Beverage in Brazil Current Demand Behavior Analysis¶

Demand Behavior¶

The Brazilian beverage industry serves a large and dynamic customer base, segmented into individual consumers (Business-to-Consumer or B2C) and various types of businesses (Business-to-Business or B2B).

Detailed report on the number of individual and business consumers:

Individual Consumers (B2C): The B2C segment is comprised of individual Brazilian households purchasing beverages for personal consumption. This represents a substantial market, with annual household spending on beverages estimated at approximately R$ 120 billion as of September 2024. [Value Chain Report] This figure highlights the large number of individual consumers actively participating in the market. While a precise total count of individual consumers is not available, their collective spending power and engagement across various beverage categories underscore their significance. Consumer behavior is influenced by factors such as a rising focus on health and wellness, leading to increased interest in healthier and functional beverage options, and a growing demand for premium and craft products. [Value Chain Report, 15, 32] Younger demographics (18-29) are noted as particularly experimental and contribute significantly to consumption growth. The increasing penetration of the internet (86.6% at the start of 2024) and widespread smartphone use are also expanding the reach of the market to individual consumers through online channels.

Business Consumers (B2B): The B2B segment in the Brazilian beverage industry includes a diverse range of businesses that purchase beverages for resale or use in their operations. Key types of B2B customers are: * Retailers: These are businesses selling directly to the end consumer for off-premise consumption. This category includes a vast number of establishments, ranging from large supermarket and hypermarket chains to smaller convenience stores and specialized beverage retailers. As of April 2024, there were 406,498 specialized retail establishments focused on beverage sales in Brazil. [Value Chain Report] Additionally, the commercial segment for beverages employed nearly 181.2 thousand formal jobs as of the same period, indicating the scale of the retail workforce involved. [Value Chain Report] * Foodservice (On-Trade): This segment encompasses establishments where beverages are consumed on the premises, such as bars, restaurants, hotels, and cafes. [Value Chain Report] The Brazilian foodservice market was valued at USD 16.30 billion in 2023 and is projected to grow to USD 27.08 billion by 2031, exhibiting a CAGR of 6.50% between 2024 and 2031. There are over 1.3 million foodservice operators across Brazil. * Wholesalers: These businesses serve as intermediaries, purchasing beverages in bulk from manufacturers and distributors to sell to retailers and foodservice operators. [Value Chain Report] This includes traditional delivery wholesalers and cash-and-carry models. [Value Chain Report] The growth in B2B e-commerce for food and beverages, valued at USD 4.818 billion in 2024 with a projected CAGR of 16.2%, indicates an increasing number of businesses engaging in wholesale transactions through digital platforms. The overall B2B e-commerce market in Brazil is expected to reach USD 224.2 billion by 2030, growing at a CAGR of 15.9% from 2024 to 2030. * E-commerce Platforms and Delivery Apps: While serving B2C consumers, these digital platforms act as B2B customers from the perspective of beverage suppliers. [Value Chain Report] Their increasing user base and transaction volumes reflect a growing number of businesses utilizing these channels for sales and distribution. * Co-packing Services: These businesses, primarily involved in bottling and packaging, can also be considered B2B customers when they purchase bulk beverages or concentrates from manufacturers on behalf of brand owners. [Value Chain Report]

Evaluate the growth or decline in the number of customers:

Based on the available information for 2024 and 2025, the overall trend in the number of customers in the Brazilian beverage industry appears to be positive, indicating growth across both B2C and B2B segments, although specific growth rates vary by segment.

Individual Consumers (B2C): The continued high level of household spending on beverages suggests a stable to growing individual consumer base. [Value Chain Report] Projections for 2025 indicate a mildly positive outlook for Brazilian consumer spending, supported by factors like the labor market and real wage growth, although overall growth may moderate compared to 2024. The increasing adoption of e-commerce by consumers is expanding the ways they access beverages, pointing to growth in online customer numbers.
Business Consumers (B2B):
- The number of specialized retail establishments remains significant, providing a broad base of B2B customers. [Value Chain Report]
- The foodservice market is on a growth trajectory, with projections indicating a steady increase in market size and likely the number of participating establishments and their purchasing volume for beverages. The chained outlets segment within foodservice is expected to experience particularly fast growth.
- The rapid growth of the B2B e-commerce market for food and beverages signifies an increasing number of businesses transacting digitally for their beverage needs.
- The reported increase in the overall number of enterprises and employed individuals in Brazil suggests an expanding potential B2B customer base across various industries that consume beverages.

