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Brazil Beer Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beer market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This Report looks at the Brazil market for beer sold in both the on-premise, such as out-of-home outlets such as bars, pubs, restaurants and clubs where the drink is consumed on the premises, and the off-premise (retail) market, such as supermarkets and convenience stores.

Excluded

  • Cider
  • Fruit beer

Products excluded from the market size are selectively commented on in other sections of the Report.

Definition

The main style of beer consumed in Brazil is lager, largely produced by the major breweries. This report also covers ale, which is a style often produced by craft breweries. Lager can broadly be described as a light/amber, clear, carbonated beer brewed with pale kilned malts which, after fermentation, is filtered, pasteurized and conditioned before being packaged in cans, bottles or kegs for sale.

Ale refers to top-fermented beers including bitter and mild, pale, export and brown ales, stout, porter, barley wine and strong ales, as well as Indian and American pale ales, among others. These beers are so called because the yeast floats to the surface during fermentation, as opposed to lagers, which are bottom-fermented. Barley wine is simply a beer with a very high ABV (alcohol by volume).

The main two segments analyzed in the market size based on their ABV are:

  • Light/no/low: 0%-4.3%
  • Standard: 4.4%-5.0%

Strong and extra strong beers in Brazil are part of the premium segment, which represents around 6% of total beer volume and is included in the standard segment. Hence, the isolated involvement of higher alcohol content beers is not significant because it represents a slice of an already small niche market. The market size in value and volume is based on the off-premise (retail) market.

Terms

The correct spelling of the most common type of cask-conditioned beer in Brazil is ""chope"", but there are variations, such as Brahma Chopp.

What you need to know

Brazil’s beer market not expected to see the level of growth over the next five years that it saw in 2013 and 2014. The country’s political and economic uncertainties, the high levels of unemployment and the consumers’ concerns towards their health are the main reasons for that.

Mintel expects Brazil’s beer market to grow 3.3% in value and 1% in volume in 2018, stimulated by the World Cup (see Market Size and Forecast). The growth in value can be explained by the fact that, according to the survey conducted for this Report, 57% of consumers prefer to drink small amounts of expensive beer rather than large amounts of cheap beer. This is an opportunity for brands to invest in premium products with higher added value or options that require a smaller single disbursement and can be adapted to different consumption occasions (see The Consumer).

Expert analysis from a specialist in the field

Written by Ana Paula Gilsogamo, a leading analyst in the Food & Drink Analyst sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The economic uncertainty and the concerns about the quality of the products impose some challenges to the beer market. Brands need to differentiate themselves and meet the consumers’ demands in a segmented way – by consumption occasion or type of customer. In addition, it’s important to offer higher-value-added products in order to balance the market’s growth, which should not be significant in volume. Ana Paula Gilsogamo
Food & Drink Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Excluded
          • Terms
          • Executive Summary

              • Challenges
                • Economic uncertainty and focus on quality affect the category
                  • Health concerns and aging of the population can be a barrier
                    • Big brands have the challenge of maintaining the value of craft brands
                      • Craft beers have the challenge of building a more uniform image
                        • Opportunities
                          • Focus on quality stimulates growth in value and boosts premium and craft beers
                            • World Cup should have encouraged beer consumption on- and off-premise
                              • Products for different occasions can be an opportunity for the category
                                • Showing how a beer is produced can increase credibility
                                  • Extension to other categories can appeal to those aged 18-34
                                    • What we think
                                    • The Market – What You Need to Know

                                      • Beer market grows in value and stops falling in volume
                                        • Economic uncertainty, focus on quality and health concerns
                                        • Market Size and Forecast

                                          • Market grows in value and stops falling in volume
                                            • Figure 1: Retail sales of beer, by value and volume, 2013-2023
                                          • Economic uncertainty and focus on quality affect the category
                                              • Figure 2: Forecast of Brazil retail sales of beer, by value, 2013-2023
                                              • Figure 3: Forecast of Brazil retail sales of beer, by volume, 2013-2023
                                          • Market Drivers

                                            • Economy and politics impact the market despite inflation fall
                                              • Health concerns are a barrier to the consumption of alcoholic drinks
                                                • Legislation increases drunk driving penalty
                                                  • World Cup should have encouraged consumption
                                                    • Aging population
                                                      • Consumption of alcoholic drinks increases among women
                                                      • Key Players – What You Need to Know

                                                        • Ambev leads and Heineken ranks second after buying Kirin
                                                          • Brands invest in campaigns and launches focused on the World Cup
                                                            • Craft beers can attract consumers who favor quality over quantity
                                                            • Market Share

                                                              • Ambev leads and Heineken ranks second after buying Kirin
                                                                • Figure 4: Shares in the beer retail market, by value - Brazil, 2016 and 2017
                                                                • Figure 5: Shares in the beer retail market, by volume - Brazil, 2016 and 2017
                                                            • Marketing Campaigns and Actions

                                                              • Brands invest in campaigns and launches focused on the World Cup
                                                                • Figure 6: Brahma's campaign
                                                                • Figure 7: Brahma's campaign
                                                              • Skol performs marketing actions to impact women
                                                                • Figure 8: Skol's campaign
                                                              • Amstel explores the habit of bringing beer to others’ houses
                                                                • Figure 9: Amstel's campaign
                                                              • Skol launches glass bottle that is easier to open
                                                                • Figure 10: Skol's easy to open glass bottle
                                                              • Colorado gives free beer in promotional action
                                                                • Figure 11: Colorado's voucher
                                                              • Heineken promotes event during the Champions League final
                                                                • Figure 12: Heineken's campaign
                                                            • Who’s Innovating?

