Non-alcoholic Drinks Consumption Habits – Brazil – August 2019
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Report Summary
“Several categories of non-alcoholic drinks have faced a drop in consumption by Brazilians, but at the same time, drinks that naturally deliver functional benefits have gained space, such as non-alcoholic fermented drinks and coffee. Adding functional benefits to non-alcoholic drinks seems to be a reliable strategy to keep consumers attracted, avoiding migration to other categories, and stimulate higher consumption frequency.”
– Marina Ferreira, Food and Drinks Specialist
This Report will cover the following areas:
- Products need to adapt their packs to the ban on plastic straws
- Cannabidiol has gained space abroad but lacks specific regulation
- Agreement aimed at reducing sugar and new rules on nutritional labeling open space for natural sweeteners to grow
- Interest in digestive benefits has boosted fermented drinks
- The coffee segment can renew itself
Table of Contents
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Overview
- What you need to know
- Definition
- What you need to know
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Executive Summary
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- Challenges
- Products need to adapt their packs to the ban on plastic straws
- Cannabidiol has gained space abroad but lacks specific regulation
- Drinks for kids need to reduce certain ingredients to overcome barriers
- Opportunities
- Agreement aimed at reducing sugar and new rules on nutritional labeling open space for natural sweeteners to grow
- Interest in digestive benefits has boosted fermented drinks
- The coffee segment can renew itself
- What we think
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Market Drivers
- Agreement aimed at reducing sugar content of sweet beverages and new rules on nutritional labeling forces the sector to adapt
- Figure 1: Models of nutritional labeling being evaluated by Anvisa
- Ban on plastic straw makes companies rethink their products
- Cannabidiol has gained space abroad as food and drink ingredient
- Figure 2: Global searches for the term “cannabidiol” from July 6, 2014 to June 29, 2019
- Agreement aimed at reducing sugar content of sweet beverages and new rules on nutritional labeling forces the sector to adapt
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Key Players – What You Need to Know
- Nestlé offers Starbucks coffee capsules in supermarkets
- Natural sweeteners are still a minority among sweeteners used in Brazil
- “Bulletproof coffee” is a concept that can attract Brazilians
- Nestlé offers Starbucks coffee capsules in supermarkets
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Marketing Campaigns and Actions
- Heineken launches FYs, a carbonated soft drink aimed at Brazilians
- Bonafont launches commemorative edition
- Nestlé offers Starbucks coffee capsules in supermarkets
- Heineken launches FYs, a carbonated soft drink aimed at Brazilians
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Who’s Innovating?
- Organic drinks can grow with new claims
- Figure 3: Launches of organic non-alcoholic drinks – top three countries and Brazil, 2016-2018
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- Figure 4: Vinícola Garibaldi grape juice and biodynamic sparkling wine
- Natural sweeteners are still a minority among sweeteners used in Brazil
- Figure 5: Launches of non-alcoholic drinks by specific type of sweetener – Brazil, 2014-2018
- Organic drinks can grow with new claims
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Case Studies
- Brands can innovate offering flavored water for kids and teens
- “Bullet proof” coffee is a concept that can attract Brazilians
- Figure 6: Non-alcoholic drinks consumption, any consumption – Brazil, April 2019
- Brands can innovate offering flavored water for kids and teens
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The Consumer – What You Need to Know
- Non-alcoholic fermented drinks gain momentum
- Ready-to-drink sparkling juice drinks can appeal to kids and teens
- Replacing disposable straws by reusable versions is a reality
- Men want healthy non-alcoholic drinks for special occasions
- Energy drinks can bet on high protein items for workers and students
- Reverse logistics can encourage the exchange of returnable packaging
- Non-alcoholic fermented drinks gain momentum
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Non-alcoholic Drinks Consumption
- Non-alcoholic fermented drinks gain momentum
- Figure 7: Non-alcoholic drinks consumption – Brazil, April 2019
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- Figure 8: Kevita videos on probiotics and its role in the digestive health
- Figure 9: Campo Largo campaign
- Addition of vegetables to sparkling water can boost consumption in the North and Northeast regions
- Figure 10: Non-alcoholic drinks consumption, by region – Brazil, April 2019
