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Beer - Brazil - August 2017

Published By :

Mintel

Published Date : Aug 2017

Category :

Alcoholic Beverages

No. of Pages : N/A

The beer market is passing through a transition period in Brazil. As general consumption declines, with consumers concerned about health and interested in alternatives to standard beers, brands have the opportunity to expand their portfolio, offering more healthful, lighter options and a greater variety of flavors to appeal to consumers in different segments. In addition, companies should invest in explanatory packaging and contents, in order to educate consumers while inviting them to new experiences.
Table of contents

OVERVIEW
What you need to know
Definition
Terms
EXECUTIVE SUMMARY
Challenges
Economic recession and price increase affect beer consumption
Figure 1: Forecast of Brazil retail sales of beer, by value, 2012-2022
Health concerns are a considerable beer consumption barrier
Opportunities
Search for other types of beer can boost higher added value products
Figure 2: Change in beer consumption, Brazil, April 2017
More healthful products can influence purchase decisions
Opportunity to educate consumers about beers and food matches
What we think
THE MARKET WHAT YOU NEED TO KNOW
Sales grew less than expected in value and declined in volume
Current economic scenario stabilizes the market forecast
Super crop, declining inflation, high unemployment, consumption increase among women and aging population will impact the market
MARKET SIZE AND FORECAST
Beer market grew less than expected in value and declined in volume
Figure 3: Retail sales of beer, by value and volume, Brazil, 2012 - 2022
Improving economy helps to boost beer market growth forecast
Figure 4: Forecast of Brazil retail sales of beer, by value, 2012-2022
Figure 5: Forecast of Brazil retail sales of beer, by volume, 2012-2022
MARKET DRIVERS
Falling inflation
Super grain harvest
High unemployment
Consumption increase among women
Aging population
KEY PLAYERS WHAT YOU NEED TO KNOW
Ambev leads and Heineken should take second position
Brands diversify their campaigns targeting new market segments
New flavors and new packaging
MARKET SHARE
Ambev maintains leadership in value and volume
Figure 6: Shares in the beer retail market, by value (billions) - Brazil, 2015 and 2016
Figure 7: Shares in the beer retail market, by volume (billion liters) - Brazil, 2015 and 2016
AB InBev and SABMiller merger has been approved
Heinekens acquisition of Kirin should lead the company to the second place in market share, replacing the Petrpolis Group
CAMPAIGNS AND MARKETING ACTIONS
Brands invest in events connected to beer consumption
Figure 8: Skol "Athletes of Joy" campaign, Rio 2016 Olympic Games, May 2016
Estrella Galicia increases investments in Brazil
Pairing beer and food
Figure 9: Brahma Extra campaigns, July 2017
Giants with a local and craft flair
Diversity and women empowerment
Figure 10: "Reposter Skol" campaign, March 2017
Figure 11: "Skolors" campaign, April 2017
WHOS INNOVATING?
Taste innovations appeal to consumers
Figure 12: Percentage of releases of beers with flavor*, by total releases of beers in the country, 2014-16.
Glass packaging has good perception and costs less
Figure 13: Itaipava "Returnable" campaign, April 2017
Figure 14: Percentage of beer launches by type of packaging, Brazil, 2014-16
THE CONSUMER WHAT YOU NEED TO KNOW
Beer mixed with other alcoholic drinks appeals to those aged 18-34
Consumption at home is a great opportunity for the category
Meeting specific demands of different consumers profiles
Women are loyal to brands; men want to know different types of beer
Flavored zero alcohol beers can boost the segment
FREQUENCY OF DRINKING BEER
Consumption of beer mixed with other alcoholic drinks stands out
Figure 15: Frequency of Drinking Beer, Brazil, April 2017
Beer mixed with other alcoholic drinks appeals to those aged 18-34
Figure 16: Frequency of Drinking Beer, Brazil, April 2017
Zero/low alcohol beers may appeal to those working full time
Figure 17: Frequency of Drinking Beer, Brazil, April 2017
DRINKING OCCASION
Consumption at home is an opportunity for the category
Figure 18: Drinking occasion, Brazil, April 2017
Stimulating beer consumption at home among men aged 35+
Figure 19: Drinking occasion, Brazil, April 2017
Pairing healthy beers with healthy meals made at home
Figure 20: Beer drinking behaviors, Brazil, April 2017
CHANGES IN BEER CONSUMPTION
Smaller packages for consumers who have reduced beer consumption
Figure 21: Changes in beer consumption, Brazil, April 2017
Low calorie beers have greater penetration among AB consumers
Figure 22: Changes in beer consumption, Brazil, April 2017
Curiosity for new products can be an opportunity and a threat
Figure 23: Changes in beer consumption, by demography, Brazil, April 2017
BEER DRINKING BEHAVIOR
Benefits for mind and body bring opportunities
Figure 24: Beer drinking behaviors, Brazil, April 2017
Young women are slightly more loyal to brands
Figure 25: Beer drinking behaviors, by demography, Brazil, April 2017
Men want to learn more about the category
Figure 26: Beer drinking behaviors, by demography, Brazil, April 2017
ATTITUDES TOWARDS BEER
Adding flavor to zero alcohol beer can boost consumption
Figure 27: Attitudes towards beer, Brazil, April 2017
Wheat beer can boost consumption during the winter
Figure 28: Attitudes towards beer, Brazil, April 2017
Paring light beer and food to attract AB consumers
Figure 29: Attitudes towards beer, by demography, Brazil, April 2017
APPENDIX ABBREVIATIONS
Abbreviations
APPENDIX MARKET SIZE AND FORECAST
Market and forecast
Figure 30: Retail sales of beer, by value and volume, Brazil, 2012 - 2022
Figure 31: Forecast of Brazil retail sales of beer, by value, 2012-2020
Figure 32: Forecast of Brazil retail sales of beer, by volume, 2012-2020
Figure 33: Shares in the beer retail market, by value (billions) - Brazil, 2015 and 2016
Figure 34: Shares in the beer retail market, by volume (billion liters) - Brazil, 2015 and 2016

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