巴西饮料市场的增长英文版_9页_1mb

Brazil Beverage Market Summary (January 2019)

Core Content

The Brazilian beverage market is described as significant, complex, and currently facing challenges. Over the past three years, it has underperformed compared to the total FMCG market, with its share declining from 15% (MAT Sep 16) to 14.6% (MAT Sep 18). Despite this, there are clear opportunities for growth, particularly through a well-structured In & Out of Home (In & OOH) strategy.

Main Opportunities for Growth

1. In-Home Market

   • Dairy Drinks and Cold Beverages are leading the decline.
   • Coffee and Beer are the only categories showing growth.
   • Penetration and Frequency of consumption are key KPIs to identify competition within categories.

2. Out-of-Home (OOH) Market

   • Represents 40% of the total beverage market value.
   • Growth rate is +7.6% YoY.
   • Higher average prices (premium index of 373) compared to In-Home.
   • Manufacturers should focus on smaller pack sizes and impulse & food channels for better performance.

3. Consumer Behavior

   • In-Home consumption is driven by routine and health.
   • OOH consumption is more about pleasure and snacking.
   • Understanding occasion types and need states is essential to tailor product and marketing strategies.

4. Consumer Segmentation

   • Social Class (AB vs DE) and Geographical Region influence consumption patterns.
   • DE (lower social class) dominates In-Home beverage spending, especially in the North of Brazil.
   • AB (higher social class) is more likely to spend on premium beverages.

Key Case Studies

• Coca-Cola:

  • Has a wide distribution network and product portfolio to target both In & OOH.
  • In Brazil, Fanta Guarana NPD increased its share in the second-largest flavor category from 12.4% to 13.3%.
  • In the UK, multipack redesign (from 8 to 6 units) helps target key price points.

• Cold Beverages vs. Beer:

  • Both are consumed at main meal occasions, but for different reasons.
  • Cold beverages are driven by habit, while beer is associated with pleasure.
  • 60% of volume is shifting from cold beverages to beer at main meals.
  • Brands should focus on flavor innovation and occasion alignment to capture OOH opportunities.

Millennials and Consumer Behavior

• Millennials are the most important group in the beverage market, showing a higher proportion of OOH spending (58% vs 41% for previous generations).
• They have complex lives and schedules, emphasizing the need for personalized strategies.
• Dairy is more popular among Millennials with children, while those without children tend to favor beer.
• Brands should profile shoppers based on attitude and behavior, not just demographics.

Conclusion and Strategic Recommendations

• Brand Growth is driven by reaching more shoppers on more occasions.
• A holistic In & OOH strategy is essential, considering occasion types, need states, and consumption moments.
• Retail activation is critical to ensure product availability and to target specific channels and regions.
• Product and pack diversification should align with consumption occasion and consumer behavior to capture incremental and new opportunities.

Data Sources and Methodology

• The report is based on Kantar WorldPanel usage data, which tracks purchase and consumption patterns across various markets.
• In-Home and Out-of-Home data is collected through continuous panels, providing insights into demographics, purchase locations, and prices.
• Occasion-based analysis is used to understand competition and consumption motivations.

Contact Information

• George Moore – Beverage Market Analyst
• Email: George.Moore@kantarworldpanel.com
• Website: www.kantarworldpanel.com/br
• Report Source: www.baogaoba.xyz (exclusive collection of millions of reports, real-time updates, daily updates)