Table of Contents
Introduction
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- Definition
Executive Summary
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- The market
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- Figure 1: Retail & HoReCa sales volume, 2007-11
- Figure 2: Beer retail market value, 2007-11
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- Figure 3: Segment share, retail beer volume, 2001-11
- Figure 4: Segment share, retail beer value, 2010-11
- The forecast
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- Figure 5: Market forecast volume, 2007-17
- Figure 6: Market forecast value, 2007-17
- The companies
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- Figure 7: Market share retail, volume, 2007-11
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- Figure 8: Market share retail, value, 2009-11
- The issues
- International brands lead growth opportunities
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- Figure 9: consumption of international brands, by socio-economic group, June 2012
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- Figure 10: Consumption of local and international brands, June 2012
- Refreshment is a central element for the category
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- Figure 11: Agreement with the statement: ‘I only like beer when it is served really cold’, by socio-economic group, June 2012
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- Figure 12: I would like to see more flavorful beers, by gender, June 2012
- Packaging innovation offers opportunities for new development
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- Figure 13: Beer launches, by packaging type, 2009-12
- Figure 14: Agreement with the statement ‘I look for beer brands that are fun and engaging’, North-East, June 2012
- Targeting women will require a genderless approach
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- Figure 15: Beer penetration, by gender, June 2012
- Figure 16: Agreement with the statement: ‘I like trying new kinds of beer’, by gender, June 2012
- Craft beer has a long way to go before developing in Brazil
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- Figure 17: Agreement with the statement: ‘It is worth paying more for premium beers’, by socio-economic group, June 2012
- Brazilian brands will continue to be the backbone of beers in Brazil
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- Figure 18: Consumption of alcoholic beverages, by region, June 2012
- Figure 19: National brands of beer drunk in the past 30 days, June 2012
International Brands Lead the Growing Opportunities
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- The big names have landed in Brazil – with a glamour twist
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- Figure 20: Average retail price and per capita consumption of selected countries, 2011-12
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- Figure 21: Retail beer segments, by volume, 2011
- Figure 22: Beer segment change, by volume, 2010/11
- Despite high taxes international brands excel
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- Figure 23: Taxes for selected beers in glass packaging 2011
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- Figure 24: Selected international brands in Brazil
- Younger aspiration set to light international brands’ growth
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- Figure 25: Penetration of local vs. international beer brands, June 2012
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- Figure 26: Consumption of international brands, by socio-economic group, June 2012
- Figure 27: Consumption of international brands, by age, June 2012
- New international brands would help to keep the momentum
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- Figure 28: Selected international brands in brazil
- Figure 29: Most consumed international brands in brazil, June 2012
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- Figure 30: Selected international brands in brazil
- International brands should coexist, not compete, with Brazilian ones
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- Figure 31: Consumption of local, international brands in Brazil, June 2012
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- Figure 32: Frequency of beer consumpiton among beer drinkers, June 2012
- What it means
Refreshment is a Central Element for the Category
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- Super cold beers are something that every Brazilian seems to enjoy
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- Figure 33: Agreement with the statement: ‘I only like beer when it is served really cold’, by age, June 2012
- Figure 34: Agreement with the statement: ‘I only like beer when it is served really cold’, by socio-economic group, June 2012
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- Figure 35: Agreement with the statement: ‘All beers are more or less the same’, by socio-economic group, June 2012
- Color-changing packaging, cold filtering main ways to communicate refreshment
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- Figure 36: Kaiser beer, Brazil
- Figure 37: Skol color-changing label, Brazil
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- Figure 38: Color-changing packaging around the world
- Figure 39: Antarctica Sub Zero cold filtered beer, Brazil
- Refreshment is more than temperature, it is a feeling
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- Figure 40: Skol 360, Brazil
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- Figure 41: Skol 360° advertisement
- Figure 42: Cobra beer, UK
- Flavor innovation provides opportunities to take refreshment a step beyond
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- Figure 43: Agreement with the statement: ‘I would like to see more flavorful beers’, by gender, June 2012
- Figure 44: Carling Zest, lime-flavored beer, UK
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- Figure 45: Bud Light Lime, US
- Tracking your beer can add a new layer of freshness
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- Figure 46: Budweiser with clear production date on its pack, US
- Figure 47: Asahi fresh beer, Japan
- What it means
Packaging Innovation Offers Opportunities for New Development
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- Brazilian beer market lags behind in packaging innovation
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- Figure 48: Per capita beer consumption Latin America, 2012 estimations
- Figure 49: Cerveja Pilsen Clara Beer, one of the few non-glass, non-canned products launched in Brazil
- Canned beer can do more to transmit a quality image
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- Figure 50: Brazilian packaging material, 2009-12
- Figure 51: Global packaging material, 2009-12
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- Figure 52: Packaging material, US, 2009-12
- Figure 53: Agreement with the statement: ‘I prefer drinking beers from bottles rather than from cans’, June 2012
