Beverage market with less sugar will grow 3.6% up to 2020

Sao Paulo-the beverage industry keeps on eye on the interests of Brazilians for healthier products, despite the negative Outlook for the economy. A survey by Euromonitor International estimates that actual sales of sodas and juices with low sugar content will grow 3.6% up to 2020.
The expansion is a bit lower than that registered in the last five years. Last year, the segment moved $ 1.4 billion in Brazil, an increase of 4.1% compared with 2010.
Despite the slight slowdown, the trend is still positive for the sector, highlights the Euromonitor research analyst, Angelica Salado. "It''s a category prominently because the sugar reduction is related to the desire to lose weight. The consolidation of these products on the market boosted the numbers and the trend is still good for years to come, "he says.
According to Angelica, the slowdown forecast going forward is connected with the specific consumption of soft drinks, which tends to decrease. "The negative Outlook is pulled for them [softdrinks], a sale that follows in fall. Brazilians realize this type of drink as something that is not healthy, giving preference to juices and teas "comments.
In her view, the recent change in legislation for the sector can minimize the impact of this change in habit, but will not reverse the picture. Last December, a decree came into force (# 8592), that allows the sugar present in beverages is partially replaced by sweeteners, natural or artificial substances that ensure sweet taste to foods-such as aspartame, sucralose and stévia. The measure also requires that the information of low sugar appears on the product label.
Professor of food engineering at the State University of Campinas (Unicamp), Soha Pastore, indicates the sweeteners as a replacement for diabetic people. "For those who cannot consume sugar is very valid. But those who want to lose weight should reduce consumption in General, not just in the drinks. Sweeteners are not healthy, it''s just a wingwoman, "explains the expert.
For her, the decree is a hit, since it favors the health care and cheapens the cost of production. "It was a necessary measure. In addition, sweeteners are cheaper than sugar, "he says.
Yet the effects of such demands on industrial activity must still take a while to appear, believe the President of the Association of Manufacturers of soft drinks of Brazil (Afrebras), Fernando Rodrigues of neighborhoods.
"It''s a new market, factories are still testing products. This change alters the taste, so it may be that consumers reject the novelty. Need to wait for the drives '', warning.
The manager says, however, that the expectation of cost reduction can be decisive for the sector. "There is interest in spending less," he said, noting that the rise in the price of sugar is a burden to the industry.
Despite this, in his opinion, only next year it will be possible to notice the impact of the Decree. "Unfortunately, for this year''s all stopped. 2016 is already a lost year for the beverage market, "says.
Beverage giant Coca-Cola Femsa Brazil, for example, is adapting the requirement and brought to Brazil a product already launched on the market: Coca-Cola Stévia which has 50% less sugar and natural sweetener.
According to the Manager of advertising, promotions and company events, Luciano Das, the zero-calorie version of soda is one of the leaders of sales in Brazil, but that should change with the release of version with Stévia. "Our forecast for this new product was made according to the Coke Zero sales scenario. It''s a new piece that will represent 60% of what the zero version already has on the market ".
He says that it is not a replacement, but an option for the consumer. "We seek to meet the needs, a new target [segment] that represents more sales."
The search for this market share made the Kirin Brazil reduce, over the past five years, the sugar in more than 13 1000 tonnes in its main line of soft drinks, the Live Schin. The company''s marketing manager, Bruno Piccirello, points out that it represents up to 20% of the average of the market.
"All our soft drinks, including the Itubaína, have reduced amount of sugar. Those drinks account for 39% of total sales, "said Piccirello to DCI.
Juices
The natural juices segment also embarked on reducing sugar. The Super Nice offers products with 7% added to the input, says the company''s industrial Manager, Cristina Ferreira
"The market average is 10% and is part of the philosophy of the company investing in healthier products, some of them without adding any sugar," says she. Currently, 30% of 3 million liters of juice produced per year by the company has reduced or zero sugar.
Cristina reveals, however, that due to the economic scenario, "some news" in terms of drinks will be for 2017. "We had to slow down. It''s not an easy year for the industry, "he complained.
The Mines also let Fruit for next year some investments, according to the commercial Director of agribusiness of Minas Gerais, Alexia Marie fields. "We are doing research, but we already know that China and the United States are potential markets," he says.
According to Alexia natural juices no sugar are a trend. "We already have the juice line Le Verger and make other releases in the second half here in Brazil, following the idea of reducing."
Inputs
On this industry demand, the two wheels has recently launched the S-Fit, a line of emulsions and liquid preparations which ensures reduction between 30% and 50% of the level of sugar in drinks. The marketing manager of two wheels, Marco Paulo Pereira Henriques, points out that in addition to maintaining the flavor, the novelty represents savings for the industry.
"It is possible to save between 25% and 50% for beverage manufacturers. Sugar is a considerable portion of the costs. In addition, we believe that demand still grows a lot, because the industry is growing, "he says.