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Carbonated Soft Drinks - Brazil - May 2014

“Brazilian consumers are still concerned about healthy attributes in CSDs, a demand that doesn’t seem to have been totally met by ‘zero calories’ drinks, since concerns about health are not just limited to calorie content. There are other ways that brands can meet demand for healthier products, such as the use of ‘natural’ ingredients. Companies can also make their drinks more appealing to Brazilian consumers by offering more on-the-go solutions and a wider variety and quality of flavored options, as well as improving the value-for-money image of high-quality products.”
– Naira Sato, Senior Analyst

This report will answer the following key questions:

  • Can glass bottles be positioned as premium?
  • How can brands offer healthier drinks without compromising on flavor?
  • Can on-the-go CSDs be affordable?
  • Can higher-quality CSDs improve their value-for-money image?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations, currency and scales
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil retail sales of CSDs, by value, 2008-18
            • Companies, brands, and innovation
              • Coca-Cola holds the number one spot in Brazil by a wide margin
                • Figure 2: Leading companies' sales share in the Brazil CSDs market, by value, 2011-12
              • The consumer
                • “Regular” CSDs the most consumed ones in the category, especially in the South region
                  • Figure 3: Frequency of consumption of CSDs, by segment, March 2014
                • Cola is the most popular flavor, but there are opportunities to explore different flavors for different regions
                  • Figure 4: Flavors consumed, March 2014
                • CSDs sold in glass bottles are seen as having better taste by half of consumers
                  • Figure 5: Attitudes and opinions about CSDs, March 2014
                • Sustainability, price, convenience, and healthy attributes are important to consumers of carbonated soft drinks
                  • Figure 6: CSDs buying behavior, any agree, March 2014
                • What we think
                • The Market – Key Issues

                    • How can CSDs sold in glass bottles attract more AB consumers?
                      • How can the low-calorie CSDs segment project an image of having better flavor?
                        • Is it possible to combine on-the-go convenience with a low-price positioning?
                          • How can higher-quality CSDs be perceived as good value for money?
                          • Trend Application

                            • Trend: Moral Brands
                              • Trend: Transumers
                                • Trend: The Big Issue
                                • Who’s Innovating?

                                  • Key points
                                    • In 2013, launch of new CSDs decreased, while healthier categories, such as fruit juices, got stronger
                                      • Figure 7: Share of Brazil drinks categories launches, by category, 2010-13
                                    • Small packs are gaining more space between the product launches
                                      • Figure 8: Launches of small formats (under 300ml) in the Brazil CSDs market, 2011-13
                                    • Traditional flavors dominate the new product launches
                                      • Figure 9: Share of Brazil CSDs launches, by flavor, 2010-13
                                  • Market Size and Forecast

                                    • Key points
                                      • CSDs might be losing market to drinks that are considered to be healthier
                                        • Figure 10: Retail value and volume sales of carbonated soft drinks, Brazil 2008-18
                                      • Inflation and the World Cup will have an impact on CSDs market growth
                                        • Figure 11: Forecast of Brazil retail sales of CSDs, by value, 2008-18
                                        • Figure 12: Forecast of Brazil retail sales of CSDs, by volume, 2008-18
                                      • Readjustment of the aliquots may relate to the category of soft drinks in October 2014
                                        • World Cup will boost sales of carbonated soft drinks
                                          • Factors used in the forecast
                                          • Market Share

                                            • Key points
                                              • Coca-Cola holds the number one spot by a wide margin
                                                • Figure 13: Leading companies' sales share in the Brazil CSDs market, by value, 2011-12
                                                • Figure 14: Leading companies' sales share in the Brazil CSDs market, by volume, 2011-12
                                            • Companies and Brands

                                              • Coca-Cola Company
                                                • Ambev
                                                  • Brasil Kirin
                                                  • The Consumer – Frequency of Consumption

                                                    • Key points
                                                      • “Regular” CSDs is the most popular segment, especially in the South region
                                                        • Figure 15: Frequency of consumption, by type of CSDs, March 2014
                                                        • Figure 16: Consumption of regular CSDs (eg Coca-Cola, Guaraná), by region, March 2014
                                                      • “Zero” CSDs are more attractive to women, who do not want to put on weight and worry about calories
                                                          • Figure 17: Consumption of soft drinks, by gender, March 2014
                                                      • The Consumer – CSDs Flavors

                                                        • Key points
                                                          • Cola is the most popular flavor, but there are opportunities to explore different flavors in different regions
                                                            • Figure 18: Flavors consumed, March 2014
                                                            • Figure 19: Most popular CSD flavors, by region, March 2014
                                                          • Orange-flavored CSDs are highly popular among DE consumers, but among AB consumers the most popular flavor is citrus
                                                            • Figure 20: Most popular CSD flavors, by socioeconomic group, March 2014
                                                        • The Consumer – Attitudes and Opinions about CSDs

