2020
0
Brazil Beer Market Report 2020
2020-08-27T16:07:16+01:00
OX989856
3265
123552
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Report
en_GB
“The COVID-19 pandemic has accelerated two trends that could be observed in the Brazilian beer market before the crisis: the migration from on-premise to at-home consumption and the preference for…

Brazil Beer Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beer: Incl Impact of COVID-19 – Brazil 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? 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

Beer is a category that has been significantly impacted by the social isolation measures – although brands and retailers offer several options for at-home consumption, beer is mainly associated with social settings, which are not happening in the short term. In the medium and longer term, the category will begin to recover, not necessarily because of the lockdown loosening measures but because of at-home consumption of other types of beer rather than traditional, such as craft beer and private label beer. Even with the economic recession forecast to last for the longer term, Brazilians will continue to prefer to drink less beer that is of higher quality.

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Expert analysis from a specialist in the field

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

The COVID-19 pandemic has accelerated two trends that could be observed in the Brazilian beer market before the crisis: the migration from on-premise to at-home consumption and the preference for better quality beers consumed in smaller quantities Laura Menegon
Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Challenges
              • Growing unemployment negatively affects the consumption of beer
                • Health concerns push down the consumption of alcoholic drinks
                  • Opportunities
                    • Search for relaxing moments can boost consumption of beer during the pandemic
                      • Non-alcoholic beer can expand consumption occasions
                        • What we think
                        • Impact of COVID-19 on the Beer Category

                            • Figure 1: Short-, medium- and longer-term impact of COVID-19 on beer, May 2020
                          • Opportunities and Threats
                            • Physical, but not social isolation
                              • Figure 2: Skol campaign “Happy Hour Virtual com Skol”
                            • At-home beer consumption will remain the main occasion after the outbreak
                              • Beer can be more associated with relaxation moments
                                • Impact of COVID-19 on the beer market
                                  • Ingredients that would go to waste can be repurposed to help those impacted by COVID-19
                                    • COVID-19 prolongs economic recession recovery
                                      • How the COVID-19 crisis will affect beer’s key consumer segments
                                        • Growler stations can be an alternative to breweries for young consumers
                                          • Beer brands can invest in eSports to attract men
                                            • How COVID-19 recession will reshape the beer industry
                                              • Consumers will continue seeking quality over quantity
                                                • COVID-19 will make consumers with health problems more conscious about limiting alcohol intake
                                                  • COVID-19: Beer context
                                                  • Market Drivers

                                                    • Decrease in alcoholic drink consumption is a global trend
                                                      • Worsening of Brazil’s economic crisis reduces household income, impacting nonessential categories
                                                        • High dollar may impact the cost of beer production
                                                          • Fear of contamination can negatively affect craft beers
                                                          • Key Players – What You Need to Know

                                                            • Ambev keeps leading the market but competition grows
                                                              • Beer brands launch campaigns to remain present in the routine of consumers during the pandemic
                                                                • Non-alcoholic beer can be an alternative for those who have reduced consumption of regular beer
                                                                  • Identification with the local community can determine the success of a beer brand
                                                                  • Market Share

                                                                    • Ambev keeps leading the market, but competition grows
                                                                      • Figure 3: Leading companies’ retail sales share of beer, by volume – Brazil, 2018-2019
                                                                      • Figure 4: Leading companies’ retail sales share of beer, by value – Brazil, 2018-2019
                                                                  • Marketing Campaigns and Actions

                                                                    • Heineken runs a global campaign aimed at helping bars during the COVID-19 pandemic
                                                                      • Figure 5: “Back the Bars” campaign
                                                                    • Brahma promotes livestreaming events to raise money for institutions in need
                                                                      • Figure 6: Brahma’s campaign
                                                                    • Ambev produces alcohol gel and donates to hospitals and institutions in need
                                                                      • Brahma donates barley for bread production to poor communities
                                                                        • Heineken launches non-alcoholic beer in Brazil to expand consumption occasions
                                                                        • Who’s Innovating?

