Brazil Ready-to-drink (RTD) Coffee Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Brazil Ready-to-Drink (RTD) Coffee Market Trends and Insights

Rising on‑the‑go lifestyle and demand for convenient caffeine formats

Urbanization and increasing commute times in Brazilian metropolitan areas are significantly influencing coffee consumption habits, leading to a shift from traditional sit-down café experiences to more convenient grab-and-go formats that cater to fragmented daily schedules. Nestlé, recognizing this trend, has strategically emphasized single-serve ready-to-drink (RTD) coffee products and out-of-home vending machines to meet the needs of younger consumers under 24 years old. This demographic values convenience and speed over traditional brewing rituals, making them a key target for such offerings. Nestlé projects an impressive 15% annual growth for its RTD coffee portfolio, far outpacing the broader Brazilian coffee market's growth rate of 5-6%, which underscores the growing consumer preference for convenience-driven formats over legacy categories. Supporting this trend, Oxxo, a convenience-store chain, has expanded its footprint to 564 stores in Brazil, adding 184 new locations in the past year, and introduced its Andatti coffee brand in November 2024. This move illustrates how convenience-store chains are positioning RTD coffee as both a driver of customer traffic and a contributor to higher profit margins, complementing traditional snack and beverage offerings. Furthermore, Starbucks Frappuccino's availability through Drogal pharmacy chains at a price of BRL 14.99 per 280ml unit highlights the potential for RTD coffee to command premium pricing even in non-traditional retail settings, provided that convenience and brand equity are effectively aligned.

Growing popularity of cold brew and iced coffee for their smoother, less‑acidic profile

Cold brew's 20-hour infusion process produces a coffee concentrate with 67% lower acidity compared to hot-brewed coffee. This lower acidity makes it particularly appealing to consumers who experience gastrointestinal discomfort from traditional espresso-based beverages or those who prefer a smoother, milder flavor profile. This flavor profile is well-suited for customization with milk, sweeteners, and flavor additions, as it avoids the bitterness often associated with hot-brewed coffee. Dark Angel Cold Brew introduced Brazil's first nationally available organic cold brew coffee in a 200ml format, originating from Florianópolis. The product is positioned as a premium, health-conscious alternative to mass-market iced coffee options. In São Paulo, iced coffee sales represented 12% of total café sales, with the largest purchasing demographic being consumers under 30 years old. This trend suggests that cold coffee formats are increasingly becoming a generational preference rather than a seasonal novelty. In 2024, major brands such as McDonald's, Havanna, Momo, and Bendito launched cold coffee products priced between BRL 14.90 and BRL 26.00. These products targeted "Starbucks orphans," a term referring to consumers seeking premium cold coffee experiences following the closure of Starbucks stores in Brazil. This development underscores the growing demand for accessible luxury within the ready-to-drink (RTD) coffee market.

Shift from carbonated soft drinks toward “more purposeful” beverages like RTD coffee

A consumer study conducted by Kerry Group in August 2024, involving 225 Brazilian participants, highlighted significant shifts in beverage consumption preferences. The study found that 49% of respondents intend to reduce their soda consumption, while 54% expressed a willingness to increase their beverage intake if the formulations included more natural ingredients and reduced sugar content. Additionally, 49% of those surveyed actively seek beverages with functional or nutritional benefits. These findings underscore the growing demand for Ready-to-Drink (RTD) coffee, which can cater to these preferences by incorporating ingredients such as protein, adaptogens (natural substances believed to help the body adapt to stress), and nootropics (compounds that may enhance cognitive function). In Brazil, the market for functional beverages and specialty coffees is experiencing robust growth, with a projected Compound Annual Growth Rate (CAGR) from 2023 to 2034, reflecting a structural shift in consumer spending toward products perceived to offer health benefits. Guarana, a flavor synonymous with Brazilian soft drinks, is increasingly being integrated into RTD coffee formulations to deliver a combination of caffeine synergy and cultural familiarity. Globally, the guarana market is anticipated to grow at a CAGR of 9.6%, with South America contributing approximately 46% of the total demand. Among the various forms, liquid guarana extracts are particularly preferred for applications in RTD beverages.

