmful to the environment," January 2013
              • Premium bottled water is a future source of revenues for the category
                • Figure 11: Agreement with the statement: “I prefer buying bottled water by well-known brands (e.g., Crystal, Bonafont) to buying regional brands,” January 2013
              • Brazilian idiosyncrasies create fierce competition to bottled water at home
                • Figure 12: Agreement with the statement: “Bottled water is healthier than tap/filtered water,” by region, January 2013
              • What we think
              • Health Factors Provide Opportunities for the Bottled Water Category

                • Key points
                  • Bottled mineral water can position itself as playing a role in the fight against obesity
                    • Figure 13: Attitudes towards healthy diets, June 2012
                    • Figure 14: Attitudes towards carbonated soft drinks, August 2011
                  • Exercise-related usage can be better exploited by the bottled water category
                    • Figure 15: Attitudes towards healthy habits, June 2012
                    • Figure 16: Agreement with the statement: “Bottled water is the best way to keep hydrated during and after exercising,” January 2013
                  • Bottled water with functional benefits is well accepted by Brazilians, but regulations pose obstacles to innovation
                    • Figure 17: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” Brazil, January 2013
                    • Figure 18: Agreement with the statement: “I would be happy to pay more for bottled water with added benefits,” UK, December 2012
                    • Figure 19: New product launches in the bottled water category in Brazil, by claim, 2012
                  • What it means
                  • Brazilian Consumers’ Environmental Awareness Creates Opportunities for the Bottled Water Category

                    • Key points
                      • Gaps in recycling are opportunities for bottled mineral water companies
                          • Figure 20: Share of recycled PET plastic of total resin produced—Brazil, 2004-11
                          • Figure 21: Agreement with the statement: “I would recycle if there was selective collection in my area,” by region, June 2012
                          • Figure 22: Agreement with the statements: “I would like to know more about recycling” and “I don’t know why it is important to recycle,” June 2012
                        • Sustainable packaging is one of the main tools the industry can use to attract consumers in the short term
                          • Figure 23: Likelihood of considering “green factors” at the time of purchase, June 2012
                          • Figure 24: Agreement with the statement: “I would be more inclined to buy bottled water if the packaging were less harmful to the environment,” January 2013
                          • Figure 25: New Product launches in the bottled water market in Brazil, by claim “ethical/environmentally friendly package,” 2009-12
                          • Figure 26: New product launches in the bottled water market in Brazil, by packaging material, 2009-12
                        • Consumers expect more from companies, and a solid “green” positioning is key for bottled water companies
                          • Figure 27: “What responsibility do you think the following entities have to preserve the environment?” June 2012
                          • Figure 28: Agreement with the statement: “I don’t believe companies are as “green” as they say they are,” by age group, June 2012
                          • Figure 29: Agreement with the statements “My purchase decisions could have an impact on companies’ ethical and environmental behaviour” and “I would stop buying a product if I discovered it was not “green” or sustainable,” June 2012
                        • What it means
                        • Growth Opportunities from Premium Bottled Water

                          • Key points
                            • The bottled water category should consider added-value products to reach niche markets
                              • Figure 30: annual per capita expenditure on bottled mineral water, selected countries, 2012 (est.)
                              • Figure 31: Agreement with the statement: “I prefer buying bottled water by well-known brands (e.g., Crystal, Bonafont) to buying regional brands,” January 2013
                              • Figure 32: Agreement with the statement: “I see no difference between brands of bottled water, they all taste the same,” January 2013
                            • Bottled water can take advantage of the premiumization trend
                              • Figure 33: Agreement with the statement: “It is worth paying more for premium beers,” by socioeconomic group, June 2012
                              • Figure 34: Agreement with the statement: “I prefer premium coffee over regular brands,” November 2012
                            • Flavored bottled water can be an opportunity for the category
                              • Figure 35: Volume share of bottled mineral water segmentsin Brazil and the U.S., 2011
                              • Figure 36: Share of flavored water of the total new product launches in the bottled water category, UK, U.S. and Brazil, 2012
                            • What it means
                            • In-home Consumption Trends

                              • Key points
                                • Tap/filtered water remains a key obstacle to faster growth of bottled water
                                  • Figure 37: Frequency of drinking tap/filtered water, January 2013
                                • The low quality of drinking water available to Brazilians creates opportunities for bottled water
                                  • Figure 38: Per capita consumption of bottled water in Mexico and Brazil, 2007-11
                                  • Figure 39: Agreement with the statement: “Bottled water is purer than tap/filtered water,” by region, January 2013
                                  • Figure 40: Agreement with the statement: “Bottled mineral water is healthier than tap/filtered water,” by region, January 2013
                                • What it means
                                • Appendix – The Market

