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Bottled Water - Brazil - February 2016

“The bottled water market continues to grow as an increasing number of consumers are transitioning to healthier lifestyles. Health and sustainability are important factors that the brands in the category can associate themselves with, in order to have an advantage over competitors in the long run.

Functionality should be at the forefront of manufacturers’ development strategies, considering that consumers are turning to the category for hydration and to maintain healthy skin.

Innovations such as flexible pouches and water with added energy-boosting ingredients should play important roles in increasing frequency.”
– Andre Euphrasio, Research Analyst

This report examines the following areas:

  • Promoting private labels of bottled water
  • Increasing the use of aluminum cans

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Table of contents

  1. Overview

    • What you need to know 
      • Products covered in this report
        • Excluded
        • Executive Summary

            • The market
              • In 2015, the bottled water market is estimated to grow 16% by value
                • Figure 1: Forecast of Brazil retail sales of bottled water, by value, 2010-20
              • Market drivers
                • The economy is going through a tough period
                  • Key players
                    • Coca-Cola has 24.5% in value share
                      • Figure 2: Value shares in the bottled water retail market, 2013 and 2014
                    • Danone had the highest share (12%) of NPD in 2015
                      • Unflavored bottled water products dominates the Brazilian market
                        • The consumer
                          • Unflavored still water leads usage
                            • Figure 3: Usage of different types of bottled water, November 2015
                          • Younger consumers are driving consumption
                            • Price has a high impact on consumer purchasing habits
                              • Figure 4: Influencing factors toward the purchase of bottled water, November 1015
                            • Convenience is important in the category
                              • Consumers link drinking water with healthy skin
                                • Figure 5: Attitudes toward bottled water, November 2015
                              • Water in a flexible pouch is the most sought-after innovation
                                • Energy boosting ingredients are desired by 19% of respondents
                                  • What we think
                                  • Issues and Insights

                                    • Promoting private labels of bottled water
                                      • The facts
                                        • The implications
                                          • Increasing the use of aluminum cans
                                            • The facts
                                              • The implications
                                                  • Figure 6: Bottled water in cans by Perrier, Brazil, 2014-15
                                                  • Figure 7: Examples of bottled water in cans, worldwide, 2015
                                              • The Market – What You Need to Know

                                                • Worldwide bottled water market
                                                  • The bottled water market is estimated to grow 16% by value in 2015
                                                    • The economy is going through a bad time
                                                    • Market Size and Forecast

                                                      • Worldwide bottled water market
                                                        • Figure 8: Worldwide retail bottled water markets of selected countries, consumption per capita and CAGR value
                                                      • Market performance
                                                        • Figure 9: Retail sales of bottled water in Brazil, by value, 2010-14
                                                        • Figure 10: Retail sales of bottled water in Brazil, by volume, 2010-14
                                                        • Figure 11: Retail market volume consumption per capita (liter) of bottled water, carbonated soft drinks, and juice, Brazil, 2010-14
                                                      • Segment performance
                                                        • Figure 12: Unflavored water – Retail market segmentation by value, 2012-14
                                                        • Figure 13: Unflavored water – Retail market segmentation by volume, 2012-14
                                                      • Forecast for the bottled water market
                                                        • Figure 14: Forecast of Brazil retail sales of bottled water, by value, 2010-20
                                                        • Figure 15: Forecast of Brazil retail sales of bottled water, by volume, 2010-20
                                                    • Market Drivers

                                                      • Drought affecting various areas of the country
                                                        • Healthier lifestyles can increase consumption
                                                          • The Brazilian economy is struggling
                                                            • Inflation is diminishing consumer’s spending power
                                                              • Figure 16: IPCA monthly change, in %, January 2014-December 2015
                                                            • Unemployment rate stops increasing
                                                              • Figure 17: Monthly unemployment rate, Brazil, 2015
                                                          • Key Players – What You Need to Know

                                                            • Coca-Cola has 24.5% in value share
                                                              • NPD was led by Danone in 2015
                                                                • Most products are unflavored
                                                                • Market Share

                                                                  • Coca-Cola leads the market with 24.5% in value share
                                                                      • Figure 18: Value shares in the bottled water retail market, 2013 and 2014
                                                                      • Figure 19: Volume shares in the bottled water retail market, 2013 and 2014
                                                                    • Danone leads in product launches
                                                                      • Figure 20: NPD of bottled water, by company, Brazil, 2014-15
                                                                      • Figure 21: New products by launch type, Brazil, 2014-15
                                                                    • Nestlé Waters launches flavored Perrier in the market
                                                                      • Figure 22: Perrier Slim Can Lime, Brazil, July 2015
                                                                    • Nestlé launches a new bottled water and an app for children
                                                                    • Who’s Innovating?

