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Carbonated Soft Drinks - Brazil - April 2012

“The carbonated soft drinks category in Brazil has achieved significant growth in recent years. However, innovation and product repositioning will be key to addressing the challenges the market faces in the coming years.

Increasing the consumption frequency becomes essential and innovation in packaging and flavors is required to boost the category. Due to the market becoming even more concentrated the survival of regional producers will only be through a regional and unique product approach. Moreover, a cooperative action between these players will be crucial if they want to expand distribution.

To address the price barriers, which are especially important to the lower-income groups, efforts to build long-term relationships with consumers should direct the marketing strategies of manufacturers (with major sporting events, digital media, and social and environmental commitment offering key communications platforms).

The pressures of society and government around the healthiness of products look set to become more pronounced and sodas with natural claims are expected to spearhead new product development in the medium term. Already in the short term, the race for the emerging consumer in the North and Northeast must be a key investment target for the leading operators.”

– Lucas Marangoni, Senior Drinks AnalystSome questions answered in this report include:
  • What key strategies should the operator explore going forward to drive consumption?
  • How can the industry respond to the consumer becoming more health aware in a category directly related to rising obesity?
  • What key strategies can manufacturers explore to target low-income consumers—usually concerned about prices—in an environment of rising raw material costs?
  • What routes can regional manufacturers explore to ensure their survival in an increasingly concentrated market?
  • What steps are required from the overall category value chain in response to the national policy on solid waste?
  • What are the key challenges the industry faces in looking to capture emerging consumers in the North and Northeast?


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Table of contents

  1. Introduction

      • Report structure
        • Definition
          • Consumer research methodology
          • Executive Summary

            • The market
              • Figure 1: CSD market size by flavor—volume and value sales, 2010
            • Market share
              • Figure 2: CSD market share by company, 2010-11
            • The future
              • Issues in the market
                • Mature Brazilian CSD market seeks range of solutions to challenging environment
                  • Figure 3: Non-alcoholic drinks consumption frequency, by category, August 2011
                • Competition between national brands and regional brands intensifies
                  • Figure 4: CSD market share by company, 2010-11
                • The National Solid Waste Policy: Implications for CSDs
                  • Figure 5: CSD product launches with environmentally friendly packaging, 2008-11*
                • North and Northeast remain a focus of attention
                  • Figure 6: Socioeconomic groups by region (%), 2010
              • Mature Brazilian CSD Market Seeks Range of Solutions to Challenging Environment

                • Issues at a glance
                  • Rising costs threaten CSD market growth
                      • Figure 7: Consumer attitudes toward price of carbonated soft drinks, by socioeconomic group, August 2011
                    • Competition within soft drinks causes further pressure on brands
                      • Figure 8: Consumption frequency of non-alcoholic drinks, by category, august 2011
                    • Health issues begin to influence behavior
                        • Figure 9: Attitudes toward CSDs, August 2011
                      • The launch of new flavors can promote consumption
                        • Figure 10: Purchase of CSDs by flavor, by socioeconomic group, August 2011
                        • Figure 11: Agreement with the statement “I like trying new flavors and varieties of soft drinks” by socioeconomic group, August 2011
                        • Figure 12: Attitudes toward CSD, August 2011
                        • Figure 13: New product launches in the CSD market in Brazil by claim, 2008-11
                      • Health concerns drive down predicted consumption
                        • Figure 14: Consumers’ usage of standard carbonated soft drinks compared to last year, by age, August 2011
                        • Figure 15: Consumers’ usage of diet/light carbonated soft drinks compared to last year, by age, August 2011
                      • Cost barriers hampering usage among C2 and DE consumers are being addressed
                        • Figure 16: Frequency of CSD consumption, by socioeconomic group, August 2011
                        • Figure 17: Agreement with the statement “carbonated soft drinks are good value compared to other soft drinks,” by income, August 2011
                        • Figure 18: Attitudes toward cost of CSDs, by socioeconomic group, August 2011
                      • Brand engagement requires longer-term planning
                        • Returnable packaging is back at Brazilians’ homes
                            • Figure 19: CSD market share by company, 2010 and 2011
                          • Future signs for the market are worrisome
                            • Figure 20: Changes in consumption of CSDs over the last 12 months, August 2011
                            • Figure 21: Attitudes toward health and consumption of CSDs, August 2011
                          • What it means
                          • Competition Intensifies Between National Brands and Regional Brands

                            • Issues at a glance
                              • Four companies dominate the market
                                • Figure 22: CSD market share by volume, by company, 2009 and 2010
                              • Regional brands look to consolidate presence
                                • Ice Cola brand sets benchmark for regional brands to follow
                                    • Figure 23: CSDs bought, by flavor, August 2011
                                  • New international players further intensifies competition in the category
                                    • Coca-Cola dominates the market
                                      • Figure 24: CSD market share by company, 2010 and 2011
                                      • Figure 25: Carbonated soft drinks product launches, by company, 2008-11*
                                      • Figure 26: Coca-Cola’s new product launches in the Brazil CSD market, by launch type, percentage, 2008-11*
                                    • What it means
                                    • The National Solid Waste Policy: Implications for CSDs

