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BEER - BRAZIL - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Tobacco Products

No. of Pages : N/A

The economic uncertainty and the concerns about the quality of the products impose some challenges to the beer market. Brands need to differentiate themselves and meet the consumers demands in a segmented way by consumption occasion or type of customer. In addition, its important to offer higher-value-added products in order to balance the markets growth, which should not be significant in volume.
Table of contents
OVERVIEW
What you need to know
Definition
Excluded
Terms
EXECUTIVE SUMMARY
Challenges
Economic uncertainty and focus on quality affect the category
Health concerns and aging of the population can be a barrier
Big brands have the challenge of maintaining the value of craft brands
Craft beers have the challenge of building a more uniform image
Opportunities
Focus on quality stimulates growth in value and boosts premium and craft beers
World Cup should have encouraged beer consumption on- and off-premise
Products for different occasions can be an opportunity for the category
Showing how a beer is produced can increase credibility
Extension to other categories can appeal to those aged 18-34
What we think
THE MARKET WHAT YOU NEED TO KNOW
Beer market grows in value and stops falling in volume
Economic uncertainty, focus on quality and health concerns
MARKET SIZE AND FORECAST
Market grows in value and stops falling in volume
Figure 1: Retail sales of beer, by value and volume, 2013-2023
Economic uncertainty and focus on quality affect the category
Figure 2: Forecast of Brazil retail sales of beer, by value, 2013-2023
Figure 3: Forecast of Brazil retail sales of beer, by volume, 2013-2023
MARKET DRIVERS
Economy and politics impact the market despite inflation fall
Health concerns are a barrier to the consumption of alcoholic drinks
Legislation increases drunk driving penalty
World Cup should have encouraged consumption
Aging population
Consumption of alcoholic drinks increases among women
KEY PLAYERS WHAT YOU NEED TO KNOW
Ambev leads and Heineken ranks second after buying Kirin
Brands invest in campaigns and launches focused on the World Cup
Craft beers can attract consumers who favor quality over quantity
MARKET SHARE
Ambev leads and Heineken ranks second after buying Kirin
Figure 4: Shares in the beer retail market, by value - Brazil, 2016 and 2017
Figure 5: Shares in the beer retail market, by volume - Brazil, 2016 and 2017
MARKETING CAMPAIGNS AND ACTIONS
Brands invest in campaigns and launches focused on the World Cup
Figure 6: Brahma's campaign
Figure 7: Brahma's campaign
Skol performs marketing actions to impact women
Figure 8: Skol's campaign
Amstel explores the habit of bringing beer to others houses
Figure 9: Amstel's campaign
Skol launches glass bottle that is easier to open
Figure 10: Skol's easy to open glass bottle
Colorado gives free beer in promotional action
Figure 11: Colorado's voucher
Heineken promotes event during the Champions League final
Figure 12: Heineken's campaign
WHOS INNOVATING?
Craft beers can attract consumers who favor quality over quantity
Figure 13: Craft beer releases as a percentage of total beer releases, by region, January 2014-December 2017
Figure 14: Main claims related to quality and premium used by craft beers*, January 2014-December 2017
Brazilian consumers have an interest in glass bottles
Figure 15: Percentage of global releases of glass bottles*, by beer bottle size, January 2014-December 2017
Figure 16: Percentage of Brazil's releases of glass bottles*, by beer bottle size, January 2014-December 2017
THE CONSUMER WHAT YOU NEED TO KNOW
Large servings can appeal to consumers during sporting events
Full-bodied beers can be appealing to men
Well-known brands can invest in innovative flavors
Craft beers are linked to the quality of ingredients and innovative flavors
Showing how a beer is produced increases credibility
CONSUMPTION OCCASION BY DRINK
Large servings can appeal to consumers during sporting events
Figure 17: Consumption occasion by drink, May 2018
Figure 18: Preferences by consumption occasion during sports by drink, May 2018
Figure 19: Brahma's campaign
Consumers prefer higher strength beers before clubbing
Figure 20: Preferences by consumption occasion by drink, by abv preference, May 2018
Stout beer can appeal to men aged 45-54
Figure 21: Consumption occasion by drink, by age group, May 2018
PREFERENCES
Full-bodied beers can be appealing to men
Figure 22: Preferences, by gender, May 2018
Figure 23: How to pour the perfect pint of Guinness
Smaller servings appeal to AB consumers
Figure 24: Preferences, by socioeconomic group, May 2018.
International brands can gain more space among women
Figure 25: Preferences towards brand, by gender, May 2018
Figure 26: Jane Walker Limited Edition
MOTIVATIONS FOR TRYING NEW TYPES OF BEER
Well-known brands can invest in innovative flavors
Figure 27: Factor for trying new types of beer, May 2018
Exotic flavors can stimulate experimentation among young consumers
Figure 28: Motivations for trying new types of beer, by age group, May 2018
Recommendations can boost experimentation among AB consumers
Figure 29: Factor for trying new types of beer, by socioeconomic group, May 2018
Figure 30: Taproom's different types of beer
DEFINING CRAFT BEER
Craft beers are linked to quality of ingredients and innovative flavors
Figure 31: Defining craft beer, May 2018
Figure 32: Society of Independent Brewers' label
Figure 33: US Brewers Association's label
Figure 34: Abracerva's label
Large companies need to keep the quality of craft brands
Attractive packaging can be an opportunity for craft beers
Figure 35: Defining craft beer, by behaviors and attitudes, May 2018
Figure 36: La Cavalera's First Aid Kit
BEHAVIORS AND ATTITUDES
Showing how a beer is produced increases credibility
Figure 37: Behaviors and attitudes, May 2018
Figure 38: Heineken Experience
Extensions to other categories can appeal to those aged 18-34
Figure 39: Behaviors and attitudes, by age group, May 2018
Figure 40: New line of Budweiser sauces
Older Millennials are more likely than other generations to believe that the brand or type of beer you drink says a lot about you
Figure 41: Behaviors and attitudes brand and type of beer, by generation, May 2018
APPENDIX ABBREVIATIONS
Abbreviations
APPENDIX MARKET SIZE AND FORECAST
Market size and forecast
Figure 42: Retail sales of beer, by value and volume, 2013-2023
Figure 43: Market forecast of beer, retail, by value, 2013-2023
Figure 44: Market forecast of beer, retail, by volume, 2013-2023
Figure 45: Shares of the beer retail market, by value - Brazil, 2016 and 2017
Figure 46: Shares of the beer retail market, by volume - Brazil, 2016 and 2017

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