Reductions in household spending, increases in unemployment, and a rise in inflation restricted the positive growth of ACB. Non-rtd beverages benefited the most from the economic crisis, with fruit powders as the highlight, growing positively in Q4-15. The Brazilian beer market shrank in 2015, due to the tough conditions and consequential reduced spending on more expensive categories.
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Key Findings
-The packaged water category saw a deceleration due to the economic crisis and the cooler temperatures, which also restricted growth in bulk/HOD water
-The beer market has reflected the trends seen in other major categories, to create new products with the aim of attracting consumers and reducing price per liter
-2015 was marked by the large offering of non-milk options, leaving the milk market to compete with the health trends
-The improvement in coffee quality and the new forms of consumption inside and outside the home contributed to an increase in domestic demand
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