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- Figure 54: Beers with extractable lid, Brazil
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- Figure 55: San Pellegrino aluminium lip
- Limited editions can help to build brand equity
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- Figure 56: Carnival packaging beers, Brazil
- Figure 57: Agreement with the statement: ‘I look for beer brands that are fun and engaging’, 18-24s, June 2012
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- Figure 58: Agreement with the statement: ‘I look for beer brands that are fun and engaging’, North-East, June 2012
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- Figure 59: Nova Shin special packaging for festa junina, a particularly strong celebration in the North-East region of the country
- International brands well positioned to bring packaging innovation to Brazil
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- Figure 60: Budweiser and world cup limited-edition packaging
- Figure 61: Carlsberg limited-edition UEFA beer
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- Figure 62: Budweiser world series champions limited edition
- Figure 63: Miller lite to support NFL’s Chicago bears
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- Figure 64: Limited Edition Heineken in Concert
- Figure 65: Heineken limited edition in a sparkling-wine-like bottle
- Figure 66: Leffe limited edition in a sparkling-wine-like bottle
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- Figure 67: Absolut rio, Brazil
- Figure 68: Absolut flavor of the tropics
- What it means
Targeting Women Requires a Genderless Approach
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- As with other alcoholic beverages, Brazilian women consume less beer
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- Figure 69: Consumption of alcoholic beverages, by gender, June 2012
- Figure 70: Consumption of alcoholic beverages, by gender, June 2012
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- Figure 71: Consumption of beer, by gender, June 2012
- Figure 72: Frequency of beer consumption, by gender, June 2012
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- Figure 73: UK consumption of alcoholic beverages, by gender, May 2011
- Product innovation just for women will face challenges
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- Figure 74: Beers targeting women
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- Figure 75: NS2 flavored beer in Brazil
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- Figure 76: Agreement with the statement: ‘I like trying new kinds of beer’, by gender, June 2012
- Figure 77: Agreement with the statement: ‘I avoid drinking beer because it makes you gain weight’, by gender, June 2012
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- Figure 78: Itaipava Light with 25% less calories
- Figure 79: Brand consumption, by gender, June 2012
- International brands have the potential to captivate younger upper-class women
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- Figure 80: Consumption of international brands among women, by age, June 2012
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- Figure 81: Consumption of international brands among women, by socio-economic group, June 2012
- Figure 82: Attitudes toward premium beers, by socio-economic group and gender, June 2012
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- Figure 83: Channels of purchase, by gender, June 2012
- Refreshment continues to be the cross-segment message for the category
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- Figure 84: Agreement with the statement: ‘I only like beer when it is served really cold’, by gender, June 2012
- What it means
Craft Beer Must Go a Long Way Before Developing in Brazil
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- Today, craft beer market is almost non-existent in Brazil
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- Figure 85: Brazil beer segments, 2011
- International growth of the craft segment presents a route map of how the segment can develop
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- Figure 86: Attitudes toward craft beer in the US, June 2012
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- Figure 87: Craft beer in Argentina
- Figure 88: Craft beer in Santiago, Chile
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- Figure 89: Kunstmann
- Younger upper-class consumers are most likely to initiate the trend of craft beer in Brazil
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- Figure 90: Agreement with the statement: ‘I like trying new kinds of beers’, by age, June 2012
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- Figure 91: Agreement with the statement: ‘It is worth paying more for premium beers’, by socio-economic group, June 2012
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- Figure 92: Brew dog beers, UK
- Price anxiety and soft beers anticipate a slow development
- What it means
Brazilian Brands Will Continue to be the Backbone of Beers in Brazil
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- Despite slowing down Brazilian major brands will continue to be the main sector in the market
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- Figure 93: Brazil retail beer segments, by volume, 2011
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- Figure 94: Market share, by volume, 2011
- Figure 95: National brands of beer drunk in the past 30 days, June 2012
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- Figure 96: Major local brands in brazil
- National brands’ appeal is widespread
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- Figure 97: Agreement with the statement: ‘International brands (eg Heineken) have better quality than local brands (eg Brahma)’, June 2012
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- Figure 98: Alcoholic beverage consumption, by region, June 2012
- Figure 99: Alcoholic beverage consumption, by age, June 2012
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- Figure 100: Alcoholic beverage consumption, by socio-economic group, June 2012
- Refreshment and football will continue to be major brands’ best friends
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- Figure 101: Selected beer and football packagings
- Innovation within locals brands will keep their momentum
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- Figure 102: Premium version of value brands, Europe
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- Figure 103: Bud light platinum
- What it means
Appendix – The Market
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- Figure 104: Retail and HoReCa sales of beer, volume, 2007-11
- Figure 105: Beer retail market value, 2007-11
- Figure 106: Segment share, retail beer volume, 2010-11
- Figure 107: Segment share value, 2010-11
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- Figure 108: Market share retail volume, 2007-11
- Figure 109: Market share retail value, 2009-11
- Figure 110: Average retail price and per capita consumption of selected countries
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- Figure 111: Taxation group of selected brands in cans (1 low and 45 max)
