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Carbonated Soft Drinks - Brazil - May 2016

“There are two main factors affecting the consumption of carbonated soft drinks: the first one is the economic recession; the other is that Brazilian consumers are opting for products they consider to be more healthful. Retaining these consumers is essential, that’s why companies have invested in healthful carbonated soft drinks, with tea and natural fruit juice, and offered ways for consumers to save money, such as through reusable packaging.”
– Naira Sato, Food and Drink Analyst

This report discusses the following key topics:

  • Men’s consumption can increase with natural and functional options
  • Tea- and herbs-based carbonated soft drinks can communicate relaxation for stressed Brazilians
  • Greater variety of healthful carbonated soft drinks can prevent migration to other categories

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • The market
            • Economic recession impacts market performance in 2015
              • Figure 1: Forecast of Brazil retail sales of carbonated soft drinks, by value, 2010-20
            • Key players
              • Coca-Cola still leads the market
                • Figure 2: Companies’ shares in the Brazil retail market of carbonated soft drinks, by value, 2015
              • The consumer
                • Reusable packaging boosts consumption among C12 consumers
                  • Figure 3: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
                • Youngsters save money on carbonated soft drinks to spend more elsewhere
                  • Figure 4: Carbonated soft drinks spending changes, by age group and attribute ”I’m buying more carbonated soft drinks in reusable packaging,” February 2016
                • Reduction of body swelling is a benefit that appeals to Brazilians
                  • Figure 5: Attitudes towards carbonated soft drinks, February 2016
                • Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to ABs
                  • Figure 6: Interest in innovations, February 2016
                • What we think
                • Issues and Insights

                  • Men’s consumption can increase with natural and functional options
                    • The facts
                      • The implications
                        • Tea- and herbs-based carbonated soft drinks can communicate relaxation for stressed Brazilians
                          • The facts
                            • The implications
                              • Greater variety of healthful carbonated soft drinks can prevent migration to other categories
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Economic recession impacted the market’s performance in 2015
                                      • Olympics can influence consumption, but not like the World Cup did
                                        • Inflation, unemployment, and health problems affect consumption
                                        • Market Size and Forecast

                                          • Performance during 2015 doesn’t follow the previous year’s result
                                            • Figure 7: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20
                                          • Proliferation of mixed drinks helps the category innovate
                                            • Figure 8: Forecast of Brazil retail sales of carbonated soft drinks, by value, 2010-20
                                            • Figure 9: Forecast of Brazil retail sales of carbonated soft drinks, by volume, 2010-20
                                        • Market Drivers

                                          • Accumulated inflation of carbonated soft drinks reaches 12.59%
                                            • Rising unemployment and declining income compromise purchasing power
                                              • Hypertension creates demand for products with less sodium
                                                • More than half of Brazil’s population is overweight
                                                • Key Players – What You Need to Know

                                                  • Coca-Cola still leads the market
                                                    • Use of honey and stevia as sweeteners on the rise
                                                      • It is possible to make carbonated soft drinks at home
                                                      • Market Share

                                                        • Coca-Cola redefines its brand positioning globally
                                                            • Figure 10: Companies’ shares in the Brazil retail market of carbonated soft drinks, by value, 2014-15
                                                            • Figure 11: Companies’ shares in the Brazil retail market of carbonated soft drinks, by volume, 2014-15
                                                        • Who’s Innovating?

                                                          • Natural sweeteners versus artificial sweeteners
                                                            • Figure 12: Launches of carbonated soft drinks containing stevia or honey in relation to the category total releases, global, 2011-15
                                                          • Innovations: Carbonated soft drinks to be made at home
                                                            • Figure 13: Launches of carbonated soft drinks with the word “capsule” in relation to total releases of this type, global, 2011-15
                                                        • The Consumer – What You Need to Know

                                                          • Economic recession and health concerns affect consumption
                                                            • It is important to build brand loyalty even with lower consumption
                                                              • Sodium reduction can bring functional benefits
                                                                • Consumers show interest in healthful and refreshing products
                                                                • Consumption of Carbonated Soft Drinks

                                                                  • Decrease in the consumption of carbonated soft drinks
                                                                    • Figure 14: Consumption of carbonated soft drinks, February 2016
                                                                  • Reusable packaging boosts consumption among C12 consumers
                                                                    • Figure 15: Consumption of carbonated soft drinks, by socioeconomic group, February 2016
                                                                  • Women seem to be replacing carbonated soft drinks
                                                                    • Figure 16: Consumption of carbonated soft drinks, February 2016
                                                                • Carbonated Soft Drinks Spending Changes

                                                                  • Consumers remain loyal to brands even while consuming less
                                                                    • Figure 17: Changes of expenses with soft drinks, February 2016
                                                                  • Youngsters save money with carbonated soft drinks to spend on other things
                                                                    • Figure 18: Carbonated soft drinks spending changes, by age group and attribute "I’m buying more carbonated soft drinks in reusable packaging," February 2016
                                                                  • Promotional lunch menus can stimulate consumption
                                                                  • Attitudes towards Carbonated Soft Drinks

                                                                    • Reduction of body swelling is a benefit that appeals to Brazilians
                                                                      • Figure 19: Attitudes towards carbonated soft drinks, February 2016
                                                                    • Natural and premium products can appeal to young women
                                                                      • Figure 20: Attitude “natural ingredients are more important in carbonated soft drinks than the amount of calories they contain,” by gender and age group 16-24, February 2016
                                                                    • Detox benefits in carbonated soft drinks appeal to AB consumers
                                                                      • Figure 21: Attitude “Carbonated soft drinks that have detox benefits are attractive to me,” by gender and age group, February 2016
                                                                  • Interest in Innovations

                                                                    • Temperatures above average are open space for refreshing products
                                                                      • Figure 22: Interest in innovations, February 2016
                                                                    • Sparkling ice tea and carbonated soft drinks with exotic flavors appeal to AB consumers
                                                                      • Figure 23: Interest in innovations, February 2016
                                                                    • Thematic carbonated soft drinks appeal to young people
                                                                      • Figure 24: Interest in “Carbonated soft drinks with packaging and/or flavors inspired by movies and TV series (eg, Star Wars, Back to the Future, etc),” by age group, February 2016
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 25: Retail sales of the carbonated soft drinks market, by value and volume, 2010-20
                                                                  • Appendix – Methodology and Definitions

                                                                    • Fan chart forecast
                                                                      • Abbreviations

                                                                      Companies Covered

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

                                                                      Carbonated Soft Drinks - Brazil - May 2016

                                                                      US $3,995.00 (Excl.Tax)