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Beer - Brazil - July 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Retail sales of beer in Brazil, by value, 2010-14
Figure 2: Forecast of Brazil retail sales of beer, by value, 2010-20
Market drivers
Companies, Brands, and Innovation
Figure 3: Company retail market share by value in the beer market, 2013-14
The consumer
Beer is still as popular as ever
Figure 4: Frequency of drinking beer either at home or out of home, April 2015
Consumption of beer is higher out-of-home
Figure 5: Occasions and places for drinking beer, April 2015
Premium beers are seen as expensive
Branding plays an important factor in the beer market
What we think
ISSUES AND INSIGHTS
Using older consumers to increase consumption of craft beer
The facts
The implications
Food pairing can help boost consumption during meal times
The facts
The implications
Figure 6: Baden Baden pairing suggestions on packaging, Brazil
TREND APPLICATION
Fauxthenticity
Never Say Die
Mood to Order
MARKET DRIVERS
Key points
New tax system on cold beverages
Definition of special beer
Major breweries investing in the craft beer movement
WHO’S INNOVATING?
Key points
Ambev broadens its beer segment with new launches
Figure 7: Skol Beats Senses by Ambev, 2014
Figure 8: Corona Extra, Ambev, 2014
Figure 9: Bohemia Chocolatier and Bohemia Reserva, Ambev 2014
Heineken redevelops its brand Xingu
Figure 10: New Xingu design
Brasil Kirin celebrating Japan-Brazil diplomatic treaty
Figure 11: Kirin Ichiban regular (left) and commemorative (right) beers, 2015
Baden Baden
Figure 12: Baden Baden Heller Block and Baden Baden Witbier, 2014, Brazil
Grupo Petrópolis (re)launched Miller in Brazil
Itaipava repackaged with an updated design for the summer
Figure 13: Itaipava new packaging for the summer 2015
MARKET SIZE, FORECAST, AND SEGMENT PERFORMANCE
Key points
Worldwide beer market
Figure 14: Worldwide beer markets of selected countries, CAGR retail value and consumption per capita
Market performance
Figure 15: Retail sales of beer in Brazil, by value, 2010-14
Figure 16: Retail sales of beer in Brazil, by volume, 2010-14
Segment performance
Figure 17: Retail value sales of beer, in R$ billion, 2013-14
Figure 18: Retail volume sales of beer, in billion liters, 2013-14
Forecast for the beer market
Figure 19: Forecast of Brazil retail sales of beer, by value, 2010-20
Figure 20: Forecast of Brazil retail sales of beer, by volume, 2010-20
Forecast methodology
MARKET SHARE
Key points
Ambev still holds the leadership
Figure 21: Company retail market share by value in the beer market, 2013-14
Figure 22: Company retail market share by volume in the beer market, 2013-14
Advertising and events to get closer to consumers
COMPANIES AND BRANDS
Ambev
Grupo Petrópolis
Brasil Kirin
Heineken Brasil
THE CONSUMER – FREQUENCY OF DRINKING BEER
Key points
Beer is still as popular as ever
Figure 23: Frequency of drinking beer either at home or out of home, April 2015
Regular beer still dominates the market
Beer in a can is most common way of consuming beer
Figure 24: Package type, 2011-15, Brazil
The majority still drink one type of beer
Non-alcoholic beer on increase
Figure 25: Low/non-alcoholic beer worldwide
The North-East presents the lowest consumption rates among premium beer
Figure 26: Frequency of drinking beer either at home or out-of-home, by region, April 2015
Figure 27: Spirit-flavored beer, Worldwide
Figure 28: Spirit-flavored beer using Brazilian typical ingredients, Worldwide
THE CONSUMER – OCCASIONS AND PLACES FOR DRINKING BEER
Key points
Consumption of beer is higher out-of-home
Figure 29: Occasions and places for drinking beer, April 2015
Figure 30: Occasions and places for drinking beer, out-of-home, April 2015
Self-service beer
Clubbing with beer
The right beer with the right food
Beer is massively consumed at barbeques
Figure 31: Occasions and places for drinking beer, at home, April 2015
THE CONSUMER – PREMIUM BEER ATTRIBUTES
Key points
Premium beers are seen as expensive
Figure 32: Premium beer attributes, April 2015
Figure 33: Ingredients clearly highlighted on the label
Heritage is key for over-55s
Craft breweries struggling to be seen as premium
Figure 34: Bottles with attractive labels
THE CONSUMER – ATTITUDES AND BEHAVIORS TOWARD BEER
Key points
Branding plays an important factor in the beer market
Figure 35: Attitudes & behaviors toward beer, April 2015
Using advertising to bring in customers
Other ways of advertising
Money factors are not so important as like in other categories
Figure 36: Attitudes & behaviors toward beer, April 2015
Spicing up the beer market
Figure 37: Attitudes & behaviors toward beer, April 2015
Figure 38: Bohemias’s Caá-Yari and Bela Rosa
Figure 39: Attitudes & behaviors toward beer, by age, April 2015
The variety of the craft beer universe
Figure 40: New launches in the craft beer market, Brazil
Mixing beer with other alcoholic drinks to increase variety

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