- Figure 112: Taxation group of selected brands in bottles (1 low and 64 max)
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Appendix – Consumer Data
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- Frequency of drinking selected alcoholic beverages
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- Figure 113: Frequency of drinking selected alcoholic beverages, June 2012
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- Figure 114: Frequency of drinking selected alcoholic beverages, June 2012
- Brands of beer drunk in the past 30 days
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- Figure 115: Brands of beer drunk in the past 30 days, June 2012
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- Figure 116: Local brands of beer drunk in the past 30 days, June 2012
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- Figure 117: Local brands of beer drunk in the past 30 days, by frequency of drinking beer, local brand (eg, Brahma), June 2012
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- Figure 118: International brands of beer drunk in the past 30 days, June 2012
- Location where beer is typically bought
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- Figure 119: Location where beer is typically bought, June 2012
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- Figure 120: Location where beer is typically bought, by brands of beer drunk in the past 30 days, June 2012
- Attitudes toward beer
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- Figure 121: Attitudes toward beer, June 2012
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- Figure 122: Attitudes toward beer (any agree), by local brands of beer drunk in the past 30 days, June 2012
- Brands of beer drunk in the past 30 days
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- Figure 123: Number of local brands of beer drunk in the past 30 days, June 2012
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- Figure 124: Frequency of drinking selected alcoholic beverages, by number of local brands of beer drunk in the past 30 days, June 2012
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- Figure 125: Local brands of beer drunk in the past 30 days, by number of local brands of beer drunk in the past 30 days, June 2012
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- Figure 126: Location where beer is typically bought, by number of local brands of beer drunk in the past 30 days, June 2012
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- Figure 127: Attitudes toward beer (any agree), by number of local brands of beer drunk in the past 30 days, June 2012
Appendix – Frequency of Drinking Selected Alcoholic Beverages
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- Figure 128: Most popular frequency of drinking any alcoholic beverages, by demographics, June 2012
- Figure 129: Other frequency of drinking any alcoholic beverages, by demographics, June 2012
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- Figure 130: Most popular frequency of drinking any beer, by demographics, June 2012
- Figure 131: Next most popular frequency of drinking any beer, by demographics, June 2012
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- Figure 132: Most popular frequency of drinking beer, local brand, by demographics, June 2012
- Figure 133: Next most popular frequency of drinking beer, local brand, by demographics, June 2012
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- Figure 134: Most popular frequency of drinking beer, international brand, by demographics, June 2012
- Figure 135: Next most popular frequency of drinking beer, international brand, by demographics, June 2012
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- Figure 136: Most popular frequency of drinking wine, by demographics, June 2012
- Figure 137: Next most popular frequency of drinking wine, by demographics, June 2012
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- Figure 138: Most popular frequency of drinking spirits, by demographics, June 2012
- Figure 139: Next most popular frequency of drinking spirits, by demographics, June 2012
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Appendix – Brands of Beer Drunk in the Past 30 Days
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- Figure 140: Brands of beer drunk in the past 30 days, by demographics, June 2012
- Figure 141: Most popular local brands of beer drunk in the past 30 days, by demographics, June 2012
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- Figure 142: Next most popular local brands of beer drunk in the past 30 days, by demographics, June 2012
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Appendix – Location Where Beer is Typically Bought
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- Figure 143: Most popular location where beer is typically bought, by demographics, June 2012
- Figure 144: Next most popular location where beer is typically bought, by demographics, June 2012
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Appendix – Attitudes Toward Beer
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- Figure 145: Most popular attitudes toward beer, by demographics, June 2012
- Figure 146: Next most popular attitudes toward beer, by demographics, June 2012
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- Figure 147: Agreement with the statements: “I avoid drinking beer because it makes you gain weight” and “I like trying new kinds of beer,” by demographics, June 2012
- Figure 148: Agreement with the statements: “All beers are more or less the same” and “I don’t drink beer during weekdays,” by demographics, June 2012
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- Figure 149: Agreement with the statements: “I prefer drinking beers from bottles rather than from cans” and “International brands,” by demographics, June 2012
- Figure 150: Agreement with the statements: “I would like to see more flavorful beers” and “It is worth paying more for premium beers,” by demographics, June 2012
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- Figure 151: Agreement with the statements: “I only like beer when it is served really cold” and “I look for beer brands that are fun and engaging,” by demographics, June 2012
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Appendix – Number of Brands of Beer Drunk in the Past 30 Days
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- Figure 152: Number of local brands of beer drunk in the past 30 days, by demographics, June 2012
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Appendix – Product Innovation
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- Figure 153: Top 10 claims in beer in Brazil, January 2010-September 2012
- Figure 154: Packaging materials in beer launches, January 2010-September 2012
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- Figure 155: Top 10 new Launches, by companies in Brazil, January 2010-September 2012
- Figure 156: Top 20 launches, by brands in Brazil, January 2010-September 2012
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