                                                              • Craft beers can attract consumers who favor quality over quantity
                                                                • Figure 13: Craft beer releases as a percentage of total beer releases, by region, January 2014-December 2017
                                                                • Figure 14: Main claims related to quality and premium used by craft beers*, January 2014-December 2017
                                                              • Brazilian consumers have an interest in glass bottles
                                                                • Figure 15: Percentage of global releases of glass bottles*, by beer bottle size, January 2014-December 2017
                                                                • Figure 16: Percentage of Brazil's releases of glass bottles*, by beer bottle size, January 2014-December 2017
                                                            • The Consumer – What You Need to Know

                                                              • Large servings can appeal to consumers during sporting events
                                                                • Full-bodied beers can be appealing to men
                                                                  • Well-known brands can invest in innovative flavors
                                                                    • Craft beers are linked to the quality of ingredients and innovative flavors
                                                                      • Showing how a beer is produced increases credibility
                                                                      • Consumption Occasion by Drink

                                                                        • Large servings can appeal to consumers during sporting events
                                                                          • Figure 17: Consumption occasion by drink, May 2018
                                                                          • Figure 18: Preferences by consumption occasion during sports by drink, May 2018
                                                                          • Figure 19: Brahma's campaign
                                                                        • Consumers prefer higher strength beers before clubbing
                                                                          • Figure 20: Preferences by consumption occasion by drink, by abv preference, May 2018
                                                                        • Stout beer can appeal to men aged 45-54
                                                                          • Figure 21: Consumption occasion by drink, by age group, May 2018
                                                                      • Preferences

                                                                        • Full-bodied beers can be appealing to men
                                                                          • Figure 22: Preferences, by gender, May 2018
                                                                          • Figure 23: How to pour the perfect pint of Guinness
                                                                        • Smaller servings appeal to AB consumers
                                                                          • Figure 24: Preferences, by socioeconomic group, May 2018.
                                                                        • International brands can gain more space among women
                                                                          • Figure 25: Preferences towards brand, by gender, May 2018
                                                                          • Figure 26: Jane Walker Limited Edition
                                                                      • Motivations for Trying New Types of Beer

                                                                        • Well-known brands can invest in innovative flavors
                                                                          • Figure 27: Factor for trying new types of beer, May 2018
                                                                        • Exotic flavors can stimulate experimentation among young consumers
                                                                          • Figure 28: Motivations for trying new types of beer, by age group, May 2018
                                                                        • Recommendations can boost experimentation among AB consumers
                                                                          • Figure 29: Factor for trying new types of beer, by socioeconomic group, May 2018
                                                                          • Figure 30: Taproom's different types of beer
                                                                      • Defining Craft Beer

                                                                        • Craft beers are linked to quality of ingredients and innovative flavors
                                                                          • Figure 31: Defining craft beer, May 2018
                                                                          • Figure 32: Society of Independent Brewers' label
                                                                          • Figure 33: US Brewers Association's label
                                                                          • Figure 34: Abracerva's label
                                                                        • Large companies need to keep the quality of craft brands
                                                                          • Attractive packaging can be an opportunity for craft beers
                                                                            • Figure 35: Defining craft beer, by behaviors and attitudes, May 2018
                                                                            • Figure 36: La Cavalera's First Aid Kit
                                                                        • Behaviors and Attitudes

                                                                          • Showing how a beer is produced increases credibility
                                                                            • Figure 37: Behaviors and attitudes, May 2018
                                                                            • Figure 38: Heineken Experience
                                                                          • Extensions to other categories can appeal to those aged 18-34
                                                                            • Figure 39: Behaviors and attitudes, by age group, May 2018
                                                                            • Figure 40: New line of Budweiser sauces
                                                                          • Older Millennials are more likely than other generations to believe that the brand or type of beer you drink says a lot about you
                                                                            • Figure 41: Behaviors and attitudes – brand and type of beer, by generation, May 2018
                                                                        • Appendix – Abbreviations

                                                                          • Abbreviations
                                                                          • Appendix – Market Size and Forecast

                                                                            • Market size and forecast
                                                                              • Figure 42: Retail sales of beer, by value and volume, 2013-2023
                                                                              • Figure 43: Market forecast of beer, retail, by value, 2013-2023
                                                                              • Figure 44: Market forecast of beer, retail, by volume, 2013-2023
                                                                              • Figure 45: Shares of the beer retail market, by value - Brazil, 2016 and 2017
                                                                              • Figure 46: Shares of the beer retail market, by volume - Brazil, 2016 and 2017