This report looks at the following areas:
- Category overview and consumer profiles
- Alcoholic drinks consumption
- RTD alcoholic drinks consumption
- Consumption occasion and preferences by consumption occasion
- Purchasing venues
- Attitudes toward alcoholic drinks.
As new consumption trends gain popularity, including practical RTD options and lower alcohol content, the alcoholic beverages market becomes more open to innovation
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
This Report explores all types of alcoholic drinks and the consumers’ related habits and purchase behaviors in and out-of-home on-premise. The consumer research includes the following categories:
- National or international standard beer
- National or international premium beer
- Artisanal beer (craft beer)
- Wine
- Champagne/sparkling wine
- Traditional cocktails
- Spirits without a mixer
- Spirits with a single mixer
- Catuaba
- RTD mixed alcoholic beverage.
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Category overview and consumer profiles
- Consumption by type of alcoholic drink
- Graph 1: alcoholic drinks consumption, 2024
- Consumption frequency by type of alcoholic drink
- Graph 2: alcoholic drink consumption frequency, 2024
- Low/no alcohol drinks have a higher percentage of daily consumption
- Graph 3: alcoholic drink consumption frequency – daily, 2024
- Purchasing venues
- Graph 4: purchasing venues, 2024
- Casual gatherings and celebrations are the main consumption occasion
- Graph 5: consumption occasion, 2024
- Price and brand stand out as the most relevant attributes in the choice of alcoholic beverages for most consumption occasions
- Graph 6: preferences by consumption occasion, 2024
- Alcoholic drinks consumption and consumption frequency
- Champagnes and sparkling wines have the lowest penetration and consumption frequency in the category
- Graph 7: alcoholic drinks consumption, 2024
- National production can make the consumption of sparkling wines more affordable
- Sparkling-based cocktails and RTDs can encourage more frequent consumption among current category enthusiasts and attract new audiences
- Black consumers may have a greater interest in customized product mixes for use with spirits
- Graph 8: attitudes toward alcoholic drinks – selected item, by race, 2024
- Graph 9: alcoholic drinks consumption – selected item, by race, 2024
- Kits, powdered sachets, flavored ice cubes and other innovative formats can add creativity and fun to customization
- Chivas invests in partnerships with black artists and campaigns on breaking the rules and finding new ways to consume whiskey
- Greater availability of wines and cocktails at entertainment events can capture the attention of female consumers
- Graph 10: consumption occasion – selected items, by gender, 2024
- Graph 11: alcoholic drinks consumption – selected items, by gender, 2024
- Wines and cocktails can invest in more convenient and safe formats for consumption on the go during entertainment events
- RTD alcoholic drinks consumption
- Predominant profile of RTD products consumers
- Flavored beers or beer-based options are the most consumed RTDs
- Graph 12: RTD alcoholic drinks consumption, 2024
- Flavors inspired by other categories and international references can bring innovation
- Men are more likely to consume gin-and-tonic-based RTDs
- Launches of gin-based RTDs
- AB consumers stand out in the consumption of RTDs based on whiskey, gin and wine
- Graph 13: RTD alcoholic drinks consumption – selected items, by socioeconomic group, 2024
- Wine-based RTD launches
- Whiskey-based RTD launches
- Consumption occasion and preferences by consumption occasion
- Consumption of alcoholic drinks can boost indulgence of leisure and relaxation moments at home
- Alcoholic drinks can harmonize with consumers’ hobbies and relaxation moments at home
- Heineken invites consumers to drink its special Senna edition while watching the Netflix series about the Brazilian F1 driver
- Brand stands out as the most relevant attribute in casual get-togethers with friends and/or family
- Graph 14: preferences by consumption occasion – selected occasion, 2024
- Strong investment in branding, wide distribution and participation in major events are brand strategies recognized by consumers
- Low/no alcohol content stands out as an attribute of interest in consumption during meals
- Graph 15: preferences by consumption occasion – selected attributes, 2024
- Low/no alcohol content options can communicate their pairing with meals
- For meals at home, in addition to low alcohol content, ‘healthier’ options are welcome
- Purchasing venues
- Promotions and more affordable options can attract main buyers of alcoholic beverages through delivery apps
- Graph 16: purchasing venues – selected item, by gender and age, 2024
- Zé Delivery bets on various promotional formats
- Retailers need to focus on convenience to cater to those who consume alcoholic beverages before going out to socialize
- Graph 17: preferences by consumption occasion – selected attribute, 2024
- Promotional kits for drink preparation can be convenient for the ‘warm-up’
- Attitudes toward alcoholic drinks
- Consumption drop and interest in no/low alcohol options
- The overall decrease in alcoholic beverages is higher among women, but the consumption of non-alcoholic beverages is lower
- Graph 18: attitudes toward alcoholic drinks – selected item, by gender, 2024
- Educating about the effects of low ABV drinks may appeal more to women
- Men aged 25-34 show the greatest change in consumption due to price
- Graph 19: attitudes toward alcoholic drinks – selected item, by gender and age, 2024
- Lower-cost categories or more affordable spirits options may gain ground among men aged 25-34
- Flavored ice may appeal to different consumer profiles
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Key Players
- Companies and brands
- Brands migrate between categories of alcoholic and non-alcoholic drinks and invest in collaborations
- Coco Leve is a success story that professionalized and expanded the flavored ice market
- Launches and innovations
- Category continues to invest in healthier options with less or no alcohol
- Local beverages and brands bet on Brazilian ingredients and flavors
- Tanqueray launches Bossa Nova gin inspired by Rio de Janeiro
- Itaipava launches Fest Drinks, its ready-to-drink alcoholic beverage
- Ambev launches Brutal Fruit Spritzer in the Brazilian market
- Johnnie Walker launches ‘Blondinho,’ the brand’s first RTD
- Stanley introduces a new thermal cup for cocktails and wines
- Marketing campaigns and actions
- Brands in the category continue investing in sponsorship and actions in major events, concerts and festivals
- Pabllo Vittar is the new ambassador of Smirnoff Brazil
- Beats wants to be the official brand of the ‘esquenta’
- Boticário Labs offers drinks inspired by its fragrances
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THE MARKET
- Price variation in the alcoholic beverage category
- Graph 20: IPCA inflation index – 12-month accumulation, by category groups (in-home consumption), 2020-24
- Graph 21: IPCA inflation index – 12-month accumulation, by category groups (out-of-home consumption), 2020-24
- Proposed taxation on alcoholic drinks is expected to affect their price and consumption
- Restaurants and bars identify a higher demand for non-alcoholic or low-alcohol beverages
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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