Healthy drinks sales grow more than soft drinks

The sodas were the products most affected by the Brazilian crisis showing a contraction of growth of -5.3%. "Sales of soft drinks remain in retraction, with consumers seeking cheaper alternatives in proportion, as the concentrate powder," says Angelica Salado, Euromonitor International Research analyst.
Against the grain, healthy drinks showed a positive performance in 2016: the categories of juices and bottled water showed a growth rate of 2.51% and 5.1%, respectively. According to an analyst at Euromonitor, the consumer is still buying the drinks with low sugar, however, are seeking more than that on the label of the packaging. "Better informed and demanding, he differential in the functionality of the product without giving up the flavor," says Angelica.
With a greater diversity of brands in the gondola, the consumer has become less loyal to brands to ensure the consumption of categories of their favorite products. "This change in '' balance of power '' defies the brands to constantly prove your value," concludes Angelica.