                                    • Figure 41: Retail sales of bottled water in Brazil, value, 2008-18
                                    • Figure 42: Best- and worst-case forecast of retail sales of bottled water in Brazil, value, 2008-18
                                    • Figure 43: Retail sales of bottled water in Brazil, volume, 2008-18
                                    • Figure 44: Best- and worst-case forecast of retail sales of bottled water in Brazil, volume, 2008-18
                                    • Figure 45: Retail market volume of bottled water, per segment, liters, 2011-12
                                    • Figure 46: Retail market value of bottled water, by segment, 2011-12
                                    • Figure 47: Market share of water bottled by volume, by manufacturer, 2012
                                    • Figure 48: Annual per capita expenditure on bottled mineral water in the world, in U.S. dollars, 2012 (est.)
                                    • Figure 49: Per capita consumption of bottled water in Mexico and Brazil, in liters, 2007-11
                                • Appendix – The Consumer

                                  • Frequency of drinking bottled water
                                    • Figure 50: Frequency of drinking bottled water, higher frequencies, January 2013
                                    • Figure 51: Frequency of drinking bottled water, lower frequencies, January 2013
                                    • Figure 52: Frequency of consumption of unflavored still mineral water, by demographics, higher frequencies, January 2013
                                    • Figure 53: Frequency of consumption of unflavored still water, by demographics, lower frequencies, January 2013
                                    • Figure 54: Frequency of drinking flavored still mineral water, by demographics, higher frequencies, January 2013
                                    • Figure 55: Frequency of drinking flavored still mineral water, by demographics, lower frequencies, January 2013
                                    • Figure 56: Frequency of drinking unflavored sparkling mineral water, by demographics, higher frequencies, January 2013
                                    • Figure 57: Frequency of drinking unflavored sparkling mineral water, by demographics, lower frequencies, January 2013
                                    • Figure 58: Frequency of drinking flavored sparkling mineral water, by demographics, January 2013
                                    • Figure 59: Frequency of consumption tap/filtered water, by demographics, January 2013
                                  • Place of purchase
                                    • Figure 60: Place of purchase of bottled mineral water, January 2013
                                    • Figure 61: Place of purchase of bottled mineral water, by demographics, January 2013
                                    • Figure 62: Place of purchase of bottled mineral water, by frequency of drinking unflavored still mineral water, by higher frequencies, January 2013
                                    • Figure 63: Place of purchase of bottled mineral water, by frequency of drinking unflavored still mineral water, by lower frequencies, January 2013
                                    • Figure 64: Place of purchase of bottled mineral water, by frequency of drinking flavored still mineral water, higher frequencies, January 2013
                                    • Figure 65: Place of purchase of bottled mineral water, by frequency of drinking flavored still mineral water, by lower frequencies, January 2013
                                    • Figure 66: Place of purchase of bottled mineral water, by frequency of drinking unflavored sparkling mineral water, by higher frequencies, January 2013
                                    • Figure 67: Place of purchase of bottled mineral water, by frequency of drinking unflavored sparkling mineral water, by lower frequencies, January 2013
                                    • Figure 68: Place of purchase of bottled mineral water, by frequency of drinking bottled water, January 2013
                                    • Figure 69: Place of purchase of bottled mineral water, by frequency of drinking tap/filtered water, January 2013
                                  • Attitudes towards drinking water
                                    • Figure 70: Attitudes towards drinking water, January 2013
                                    • Figure 71: Most popular attitudes towards drinking water, by demographics, January 2013
                                    • Figure 72: Least popular attitudes towards drinking water, by demographics, January 2013
                                  • Attitudes towards buying bottled water
                                    • Figure 73: Attitudes towards buying bottled water, January 2013
                                    • Figure 74: Attitudes towards buying bottled water in relation to tap/filtered water by demographics, January 2013
                                    • Figure 75: Attitudes towards buying bottled water in relation to brand and added benefits, by demographics, January 2013
                                    • Figure 76: Attitudes towards buying bottled water in relation to well-known brands and environmental attitudes, by demographics, January 2013
                                    • Figure 77: Attitudes towards buying bottled water in relation to health benefits, by demographics, January 2013
                                    • Figure 78: Attitudes towards buying bottled water in relation to hydration and flavored water, by demographics, January 2013
                                    • Figure 79: Attitudes towards buying bottled water in relation to buying glass containers and expenditure, by demographics, January 2013
                                • Appendix – GNPD Data

                                    • Figure 80: New product launches in the bottled water market in Brazil, by claim, 2012
                                    • Figure 81: new product launches in the bottled water market in Brazil, share of products featuring ethical/environmentally friendly packaging, 2009-12
                                    • Figure 82: new product launches in the bottled water market in Brazil, by packaging material, 2009-12
                                    • Figure 83: Share of flavored bottled water in new product in UK, U.S. and Brazil, 2012

                                Companies Covered

                                To learn more about the companies covered in this report please contact us.

                                Bottled Water - Brazil - April 2013

                                £3,277.28 (Excl.Tax)