Tea, which was once a rapidly growing category in Brazil, is encountering a slowdown in its retail volume growth, due to evolving consumer preferences and economic shifts. While tea is no longer viewed as an essential commodity by some, there is still immense growth potential, contingent on innovation and diversification.
Two compelling trends in 2023 have been the rise of specialised products catering to specific needs, and the emphasis on quality and differentiation to revitalise sales. Leão’s Fases da Mulher line exemplifies the shift toward specialised products, as it meets the nuanced wellness needs of women at different life stages.
3 Corações SA (Strauss/São Miguel), the owner of the renowned 3 Corações brand, is set to maintain its position as the predominant force in coffee in Brazil in 2023. Renowned for its expertise in roasted and ground fresh coffee, the brand stands out as the leader in the category.
The surge in inflation is influencing consumer preference when shopping for hot drinks, aligning with the post-pandemic trend favouring physical stores, particularly atacarejos and small local grocers. These choices are driven by a desire for better deals and a focus on convenience and proximity.
As COVID-19 has faded away, coffee foodservice in Brazil has bounced back, seeing interesting volume growth rates, surpassing the growth rates of the retail channel. This is due to consumers’ interest in coffee as a service, driven by a search for higher quality, and interest in coffee preparations such as cold brew, cappuccinos, and mochaccinos.
In the forecast period, coffee in Brazil is expected to continue its expansion process – not so much in terms of volume sales, but in terms of quality and differentiation, with consumer knowledge increasing, and therefore a search for more unique coffee experiences, be it in foodservice or retail, in cold or hot versions. Exploring Brazilian terroirs seems to be the main strategy employed so far, but curiosity about harmonisation, and coffee as an ingredient, has pushed it to be present in a wide variety of products.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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