                                                                          • Non-alcoholic beer can be an alternative for those who have reduced consumption of regular beer
                                                                            • Figure 7: Markets with the highest percentage of launches of non-alcoholic beers*, 2017-19
                                                                          • Production-related sustainability claims can help build customer loyalty
                                                                            • Figure 8: Top 3 most used sustainability claims in beer launches in the five countries with the highest number of launches, 2017-19
                                                                        • Case Studies

                                                                          • Bira 91 grows thanks to the connection established with its customers
                                                                            • Crate Brewery turns customers into partners to grow
                                                                              • Figure 9: Crate Beer crowdfunding campaign
                                                                          • The Consumer – What You Need to Know

                                                                            • Low-carb beers may be an option in restaurants
                                                                              • Without sports events, brands look for other solutions to remain present in the consumers’ routine
                                                                                • Private labels can boost consumption of craft beers
                                                                                  • Seasonal beers with innovative flavors can attract consumers
                                                                                    • Returnable packaging can influence the purchase decision
                                                                                      • Pure malt beers generate high interest among consumers
                                                                                      • Purchase Venue

                                                                                        • Beverage delivery services can win new customers post-COVID-19
                                                                                          • Figure 10: Purchase venue – Brazil, February 2020
                                                                                          • Figure 11: Zé Delivery promotions – Brazil, June 2020
                                                                                          • Figure 12: Capunga promotions – Brazil, June 2020
                                                                                        • Campaigns in supermarkets can boost the sale of pure malt among women
                                                                                          • Figure 13: Purchase venue, supermarkets, by gender – Brazil, February 2020
                                                                                        • Low-carb beers may be an option in restaurants
                                                                                          • Figure 14: Interest and willingness to pay more, healthy attribute, among consumers who drink beer in restaurants – Brazil, February 2020
                                                                                      • Consumption Occasion

                                                                                        • Without sports events, brands look for other solutions to remain present in the consumers’ routine
                                                                                          • Figure 15: Consumption occasion – Brazil, February 2020
                                                                                          • Figure 16: Budweiser campaigns during the COVID-19 pandemic – Brazil, June 2020
                                                                                          • Figure 17: Brahma campaigns during the COVID-19 pandemic – Brazil, June 2020
                                                                                          • Figure 18: Heineken campaign during the COVID-19 pandemic – Brazil, May 2020
                                                                                        • Beers with relaxing properties can attract women
                                                                                          • Figure 19: Beer purchase and consumption, by gender – Brazil, February 2020
                                                                                        • Organic beers can boost consumption at out-of-home events
                                                                                          • Figure 20: Interest and willingness to pay more, organic, by consumption occasion – Brazil, February 2020
                                                                                          • Figure 21: Exclusive beer developed by Colorado brewery in partnership with João Rock festival – Brazil, 2018
                                                                                      • Consumption Frequency

                                                                                        • Private labels can boost consumption of craft beers
                                                                                          • Figure 22: Consumption frequency, craft beer – Brazil, February 2020
                                                                                        • Natural ingredients can aid sales of pure malt beers
                                                                                          • Figure 23: Consumption frequency, several times a week – Brazil, February 2020
                                                                                        • Beer mixed with other alcoholic drinks in refillable format may attract young consumers
                                                                                          • Figure 24: Consumption frequency, beer mixed with other alcoholic drinks, by age group – Brazil, February 2020
                                                                                      • Consumption Habits

                                                                                        • Seasonal beers with innovative flavors can attract consumers
                                                                                          • Figure 25: Consumption habits – Brazil, February 2020
                                                                                        • Beers with botanical flavors can please beer connoisseurs
                                                                                          • Figure 26: Interest and willingness to pay more, botanical flavor, among those who are drinking more beer in general than last year – Brazil, February 2020
                                                                                      • Attitudes and Behaviors toward Beer

                                                                                        • Returnable packaging can influence the purchase decision
                                                                                          • Figure 27: Attitudes and behaviors toward beer – Brazil, February 2020
                                                                                        • Standard beers can work with different textures to attract consumers
                                                                                          • Figure 28: Attitudes and behaviors toward beer, selected answer – Brazil, February 2020
                                                                                          • Figure 29: Budweiser campaign
                                                                                      • Interest and Willingness to Pay More

                                                                                        • Pure malt beers generate high interest among consumers
                                                                                          • Figure 30: Interest and willingness to pay more – Brazil, February 2020
                                                                                          • Figure 31: Petra campaign – Brazil, November 2018
                                                                                        • Young adults are interested in non-alcoholic beers
                                                                                          • Figure 32: Interest and willingness to pay more, zero alcohol, by age group – Brazil, February 2020
                                                                                      • Appendix – Abbreviations

                                                                                        • Abbreviations
                                                                                        • Appendix – Market Size and Market Share

                                                                                          • Market size
                                                                                            • Figure 33: Retail sales of beer, by value and volume – Brazil, 2014-19
                                                                                          • Market share
                                                                                            • Figure 34: Leading companies’ retail sales share of beer, by volume – Brazil, 2018-2019
                                                                                            • Figure 35: Leading companies’ retail sales share of beer, by value – Brazil, 2018-2019

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