29 / 231
Brasil
PackTrends
2020
29
packaging market: world and Brazil
Table 1.47
Beverages industry: principal
products by sales (2008-2011)
Principal products by sales (R$ Billion)
2008
2009
2010
Average
growth
(2008-2011)
Beer
44
46
52
4.1%
Soft drinks
27
28
27
0.7%
Milk
24
27
26
1.8%
Spirits
10
10
11
2.9%
Fruit juices
10
11
12
7.6%
Coffee & Tea
10
11
11
1.4%
Other beverages*
5
6
6
6.6%
Tonic drinks**
2
3
3
14.1%
TOTAL
132.7
141.2 149.8
3.3%
*It includes mineral water and RTD tea
**It includes isotonics, fermented milk, energy drinks and nutritional
supplements.
Source: DATAMARK
Higher purchasing power allows the Brazilian
consumer to try new products, a trend that leads to
important changes in consumer habits. The premium
beer segment has, nowadays, 7% of the beer market.
In the last 5 years,, that segment has grown at a 10%
average rate a year, a higher rate than the 4.1% for
the total beer market. The sales of Stella Artois beer,
Ambev’s premium brand, for example, had a 215%
increase in sales in 2011 (FACCHINI, 2012).
There is a growing demand for products with a new
offering in the juice market as well. Many companies,
such as Juxx, Danone (with the brand Activia) and
Globalbev (with the brand Amazoo), among others, have
launched juices with unusual flavors, like cranberry,
with functional ingredients and no preservatives.
The Federal government readjusted IPI, PIS and
Cofins tax rate table in June 2012 for the cold beverage
market – water, soft drinks, beer, isotonics and energy
drinks, increasing the tax burden for the sector by 19%
on average. However, in September the Federal Tax
Authority delayed the tax increase, which should have
come into force in October, through to April 2013. In
exchange for the delay, the beverage producers promised
to keep up investments and employment. However, the
sector will pay more taxes due to increases over the
last 12 months. That is because beverages are taxed a
fixed value per unit instead of a percentage of the price.
That fixed value is updated every year and this year,
the likely increase to the final consumer may be up to
2.15%. Thus just as in 2011, it is possible that the
increase in the shelf prices might reduce consumption
(FERNANDES; VERÍSSIMO, 2012).
The higher purchasing power of the emerging
middle class has directly contributed for a higher
demand for aluminum canned beverages, mainly beer.
Between 2007 and 2011, the volume of aluminum cans
used to package beer increased 56%, from 7.8 million
to 12.2 million of units, increasing their share of the
market from 28% to 34% in the period (DATAMARK,
s.d.). The increase of the Brazilian consumer’s
discretionary income has enabled a change in their
purchasing behavior that encouraged beer consumption
at home, an occasion where aluminum cans are more
appropriate compared to returnable glass bottles. Other
markets that have pushed up the demand for aluminum
cans are juices, energy drinks and RTD tea.
The advancement in the ecofriendly packaging
accompanies the endless search for cost reduction of
PET bottles by brand owners. Since they started to be
used in the soft drinks market, PET packages have had
cost reductions between 8% and 26%, depending on
size through light-weighting both in the neck and bottle
cap. Besides reduced consumption of raw material,
another important trend in the PET bottle transformation
process, influenced by sustainability issues, is the use
of resin from renewable sources that accounts for up
to 30% in bottles used in the soft drinks and mineral
water markets (PACHIONE, 2010).
The huge dependency on PET bottles in the
soft drinks market (approximately 60%) has forced
the material converters to seek new opportunities to
replicate the success of PET bottles in other promising
markets. The Portuguese company Logoplaste, along
with the brand Shefa, for example, seems to have
started a migration from the aseptic cartons to PET
bottles with light barrier in the UHT milk market. In only
6 months, Shefa has packed 30% of their production in