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Wine - Brazil - October 2014

“Brazil has a wide range of high-quality and award-winning wines, but its consumption is still relatively low compared to other alcoholic beverages, such as beer. By using the expertise of the beer category – the most popular alcoholic drink among Brazilians – wine producers could help boost sales of the category in Brazil. Consumption of wine could also be increased by exploring the needs of each consumer profile (such as young adults, women, etc), as well as encouraging new consumption habits among Brazilians.”
–    Naira Sato, Senior Analyst

Some questions answered in this report include:

  • It is possible to increase consumption of sparkling wine by young adults through new consumption occasions?
  • Could wines targeted at women increase consumption among them?
  • Could out-of-home consumption by adults aged 45+ be increased by promoting the health benefits of wine?
  • Could consumption of sparkling, white, and rosé wine be increased by promoting their refreshing properties?
The wine market in Brazil is growing, due to several factors, such as middle-class consumers’ rising purchasing power, bigger investments in production (often targeting foreign markets, resulting in higher-quality products), as well as Brazilians’ increasing knowledge of wines. Therefore, growth forecasts for the Brazilian wine market signal a good opportunity for investors.
 
Mintel forecasts that the wine category has a lot of potential to grow in Brazil. Because of more investments in local production, by both national and international companies, it is expected that the quality of the wine produced in Brazil will become increasingly higher. Despite the fact that consumption of wine in Brazil is still somewhat limited compared to other alcoholic drinks, such as beer, some actions could help promote the category. Per capita volume consumption can be increased through new habits, as well as directly targeting specific consumer groups. All this could boost growth of the wine sector in Brazil.

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Table of contents

  1. Introduction

      • Definitions
        • The wine market
          • Abbreviations
            • Currency and scales
            • Executive Summary

                • The market
                  • Figure 1: Brazil retail value sales of wine, Brazil 2009-19
                • Companies, brands, and innovation
                  • Aurora is the leading wine company in Brazil
                    • Figure 2: Leading companies’ share in the Brazil retail wine market, by value, 2012-13
                  • The consumer
                    • Consumption of sparkling, white, and rosé wine could be increased by promoting their refreshing properties
                      • Figure 3: Frequency of drinking sparkling, white, and rosé wine, July 2014
                    • High cost of out-of-home consumption and consumers’ tiredness could be influencing consumption of wine at home
                      • Figure 4: Occasions of drinking wine and sparkling wine, at home, out of home, for business purposes, and traveling, July 2014
                    • Antioxidants present in wine can help strengthen its health and beauty positioning
                      • Figure 5: Reasons for drinking wine and sparkling wine, “Because I believe wine is a healthy beverage,” by age group and female consumers, July 2014
                    • Labels showing awards won by wines and wineries could add value to products
                      • Figure 6: Attitudes toward wine and sparkling wine, “I am prepared to pay more for higher-quality wine and sparkling wine/Champagne” and “I would be prepared to spend more on wine and sparkling wine/Champagne if I understood more about them,” July 2014
                    • What we think
                    • Market – Key Issues

                        • Is it possible to increase consumption of sparkling wine by young adults through new consumption occasions?
                          • Could wines targeted at women increase consumption among them?
                            • Could out-of-home consumption by adults aged 45+ be increased by promoting the health benefits of wine?
                            • Trend Application

                              • Trend: Survival Skills
                                • Trend: Slow It All Down
                                  • Trend: Help Me Help Myself
                                  • Who Is Innovating?

                                    • Key points
                                      • Smaller sizes of wine are more convenient for its consumption and encourage consumers to try out new products
                                        • Figure 7: Global market share of new launches of wine sold in packaging lower than 501ml, compared to the total launches of the category in smaller sizes, 2011-13
                                      • Flavored wines are a world trend, and could be more explored by wine producers in Brazil
                                        • Figure 8: Global market share of new launches of flavored wine compared to the total number of launches of flavored alcoholic beverages, 2009-13
                                    • Market Size and Forecast

                                      • Key points
                                        • International investments and higher income of middle-class consumers will boost growth of the wine category in Brazil
                                          • Figure 9: Retail sales of wine, by value, Brazil 2009-19
                                        • Premium products and new consumption habits could boost Brazil’s wine market
                                          • Figure 10: Brazil retail value sales of wine, Brazil 2009-19
                                        • Factors used in the forecast
                                        • Market Share

                                          • Key points
                                            • Aurora is the market leader in the Brazilian wine market
                                              • Figure 11: Leading companies’ share in the Brazil retail wine market, by value, 2012-13
                                          • Companies and Brands

                                            • Aurora
                                              • Miolo
                                                • Concha y Toro
                                                  • Salton
                                                  • The Consumer – Frequency of Drinking Wine and Sparkling Wine