                                                                      • The category is mainly unflavored
                                                                        • Figure 23: NPD of bottled water by type, Brazil 2010-15
                                                                        • Figure 24: Flavored bottled water products, Brazil
                                                                        • Figure 25: Bottled water products with added ingredients, Brazil
                                                                      • The traditional bottle dominates the market
                                                                        • Figure 26: New plastic bottled water products, Brazil, 2015
                                                                        • Figure 27: Colored plastic bottled water products, Brazil
                                                                        • Figure 28: bottled water products with a different design, Brazil
                                                                        • Figure 29: Glass bottled water products, Brazil
                                                                        • Figure 30: NPD of bottled water, by package type, Brazil, 2010-15
                                                                      • Interesting new launches around the world
                                                                        • Bottled water with added benefits
                                                                          • Figure 31: New bottled water products with added benefits, worldwide
                                                                        • Bottled water products with innovative flavors
                                                                          • Figure 32: New flavored bottled water products, worldwide
                                                                        • Bottled water with unusual and innovative packaging design
                                                                          • Figure 33: New bottled water products with unusual packaging, worldwide
                                                                      • The Consumer – What You Need to Know

                                                                        • Unflavored still water is the most consumed type
                                                                          • Younger consumers have the highest consumption
                                                                            • Consumers are heavily influenced by price
                                                                              • Environmentally friendly packaging is essential
                                                                                • Convenience and single-serve are important to boost sales
                                                                                  • Using “healthy skin” to increase usage
                                                                                    • Promoting higher usage of bottled water
                                                                                      • Flexible stand-up pouch is the most desired innovation
                                                                                        • Energy-boosting ingredients can expand the category
                                                                                        • Usage of Bottled Water

                                                                                          • Unflavored still water continues to dominate usage
                                                                                            • Healthier lifestyles can be explored to increase consumption
                                                                                              • Figure 34: Usage of different types of bottled water, November 2015
                                                                                            • Younger consumers are leading consumption
                                                                                              • Figure 35: Usage of different types of bottled water at least once in the last six months, by age, November 2015
                                                                                            • Consumption of bottled water presents an upmarket skew
                                                                                              • Figure 36: Usage of different types of bottled water at least once in the last six months, by socioeconomic group, November 2015
                                                                                            • North-East has the highest consumption of unflavored still bottled water
                                                                                              • Figure 37: Usage of different types of bottled water at least once in the last six months, by region, November 2015
                                                                                          • Influencing Factors toward the Purchase of Bottled Water

                                                                                            • Consumers are heavily price-driven when buying bottled water
                                                                                              • It is important to make C2DE consumers loyal to brands, as they are more sensitive to price
                                                                                                • Environmentally friendly packaging is more important than an attractive bottle
                                                                                                  • Figure 38: Bottled water using PlantBottle packaging, Brazil
                                                                                                  • Figure 39: Bottled water products made with PLA, worldwide
                                                                                                • Convenience and single-serve are favored to prettiness and multipacks
                                                                                                    • Figure 40: Influencing factors toward the purchase of bottled water, November 1015
                                                                                                • Attitudes toward Bottled Water

                                                                                                  • Consumers highly associated drinking water with healthy skin
                                                                                                    • Using water filling stations to reduce the impact in the environment
                                                                                                      • Educating consumers on recycling
                                                                                                        • Using bottled water to compete with sugary drinks among children
                                                                                                          • Promoting higher usage of bottled water
                                                                                                            • Figure 41: Attitudes toward bottled water, November 2015
                                                                                                        • Interest in New Products and Innovations

                                                                                                          • Flexible stand-up pouch is the most desired innovation
                                                                                                            • Figure 42: Bottled water in pouches, worldwide
                                                                                                          • Carton packaging can appeal to environmentally friendly consumers
                                                                                                            • Figure 43: Bottled water in carton, worldwide
                                                                                                          • Energy boosting ingredients as well as fruit flavors have space in the market
                                                                                                            • Figure 44: Bottled water with added electrolytes, worldwide
                                                                                                            • Figure 45: Rockstar Energy Water, UK, 2015
                                                                                                            • Figure 46: Bottled water with added protein, worldwide
                                                                                                          • Bottled water with fruit flavors appeals to 19% of respondents
                                                                                                            • Figure 47: Bottled water products with fruit flavors, worldwide
                                                                                                          • Spicy flavors do not seem to appeal as fruity flavors
                                                                                                            • Figure 48: Bottled water products with spicy flavors, worldwide
                                                                                                          • Bottled water with antioxidants
                                                                                                            • Figure 49: Bottled water products with antioxidants, worldwide
                                                                                                          • Bottled water with added botanicals appeals to 12%
                                                                                                            • Figure 50: Bottled water products with added botanical ingredients, worldwide
                                                                                                          • Hunni Water launch Detox Waters
                                                                                                            • Figure 51: Hunni Water range, US, June 2015
                                                                                                          • Bottled water targeted at children
                                                                                                            • Figure 52: Packaging aimed at children
                                                                                                            • Figure 53: Interest in new products and innovations, November 2015
                                                                                                        • Appendix – Market Size and Forecast

                                                                                                            • Figure 54: Best and worst case forecasts for the bottled water market, by value, Brazil
                                                                                                            • Figure 55: Best and worst case forecasts for the bottled water market, by volume, Brazil
                                                                                                        • Appendix – Methodology and Definitions

                                                                                                          • Fan chart forecast
                                                                                                            • Abbreviations

                                                                                                            Companies Covered

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                                                                                                            Bottled Water - Brazil - February 2016

                                                                                                            £3,199.84 (Excl.Tax)