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Beverage Blurring - Brazil - February 2018

“Consumers want more healthful products that can be functional at the same time. It is important to remember, however, that there is space to innovate in the non-alcoholic drinks category in other aspects too, such as flavor, packaging and ingredients, and to explore new positions and consumption occasions.”
– Andre Euphrasio, Research Analyst

This report looks at the following areas:

  • Health problems may negatively impact the purchase of sugary drinks
  • Brand loyalty is low

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Health problems may negatively impact the purchase of sugary drinks
              • Brand loyalty is low
                • Opportunities
                  • Health benefits can boost sales
                    • Opportunity to explore new flavors
                      • Figure 1: Attitudes towards mixed beverage consumption, by gender, Brazil, November 2017
                    • What we think
                    • The Market – What You Need to Know

                      • Brazil’s economy shows signs of improvement
                        • Aging population
                        • Market Drivers

                          • The Brazilian Economy
                            • Inflation closes 2017 at 2.95%
                              • Unemployment rate has been dropping
                                • Aging population
                                  • Brazilians suffer from obesity
                                  • Key Players – What You Need to Know

                                    • Companies can invest in sustainable packaging
                                      • Do Bem enters the segment of vegetable drinks
                                      • Marketing Campaigns and Actions

                                        • Coca-Cola offers express delivery during Christmas
                                          • Do Bem launches line of beverages made with coconut milk
                                            • Fanta uses chatbot to promote new taste
                                            • Who’s Innovating?

                                              • Majority of new releases consists in new packaging
                                                • Figure 2: Launch of new products in the non-alcoholic drinks market, by type of launch, Brazil, 2013-17
                                              • Weight loss and antioxidant are the main functional attributions
                                                • Figure 3: Top 5 functional attributes in the non-alcoholic drinks market, Brazil, 2013-17
                                            • The Consumer – What You Need to Know

                                              • More options of flavored milk can attract AB consumers
                                                • Opportunity to explore consumption out of home
                                                  • Consumers seek healthy, light, and energy boosting drinks for breakfast
                                                    • Natural ingredients can help boost sales
                                                      • Consumers are interested in drinks that help digestion
                                                      • Purchase of Non-Alcoholic Beverages

                                                        • Drinks with vegetables can appeal to Brazilians
                                                          • Figure 4: Purchase of non-alcoholic beverages, Brazil, November 2017
                                                        • Young people demonstrate greater interest in energy drinks
                                                          • Figure 5: Purchase of energy drinks, by age and gender, Brazil, November 2017
                                                        • More options of flavored milk can attract AB consumers
                                                          • Figure 6: Purchase of non-alcoholic beverages, by socio-economic group, Brazil, November 2017
                                                      • Buying Habits Changes of Non-Alcoholic Beverages

                                                        • Opportunity to explore consumption out of home
                                                          • Figure 7: Buying habits changes of non-alcoholic beverages, Brazil, November 2017
                                                        • Consumers aged 55+ are drinking more diet/light/zero beverages
                                                          • Figure 8: Buying habits changes of non-alcoholic beverages, by age, Brazil, November 2017
                                                        • AB consumers are consuming more beverages as a snack
                                                          • Figure 9: Buying habits changes of non-alcoholic beverages, by socio-economic group, Brazil, November 2017
                                                      • Relevant Attributes According to Consumption Occasion

                                                        • Consumers seek healthy, light, and energy boosting drinks for breakfast
                                                          • Figure 10: Relevant attributes according to consumption occasion, Brazil, November 2017
                                                        • Consumers aged 35-54 want drinks to relax
                                                          • Figure 11: Relevant attributes according to consumption occasion, by gender and age, Brazil, November 2017
                                                        • Young people want filling drinks
                                                          • Figure 12: Relevance of the "filling" attribute at lunch, by age, Brazil, November 2017
                                                      • Attitudes towards Mixed Beverage Consumption

                                                        • Natural ingredients can help boost sales
                                                          • Figure 13: Attitudes towards mixed beverage consumption, Brazil, November 2017
                                                        • Parents want information about beverages
                                                          • Figure 14: Attitudes towards mixed beverage consumption, by children at home, Brazil, November 2017
                                                        • Men are interested in non-sweet beverage flavors
                                                          • Figure 15: Attitudes towards mixed beverage consumption, by gender, Brazil, November 2017
                                                      • Interest in Mixed Beverages

                                                        • Consumers are interested in drinks that help digestion
                                                          • Figure 16: Interest in mixed beverages, Brazil, November 2017
                                                        • Consumers aged 35-44 want to prepare drinks at home
                                                          • Figure 17: Interest in mixed beverages, by age, Brazil, November 2017
                                                        • Consumers want mixed beverages made by their favorite brands
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          Beverage Blurring - Brazil - February 2018

                                                          £3,122.80 (Excl.Tax)