Carbonated Soft Drinks - Brazil - April 2012
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“The carbonated soft drinks category in Brazil has achieved significant growth in recent years. However, innovation and product repositioning will be key to addressing the challenges the market faces in the coming years.
Increasing the consumption frequency becomes essential and innovation in packaging and flavors is required to boost the category. Due to the market becoming even more concentrated the survival of regional producers will only be through a regional and unique product approach. Moreover, a cooperative action between these players will be crucial if they want to expand distribution.
To address the price barriers, which are especially important to the lower-income groups, efforts to build long-term relationships with consumers should direct the marketing strategies of manufacturers (with major sporting events, digital media, and social and environmental commitment offering key communications platforms).
The pressures of society and government around the healthiness of products look set to become more pronounced and sodas with natural claims are expected to spearhead new product development in the medium term. Already in the short term, the race for the emerging consumer in the North and Northeast must be a key investment target for the leading operators.”
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What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
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Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.