Expansion of flavored and indulgent variants attracting younger consumers

In April 2025, Nestlé plans to launch Nescafé Ready-to-Drink (RTD) coffee in latte, cappuccino, and mocha variants, featuring chocolate and caramel flavors. This initiative aims to cater to younger consumers who favor indulgent, dessert-like coffee experiences that blend the characteristics of a beverage and a treat. Millennials and Generation Z, who constitute 60-70% of specialty coffee consumers in Brazil, are open to paying premium prices—ranging from BRL 10 to BRL 45 per unit in café settings—for distinctive flavor profiles, visually appealing presentations, and a sense of authenticity. Third-wave coffee shops in Brazil are growing at an annual rate of 15-20%, fostering a trend that supports premium pricing and encourages flavor experimentation in RTD products available through retail channels. Café Caramello, a Brazilian company founded in 2012, produces coffee cream in over 30 flavors. These products are offered hot or cold, are lactose-free, gluten-free, preservative-free, and contain 27 calories per tablespoon. The company operates more than 200 locations and has manufacturing facilities in Brazil, the United States, and Portugal, with plans to establish additional factories in France, Dubai, and Italy by the end of 2025. This global expansion underscores how Brazilian coffee flavor innovation can achieve international success by addressing dietary restrictions and calorie-conscious preferences without compromising on taste. Additionally, flavor diversity encourages consumer trials, as individuals who may not prefer black cold brew are more inclined to try caramel macchiato or mocha options. This broadens the market to include not only traditional coffee enthusiasts but also soft-drink consumers and those seeking dessert-like beverages.

Consumer concerns about high caffeine intake and artificial additives in some formulations

Caffeine content in ready-to-drink (RTD) coffee varies significantly, ranging from 80 milligrams in a 240ml serving of standard iced coffee to over 200 milligrams in energy-focused cold brew concentrates. This variation poses a risk of overconsumption, particularly for consumers who may underestimate their caffeine intake or combine RTD coffee with other caffeinated beverages throughout the day. According to a study by Kerry Group in August 2024, 49% of Brazilian consumers actively seek beverages with functional or nutritional benefits. However, this growing health awareness also leads consumers to closely examine ingredient lists for artificial additives, preservatives, and synthetic flavorings. This trend places pressure on manufacturers to adopt clean-label formulations, which can increase production costs and limit options for extending shelf life. Additionally, the Brazilian Health Regulatory Agency's (ANVISA) proposed warning label for non-sugar sweeteners highlights regulatory concerns regarding artificial additives. Such labeling could reduce consumer willingness to purchase RTD coffee products sweetened with aspartame, sucralose, or acesulfame potassium (acesulfame-K). As a result, brands may need to invest in more expensive natural sweeteners, such as stevia or monk fruit, to avoid the negative perception associated with these labels.

High sugar content in many RTD coffees clashing with health‑and‑wellness trends

Mass-market ready-to-drink (RTD) coffee products typically contain 20-30 grams of added sugar per 300ml serving to mask bitterness and provide a dessert-like sweetness. This sugar content exceeds the threshold set by the Brazilian Health Regulatory Agency (ANVISA) of 7.5 grams per 100ml, requiring front-of-pack warning labels that indicate "high in sugar" to consumers. Research conducted by Kerry Group in August 2024 found that 54% of Brazilian consumers would increase their beverage consumption if products contained less sugar and more natural ingredients. This highlights that high-sugar RTD coffee formulations are not aligned with consumer preferences and may risk losing market share as low-sugar alternatives become more prevalent. While coffee consumption reduces sugar-sweetened beverage intake by 47-57 milliliters per day among Brazilian adults, this substitution effect is negated if RTD coffee contains sugar levels similar to the soft drinks it replaces, undermining its positioning as a healthier alternative.

Segment Analysis

By Type: Cold Brew Captures Premium Positioning

Cold brew coffee is expected to grow at a compound annual growth rate (CAGR) of 11.84% from 2025 to 2030, outpacing the growth of iced coffee and other ready-to-drink (RTD) coffee segments. This growth is driven by its smoother and less-acidic profile, which resonates with consumers seeking premium coffee experiences without the bitterness typically associated with traditional espresso-based beverages. In 2024, iced coffee held 53.43% of the market share, supported by mass-market offerings from companies such as Nestlé, Coca-Cola, and PepsiCo. These products emphasize affordability and extensive distribution rather than artisanal production methods.

Dark Angel Cold Brew launched Brazil's first nationally available organic cold brew in a 200ml format, utilizing a 20-hour infusion process. Priced at BRL 14.90, the product targets health-conscious consumers willing to pay a 30-40% premium over standard iced coffee. Similarly, Café Constantino's 269ml cold brew, also priced at BRL 14.90, highlights the use of 100% Arabica beans. This reflects a growing trend where origin transparency and quality are becoming essential factors for differentiation within the cold brew segment.

