Monday, May 09, 2016

Soda loses gas in crisis, and consumers migrate to fruit punch

When sales of powdered juice in supermarkets begin to grow, it is a sign that the economy is not doing well.
Cheapest among all categories of drinks, powdered concentrate surged to 2.2% in the volume of sales in 2015, while the soda, more product recognized by strong brands and unit value generally higher, fell 3.1 percent.
The sale of powdered juice reached 130.7 1000 tons last year, according to market research firm Euromonitor. For this year, predicting growth of around 2.4%.
"It is a product that the consumer looking for more in times of retraction of the income. It''s cheaper and yields more mixed in the water, "says Angelica Salado, Euromonitor International Research analyst.
This is a category which had been losing ground in advancing employment and income, but that back with strength and tries to conquer also consumers of carbonated beverage.
The concentrate came to register growth of more than 18% in 2002, but was losing strength to achieve a fall of 6% in 2008, punctual and now accelerates.
About a month ago, the manufacturer of soda powder Camp launched the flavors Camp and Camp Cola with lemon, in an attempt to reproduce the taste of soda.
"In this time of crisis, the product can be a great option. The price is inviting to the final consumer, 67% lower than soda cola flavor, "says Isael Pinto, Chief Executive Officer of General Brands, manufacturer of juices Camp.
Another category that has grown against the retraction of the soda is like nectar juice (with variations in the percentage of fruit), which has also been lending characteristics of gaseous competitor.
Last year, Maguary released a version 1.5 litre PET bottle. Among the advantages of PET packaging, Fábio Levalessi, commercial Director of Britvic Ebba, owner of the marks, the Dafruta and Maguary ease of molding different sizes.
"It is possible to make the larger bottle, which provides better cost per liter," he says.
The trend of consumption of healthy foods came encouraging all kinds of juices about five years ago, but the crisis has given new impetus due to fragmentation of the category, says Salado.
"The market of juices are in all price ranges with options that range from $ 2 to $ 15. There are many regional brands that favor. "
Example of the attractiveness of the segment was the acquisition of the brand of juices of the Well, which has healthier position. In April, was acquired by AmBev, owner of Guaraná Antarctica.
His own soda category registered in the current economic crisis a greater resilience in demand both for promotional packaging great, with best cost-benefit ratio, as the mini bottles, low disbursement, usually sold cold to capture the consumption per pulse.
"We have seen a recent growth is also less expressive, regional brands, the famous tubaínas, which are cheaper," says Salado.
Folha - 08/05/2016
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