While precise year-over-year percentage changes for the total number of all individual and business customers across all segments are not uniformly available, the market indicators, revenue growth in key sectors like foodservice and B2B e-commerce, and the number of established retail points of sale collectively suggest an expanding customer base for the Brazilian beverage industry in the 2024-2025 period.

Table showing the growth/decline in the number of customers:

Customer Segment	Trend (2024-2025)
Individual Consumers (B2C)	Growing (particularly in online channels and demand for specific product types)
Business Consumers (B2B)	Growing (overall, driven by expansion in foodservice, B2B e-commerce, and the general increase in businesses)

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Circana's Year-End 2024 Food and Beverage Market Outlook Projects Overall Growth for 2025 (2024-11-20) https://www.circana.com/news/2024/circanas-year-end-2024-food-and-beverage-market-outlook-projects-overall-growth-for-2025/
The Best-Selling Products in Brazil in 2024-2025 | - Americas Market Intelligence (2024-08-30) https://americasmi.com/insights/best-selling-products-brazil/
Brazil 2025 Consumer Outlook: Spending Growth To Moderate But Headwinds Remain Mixed - Fitch Solutions (2025-04-14)
Recurring Opera ng Income up +6.2% Solid results driven by France and Brazil Full-year 2024 targets confirmed - Carrefour Group (2024-07-24) https://www.carrefour.com/media/press-release/2024/h1-2024-results
FOURTH QUARTER 2024 RESULTS - Coca-Cola FEMSA (2025-02-21) https://coca-colafemsa.com/wp-content/uploads/2025/02/KOF-Reports-4Q24-and-FY24-Results.pdf
Consumer Products Report 2025: Reclaiming Relevance in the Gen AI Era (2025-02-12) https://www.bain.com/insights/consumer-products-report-2025/
Brazil Energy Drinks Market Report | Industry Growth, Size & Trends Analysis https://www.mordorintelligence.com/industry-reports/brazil-energy-drinks-market
Brazil Retail Sales Unexpectedly Fall Again - Trading Economics (2025-02-13) https://tradingeconomics.com/brazil/retail-sales
Brazil Catering Market Share, Size, Growth Analysis - MarkNtel Advisors (Oct 2024) https://www.marknteladvisors.com/research-library/brazil-catering-market.html
Brazil - Explore reports - Euromonitor.com https://www.euromonitor.com/brazil/explore-reports
Brazil E-Commerce Market Size, Growth and Forecast 2033 - IMARC Group https://www.imarcgroup.com/brazil-e-commerce-market
2024 Heineken NV Annual Report (2025-02-20) https://www.theheinekencompany.com/sites/heinekencom/files/Heineken%20NV%20Annual%20Report%202024.pdf
From Bubbles to Budgets: What's Driving Beverage Trends in 2024? | Simon-Kucher (2024-08-12) https://www.simon-kucher.com/en-us/about/news/what-is-driving-beverage-trends-in-2024
4 Trends That Will Define The Beverage Alcohol Industry in 2024 - Provi (2024-01-22) https://www.provi.com/blog/4-trends-will-define-beverage-alcohol-industry-2024
Balancing Act: Exploring Brazilian Consumers' Dual Mindset in 2024 (2023-11-13) https://www.euromonitor.com/article/balancing-act-exploring-brazilian-consumers-dual-mindset-in-2024
Brazilian Overview Monthly Report - AUG 2024 by PANROTAS Editora - Issuu (2024-09-12) https://issuu.com/panrotas/docs/brazilian_overview_monthly_report_-_aug_2024