                                      • Issues at a glance
                                        • Recycling and “reverse logistics” key to loyalty and sales of CSDs
                                            • Figure 27: Total number of PET bottles produced and percentage recycled, 2006-10
                                            • Figure 28: PET market segmentation, percentage, 2005-08
                                            • Figure 29: CSD launches in Brazil, by package type, 2009 and 2010
                                            • Figure 30: Sources of acquiring PET bottles
                                          • Major brands will lead the way
                                            • Recycled PET becomes a battleground in Brazil
                                                • Figure 31: Application of recycled PET
                                              • Eco-friendly bottles: Seeking alternatives to PET packaging
                                                  • Figure 32: Launches of carbonated soft drinks with environmentally ethical packaging, percentage, 2008-11*
                                                • “Nostalgic appeal” brings back glass bottles to CSD market
                                                  • Environmental issue takes on wider meaning
                                                    • Figure 33: Launches of carbonated soft drinks with environmentally friendly packaging by company, percentage, 2008-11*
                                                  • What it means
                                                  • North and Northeast Remain a Focus of Attention

                                                    • Issues at a glance
                                                      • Rise in minimum wage changes regional potential
                                                        • Figure 34: Carbonated soft drinks consumption, by region (%), August 2011
                                                        • Figure 35: Monthly average salary per person older than 10, by region, 2009
                                                        • Figure 36: Carbonated soft drinks consumption, by socio-economic group (%), August 2011
                                                        • Figure 37: Economic classes by region, (%), 2010
                                                        • Figure 38: Consumer attitudes toward price of carbonated soft drinks, by region, August 2011
                                                      • Other factors contribute to growth
                                                        • Figure 39: Daily bottled water and CSD consumption, by region, August 2011
                                                        • Figure 40: Type of shop consumers usually buy carbonated soft drinks from, by region, August 2011
                                                      • Major companies look to exploit regional potential
                                                        • What it means
                                                        • Appendix – Carbonated Soft Drinks: The Consumer

                                                            • Figure 41: Frequency of drinking soft drinks, by category, August 2011
                                                            • Figure 42: Frequency of drinking soft drinks, by category, by region, August 2011
                                                            • Figure 43: Frequency of drinking soft drinks, by category, by gender and age group, August 2011
                                                            • Figure 44: Frequency of drinking soft drinks, by category, by socioeconomic group, August 2011
                                                            • Figure 45: Frequency of drinking soft drinks, by category, by education, August 2011
                                                            • Figure 46: Changes in Consumption of carbonated soft drinks, August 2011
                                                            • Figure 47: Changes in Consumption of carbonated soft drinks, by region, August 2011
                                                            • Figure 48: Changes in consumption of carbonated soft drinks, by gender and age group, August 2011
                                                            • Figure 49: Changes in consumption of carbonated soft drinks, by socio-economic group, August 2011
                                                            • Figure 50: Changes in consumption of carbonated soft drinks, by education, August 2011
                                                            • Figure 51: Purchasing of Carbonated soft drinks, by region, August 2011
                                                            • Figure 52: Purchasing of carbonated soft drinks, by gender and age group, August 2011
                                                            • Figure 53: Purchasing of Carbonated soft drinks, by socioeconomic group, August 2011
                                                            • Figure 54: Purchasing of Carbonated soft drinks, by education, August 2011
                                                            • Figure 55: Carbonated soft drinks bought, by flavor, by region, August 2011
                                                            • Figure 56: Carbonated soft drinks bought, by flavor, by gender and age group, August 2011
                                                            • Figure 57: Carbonated soft drinks bought, by flavor, by socioeconomic group, August 2011
                                                            • Figure 58: Carbonated soft drinks bought, by flavor, by education, August 2011
                                                            • Figure 59: Open text response—Other flavors of carbonated soft drinks bought, August 2011
                                                            • Figure 60: Location of purchase for carbonated soft drinks, by region, August 2011
                                                            • Figure 61: Location of purchase for carbonated soft drinks, by gender and age group, August 2011
                                                            • Figure 62: Location of purchase for carbonated soft drinks, by socioeconomic group, August 2011
                                                            • Figure 63: Location of purchase for carbonated soft drinks, by education, August 2011
                                                            • Figure 64: Location of purchase, by type of soft drink bought, August 2011
                                                            • Figure 65: Attitudes toward carbonated soft drinks, by region, August 2011
                                                            • Figure 66: Attitudes toward carbonated soft drinks, by gender and age group, August 2011
                                                            • Figure 67: Attitudes toward carbonated soft drinks, by socioeconomic group, August 2011
                                                            • Figure 68: Attitudes toward carbonated soft drinks, by education, August 2011
                                                        • Appendix—GNPD Data

                                                            • Figure 69: Top claims of new CSD product launches, 2008-11*
                                                            • Figure 70: Branded and private label share of new CSD product launches, 2008-11*
                                                            • Figure 71: CSD new product launches, by company, 2008-11*
                                                            • Figure 72: CSD new product launches, by flavor, 2008-11*
                                                            • Figure 73: CSD new product launches, by package size, 2008-11*
                                                            • Figure 74: Share of launches featuring environmentally friendly packaging by subcategory of soft drinks, 2008-11*
                                                            • Figure 75: Top Claims of new product launches in non-alcoholic drinks, 2008-11
                                                            • Figure 76: Non-alcoholic soft drink launches, by package type, 2008-11
                                                            • Figure 77: Launches of low-calorie/sugar-free carbonated soft drinks, by company, percentage, 2008-11
                                                            • Figure 78: Non-alcoholic soft drink launches, by flavor, 2011
                                                            • Figure 79: Coca-Cola Brazil new product launches, by type, 2008-11
                                                        • Appendix—Companies and Brands

                                                          Companies Covered

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

                                                          Carbonated Soft Drinks - Brazil - April 2012

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