                                                    • Key points
                                                      • Despite the hot weather, red wine is the most popular type of wine among Brazilians
                                                        • Figure 12: Frequency of drinking wine and sparkling wine, July 2014
                                                      • Refreshing attributes could increase consumption frequency of sparkling, white, and rosé wine
                                                        • Figure 13: Frequency of drinking sparkling wine, white wine and rosé wine, by demographics, July 2014
                                                      • Positioning red wine to young male consumers could increase consumption among these consumers
                                                        • Figure 14: Frequency of drinking red wine, by gender and age group 18-24, July 2014
                                                    • The Consumer – Occasions for Drinking Wine and Sparkling Wine

                                                      • Key points
                                                        • High cost of out-of-home drinking and consumers’ tiredness may be influencing consumption of wines at home
                                                          • Figure 15: Occasions for drinking wine and sparkling wine at home, out of home, for business purposes, and traveling, July 2014
                                                        • It is possible to increase consumption of wine at meals during at-home and out-of-home occasions
                                                          • Figure 16: Occasions for drinking wine and sparkling wine, by occasions “Having dinner/lunch out with family members or friends,” “When having everyday meals at home,” “Having dinner/lunch out with family members or friends,” “Entertaining guests at home (eg lunch/dinner with friends/family),” July 2014
                                                        • Wines can be targeted at mothers who want to relax at home
                                                          • Figure 17: Occasions for drinking wine and sparkling wine, by female consumers and age group, July 2014
                                                          • Figure 18: Mothers, by age group, by age of children living at home, July 2014
                                                      • The Consumer – Reasons for Drinking Wine and Sparkling Wine

                                                        • Key points
                                                          • Wine is seen as a healthy drink by a quarter of Brazilians
                                                            • Figure 19: Reasons for drinking wine and sparkling wine, July 2014
                                                          • Customized bottles could be interesting options for presents
                                                            • Figure 20: Reasons for drinking wine and sparkling wine, “to celebrate something,” by age group, July 2014
                                                          • Antioxidants in wine could help strengthen its health positioning and beauty properties
                                                            • Figure 21: Reasons for drinking wine and sparkling wine, “Because I believe wine is a healthy beverage,” by age group and female consumers, July 2014
                                                        • The Consumer – Attitudes toward Wine and Sparkling Wine

                                                          • Key points
                                                            • A fifth of wine consumers are willing to pay more for higher-quality products
                                                              • Figure 22: Attitudes toward wine and sparkling wine, July 2014
                                                            • Labels showing awards won by the wine and wineries could help add value to the product
                                                              • Figure 23: Attitudes toward wine and sparkling wine, “ I am prepared to pay more for higher-quality wine and sparkling wine/Champagne “ and “I would be prepared to spend more on wine and sparkling wine/Champagne if I understood more about them ,” July 2014
                                                            • Rosé wines could appeal to consumers who prefer sweet wines
                                                            • Appendix – Market and Forecast

                                                                • Figure 24: Brazil retail value sales of wine, Brazil 2014-19
                                                            • Appendix – Frequency of Drinking Wine and Sparkling Wine

                                                                • Figure 25: Frequency of drinking wine and sparkling wine, July 2014
                                                                • Figure 26: Frequency of drinking wine and sparkling wine – Red wine, by demographics, July 2014
                                                                • Figure 27: Frequency of drinking wine and sparkling wine – Sparkling wine, by demographics, July 2014
                                                                • Figure 28: Frequency of drinking wine and sparkling wine – White wine, by demographics, July 2014
                                                                • Figure 29: Frequency of drinking wine and sparkling wine – Rosé wine, by demographics, July 2014
                                                            • Appendix – Occasions of Drinking Wine and Sparkling Wine

                                                                • Figure 30: Occasions of drinking wine and sparkling wine, July 2014
                                                                • Figure 31: Most popular occasions of drinking wine and sparkling wine, by demographics, July 2014
                                                                • Figure 32: Next most popular occasions of drinking wine and sparkling wine, by demographics, July 2014
                                                                • Figure 33: Next most popular occasions of drinking wine and sparkling wine, by demographics, July 2014 (cont.)
                                                                • Figure 34: Occasions of drinking wine and sparkling wine by type of wine, July 2014
                                                            • Appendix – Reasons for Drinking Wine and Sparkling Wine

                                                                • Figure 35: Reasons for drinking wine and sparkling wine, July 2014
                                                                • Figure 36: Most popular reasons for drinking wine and sparkling wine, by demographics, July 2014
                                                                • Figure 37: Next most popular reasons for drinking wine and sparkling wine, by demographics, July 2014
                                                                • Figure 38: Frequency of drinking wine and sparkling wine, by reasons for drinking wine and sparkling wine
                                                            • Appendix – Attitudes toward Wine and Sparkling Wine

                                                                • Figure 39: Attitudes toward wine and sparkling wine, July 2014
                                                                • Figure 40: Most popular attitudes toward wine and sparkling wine, by demographics, July 2014
                                                                • Figure 41: Next most popular attitudes toward wine and sparkling wine, by demographics, July 2014
                                                                • Figure 42: Frequency of drinking wine and sparkling wine, by attitudes toward wine and sparkling wine, July 2014

                                                            Companies Covered

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

                                                            Wine - Brazil - October 2014

                                                            £3,199.84 (Excl.Tax)