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Beverage Blurring - Consumer needs and how they can influence the industry - Brazil - January 2019

"In order to enhance the positive perception of the category and boost consumption frequency, brands need to invest in healthy alternatives, offering nutritional and functional benefits to consumers, as well as innovative flavors and textures that arouse their curiosity. In addition, non-alcoholic blurred beverages need to be clear in their communication and educate consumers about their features."

- Ana Paula Gilsogamo, Food and Drink Analyst

This report will look at the following areas:

  • Companies sign an agreement with the Ministry of Health aimed at reducing sugar levels
  • Non-alcoholic blurred beverages have the challenge of boosting their value perception
  • The category needs to expand the presence of its products in the consumer’s daily life

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Companies sign an agreement with the Ministry of Health aimed at reducing sugar levels
              • Non-alcoholic blurred beverages have the challenge of boosting their value perception
                • The category needs to expand the presence of its products in the consumer’s daily life
                  • Opportunities
                    • Health concerns can stimulate the search for healthier alternatives
                      • Blurred beverages can encourage consumers to try new categories of non-alcoholic drinks
                        • Naturally fermented beverages mixed with fruit juices can appeal to consumers
                          • Carbonated soft drinks can gain space among AB consumers as a healthier alternative to alcoholic drinks
                            • What we think
                            • The Market – What You Need to Know

                              • New rules on nutritional labeling should impact the market
                                • Companies sign an agreement with the Ministry of Health aimed at reducing sugar levels
                                  • Health concerns can stimulate the search for healthier alternatives
                                  • Market Drivers

                                    • The economy seems to have had a positive reaction after elections despite uncertainties
                                      • Figure 1: Average R$/US$ commercial exchange rate (sales value), Jan 2013-Jul 2018
                                    • New rules on nutritional labeling should impact the market
                                      • Figure 2: Models of nutritional labeling being evaluated by Anvisa
                                    • Companies sign an agreement with the Ministry of Health aimed at reducing sugar levels
                                      • Health concerns can stimulate the search for healthier alternatives
                                      • Key Players – What You Need to Know

                                        • Several brands have invested in non-alcoholic blurred beverages
                                          • Innovative textures can stimulate experimentation
                                            • V8 combines natural ingredients to deliver benefits such as hydration and energy
                                            • Marketing Campaigns and Actions

                                              • Coca-Cola Brazil launches a campaign highlighting the diversity of its products
                                                • Figure 3: Coca-Cola Brazil campaign
                                              • Coca-Cola launches sparkling water with fruit juice
                                                • Figure 4: Coca-Cola Yas
                                              • Brands invest in flavored sparkling water
                                                • Del Valle launches coconut water with fruit juice
                                                  • Wewi launches carbonated organic mate tea
                                                    • Figure 5: Wewi Tea Soda Organic Mate
                                                • Who's Innovating?

                                                  • Innovative textures can stimulate experimentation
                                                    • Figure 6: Global launches of non-alcoholic drinks, by top 10 textures (percentage in relation to the total), Jan 2016-Aug 2018.
                                                  • Categories outside the universe of hot drinks can invest in non-alcoholic blurred beverages that promote relaxation
                                                    • Figure 7: Global launches of non-alcoholic blurred beverages (including milk and vegetable milk) with "relaxation" claim, by category, Jan 2016-Aug 2018
                                                • Case Studies

                                                  • V8 combines natural ingredients to deliver benefits such as hydration and energy
                                                      • Figure 8: V8 +Hydrate campaign
                                                      • Figure 9: V8 +Energy campaign
                                                      • Figure 10: Desired attributes – Brazil, November 2018
                                                    • Coca-Cola launches Smartwater in Brazil to bring innovation to the market
                                                    • The Consumer – What You Need to Know

                                                      • Blurred beverages can encourage consumers to try new categories of non-alcoholic drinks
                                                        • Naturally fermented beverages mixed with fruit juices can appeal to consumers
                                                          • Convenient packaging can boost consumption of blurred beverages that provide rapid hydration to students
                                                            • Recommendations from friends via social media can encourage consumption among young people
                                                              • Nutritional benefits can add value to blurred beverages
                                                              • Non-Alcoholic Beverage Consumption

                                                                • Blurred beverages can encourage consumers to try new categories of non-alcoholic drinks
                                                                  • Figure 11: Non-alcoholic beverage consumption – Brazil, November 2018
                                                                • RTD iced coffee can be an option to improve energy during the morning
                                                                  • Figure 12: Non-alcoholic beverage consumption, by age – Brazil, November 2018
                                                                • Milk category can invest in mixed energy drinks for men
                                                                  • Figure 13: Non-alcoholic beverage consumption, by gender – Brazil, November 2018
                                                              • Creating a Mixed Beverage

                                                                • Naturally fermented beverages mixed with fruit juices can appeal to consumers
                                                                  • Figure 14: Creating a mixed beverage, top combinations – Brazil, November 2018
                                                                • Options with coconut water can stimulate the interest of Baby Boomers in non-alcoholic mixed drinks
                                                                  • Figure 15: Creating a mixed beverage, by generation – Brazil, November 2018
                                                                • Mixed drinks with vegetable milk and fruit juices can appeal to women
                                                                  • Figure 16: Creating a mixed beverage, by generation – Brazil, November 2018
                                                              • Desired Attributes

                                                                • Natural mixed drinks with low sugar content that improve energy have the potential to attract consumers
                                                                  • Figure 17: TURF analysis, desired attributes – Brazil, November 2018
                                                                • Convenient packaging can boost consumption of blurred beverages that provide rapid hydration to students
                                                                  • Figure 18: Desired attributes, by occupation – Brazil, November 2018
                                                                • Sparkling teas and water with less sodium can appeal to those aged 35+
                                                                  • Figure 19: Desired attributes, by age – Brazil, November 2018
                                                              • Factor for Trying

                                                                • Well-known brands can invest in products with customized nutritional or functional benefits
                                                                  • Figure 20: TURF analysis, factor for trying – Brazil, November 2018
                                                                  • Figure 21: Nestlé FiberMais campaign
                                                                • Recommendations from friends via social media can encourage consumption among young people
                                                                  • Figure 22: Factor for trying, by age – Brazil, November 2018
                                                                  • Figure 23: Starbucks Asia Butterfly Pea Lemonade Cold Brew
                                                                  • Figure 24: Gin Old Curiosity campaign
                                                                  • Figure 25: Search for #smoothiebowls on Instagram
                                                                • Exotic and innovative flavors can stimulate AB consumers to try non-alcoholic mixed drinks
                                                                  • Figure 26: Factor for trying, by socioeconomic group – Brazil, November 2018
                                                              • Attitudes towards Beverage Blurring

                                                                • Nutritional benefits can add value to blurred beverage
                                                                  • Figure 27: Attitudes towards beverage blurring – Brazil, November 2018
                                                                  • Figure 28: Activia campaign
                                                                  • Figure 29: Activia Shot
                                                                • Mixed drinks can appeal to consumers of beauty products by offering healthy attributes
                                                                  • Figure 30: Attitudes towards beverage blurring,– Brazil, November 2018
                                                                • Carbonated soft drinks can gain space among AB consumers as a healthier alternative to alcoholic drinks
                                                                  • Figure 31: Attitudes towards beverage blurring, by socioeconomic group – Brazil, November 2018
                                                              • Appendix – Abbreviations

                                                                • Abbreviations

                                                                Beverage Blurring - Consumer needs and how they can influence the industry - Brazil - January 2019

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