                                                          • Key points
                                                            • Half of consumers think CSDs sold in glass bottles taste better
                                                              • Figure 21: Attitudes and opinions about CSD, March 2014
                                                            • While young men focus on indulgence, older women are concerned with their appearance
                                                                • Figure 22: Attitudes and opinions about CSD, by demographics, March 2014
                                                            • The Consumer – Behavior toward CSDs

                                                              • Key points
                                                                • Sustainability, price, convenience, and health factors are important for consumers of CSDs
                                                                  • Figure 23: Behavior toward CSDs, total agreement, March 2014
                                                                • Young people are more interested in on-the-go products, and less about calories and price, compared to more mature consumers
                                                                  • Figure 24: Behavior toward CSDs, total agreement, by age groups, March 2014
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 25: Best- and worst-case forecasts for Brazil retail sales of CSD, by value, 2013-18
                                                                  • Figure 26: Best- and worst-case forecasts for Brazil retail sales of CSD, by volume, 2013-18
                                                              • Appendix – Frequency of Consumption

                                                                  • Figure 27: Frequency of consumption, March 2014
                                                                  • Figure 28: Frequency of consumption – Regular CSDs (eg Coca-Cola , Guaraná), by demographics, March 2014
                                                                  • Figure 29: Frequency of consumption – “zero” CSDs (eg Coca-Cola Zero, Guaraná Zero), by demographics, March 2014
                                                                  • Figure 30: Frequency of consumption – light/diets CSDs (eg Coca-Cola Light), by demographics, March 2014
                                                              • Appendix – Flavors Consumed

                                                                  • Figure 31: Flavors consumed, March 2014
                                                                  • Figure 32: Flavors consumed, by demographics, March 2014
                                                                  • Figure 33: Flavors consumed, by demographics, March 2014 (continued)
                                                              • Appendix – Attitudes and Opinions toward CDS

                                                                  • Figure 34: Attitudes and opinions about CSD, March 2014
                                                                  • Figure 35: Attitudes and opinions about CSD, by demographics, March 2014
                                                                  • Figure 36: Attitudes and opinions about CSD, by demographics, March 2014 (continued)
                                                              • Appendix – CSD Buying Behavior

                                                                  • Figure 37: CSD buying behaviors, March 2014
                                                                  • Figure 38: CSD buying behavior – I would pay more for an ethical soft drink brand (eg helps the community, helps the environment), by demographics, March 2014
                                                                  • Figure 39: CSD buying behavior – I would be interested in carbonated soft drinks in smaller pack sizes for on-the-go consumption (eg 300ml bottle, 250ml mini can), by demographics, March 2014
                                                                  • Figure 40: CDS buying behavior – I tend to buy high-quality brands to drink at weekends, by demography, March 2014
                                                                  • Figure 41: CSD buying behavior – I would rather drink less regular carbonated soft drinks than switch to light/diet or zero versions, by demographics, March 2014
                                                                  • Figure 42: CSD buying behavior – I prefer carbonated soft drinks in reusable glass bottles because they are less expensive than plastic bottles, by demographics, March 2014
                                                                  • Figure 43: CSD buying behavior – I switched carbonated soft drinks for other options that I believe are healthier (eg iced tea, juice, and flavored water), by demographics, March 2014
                                                                  • Figure 44: CSD buying behavior – I usually buy different versions (eg type, flavor) of carbonated soft drinks for home consumption according to the preference of each of my family members (eg “regular” and “zero” variants, etc), by demographics, March 2014
                                                                  • Figure 45: CSD buying behavior – I tend to drink more carbonated soft drinks at home compared to out of home (eg at work, traveling, etc), by demographics, March 2014
                                                                  • Figure 46: CSD buying behavior – I tend to buy less expensive brands when I want to stock up on carbonated soft drinks (eg for family/friends gatherings at my house), by demographics, March 2014
                                                                  • Figure 47: CSD buying behavior – Calorie content is one of the main factors I consider when buying carbonated soft drinks, by demographics, March 2014
                                                                  • Figure 48: CSD buying behavior – Low price is the most important factor to me when I am choosing carbonated soft drinks, by demographics, March 2014
                                                                  • Figure 49: CSD buying behavior – I tend to buy less expensive brands to drink on weekdays, by demographics, March 2014

                                                              Companies Covered

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                                                              Carbonated Soft Drinks - Brazil - May 2014

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