Ready-to-drink (RTD) beverages are gaining ground in Brazil’s bars and restaurants

clique aqui para ler este artigo em português

The study reveals that the growth of this category is not just a passing trend, but a movement that is transforming consumer behavior in the On Premise sector, covering bars, restaurants and other places for socializing. 

The CGA by NIQ survey highlights that RTD consumers in Brazil are more engaged in social occasions than the average consumer, especially at times such as happy hours, casual meals and celebratory events. As a result, demand for these drinks is growing at a variety of times, such as lunchtime, afternoon and evenings, offering an opportunity for beverage brands to capture an audience looking for convenience, variety and quality. 

Opportunities for Growth in Brazilian On Premise 

Among RTD consumers, 31% reported going to bars and restaurants for happy hour in the last three months, 9 percentage points more than the average for other consumers. In addition, 31% of RTD consumers opted for these drinks during casual meals, higher than the average of 29% observed among other audiences. This data reinforces the importance of brands offering a diverse range of RTDs at strategic times to increase engagement and sales. 

Flavor preferences also play a crucial role. Citrus-based cocktails, such as the Brazilian classic Caipirinha, remain the most popular among consumers, closely followed by international options such as Gin Tonic, Margarita, Mojito and Piña Colada. Another relevant finding is that RTD consumers are more inclined towards drinks in which the taste of alcohol is predominant, such as the Martini, exceeding the average by 5 percentage points. 

Quality and willingness to invest in premium products 

The survey also revealed that quality is a decisive factor for RTD consumers in Brazil. Almost 87% of these consumers said they were willing to pay more for a higher quality drink, 17 percentage points higher than the average for other consumers. This opens up a window of opportunity for brands and suppliers to present premium options, appealing to an audience that values a differentiated experience. 

Matthew Crompton, Matthew Crompton, VP – Americas at CGA by NielsenIQ, reinforces the importance of understanding the profile of these consumers: “The data from our OPUS survey shows the immense growth potential of RTDs in Brazil. It is essential that brands understand the unique preferences of this audience and respond with products that not only meet, but exceed expectations, offering diversity, quality and taste.”

Accessible via a package of core outputs and custom projects, and a proprietary self-serve platform, OPUS is the single source of understanding what consumers are doing in the On Premise and why. To learn more about OPUS and CGA’s other services in Brazil, please contact Matt Crompton here.