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Carbonated Soft Drinks - Brazil - May 2018

“The carbonated soft drinks market has been negatively impacted by the economic recession. In addition, the search for more healthful beverages and the new laws aimed at reducing the commercialization of sugary drinks have been major consumption barriers. The expectation is that sporting events scheduled for 2018 and 2020 will boost sales and help improve the category’s performance. However, brands need to invest in products that please consumers seeking healthy options and indulgent items.”
– Marina Ferreira, Food and Drinks Specialist

This Report looks at the following areas:

  • Government hinders access to sugary drinks to combat obesity
  • Consumers find it difficult to differentiate types of sweeteners 
  • The market of organic and natural CSDs is still limited

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Government hinders access to sugary drinks to combat obesity
              • Consumers find it difficult to differentiate types of sweeteners
                • The market of organic and natural CSDs is still limited
                  • Opportunities
                    • Regular CSDs can strengthen its indulgent attribute
                      • Brands should explore additional benefits to attract consumers
                        • Soccer World Cup should boost consumption of CSDs
                          • What we think
                          • The Market – What You Need to Know

                            • Retail sales decline both in value and volume
                              • Government studies tax on high sugar products and sales restrictions
                              • Market Size and Forecast

                                • Retail sales decline both in value and volume
                                  • Figure 1: Retail sales of carbonated soft drinks, by value and volume, 2012-22
                                • Retail sales should keep falling in volume while oscillating in value
                                  • Figure 2: Forecast of retail sales of carbonated soft drinks, by value, 2012-22
                                  • Figure 3: Forecast of retail sales of carbonated soft drinks, by volume, 2012-22
                              • Market Drivers

                                • Health issues keep affecting consumption
                                  • An aging population brings new demands
                                    • High level of unemployment impacts consumption behavior
                                      • Government studies tax on high sugar products and sales restrictions
                                      • Key Players – What You Need to Know

                                        • Acquisition of Brasil Kirin by Heineken shakes the sector
                                          • Coca-Cola promises a house per week and World Cup gifts
                                            • In addition to sugar reduction, sodium reduction is also popular
                                            • Market Share

                                              • Coca-Cola still leads while Ambev grows
                                                • Figure 4: Companies’ shares in the retail market of carbonated soft drinks, by value, Brazil, 2016-17
                                                • Figure 5: Companies’ shares in the retail market of carbonated soft drinks, by volume, Brazil, 2016-17
                                              • Coca-Cola tries to gain relevance in the guaraná segment
                                                • Acquisition of Brasil Kirin by Heineken shakes the sector
                                                • Marketing Campaigns and Actions

                                                  • Brazil’s F1 GP chooses Brazilian organic CSDs as official product
                                                    • Figure 6: Wewi Brazil's F1 GP edition
                                                  • Itubaína launches special edition for the Comic-Con Experience
                                                    • Coca-Cola promises a house per week and World Cup gifts
                                                      • Figure 7: Coca Cola's campaign
                                                  • Who’s Innovating?

                                                    • Still small in Brazil, natural CSDs market grows around the world
                                                      • Figure 8: Launches of carbonated soft drinks positioned as "100% natural," 2015-17
                                                    • In addition to sugar reduction, sodium reduction is also popular
                                                      • Figure 9: Claims of the most popular carbonated soft drinks in Latin America, November 2017-April 2018
                                                  • The Consumer – What You Need to Know

                                                    • Regular CSDs with refreshing appeal can gain space
                                                      • There is an opportunity for energy-boosting CSDs
                                                        • Low/no calories CSDs appeal to parents
                                                          • Zero CSDs need to offer differentials
                                                            • Brazilian brands can use local origin to attract AB consumers
                                                            • Carbonated Soft Drinks Consumption Occasions

                                                              • Regular CSDs with refreshing appeal can gain space
                                                                • Figure 10: Carbonated soft drinks consumption occasions, Brazil, May 2018
                                                              • A larger variety of low/no calories products and CSDs made with alternative sweeteners can boost consumption in restaurants
                                                                • Figure 11: Carbonated soft drink consumption occasions, by working situation, Brazil, May 2018
                                                              • A larger variety of international brands can boost consumption of regular CSDs at work/school among AB consumers
                                                                • Figure 12: Carbonated soft drink consumption occasions, by socioeconomic group, Brazil, May 2018
                                                            • Changes in Consumption

                                                              • There is an opportunity for energy boosting CSDs
                                                                • Figure 13: Changes in consumption, Brazil, May 2018
                                                              • Working people have replaced CSDs with yogurt drinks
                                                                • Figure 14: Changes in consumption, by working situation, Brazil, May 2018
                                                              • Tea-based CSDs without artificial ingredients can attract those aged 35+
                                                                • Figure 15: Changes in consumption, by age, Brazil, May 2018
                                                            • Carbonated Soft Drinks Consumption Drivers

                                                              • Attractive packaging that encourages consumers to share photos on social media can stimulate consumption of CSDs
                                                                • Figure 16: CSDs consumption drivers, Brazil, May 2018
                                                                • Figure 17: Partnership Itubaína and Estrela
                                                              • Variety of fruit flavors can boost consumption among men aged 25-34
                                                                • Figure 18: CSDs consumption drivers, by gender and age group, Brazil, May 2018
                                                              • No/low-calorie CSDs appeal to parents
                                                                • Figure 19: CSDs consumption drivers, by children in the household, Brazil, May 2018
                                                                • Figure 20: Viva Schin Mini portfolio
                                                            • Carbonated Soft Drinks Perceptions

                                                              • Regular CSDs need to distance themselves from negative attributes
                                                                • Figure 21: CSDs perceptions, Brazil, May 2018
                                                              • Zero CSDs need to offer differentials
                                                                • Regular CSDs can invest in a larger variety of unusual sweet flavors
                                                                • Attitudes about Carbonated Soft Drinks

                                                                  • CSDs with alcohol can be a cheaper option for celebrations
                                                                    • Figure 22: Attitudes toward carbonated soft drinks, Brazil, May 2018
                                                                  • There is space to educate students about different sweeteners
                                                                    • Figure 23: Attitudes toward carbonated soft drinks, by working situation, Brazil, May 2018
                                                                  • Brazilian brands can use local origin to attract AB consumers
                                                                    • Figure 24: Attitudes toward carbonated soft drinks, by socioeconomic group, Brazil, May 2018
                                                                    • Figure 25: Budweiser special edition packaging
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations
                                                                  • Appendix – Market Size and Forecast

                                                                    • Market size and forecast
                                                                      • Figure 26: Retail sales of carbonated soft drinks, by value and volume, 2012-22
                                                                      • Figure 27: Forecast of retail sales of carbonated soft drinks, by value, 2012-22
                                                                      • Figure 28: Forecast of retail sales of carbonated soft drinks, by volume, 2012-22
                                                                      • Figure 29: Companies’ shares in the retail market of carbonated soft drinks, by value, Brazil, 2016-17
                                                                    • Fan chart forecast
                                                                    • Appendix – Correspondence Analysis

                                                                      • Methodology
                                                                        • Figure 30: Correspondence analysis, carbonated soft drinks, Brazil, May 2018
                                                                        • Figure 31: CSDs perceptions, Brazil, May 2018

                                                                    Carbonated Soft Drinks - Brazil - May 2018

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