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Beverage in Brazil Final Customers Identification

Customers Categorization

The final customers in the Brazilian beverage industry value chain can be categorized into two main segments: Business-to-Business (B2B) and Business-to-Consumer (B2C). These categories represent the different entities that purchase beverages at the final stage of the value chain.

B2B Customers: This segment includes various businesses that acquire beverages for resale or for use in their operations to serve their own customers. Based on the analysis of the value chain, the key B2B customer types are:

  • Retailers: These are businesses that sell beverages directly to the end consumer for off-premise consumption. This broad category encompasses supermarkets, hypermarkets, convenience stores, discounters, and specialized beverage retailers (like liquor stores and wine shops). [Value Chain Report]
  • Foodservice (On-Trade): These establishments purchase beverages for consumption on their premises. This includes a wide range of businesses such as bars, pubs, restaurants, hotels, nightclubs, cafes, event venues, and institutional catering services. [Value Chain Report] The out-of-home consumption sector, which includes foodservice, has shown significant growth in Brazil.
  • Wholesalers: While acting as intermediaries between manufacturers/distributors and retailers/foodservice, wholesalers are considered B2B customers as they purchase beverages in bulk from upstream players to sell to other businesses. [Value Chain Report] This includes traditional delivery wholesalers and cash-and-carry operators (atacarejo). [Value Chain Report]
  • E-commerce Platforms and Delivery Apps: These digital platforms act as B2B customers from the perspective of beverage manufacturers and distributors, purchasing or facilitating the sale of beverages to the final consumer through their online channels. [Value Chain Report] The B2B e-commerce market for food and beverages in Brazil is experiencing growth.
  • Co-packing Services: Although primarily a service provider in the bottling/packaging stage, co-packers can also be considered B2B customers when they purchase bulk beverage or concentrates from manufacturers on behalf of brand owners. [Value Chain Report]

B2C Customers: This segment comprises the individual end consumers who purchase beverages for their personal consumption. They are the final recipients of the products in the value chain. [Value Chain Report]

Customers Characteristics and Demographics

Understanding the characteristics and demographics of both B2B and B2C customers is crucial for players in the Brazilian beverage industry.

B2B Customer Characteristics:

  • Retailers: These vary significantly in scale and purchasing power, from large national and international supermarket chains that can negotiate favorable terms to numerous small, independent retailers. [Value Chain Report] Their operational focus includes efficient inventory management, strategic product placement (merchandising), pricing strategies, and promotional activities to attract B2C customers. [Value Chain Report] The retail sector for beverages in Brazil is substantial, with over 406,000 specialized establishments. [Value Chain Report]
  • Foodservice: The on-trade segment is characterized by the need for beverages to be consumed on-site, often requiring specific packaging formats and service support from suppliers (e.g., draught systems, glassware). [Value Chain Report] This sector is influenced by trends in dining and social habits, and out-of-home consumption of beverages is growing in Brazil. Companies like Nestlé are specifically targeting this segment with tailored B2B solutions, particularly in the coffee market, recognizing the growing coffee culture and demand in cafes and restaurants.
  • Wholesalers: These B2B customers are essential for reaching fragmented retail and foodservice markets. Their operational models focus on bulk purchasing, warehousing, and efficient delivery or cash-and-carry services to their business clients. [Value Chain Report]
  • E-commerce Platforms: These platforms are characterized by their digital nature, requiring seamless integration with beverage suppliers' inventory and logistics systems. Their focus is on providing a convenient online shopping experience and managing the complexities of last-mile delivery. [Value Chain Report]
  • Co-packing Services: Their key characteristic is providing manufacturing and packaging infrastructure and expertise as a service to brand owners. [Value Chain Report]

B2C Customer Characteristics and Demographics:

  • Significant Spending Power: Brazilian households represent a substantial B2C market, spending approximately R$ 120 billion annually on beverages as of September 2024, accounting for nearly 3% of total household consumption. [Value Chain Report]
  • Evolving Preferences: Brazilian consumers are increasingly influenced by trends related to health and wellness, seeking options with lower sugar content, natural ingredients, and functional benefits. [Value Chain Report, 5] There is also a growing demand for premium and craft beverages across categories like beer, spirits, and coffee. [Value Chain Report, 4, 5]
  • Younger Consumers as Growth Drivers: The demographic group aged 18-29, encompassing Millennials and Gen Z, is a key driver of beverage consumption growth in Brazil, for both alcoholic and non-alcoholic drinks.
  • Openness to Experimentation and Innovation: Younger consumers, in particular, are described as more "experimental" and less bound by traditional brand loyalty, showing interest in trying new beverage styles and innovative products. They value convenience and are inclined towards on-the-go consumption options.
  • Impact of the Growing Middle Class: The expansion of Brazil's middle class contributes to increased purchasing power and a greater willingness to spend on higher-value and premium beverage products.
  • Increasing Adoption of E-commerce: A growing number of B2C customers are purchasing beverages online, driven by increasing internet penetration (86.6% of the population at the start of 2024) and widespread smartphone usage. The convenience and safety of online shopping, accelerated by recent global events, have contributed to this shift.

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