Table of Contents
Executive Summary
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- The market
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- 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
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- 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
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- 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
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- Figure 4: Locations for buying beer, May 2016
- 18% of beer drinkers would pay more for beer aged in barrels
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- Figure 5: Features consumers would pay more for in a beer, May 2016
- Brands will do well combating drunk driving
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- Figure 6: Attitudes toward beer, any agreement, May 2016
- What we think
Issues and Insights
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- Boosting sales of low-/non-alcoholic beer
- The facts
- The implications
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- 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
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- Value sales of beer continuing to go up
- Changes in taxes for beer
Market Size and Forecast
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- Worldwide beer market
- Market performance
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- 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
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- Figure 10: Retail value sales of beer, in R$ billion, 2014-15
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- Figure 11: Retail volume sales of beer, in billion liters, 2014-15
- Forecast for the beer market
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- Figure 12: Forecast of Brazil retail sales of beer, by value, 2011-21
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- Figure 13: Forecast of Brazil retail sales of beer, by volume, 2011-21
Market Drivers
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- 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
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- 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
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- Ambev is still easily the market leader
- Beer for athletes
Market Share
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- Ambev holds the market leadership with 70.6% market share by value
- Grupo Petrópolis enjoy the highest growth
- Brasil Kirin suffering great losses
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- 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?
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- Beer focused on athletes
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- Figure 17: Skol’s Ultra, Brasil, October 2015
- German Erdinger tap into sports beer drinking occasion
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- Figure 18: Erdinger Weissbräu alcohol free beer, various markets
- Schin packaging gets revamped
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- Figure 19: Schin, Brazil, February 2016
- Kaiser Radler gets a new flavor
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- Figure 20: Kaiser Radler tangerine flavor, Brazil, December 2015
- Brewers from other countries also innovate with fruit juice to flavor beer
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- Figure 21: Beer with fruit juice content, worldwide
The Consumer – What You Need to Know
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- 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
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- Beer penetration slightly increases to 57%
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- 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
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- Figure 23: Usage of standard beer either at home or out of home, by age and gender, May 2016
- Premium beer
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- Figure 24: Usage of premium beer either at home or out of home, by age and gender, May 2016
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- Figure 25: Bohemia’s 838, Brazil
- Low-/no-alcoholic beer is consumed by 7%
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- Figure 26: Usage of low-/no-alcoholic beer either at home or out of home, by age and gender, May 2016
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- 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
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- 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
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- Health concerns are the main reason for not drinking beer
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- Figure 30: Beer with health benefits, worldwide
- Non-alcoholic beer brands need to revamp their flavors
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- Figure 31: Reasons for not drinking beer, May 2016
Locations for Buying Beer
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- Supermarkets remain the most popular place to buy beer
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- Figure 32: Locations for buying beer, in-store, May 2016
- 68% of beer drinkers buy from venues
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- Figure 33: Locations for buying beer, venue, May 2016
- Online sales are still done by a minority
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- Figure 34: Locations for buying beer, online, May 2016
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- Figure 35: Locations for buying beer, May 2016
Beer Attributes
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- Beer aged in barrels can be attractive
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- Figure 36: Beer aged in barrels, worldwide
- 12% would pay more for limited/seasons editions as well as Brazilian ingredients
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- Figure 37: Beer flavored with Brazilian ingredients
- Fresh beer
- 9% would pay more for a beer blended with spirits
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- Figure 38: Beer blended with spirits, worldwide
- Figure 39: Features consumers would pay more for in a beer, May 2016
Attitudes toward Beer
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- 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
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- 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
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- 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
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Appendix – Methodology and Definitions
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- Fan chart forecast
- Abbreviations & definitions
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