Note: Segment shares of all individual segments available upon report purchase

By Packaging Type: Metal Cans Gain Momentum

Metal cans are projected to grow at a compound annual growth rate (CAGR) of 11.91% from 2025 to 2030, representing the fastest growth rate among all packaging type segments. This growth is driven by their sustainability credentials, portability, and compatibility with energy drink aesthetics, which appeal to younger consumers. PET (Polyethylene Terephthalate) bottles held a 35.29% market share in 2024, supported by lower unit costs, transparency that highlights product color, and an extensive recycling infrastructure. For instance, Brazil's PET post-consumer recycled (PET-PCR) recycling rate stands at 56.4%, one of the highest globally. CANPACK partnered with São Geraldo to supply 350ml aluminum cans for ready-to-drink (RTD) coffee, indicating that packaging suppliers are investing in dedicated capacity to meet the increasing demand for metal cans. Aluminum cans offer 100% recyclability, rapid chilling, and on-the-go convenience. However, input costs increased by 18 to 30 percent over the 24-month period ending in 2024, compressing margins and prompting brands to assess whether premium pricing can offset higher packaging expenses.

Glass bottles occupy a premium niche, often associated with artisanal quality and café-style presentation. However, their weight, fragility, and higher logistics costs limit their adoption to specialty retail channels and direct-to-consumer sales. Aseptic packages, such as Tetra Pak cartons, pouches, and other laminated formats, enable ambient shelf-stable ready-to-drink (RTD) coffee, eliminating the need for cold-chain logistics. Despite this advantage, consumer perception often associates ambient RTD coffee with inferior taste, creating a trade-off between cost efficiency and brand positioning.

By Distribution Channel: E-commerce Accelerates Off-Trade Dominance

Off-trade channels represented 70.41% of the market share in 2024 and are expected to grow at a compound annual growth rate (CAGR) of 11.23% from 2025 to 2030. This growth is attributed to factors such as the increasing penetration of e-commerce, the expansion of convenience stores, and promotional activities in supermarkets that boost the visibility and trial of ready-to-drink (RTD) coffee. In Brazil, coffee e-commerce is projected to grow from USD 136.5 million in 2025 to USD 337.9 million by 2029, at a CAGR of 25.4%. However, e-commerce currently accounts for only 0.6% of total coffee retail, indicating significant room for growth in the online channel.

Mercado Livre generated USD 830 million in grocery gross merchandise value (GMV) in 2024, making it Brazil's leading e-commerce platform for packaged food and beverages. This positions the platform as a key discovery channel for RTD coffee brands looking to bypass traditional retail gatekeepers. Furthermore, Ambev's BEES business-to-business (B2B) marketplace and Ze Delivery direct-to-consumer service are expanding their third-party product offerings, including non-alcoholic RTD beverages. These platforms utilize Ambev's logistics infrastructure and customer relationships to strengthen the beverage ecosystem, enabling the distribution of RTD coffee to bars, restaurants, and small retailers.

Geography Analysis

The ready-to-drink coffee market in Brazil is primarily concentrated in the Southeast region, which includes São Paulo, Rio de Janeiro, Minas Gerais, and Espírito Santo. This region accounts for 60% of the national population, has a per capita income above the national average, and boasts a strong coffee culture deeply ingrained in daily routines. Nestlé has committed to a BRL 1 billion investment through 2026, focusing on single-serve RTD coffee and out-of-home vending machines in metropolitan areas. This initiative targets consumers under 24 years old who prioritize convenience and are open to exploring new coffee formats. In São Paulo, cafés report that iced coffee contributes to 12% of total café sales, with consumers under 30 years old forming the largest purchasing group. This underscores the Southeast region as the center of cold coffee adoption, a trend expected to persist through 2030.

The Northeast region, which includes Bahia, Pernambuco, Ceará, and Maranhão, represents a growing opportunity due to rising disposable incomes, increasing urbanization, and a young demographic that aligns with RTD coffee's target audience. However, the lack of cold-chain infrastructure in this region results in higher logistics costs and spoilage risks. These challenges make ambient shelf-stable RTD coffee formats, which use ultra-high temperature (UHT) processing and aseptic packaging, more favorable compared to refrigerated polyethylene terephthalate (PET) bottles and metal cans.

The North and Central-West regions remain less developed markets due to sparse population density, lower per capita income, and limited cold-chain infrastructure. Despite these challenges, these regions hold long-term growth potential as urbanization accelerates and modern retail formats expand. Brazil's transport and logistics infrastructure requires investment equivalent to 2.26% of gross domestic product (GDP) to meet demand. However, current spending is only 0.39% of GDP, resulting in a 1.87 percentage-point shortfall. This gap disproportionately affects interior regions and provides a competitive advantage for ambient shelf-stable RTD coffee, which can bypass cold-chain limitations.