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Mixed Beverages - Brazil - January 2017

"Brazilian consumers are looking for healthier options of non-alcoholic drinks, and the market has been meeting this demand with mixed beverages. This new category can bring together the best of different segments into one product, for example, combining the sparkling element of CSDs with the natural claims of fruit juices, or mixing the functional benefits of tea with fruit flavors."
– Naira Sato, Food and Drink Specialist

This report examines the following issues:

  • Powdered juice with added benefits has good market potential
  • Functional benefits help create value for the bottled water category
  • Offering more options of dairy drinks for children

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • Categories perceived as healthier have gained in popularity
            • Figure 1: Growth in the retail market of non-alcoholic drinks, by value, Brazil, 2014-15
          • The consumer
            • Yogurt-based mixed drinks with added protein and fiber can appeal to consumers
              • Figure 2: Purchase of non-alcoholic beverages, November 2016
            • Women are making their own drinks at home
              • Figure 3: Habit “I am making my own beverages at home more frequently instead of buying them ready (eg making natural juice instead of buying the ready to drink,”,” by gender, November 2016
            • Combining coffee with energy drinks
              • Figure 4: Interest in iced coffee mixed with added energy-boosting benefits, by age group, November 2016
            • Established brands can expand their product ranges with mixed beverages
              • Figure 5: Attitude “I would be more willing to buy a new mixed beverage produced by a brand I trust,”,” by age group, November 2016
            • What we think
            • Issues and Insights

              • Powdered juice with added benefits has good market potential
                • The facts
                  • The implications
                    • Functional benefits help create value for the bottled water category
                      • The facts
                        • The implications
                          • Offering more options of dairy drinks for children
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Categories perceived as healthier are becoming increasingly popular
                                  • Unemployment impacts on consumption
                                    • Health problems put pressure on drinks’ salt and sugar content
                                      • Standardizing children’s drinks advertising legislation
                                      • Market and Forecast

                                        • Brazilian consumers demand healthier products
                                          • Figure 6: Growth in the retail market of non-alcoholic beverages, by value, Brazil, 2014-15
                                      • Market Drivers

                                        • Rise in unemployment can affect drinks market
                                          • Aging population increases demand for non-alcoholic drinks
                                            • More than half of the population is overweight
                                              • Hypertension creates demand for products with less sodium
                                                • Pressure for the reduction of sugar
                                                  • Advertising of children’s drinks
                                                  • Companies, Brands and Innovation – What You Need to Know

                                                    • Innovations in mixed drinks with iced tea
                                                      • Innovations in mixed drinks with coconut water
                                                      • Who's Innovating?

                                                        • Mixed beverages category contributes to the development of the iced tea market
                                                          • Figure 7: Percentage of launches of RTD teas, within the total launches in the non-alcoholic drinks category,,* by top 5 countries in the number of launches in the segment and Brazil, 2016
                                                        • Coconut water can be further explored in mixed drinks
                                                          • Figure 8: Percentage of launches of non-alcoholic drinks* with ingredient “coconut water”” within the total number of launches in the category, by top 5 countries, 2016
                                                      • The Consumer – What You Need to Know

                                                        • Yogurt-based mixed beverages with added protein and fiber can appeal to Brazilian consumers
                                                          • Brands can help women make their own drinks at home
                                                            • Coffee with energy benefits has market potential
                                                              • Established brands can expand to the mixed beverage category
                                                              • Purchase of Non-alcoholic Drinks

                                                                • Mixed drinks of yogurt with proteins and fibers can attract more consumers
                                                                  • Figure 9: Purchase of non-alcoholic beverages, November 2016
                                                                • Opportunity to explore vegetable alternatives for women
                                                                  • Figure 10: Purchase of regular RTD milk, by gender, November 2016
                                                                • Juices can claim more benefits by using healthy ingredients
                                                                  • Figure 11: Purchase of RTD juice, powdered juice, CSDs, and regular RTD milk, by socioeconomic group, November 2016
                                                              • Buying Habits of Non-alcoholic Drinks

                                                                • Smaller sizes makes healthy drinks more affordable
                                                                  • Figure 12: Non-alcoholic beverage purchasing habits, November 2016
                                                                • Women are making their own drink at home
                                                                  • Figure 13: Non-alcoholic beverage purchasing habits, "I am making my own beverages at home more frequently instead of buying them ready (eg making natural juice instead of buying the ready to drink.”).” by gender, November 2016
                                                                • Free samples can boost sales of mixed beverages
                                                                  • Figure 14: Non-alcoholic beverage purchasing habits, "Free samples at stores would encourage me to purchase more beverages that I have not tried before," by age, November 2016
                                                              • Interest in Mixed Beverages

                                                                • Brazilians are interested in CSDs mixed with fruit juice
                                                                  • Figure 15: Interest in mixed beverages, November 2016
                                                                • Combining coffee with energy drinks
                                                                  • Figure 16: Interest in iced tea with added energy boosting benefits, by age group, Brazil, November 2016
                                                                • Mixed beverages with benefits for sports and exercises appeal to male consumers
                                                                  • Figure 17: Interest in mixed beverages, by gender, Brazil, November 2016
                                                              • Attitudes toward Mixed Beverages

                                                                • Opportunities for mixed beverages with functional benefits
                                                                  • Figure 18: Attitudes toward mixed beverages, Brazil, November 2016
                                                                • Established brands can expand your portfolio with mixed drinks
                                                                  • Figure 19: Attitudes toward mixed beverages, attitude "I would be more willing to buy a new mixed beverage produced by a brand I trust,," by age group, Brazil, November 2016
                                                                • Mixed beverages with regular flavors appeal to women
                                                                  • Figure 20: Attitudes toward mixed beverages, attitude "It is difficult to know if the combined flavors in mixed beverages are going to taste good.”.” by gender, Brazil, November 2016
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 21: Growth in the retail market of non-alcoholic beverages, by value, Brazil, 2014-15
                                                              • Appendix – Abbreviations

                                                                • Abbreviations

                                                                Companies Covered

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

                                                                Mixed Beverages - Brazil - January 2017

                                                                £3,174.67 (Excl.Tax)