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Beer - Brazil - July 2015

“The craft beer movement continues to grow and although it still does not represent a threat to the major players in the sector, these brands have started acting by partnering with craft beer producers or launching products that directly compete with craft beers. On the other hand, beer drinkers do not see craft beer exactly as premium, leaving the difficult task of craft brewers convincing them their products are worth the higher price.

Branding is also a key factor, so building up a strong relationship with consumers should be a priority for any brewery.”
– Andre Euphrasio, Research Analyst

This report looks at the following areas:

  • Using older consumers to increase consumption of craft beer
  • Food pairing can help boost consumption during meal times

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Table of contents

  1. 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

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Beer - Brazil - July 2015

                                                                                                  £3,277.28 (Excl.Tax)