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Beer - Brazil - July 2016

Published By :

Mintel

Published Date : Jul 2016

Category :

Beer

No. of Pages : N/A

Apart from the economic crisis, which affects their pockets, consumers are worried about health issues. Providing more information about responsible drinking as well as nutritional information could be a way to get around such issues. Creating healthier beers might help introduce consumers who do not want to drink alcohol. Operators have to bear in mind that taste is essential.

Table of Content

Overview

What you need to know 
Products covered in this report
Excluded
Terms

Executive Summary

The market
Figure 1: Forecast of Brazil retail sales of beer, by value, 2011-21
Market drivers
Changes in taxes for beer
The economy is going through a bad time
Key players
Ambev is still the market leader
Figure 2: Value shares in the beer retail market, 2014 and 2015
The craft movement is still increasing
Beer focused on people leading healthier lifestyles
The consumer
Beer penetration reaches 57% of Brazilians
Figure 3: Usage of types of beer either at home or out of home, May 2016
Brazilians use supermarkets more than anywhere else to buy beer
Figure 4: Locations for buying beer, May 2016
18% of beer drinkers would pay more for beer aged in barrels
Figure 5: Features consumers would pay more for in a beer, May 2016
Brands will do well combating drunk driving
Figure 6: Attitudes toward beer, any agreement, May 2016
What we think

Issues and Insights

Boosting sales of low-/non-alcoholic beer
The facts
The implications
Figure 7: Low-/no-alcoholic beer with fruit juice, worldwide
Craft beer is seen as confusing and overpriced
The facts
The implications

The Market – What You Need to Know

Value sales of beer continuing to go up
Changes in taxes for beer

Market Size and Forecast

Worldwide beer market
Market performance
Figure 8: Retail sales of beer in Brazil, by value, 2011-15
Figure 9: Retail sales of beer in Brazil, by volume, 2011-15
Segment performance
Figure 10: Retail value sales of beer, in R$ billion, 2014-15
Figure 11: Retail volume sales of beer, in billion liters, 2014-15
Forecast for the beer market
Figure 12: Forecast of Brazil retail sales of beer, by value, 2011-21
Figure 13: Forecast of Brazil retail sales of beer, by volume, 2011-21

Market Drivers

Increased taxes for beer
Cheaper taxes for microbreweries
Aging population
Healthier lifestyles can decrease consumption
The Brazilian economy is struggling
Inflation does not show signs of slowing down
Figure 14: IPCA monthly change, by percentage, January 2014-May 2016
Brazil’s jobless rate rises to 11.2%

Key Players – What You Need to Know

Ambev is still easily the market leader
Beer for athletes

Market Share

Ambev holds the market leadership with 70.6% market share by value
Grupo Petrópolis enjoy the highest growth
Brasil Kirin suffering great losses
Figure 15: Value shares in the beer retail market, 2014 and 2015
Figure 16: Volume shares in the beer retail market, 2014 and 2015
Craft beer booming in Rio de Janeiro
Advertising and promotional activities
Using technology to match customers
Women also enjoy soccer
Recycling for cash
Using beer packaging to help homeless dogs

Who’s Innovating?

Beer focused on athletes
Figure 17: Skol’s Ultra, Brasil, October 2015
German Erdinger tap into sports beer drinking occasion
Figure 18: Erdinger Weissbräu alcohol free beer, various markets
Schin packaging gets revamped
Figure 19: Schin, Brazil, February 2016
Kaiser Radler gets a new flavor
Figure 20: Kaiser Radler tangerine flavor, Brazil, December 2015
Brewers from other countries also innovate with fruit juice to flavor beer
Figure 21: Beer with fruit juice content, worldwide

The Consumer – What You Need to Know

Beer penetration stands at 57%
Main reason for not drinking beer is linked to health issues
Supermarkets are the mains location to buy beer
Beer aged in barrels can be linked to premiumization
Brands should act on drunk driving

Usage of Beer

Beer penetration slightly increases to 57%
Figure 22: Usage of any type of beer either at home or out of home, by age and gender, May 2016
Standard beer still dominates the market
Figure 23: Usage of standard beer either at home or out of home, by age and gender, May 2016
Premium beer
Figure 24: Usage of premium beer either at home or out of home, by age and gender, May 2016
Figure 25: Bohemia’s 838, Brazil
Low-/no-alcoholic beer is consumed by 7%
Figure 26: Usage of low-/no-alcoholic beer either at home or out of home, by age and gender, May 2016
Figure 27: Low-/no-alcoholic beer with minus claims, worldwide
Craft beer operators need to up their game
Food pairings invite consumers to savor the flavors
Figure 28: Beer with food pairing suggestions, worldwide
Figure 29: Usage of types of beer either at home or out of home, May 2016

Reasons for not Drinking Beer

Health concerns are the main reason for not drinking beer
Figure 30: Beer with health benefits, worldwide
Non-alcoholic beer brands need to revamp their flavors
Figure 31: Reasons for not drinking beer, May 2016

Locations for Buying Beer

Supermarkets remain the most popular place to buy beer
Figure 32: Locations for buying beer, in-store, May 2016
68% of beer drinkers buy from venues
Figure 33: Locations for buying beer, venue, May 2016
Online sales are still done by a minority
Figure 34: Locations for buying beer, online, May 2016
Figure 35: Locations for buying beer, May 2016

Beer Attributes

Beer aged in barrels can be attractive
Figure 36: Beer aged in barrels, worldwide
12% would pay more for limited/seasons editions as well as Brazilian ingredients
Figure 37: Beer flavored with Brazilian ingredients
Fresh beer
9% would pay more for a beer blended with spirits
Figure 38: Beer blended with spirits, worldwide
Figure 39: Features consumers would pay more for in a beer, May 2016

Attitudes toward Beer

Consumers want brands to act on drunk driving
Getting inspiration from other markets
Using social media to reach out beer drinkers
Beer subscription can help expand craft beer to more ‘remote’ regions
Using packaging to attract consumers
Figure 40: Packaging using famous characters, Brazil
Figure 41: Beer with creative graphical designs, worldwide
Figure 42: Attitudes toward beer, any agreement, May 2016

Appendix – Market Size and Forecast

Figure 43: Retail value sales for beer, 2011-21
Figure 44: Retail volume sales for beer, 2011-21
Figure 45: Additional best case/ worst case for value
Figure 46: Additional best case/ worst case for volume

Appendix – Methodology and Definitions

Fan chart forecast
Abbreviations & definitions

List of Table

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