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Hot Names

For all the globalization and Americanization
of Brazil it’s a surprise to see there are many different
brands filling the Brazilian supermarket shelves.
By

Talk about soft drinks and for the majority of Brazilians this term will evoke images
of Coca-Cola. What about other products? To discover the answer to this question, Abras
(Associação Brasileira de Supermercados—Brazilian Association of Supermarkets)
ordered a study from the AC Nielsen research company regarding the brands and products
preferred by Brazilians. The report, called "Sale Leaders," is an extensive
portrait of the nation’s tastes and preferences, listing the five best-selling brands for
140 product categories. For all the globalization and Americanization of Brazil it’s a
surprise to see there are many different brands filling the Brazilian supermarket shelves.

Minalba, for example, is the leading brand in the mineral water category. The bottled
water sector grew 20.4 percent in the last 12 months, selling 459.3 million liters of the
product and earning $101 million. In the house cleaning products’ category, which made
almost $700 million, Pinho Sol is the champion of household disinfectants.

Elefante is the tomato paste that most people buy, but Pomarola is the favorite brand
when Brazilians shop for spaghetti sauce. For canned vegetables Jurema is the favorite. As
for coffee, Pilão is the leader in its category, with Bauducco being the brand most
people prefer when buying cookies and cakes. Then there’s Danone, a word that in Brazil is
synonymous with yogurt. While the yogurt market experienced a 3 percent reduction in the
last 12 months, coffee grew 9.6 percent, selling 232 thousand tons and earning $817
million, during the same period.

Skol is the name most Brazilians think first when buying a beer, a market that sold 1.2
billion liters despite having a 9.6 percent reduction in sales volume.

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