Brazil Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Brazil beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

Inflation took a heavy toll on carbonates consumption in particular, which was partially compensated by the growth of non-carbonated drinks such as nectars, still drinks and iced/rtd tea drinks. Out of the remaining commercial beverages categories, beer also experienced a drop triggered by important price rises. Packaged water continued to expand, driven by dynamic market leaders eager to supply a growing demand for bottled water.

What are the key drivers behind recent market changes?

The Brazilian economy decelerated during the third quarter of 2013, a slowdown caused by a drop in industrial production according the Brazilian government agency IBGE. The evolution of household consumption remains positive, but inflation continues to undermine purchasing power. Overall, soft drinks consumption was affected by high prices.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Brazilian beverage industry and want more detail and analysis on this data. Canadean's Brazil Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours.

Key Market Issues

  • The Brazilian currency has strengthened against the dollar, thus lowering the cost of imported products after a dangerous rise during the second quarter.
  • Temperatures were unusually low in the southern part of the country, and positively affected hot coffee and hot tea consumption.
  • The Brazilian economy decelerated during the third quarter of 2013, a slowdown caused by a drop in industrial production according the Brazilian government agency IBGE.
  • Social unrest, which had spread over the country during Q2-13 has almost stopped, but Brazilians remain unsatisfied with the government and the current economic situation.
  • Private Label products are increasingly common in Brazil, as big retail groups form and gradually build their PL product portfolio.

Key Highlights

  • The drop in carbonates consumption seems to be triggered by a gradual shift towards non-carbonated drinks, which benefit from a much better image among Brazilian consumers.
  • The packaged water market continues to expand as the main market players continue to invest, to improve the supply chain and develop new brands. While packaged water was traditionally regarded by Brazilian consumers as a commodity, it is now slowly turning into a more complex market, with new brands and the development of premium and super premium lines.
  • After a small deceleration during Q2-13 caused by a recall of Ades flavored soy drinks, the still drinks category grew 8%, driven by the dynamism of coconut water, juice drinks and soy drinks.
  • Cachaa, traditionally a cheap and popular spirit, has seen the rise of many artisanal producers and the rise of many premium, barrel aged products. This has helped improve the drink's image among the more affluent Brazilians and is fuelling the overall market value.
  • After a slowdown of the category's expansion, triggered by a food scandal during Q2-13, milk consumption rose again during Quarter 3 (+3%). This prompted a 20% price rise as internal supply is still not sufficient to meet the country's demand.