The soft drinks market - Brazil

1.1 Definition and scope of study

The Non Alcoholic Beverages market includes the following different types of beverages, marketed mainly through food distribution networks (supermarkets, grocery stores...) or out-of-home stroll sites (restaurants, bakeries, automatons...) :

• soft drinks
• flavored waters
• syrups
• fruit and vegetable juices

Overall, the market is driven by various innovations (packaging and new formats in particular) and marketing efforts that make it possible to stimulate demand in a sustainable way, but also through widespread price growth over many years.

In Brazil, this market is expected to grow 10.6% in volume between 2018 and 2023, rising from 24.1 billion liters last year to 26.6 billion. Much of this growth is credited to a change in Brazilians' health habits. A Mintel survey revealed that 31% of Brazilians prefer to consume non-alcoholic beverages instead of alcoholic beverages last year, 38% of them said they were interested in beverages made with natural ingredients and 34% said they would like to see more options of beverages without artificial sweeteners.

While major players continue to compete on price, smaller new players are trying to gain market share through differentiation and niche positioning with healthier products, crafts and local producers. Among the latest market launches, 41% were products with new packaging, 29% were new products and 20% were new varieties of beverages.

Among the large companies that manufacture non-alcoholic beverages in operation in Brazil, Coca-Cola has the largest share of the market, with Ambev. Other major players are PepsiCo and Heineken.