Table of Contents
Overview
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- What you need to know
- Definition
- Terms
Executive Summary
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- Challenges
- Economic recession and price increase affect beer consumption
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- 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
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- 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
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- 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
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- Beer market grew less than expected in value and declined in volume
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- Figure 3: Retail sales of beer, by value and volume, Brazil, 2012 - 2022
- Improving economy helps to boost beer market growth forecast
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- 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
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- Falling inflation
- Super grain harvest
- High unemployment
- Consumption increase among women
- Aging population
Key Players – What You Need to Know
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- Ambev leads and Heineken should take second position
- Brands diversify their campaigns targeting new market segments
- New flavors and new packaging
Market Share
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- Ambev maintains leadership in value and volume
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- 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
- Heineken’s acquisition of Kirin should lead the company to the second place in market share, replacing the Petrópolis Group
Campaigns and Marketing Actions
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- Brands invest in events connected to beer consumption
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- Figure 8: Skol "Athletes of Joy" campaign, Rio 2016 Olympic Games, May 2016
- Estrella Galicia increases investments in Brazil
- Pairing beer and food
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- Figure 9: Brahma Extra campaigns, July 2017
- Giants with a local and craft flair
- Diversity and women empowerment
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- Figure 10: "Reposter Skol" campaign, March 2017
- Figure 11: "Skolors" campaign, April 2017
Who’s Innovating?
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- Taste innovations appeal to consumers
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- 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
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- Figure 13: Itaipava "Returnable" campaign, April 2017
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- Figure 14: Percentage of beer launches by type of packaging, Brazil, 2014-16
The Consumer – What You Need to Know
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- 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
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- Consumption of beer mixed with other alcoholic drinks stands out
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- Figure 15: Frequency of Drinking Beer, Brazil, April 2017
- Beer mixed with other alcoholic drinks appeals to those aged 18-34
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- Figure 16: Frequency of Drinking Beer, Brazil, April 2017
- Zero/low alcohol beers may appeal to those working full time
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- Figure 17: Frequency of Drinking Beer, Brazil, April 2017
Drinking Occasion
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- Consumption at home is an opportunity for the category
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- Figure 18: Drinking occasion, Brazil, April 2017
- Stimulating beer consumption at home among men aged 35+
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- Figure 19: Drinking occasion, Brazil, April 2017
- Pairing healthy beers with healthy meals made at home
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- Figure 20: Beer drinking behaviors, Brazil, April 2017
Changes in Beer Consumption
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- Smaller packages for consumers who have reduced beer consumption
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- Figure 21: Changes in beer consumption, Brazil, April 2017
- Low calorie beers have greater penetration among AB consumers
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- Figure 22: Changes in beer consumption, Brazil, April 2017
- Curiosity for new products can be an opportunity and a threat
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- Figure 23: Changes in beer consumption, by demography, Brazil, April 2017
Beer Drinking Behavior
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- Benefits for mind and body bring opportunities
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- Figure 24: Beer drinking behaviors, Brazil, April 2017
- Young women are slightly more loyal to brands
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- Figure 25: Beer drinking behaviors, by demography, Brazil, April 2017
- Men want to learn more about the category
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- Figure 26: Beer drinking behaviors, by demography, Brazil, April 2017
Attitudes Towards Beer
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- Adding flavor to zero alcohol beer can boost consumption
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- Figure 27: Attitudes towards beer, Brazil, April 2017
- Wheat beer can boost consumption during the winter
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- Figure 28: Attitudes towards beer, Brazil, April 2017
- Paring light beer and food to attract AB consumers
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- Figure 29: Attitudes towards beer, by demography, Brazil, April 2017
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market and forecast
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- 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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