- Non-alcoholic fermented drinks gain momentum
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Changes in Non-alcoholic Drinks Consumption
- Carbonated soft drinks can focus on foodservice
- Figure 11: Changes in non-alcoholic drinks consumption – Brazil, April 2019
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- Figure 12: Behaviors towards non-alcoholic drinks, by changes on carbonated soft drinks consumption – Brazil, April 2019
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- Figure 13: Behaviors and attitudes towards non-alcoholic drinks, by changes on carbonated soft drinks consumption – Brazil, April 2019
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- Figure 14: McDonald’s refillable carbonated soft drinks
- Ready-to-drink sparkling juice drinks can appeal to kids and teens
- Figure 15: Changes in non-alcoholic drinks consumption, by children living in the household – Brazil, April 2019
- Carbonated soft drinks can focus on foodservice
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Behaviors and Attitudes towards Non-alcoholic Drinks
- Replacing disposable straws with reusable versions is a reality among consumers engaged with in the environmental cause
- Figure 16: Behaviors and attitudes towards non-alcoholic drinks – Brazil, April 2019
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- Figure 17: Green People straws
- Figure 18: Starbucks lid
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- Figure 19: K To Go cover
- High-income consumers can be encouraged to drink iced coffee on hot days
- Figure 20: Behaviors and attitudes towards non-alcoholic drinks, by socioeconomic group – Brazil, April 2019
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- Figure 21: Pato Rei tonic espresso
- Kit to be prepared at home can overcome restrictions imposed by mothers
- Figure 22: Behaviors and attitudes towards non-alcoholic drinks, by children living in the household – Brazil, April 2019
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- Figure 23: The Boba Box
- Replacing disposable straws with reusable versions is a reality among consumers engaged with in the environmental cause
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Attributes of Non-alcoholic Drinks According to Situations
- Relaxing properties generate greater interest than energizing benefits in non-alcoholic drinks for special occasions
- Figure 24: Attributes of non-alcoholic drinks according to situations, special occasions – Brazil, April 2019
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- Figure 25: Bimble CBD drink
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- Figure 26: TranQuini relaxing ingredients
- Men want healthy non-alcoholic drinks for special occasions
- Figure 27: Attributes of non-alcoholic drinks according to situations, by gender – Brazil, April 2019
- Iced teas can be positioned as low-calorie healthy drinks to go with meals for consumers aged 35+
- Figure 28: Attributes of non-alcoholic drinks according to situations, at lunch or dinner – Brazil, April 2019
- Relaxing properties generate greater interest than energizing benefits in non-alcoholic drinks for special occasions
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Interest in Claims in Non-alcoholic Drinks
- Low carbs attribute can be highlighted to enhance low-calorie drinks
- Figure 29: Interest in claims in non-alcoholic drinks – Brazil, April 2019
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- Figure 30: Searches for “low-carbohydrate diet” from July 2016 to July 2019 in Brazil
- Energy drinks can bet on high protein items for workers and students
- Figure 31: Interest in claims in non-alcoholic drinks, by work and study situation – Brazil, April 2019
- Low carbs attribute can be highlighted to enhance low-calorie drinks
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Behaviors towards Non-alcoholic Drinks
- Reverse logistics can encourage the exchange of returnable packaging
- Figure 32: Behaviors towards non-alcoholic drinks – Brazil, April 2019
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- Figure 33: Loop explanation video
- Use of coffee capsules can grow with cold options
- Figure 34: Behaviors towards non-alcoholic drinks, by non-alcoholic drinks consumption – Brazil, April 2019
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- Figure 35: Nespresso Intenso on Ice Coffee Capsules preparation
- Checking the nutrition label is a habit for consumers of energy drinks concerned with sugar content and artificial ingredients
- Figure 36: Behaviors towards non-alcoholic drinks, CHAID analysis – Brazil, April 2019
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- Figure 37: Desrotulando app
- Reverse logistics can encourage the exchange of returnable packaging
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
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