This report looks at the following areas: Main types of beer consumed and consumption occasions Barriers to beer consumption Consumer motivations for trying a new beer Opinions on aspects related to the category, such as flavors, packaging and sustainability Attitudes about beer Brazilians are considering the impact of alcohol consumption on health.
Brazilians are considering the impact of alcohol consumption on health. Healthier, lighter, and unique beers can contribute to the growth of the beer category.
Laura Menegon, Analyst Food & Drink, LATAM
This Report analyzes the beer market in Brazil, considering both out-of-home consumption (in bars and restaurants) and in-home consumption (products purchased in retail for home consumption).
The most commonly consumed type of beer in Brazil is the standard variety, widely produced by the main breweries. The majority of standard beer is lager. This Report also analyzes ale-type beer, which is usually produced by craft breweries. Standard beer or lager can be described as a clear beer. After fermentation, it is filtered, pasteurized and stored before being packaged in cans and bottles for sale.
Ale is a top-fermented beer that can be bitter or mild, light or dark. The term “top-fermented” refers to yeast gathering at the top of the tank during fermentation, unlike bottom-fermented lager. Barley wine, on the other hand, is a beer with a very high alcohol content.
Based on the alcohol content by volume, the market size is defined by analyzing two main segments:
Light/without/low alcohol content: 0%-4.3%
Standard: 4.4%-5.0%
Strong and extra-strong beer are considered premium segments in Brazil, comprising about 6% of the total beer volume and included in the standard category. The categorization of beer with higher alcohol content is not significant because it represents only a small portion of an already limited market.
The following products are excluded from market size: cider, or fruit beers, carbonated soft drinks that have sugar/sweeteners added (eg shandy, root beer). Products excluded from market size are analyzed in other sections of this Report.
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