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Carbonated Soft Drinks - Brazil - May 2015

"Consumption of regular carbonated soft drinks is falling, while consumption of light/diet varieties has increased from 2014-15. This may be due to consumers’ demands for healthier options, and it highlights an opportunity for companies to explore innovation in this area, not only by launching lower-calorie products, but also by using natural ingredients and functional claims. This is important, especially considering the current situation of the Brazilian economy – companies of CSDs need to improve the value-for-money image of their products, in order to make consumers become less influenced by price fluctuations."
– Naira Sato, Food and Drinks Analyst

This report will answer the following key questions:

  • It is possible to increase consumption of soft drinks among class AB, through functional products?
  • Could brands of CSDs be positioned more for in-home consumption by women?
  • Could energy claims attract more young consumers to the CSDs category?
  • It there a way to make C2DE consumers (who are sensitive to price), more loyal to brands of CSDs?

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Table of contents

  1. Introduction

      • Definitions
        • CSDs market
          • Abbreviations, currency, and scales
          • Executive Summary

              • The market
                • Figure 1: Forecast of Brazil retail sales of CSDs, by value, 2009-19
              • Companies, brands, and innovation
                • Coca-Cola still holds the number one spot in the category
                  • Figure 2: Leading companies' sales share in the Brazil CSDs market, by value, 2014
                • The consumer
                  • Functional CSDs could boost consumption of the category among socioeconomic groups AB
                    • Figure 3: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
                  • Brands could encourage consumption of CSDs by women, at home with friends
                    • Figure 4: Occasions for drinking CSDs, by gender, January 2015
                  • Energy benefits can be associated to soft drinks to appeal to younger consumers
                    • Figure 5: Opinions about CSDs, by age group, January 2015
                  • It is important to increase C2DE consumers’ loyalty to brands
                    • Figure 6: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
                  • What we think
                  • Issues and Insights

                      • Could smaller packaging increase brand loyalty among female consumers aged 25-34?
                        • Is there a way to boost consumption of CSDs among single people?
                          • Is there a way to make male consumers less sensitive to price?
                          • Trend Application

                            • Trend: Factory Fear
                              • Trend: Green and Lean
                                • Trend: Old Gold
                                • Who’s Innovating?

                                  • Key points
                                    • Brands of CSDs could stand out in the Brazil market by using “cooling” claims
                                      • Figure 7: Share of Brazilian regions in the launches of new products in drinks categories* with “cooling” claims, 2010-14
                                    • Blended drinks manage to combine various health attributes in one single product
                                      • Figure 8: Share of products with claims “functional,” plus,” “minus,” and “natural” in new product launches in the CSDs, Water, Iced Tea, and Juices categories, Jan 2010-Apr15
                                  • Market Size and Forecast

                                    • Key points
                                      • Greater expenditure by Brazilians on food and drinks can affect the CSDs category in Brazil
                                        • Figure 9: Retail sales of CSDs, by value and volume, Brazil 2009-19
                                      • New taxation rules will benefit small companies
                                        • Figure 10: Forecast of Brazil retail sales of CSDs, by value, 2009-19
                                        • Figure 11: Forecast of Brazil retail sales of CSDs, by volume, 2009-19
                                      • Factors used in forecasting
                                      • Market Share

                                        • Key points
                                          • Coca-Cola still holds top spot in the category
                                            • Figure 12: Leading companies' sales share in the Brazil CSDs market, by value, 2013-14
                                            • Figure 13: Leading companies' sales share in the Brazil CSDs market, by volume, 2013-14
                                        • Companies and Brands

                                          • Coca-Cola Company
                                            • Ambev/PepsiCo
                                              • Brasil Kirin
                                              • The Consumer – Frequency of Drinking CSDs

                                                • Key points
                                                  • Interest in healthier options can be having a negative impact on the consumption of regular CSDs
                                                    • Figure 14: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
                                                  • Functional CSDs could attract consumers from socioeconomic group AB
                                                    • Figure 15: Consumption of CSDs by socioeconomic group AB, March 2014 and January 2015
                                                  • Soft drinks with flavors inspired by alcoholic drinks/cocktails can appeal to young consumers
                                                    • Figure 16: Frequency of drinking CSDs, by age group 16-24 and by genre, January 2015
                                                • The Consumer – Occasions for Drinking CSDs

                                                  • Key points
                                                    • Consumption of CSDs during meals can be increased in- and out-of-home
                                                      • Figure 17: Occasions for drinking CSDs, January 2015
                                                    • There an opportunity to associate the benefits of relaxation with CSDs to increase consumption in all regions
                                                      • Figure 18: Occasions for drinking CSDs, by region, January 2015
                                                    • Brands could encourage consumption of CSDs by women at home with friends
                                                      • Figure 19: Occasions for drinking CSDs, by gender, January 2015
                                                  • The Consumer – Opinions about CSDs

                                                    • Key points
                                                      • CSDs made with natural ingredients could improve health image of the category among socioeconomic group AB
                                                        • Figure 20: Opinions about CSDs, January 2015
                                                      • Energy benefits can be associated with soft drinks to appeal to younger consumers
                                                        • Figure 21: Opinions about CSDs, by age group, January 2015
                                                      • Positioning CSDs as premium products could increase the chances of them being perceived as a special treat by consumers
                                                      • The Consumer – Attitudes toward Drinking CSDs

                                                        • Key points
                                                          • Consumers are paying more attention to health attributes of CSDs
                                                            • Figure 22: Attitudes toward drinking CSDs, January 2015
                                                          • It is important to make C2DE consumers loyal to brands, since they are more sensitive to price
                                                            • Figure 23: Attitudes toward drinking CSDs, by socioeconomic group, January 2015
                                                          • Low-calorie CSDs can increase consumption among young women
                                                            • Figure 24: Attitudes toward drinking CSDs, by age group 16-24 and gender, January 2015

                                                        Companies Covered

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

                                                        Carbonated Soft Drinks - Brazil - May 2015

                                                        £3,174.67 (Excl.Tax)