The Brazilian Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013
No. of Pages: 75
  

Synopsis

This report provides the results for the Beer, Cider and Pre-mixed Spirits market in Brazil from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Beer, Cider and Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider and Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases with economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer andAle, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Beer and Ale, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumption of Flavoured Alcoholic Beverages is highest among young adults, with consumption declining as consumers get older. Furthermore, light consumption is the most common, highlighting that Flavoured Alcoholic Drinks tend to be consumed at special occasions. The Older Consumers age group had the highest share of non-users, with over half not consuming Flavoured Alcoholic Beverages.
  • Brazilian consumers listed Fun and enjoyment and Experience seeking as the two most important trends in the Flavoured Alcoholic Drinks market, showing that consumption is often linked to parties and social occasions.

Key Highlights

  • Market value analysis reveals that Lager alone accounts for 98% of the Beer and Pre-Mixed Spirits market. Flavoured Alcoholic Beverages are the second largest segment.
  • Trend analysis indicates that Brazilian consumers value Beer and Pre-Mixed Spirits when relaxing and unwinding from busy work schedules, as highlighted by the popularity of the Personal space and time and Fun and enjoyment trends.
  • Brand analysis reveals that private labels have low penetration in the Beer and Pre-Mixed Spirits market. Private label presence is comparatively higher for the Beer andAle category, which is 15% in the market.

The Brazilian Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

Table Of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider and Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer and Ale
3.2.2 Flavoured Alcoholic Beverages
3.2.3 Lager
3.2.4 Low Alcohol Beer and Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer and Ale
3.3.2 Flavoured Alcoholic Beverages
3.3.3 Lager
3.3.4 Low Alcohol Beer and Lager

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer and Ale
4.1.2 Flavoured Alcoholic Beverages
4.1.3 Lager
4.1.4 Low Alcohol Beer and Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer and Ale
4.2.2 Flavoured Alcoholic Beverages
4.2.3 Lager
4.2.4 Low Alcohol Beer and Lager

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider and Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer and Ale
5.2.2 Flavoured Alcoholic Beverages
5.2.3 Lager
5.2.4 Low Alcohol Beer and Lager

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider and Pre-mixed Spirits
6.1.2 Beer and Ale
6.1.3 Flavoured Alcoholic Beverages
6.1.4 Lager
6.1.5 Low Alcohol Beer and Lager

7 Consumption Impact: Market Valuation
7.1 Beer, Cider and Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider and Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider and Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share in Beer, Cider and Pre-mixed Spirits of Organized Retail
8.2 Retailer Volume Share by Category of Organized Retail
8.2.1 Retail Share by Volume - Beer and Ale
8.2.2 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.3 Retail Share by Volume - Lager
8.2.4 Retail Share by Volume - Low Alcohol Beer and Lager
8.3 Profiles of End-Consumers of Beer, Cider and Pre-mixed Spirits, by Retailer Used
8.3.1 Carrefour
8.3.2 Cia Zaffari
8.3.3 Companhia Brasileira de Distribuicao
8.3.4 Coop Cooperativa de Consumo
8.3.5 Irmaos Bretas
8.3.6 Lojas Americanas
8.3.7 Prezunic
8.3.8 Wal-Mart
8.3.9 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List Of Tables

Table 1: Volume Units for the Beer, Cider and Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Beer and Ale Consumer Group Share (% market value), 2012
Table 11: Brazil Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 12: Brazil Lager Consumer Group Share (% market value), 2012
Table 13: Brazil Low Alcohol Beer and Lager Consumer Group Share (% market value), 2012
Table 14: Brazil Total Beer and Ale Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Brazil Total Flavoured Alcoholic Beverages Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Brazil Total Lager Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Brazil Total Low Alcohol Beer and Lager Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Brazil Beer and Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Brazil Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Brazil Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Brazil Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Brazil Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Brazil Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Brazil Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Brazil Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Brazil Beer and Ale Consumer Profiles (% consumers by sub-group), 2012
Table 27: Brazil Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 28: Brazil Lager Consumer Profiles (% consumers by sub-group), 2012
Table 29: Brazil Low Alcohol Beer and Lager Consumer Profiles (% consumers by sub-group), 2012
Table 30: Brazil Beer, Cider and Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: Brazil Beer and Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: Brazil Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: Brazil Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: Brazil Low Alcohol Beer and Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: Brazil Cider and Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: Brazil Beer and Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: Brazil Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: Brazil Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: Brazil Low Alcohol Beer and Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: Brazil Beer Cider and Pre-mixed Spirits Market Value (Brazilian Real million), by Category, 2012
Table 41: Brazil Beer Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 42: Brazil Beer, Cider and Pre-mixed Spirits Market Volume by Category, 2012
Table 43: Brazil Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 44: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 45: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 46: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Household (Brazilian Real), by Category
Table 47: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 48: Brazil Beer, Cider and Pre-mixed Spirits Market Volume (Ltr m)by Category, 2012
Table 49: Brazil Beer, Cider and Pre-mixed Spirits Consumption Per Capita (Ltr )by Category, 2012
Table 50: Brazil Beer, Cider and Pre-mixed Spirits Consumption Per Household (Ltr )by Category, 2012
Table 51: Brazil Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 52: Brazil Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 53: Brazil Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 54: Brazil Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 55: Brazil Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Table 56: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 57: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 58: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 59: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 60: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 61: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 62: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 63: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 64: Brazil: Profile of Beer, Cider and Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List Of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Beer, Cider and Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Beer and Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Beer and Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Low Alcohol Beer and Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Beer, Cider and Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 17: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 18: Brazil Beer, Cider and Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 19: Brazil Beer, Cider and Pre-mixed Spirits Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 20: Brazil Beer and Ale Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 21: Brazil Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 22: Brazil Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012
Figure 23: Brazil Low Alcohol Beer and Lager Survey-tracked Retailer Shares by Volume (Ltrs m) of Organized Retail, 2012

Published By: Canadean
Product Code: Canadean10431


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