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Beer - Brazil - November 2012

INTRODUCTION
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Retail & HoReCa sales volume, 2007-11
Figure 2: Beer retail market value, 2007-11
Figure 3: Segment share, retail beer volume, 2001-11
Figure 4: Segment share, retail beer value, 2010-11
The forecast
Figure 5: Market forecast volume, 2007-17
Figure 6: Market forecast value, 2007-17
The companies
Figure 7: Market share retail, volume, 2007-11
Figure 8: Market share retail, value, 2009-11
The issues
International brands lead growth opportunities
Figure 9: consumption of international brands, by socio-economic group, June 2012
Figure 10: Consumption of local and international brands, June 2012
Refreshment is a central element for the category
Figure 11: Agreement with the statement: ‘I only like beer when it is served really cold’, by socio-economic group, June 2012
Figure 12: I would like to see more flavorful beers, by gender, June 2012
Packaging innovation offers opportunities for new development
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
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
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
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
The big names have landed in Brazil – with a glamour twist
Figure 20: Average retail price and per capita consumption of selected countries, 2011-12
Figure 21: Retail beer segments, by volume, 2011
Figure 22: Beer segment change, by volume, 2010/11
Despite high taxes international brands excel
Figure 23: Taxes for selected beers in glass packaging 2011
Figure 24: Selected international brands in Brazil
Younger aspiration set to light international brands’ growth
Figure 25: Penetration of local vs. international beer brands, June 2012
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
Figure 28: Selected international brands in brazil
Figure 29: Most consumed international brands in brazil, June 2012
Figure 30: Selected international brands in brazil
International brands should coexist, not compete, with Brazilian ones
Figure 31: Consumption of local, international brands in Brazil, June 2012
Figure 32: Frequency of beer consumpiton among beer drinkers, June 2012
What it means
REFRESHMENT IS A CENTRAL ELEMENT FOR THE CATEGORY
Super cold beers are something that every Brazilian seems to enjoy
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
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
Figure 36: Kaiser beer, Brazil
Figure 37: Skol color-changing label, Brazil
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
Figure 40: Skol 360, Brazil
Figure 41: Skol 360° advertisement
Figure 42: Cobra beer, UK
Flavor innovation provides opportunities to take refreshment a step beyond
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
Figure 45: Bud Light Lime, US
Tracking your beer can add a new layer of freshness
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
Brazilian beer market lags behind in packaging innovation
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
Figure 50: Brazilian packaging material, 2009-12
Figure 51: Global packaging material, 2009-12
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
Figure 54: Beers with extractable lid, Brazil
Figure 55: San Pellegrino aluminium lip
Limited editions can help to build brand equity
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
Figure 58: Agreement with the statement: ‘I look for beer brands that are fun and engaging’, North-East, June 2012
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
Figure 60: Budweiser and world cup limited-edition packaging
Figure 61: Carlsberg limited-edition UEFA beer
Figure 62: Budweiser world series champions limited edition
Figure 63: Miller lite to support NFL’s Chicago bears
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
Figure 67: Absolut rio, Brazil
Figure 68: Absolut flavor of the tropics
What it means
TARGETING WOMEN REQUIRES A GENDERLESS APPROACH
As with other alcoholic beverages, Brazilian women consume less beer
Figure 69: Consumption of alcoholic beverages, by gender, June 2012
Figure 70: Consumption of alcoholic beverages, by gender, June 2012
Figure 71: Consumption of beer, by gender, June 2012
Figure 72: Frequency of beer consumption, by gender, June 2012
Figure 73: UK consumption of alcoholic beverages, by gender, May 2011
Product innovation just for women will face challenges
Figure 74: Beers targeting women
Figure 75: NS2 flavored beer in Brazil
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
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
Figure 80: Consumption of international brands among women, by age, June 2012
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
Figure 83: Channels of purchase, by gender, June 2012
Refreshment continues to be the cross-segment message for the category
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
Today, craft beer market is almost non-existent in Brazil
Figure 85: Brazil beer segments, 2011
International growth of the craft segment presents a route map of how the segment can develop
Figure 86: Attitudes toward craft beer in the US, June 2012
Figure 87: Craft beer in Argentina
Figure 88: Craft beer in Santiago, Chile
Figure 89: Kunstmann
Younger upper-class consumers are most likely to initiate the trend of craft beer in Brazil
Figure 90: Agreement with the statement: ‘I like trying new kinds of beers’, by age, June 2012
Figure 91: Agreement with the statement: ‘It is worth paying more for premium beers’, by socio-economic group, June 2012
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
Despite slowing down Brazilian major brands will continue to be the main sector in the market
Figure 93: Brazil retail beer segments, by volume, 2011
Figure 94: Market share, by volume, 2011
Figure 95: National brands of beer drunk in the past 30 days, June 2012
Figure 96: Major local brands in brazil
National brands’ appeal is widespread
Figure 97: Agreement with the statement: ‘International brands (eg Heineken) have better quality than local brands (eg Brahma)’, June 2012
Figure 98: Alcoholic beverage consumption, by region, June 2012
Figure 99: Alcoholic beverage consumption, by age, June 2012
Figure 100: Alcoholic beverage consumption, by socio-economic group, June 2012
Refreshment and football will continue to be major brands’ best friends
Figure 101: Selected beer and football packagings
Innovation within locals brands will keep their momentum
Figure 102: Premium version of value brands, Europe
Figure 103: Bud light platinum
What it means
APPENDIX – THE MARKET
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
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
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)
APPENDIX – CONSUMER DATA
Frequency of drinking selected alcoholic beverages
Figure 113: Frequency of drinking selected alcoholic beverages, June 2012
Figure 114: Frequency of drinking selected alcoholic beverages, June 2012
Brands of beer drunk in the past 30 days
Figure 115: Brands of beer drunk in the past 30 days, June 2012
Figure 116: Local brands of beer drunk in the past 30 days, June 2012
Figure 117: Local brands of beer drunk in the past 30 days, by frequency of drinking beer, local brand (eg, Brahma), June 2012
Figure 118: International brands of beer drunk in the past 30 days, June 2012
Location where beer is typically bought
Figure 119: Location where beer is typically bought, June 2012
Figure 120: Location where beer is typically bought, by brands of beer drunk in the past 30 days, June 2012
Attitudes toward beer
Figure 121: Attitudes toward beer, June 2012
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
Figure 123: Number of local brands of beer drunk in the past 30 days, June 2012
Figure 124: Frequency of drinking selected alcoholic beverages, by number of local brands of beer drunk in the past 30 days, June 2012
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
Figure 126: Location where beer is typically bought, by number of local brands of beer drunk in the past 30 days, June 2012
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
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
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
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
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
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
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
APPENDIX – BRANDS OF BEER DRUNK IN THE PAST 30 DAYS
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
Figure 142: Next most popular local brands of beer drunk in the past 30 days, by demographics, June 2012
APPENDIX – LOCATION WHERE BEER IS TYPICALLY BOUGHT
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
APPENDIX – ATTITUDES TOWARD BEER
Figure 145: Most popular attitudes toward beer, by demographics, June 2012
Figure 146: Next most popular attitudes toward beer, by demographics, June 2012
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
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
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
APPENDIX – NUMBER OF BRANDS OF BEER DRUNK IN THE PAST 30 DAYS
Figure 152: Number of local brands of beer drunk in the past 30 days, by demographics, June 2012
APPENDIX – PRODUCT INNOVATION
Figure 153: Top 10 claims in beer in Brazil, January 2010-September 2012
Figure 154: Packaging materials in beer launches, January 2010-September 2012
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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