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Non-alcoholic Drinks Consumption Habits - In Home and On Premise - Brazil - August 2019

“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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • 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
                          • 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
                            • 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
                                  • 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
                                        • 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
                                            • 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
                                        • 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
                                          • 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 Drinks Consumption

                                                        • Non-alcoholic fermented drinks gain momentum
                                                          • Figure 7: Non-alcoholic drinks consumption - Brazil, April 2019
                                                          • 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
                                                      • Changes in Non-alcoholic Drinks Consumption

                                                        • Carbonated soft drinks can focus on foodservice
                                                          • Figure 11: Changes in non-alcoholic drinks consumption - Brazil, April 2019
                                                          • Figure 12: Behaviors towards non-alcoholic drinks, by changes on carbonated soft drinks consumption - Brazil, April 2019
                                                          • Figure 13: Behaviors and attitudes towards non-alcoholic drinks, by changes on carbonated soft drinks consumption - Brazil, April 2019
                                                          • 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
                                                      • 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
                                                          • Figure 17: Green People straws
                                                          • Figure 18: Starbucks lid
                                                          • 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
                                                          • 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
                                                          • Figure 23: The Boba Box
                                                      • 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
                                                          • Figure 25: Bimble CBD drink
                                                          • 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
                                                      • 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
                                                          • 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
                                                      • Behaviors towards Non-alcoholic Drinks

                                                        • Reverse logistics can encourage the exchange of returnable packaging
                                                          • Figure 32: Behaviors towards non-alcoholic drinks - Brazil, April 2019
                                                          • 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
                                                          • 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
                                                          • Figure 37: Desrotulando app
                                                      • Appendix – Abbreviations

                                                        • Abbreviations

                                                        Non-alcoholic Drinks Consumption Habits - In Home and On Premise - Brazil - August 2019

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