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Beer - Brazil - November 2012

“The Brazilian beer market presents a paradox. On the one hand, it can be considered quite developed. Over the past decade the beer market has quickly expanded its volume to have one of the highest per capita consumption rates in all of Latin America (67 liters annually). If analyzed by frequency, quantity, or penetration the Brazilian beer market can easily match those of well-known beer drinking cultures such as the UK or the US, which have per capita consumption rates of 65 and 75 liters, respectively.”

– Lucas Marangoni, Senior Drinks AnalystSome questions answered in this report include:
  • What is the best strategy for international brands to use to establish their presence in the market?
  • What sort of packaging innovation would add value to the market?
  • What strategies will best appeal to women and bring them into the category?
  • What is the best way to capitalize on beer’s refreshment attribute to appeal to a broader base of consumers?
  • What is the best route of development for craft beers in the market?
  • What will be megabrands’ best strategies to maintain their shares in an increasingly competitive market?

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Table of contents

  1. 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

                                    Companies Covered

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

                                    Beer - Brazil - November 2012

                                    £3,174.67 (Excl.Tax)