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In 2016, the study Brasil Beverage Trends 2020 highlighted the growth of the segment of beverages substituting milk and milky beverages in general. According to the study “once a market dominated by soybean beverages, other similar beverages from several plant-based sources dispute, today, the consumers preference, with rice-based product, oat, almonds, coconut, sunflower, macadamia, linseed, cashew nut, pistachio, hazelnut, lupin and hemp”. The consumption trends for plant-based beverages are analyzed based on four macrotrends highlighted in the study Brasil Beverage Trends 2020: Customization and Experience, Nutrition and Functionality, Sustainability and Engagement, and Avoidance and Purification.


The Customization and Experience macrotrend, generally, “represents the search for products more suitable for individual needs and desires, which can be identified according to the personal values and the each person lifestyle.”

Specifically, by understanding the beverage consumption trend as the interest for new sensory experiences, the search for products with enhanced quantity and valuing the complimentary flavor attributes, with highlight to the nutritional and sustainable content.

Regarding the plant-based beverages, recent researches highlight the company’s importance imprinting their sensory characteristics as close as possible to the consumers preferences, as well as achieving a sensory profile as close as possible to the milk of animal origin, mainly for the flexitarian consumers.


The Nutrition and Functionality macrotend, usually, represents “the consumers desire to increment the quality of the diet, whether for diseases prevention or to improve the body performance”, generating an increase in demand for beverages that\ “aggregate positive attributes to nutrition, including if designed to specific segments such as child, woman, elderly, sportsman nutrition, etc.”, and for beverages with functional appeal.


The Sustainability and Engagement, usually, “means the increasingly valuation by consumers for beverages with attributes related to sustainability, and also for its engagement with the conscious and responsible consumption”. Specifically, understands trends in the consumption of beverages that reduce carbon footprints, with organic or local ingredients, in addition to the increasing valuation of companies’ transparency regarding their ethical posture, the ingredients used and manufacturing processes.


The Avoidance and Purification macrotrend, generally, “manifests through the consumer’s concern with health and safety, with leads them, for example, to moderate or exclude very caloric products” and “avoid excessive consumption of sodium and to refuse beverages with ingredients and substances given as harmful or dangerous” such as, for example, artificial additives, sweeteners, and lactose. Specifically, understands the beverages consumption trends considered as purer, more natural and authentic, with known ingredients and in a reduced number.