Soft drink industry loses space in the country

Carolina Hickmann the sodas in the country is rapidly receding. In the past two years, the retraction was nearly 6%, worst result since 2010. The expectation for 2017 is maintenance of these indexes. Considerable part of industries now seeks to act in other segments, such as mineral water, with a view to decreasing trend of consumer spending and demand for healthy products.
The assessment of the President of the Association of Manufacturers of soft drinks of Brazil (Afrebras), Fernando Rodrigues of neighborhoods, is that the current financial crisis has generated this impact, not only in your sector. "There is a market downturn that affected everyone," comments. The Executive still claims that summer, one of the industry''s sales enhancers, is not as strict as in other years, especially in the South.
Report from Nielsen (market research firm) in the second half of that 60% 2016 of the items that make up the category non-alcoholic grow only in packaging products. On the other hand, the industry has responded by increasing the importance of discounts. The beverage market in General, according to the research, followed the same path in 90% of the categories.
As consumers have the price in the Centre of the planning, the Nielsen report there is a tendency of exchange of supply channel. While the hypermarkets were the preference atacarejo dominates today because they are, on average, 13% more competitive.
In addition to the economic issue, the search for health also interferes in the sector, especially soft drinks. On comparison between November 2015 and 2016, the same month of the last consolidated data of the sector in light of the fall of the mandatory Sicobe (liquor control system), last December, the category of soft drinks had -8.6% drop, while the mineral water segment rose 4.6%.
When we observe the consolidated data of the two threads as per consumption captures of the Brazilian market, the disparity is even greater. While the consumption of soft drinks increased from 88.9 litres per person in 2010 to 75.1 litres in 2015, the mineral water had a significant increase of 34.3 litres per person, to 62.8 litres. In comparison, there is a fall of 15.5% in soft drinks against 83% in high water. The data were transferred by the Brazilian Association of soft drinks and non-alcoholic drinks (Abir).
At the time, the industry evaluates how will be the measurement of production from now on. Remember that at the beginning the neighborhoods Sicobe offered extremely accurate data for each State of the Federation. "We had a particular good (control) and now we have nothing," he says. With the difficulties, part of the beverage industry, especially soft drinks, expand your search to products aimed at slimming teas and juices, as the trend of global consumption.
The report from Nielsen, 57% of Brazilian consumers are trying to lose weight, while the world average is 50%. Even so, the healthy categories still need development, since they depend on heavy buyers (consumers of high frequency/volume). The own mineral water seems a very viable solution to the segment. "Companies seek alternatives to make up for the fall, and the issue of health also influences on time to make the choice for a new product."