Beverage market of low alcoholic content is little explored in the country

The biggest concern with the health of the population has open space for low-alcoholic drinks in the Brazilian market. Although unrepresentative in industry revenues, this niche small interest awakens industry giants. "Drinks with low or zero alcohol content are emerging as a global trend, not only in Brazil. A greater variety of products with these characteristics would provide consumers with more alternatives, but many markets, including Brazil, do not have many innovative options in taste, style and packaging ", assesses global trends specialist Food and beverages in Mintel, Jenny Zegler. According to a survey of the company since January 2017, Schin, Brahma, Itaipava and Estrella Galicia launched zero alcohol versions. "Some breweries also produced drinks with an alcohol content between 2.5% to 3.5%. In total, this segment represents less than 1% of alcohol released October 2013 to September 2018 ", points out Jenny. She believes this reduced level shows how recent is that consumption trend and your great market potential. The survey also shows that about two-fifths of the Brazilian consumers of alcoholic drinks adults are reducing your consumption and decreasing expenditures on this type of drink. In addition, the concern to reduce consumption is also caused by the economic crisis and the need to save money in Brazil. Jenny points out that it is important for the breweries exploring this trend, so as not to lose customers. "Beers of low or zero alcohol content can help retain consumers who otherwise wouldn't buy its products, thus avoiding reduction of sales", he explains. Ambev has on your overall goal the increased participation of non alcoholic products or low in total sales volume to 20% by 2025, as positioning taken in 2016. The current percentage is kept confidential. Recently, the company said it will expand your portfolio in these categories from 2019. in addition to the breweries, Jenny sees opportunities for manufacturers of other types of alcohol, how ciders and wines. "There is room to create more formulations of low or zero alcohol content, increasing the alternatives for those who want to reduce consumption." Soft drinks the concern with healthier habits also has affected the market for soft drinks. According to the Brazilian Association of manufacturers of soft drinks and non-alcoholic drinks (Abir), since 2014 the per capita consumption of the product comes in reducing Brazil. "The soft drink market falls of 5% to 6% per year. Consumers are migrating to other drinks such as mineral water, juices, teas and coconut water ", says the ceo of Rio Zanlorenzi, Giorgeo Zanlorenzi Famiglia. Manufacturer of the wine market, in recent years started to bet on health drinks through the Wide Field mark. "We enter the juice segment integrals. Our priority is to work without preservatives, using the fruit as single ingredient ", says the Executive. Recently, the company launched a line of teas. Zanlorenzi States that the company is expecting to grow 22% to 26% in revenues this year. "It's a market that has many possibilities, the migration of consumers of soft drinks. Whereas this sector produces about 12 million litres a year, 5% of it is absurd. " He projected growth of 20% to 30% over the next five years on the potential of the segment. To this end, the company has invested in your factory and in increasing national distribution. The manufacturer has a property in San Marcos (RS) and an industrial pole in Campo Largo (PR), where he holds the filling of beverages. "In 2017, we invested $40 million R and brought new technologies to the industrial park. Currently, our focus is commercial. We are hiring representatives and going into areas we haven't presence ", explains.