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Alcoholic Drinks Consumption Habits - Brazil - March 2018

“The soccer World Cup is expected to stimulate consumption of alcoholic drinks, but on the other hand health concerns can be a barrier. In order to find a balance, brands could take advantage of Brazilians’ interest in innovations, investing in new releases and promoting new experiences. It’s important, however, to understand consumers’ perceptions and how to seize the best consumption opportunities associated to each alcoholic beverage, taking into consideration what different consumers expect in terms of taste, convenience, health benefits and cost.”

– Ana Paula Gilsogamo, Food and Drinks Analyst

This report examines the following issues:

The consumer research conducted for this Report reveals 38% of Brazilians agree with the statement, “I’m spending less on alcoholic beverages.” However, as Brazil’s economy improves and the soccer World Cup approaches, the alcoholic drinks market should perform better in 2018 than previous years.
The search for healthy habits, which includes reducing alcoholic drinks consumption, is expected to continue being a barrier for the category. According to the survey, 44% of consumers agree with the statement, “Limiting the amount of alcohol I have is part of my health management routine.”

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Consumers are spending less with alcoholic drinks
              • Healthy habits have discouraged Brazilians to consume alcoholic drinks
                • Opportunities
                  • Teaching new uses of alcoholic drinks
                    • Soccer World Cup should stimulate consumption
                      • Young consumers demonstrate interest in flavored alcoholic beverages
                        • Health concerns can boost healthier options and alcohol-free cocktails
                          • What we think
                          • The Market – What You Need to Know

                            • Economic situation and health concerns affect the category
                            • Market Drivers

                              • Falling inflation
                                • Unemployment rate is still high
                                  • Retail confidence slightly increases
                                    • Aging population
                                      • Health concerns are a considerable barrier
                                        • Families are getting smaller and more people are living alone
                                          • Legislation increases drink-driving penalty
                                            • Soccer World Cup should stimulate consumption
                                            • Key Players – What You Need to Know

                                              • Brands invest in new experiences and special events
                                                • Brands teach other forms of consumption
                                                  • Flavored alcoholic beverages and RTD cocktails can attract consumers
                                                  • Marketing Campaigns and Actions

                                                    • Brands invest in special events and bars with limited access
                                                      • Figure 1: Heineken “Shape Your City” campaign
                                                    • Brands teach consumers to prepare drinks and pair them with food
                                                      • Figure 2: Sponsorship and food pairing – Brahma Extra and Tastemade
                                                    • Jameson campaigns to change perception about whiskey
                                                      • Figure 3: Jameson “Ser suave é para os fortes” campaign
                                                    • Brands launch special flavors and editions for Carnival
                                                      • Figure 4: Skol Beats Fire and Frost
                                                    • Azuma Kirin brings sake to the ‘ices’ universe
                                                      • Figure 5: Azuma Kirin Sparkling launch
                                                  • Who’s Innovating?

                                                    • Flavor is very important for Brazilian consumers
                                                      • Figure 6: Launches of flavored vs unflavored alcoholic drinks, by top 5 countries and Brazil, January 2015-December 2017
                                                    • Brazilians show interest in ready-to-drink cocktails to consume at home
                                                      • Figure 7: Launches of alcoholic drinks positioned as "drinks" and/or "cocktail,” by top five countries and Brazil, January 2015-Dec 2017
                                                  • The Consumer – What You Need to Know

                                                    • Teaching how to prepare cocktails can stimulate young consumers
                                                      • International beers can be positioned for relaxing moments at home
                                                        • Affordable options may keep consumers loyal to well-known brands
                                                          • Healthier and low-alcohol options may attract those with health concerns
                                                            • Wines can be positioned as the best option to consume with food
                                                            • Consumption Occasions by Alcoholic Drink

                                                              • Offering diverse consumption options may be an opportunity for wines
                                                                • Figure 8: Consumption occasions by alcoholic drink, at home vs out-of-home, January 2018
                                                              • Teaching how to prepare cocktails can stimulate young consumers
                                                                • Figure 9: Consumption occasions by alcoholic drink, cocktails (eg caipirinha, mojito), by age, January 2018
                                                                • Figure 10: Resident Mixologist – Tanqueray
                                                              • Craft beers could extend their presence in bars for the World Cup
                                                                • Figure 11: Consumption occasions by alcoholic drink, type of drink vs consumption watching sport events, January 2018
                                                            • Consumption Occasions in General

                                                              • International beers can be positioned for relaxing moments at home
                                                                • Figure 12: Consumption occasions in general, January 2018
                                                              • Bars specialized in trending drinks can attract young Millennials
                                                                • Figure 13: Consumption occasions in general, by generation, January 2018
                                                              • Presence in nightclubs and music festivals can appeal to women
                                                                • Figure 14: Consumption occasions in general, by gender, January 2018
                                                            • Consumption Drivers

                                                              • Affordable options may keep consumers loyal to well-known brands
                                                                • Figure 15: Consumption drivers, January 2018
                                                              • Bartenders can stimulate experimentation among young consumers
                                                                • Figure 16: Consumption drivers, by age, January 2018
                                                              • Special editions of premium alcoholic drinks can attract AB consumers
                                                                • Figure 17: Consumption drivers, by socioeconomic group, January 2018
                                                                • Figure 18: Club 12 – Launch campaign
                                                            • Behaviors toward Alcoholic Beverages

                                                              • Healthier and low-alcohol options may attract those with health concerns
                                                                • Figure 19: Behaviors toward alcoholic beverages, January 2018
                                                              • Mixture of alcoholic drinks may appeal to young consumers
                                                                • Figure 20: Behaviors toward alcoholic beverages, by age, January 2018
                                                              • Non-alcoholic drinks and cocktails can appeal to consumers
                                                                • Figure 21: Dry January & Beyond app
                                                            • Perception toward Different Alcohol Types

                                                              • Wines can be positioned as the best option to consume with food
                                                                • Figure 22: Correspondence analysis, January 2018
                                                              • Investing in line extensions and educating consumers about the different types of beer available can encourage the perception of versatility
                                                                  • Figure 23: Brahma beers
                                                                • Ready-to-drink spirits mixed with soft drinks can be an alternative
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations

                                                                  Alcoholic Drinks Consumption Habits - Brazil - March 2018

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