Brazil Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Brazil beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises high level market research data on the Brazil beer industry, published by Canadean. The report covers the total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
Strategy is the word defining the current state of the Brazilian beer market, especially due to AmBev, which is now focusing on revenue increase after reaching its market share limit. Over the past three years the company has been raising its prices, testing elasticity and receiving good acceptance. Despite GDP levels falling below expectations and several economic implications, the Brazilian beer market continued in its growth path, increasing by just over 3%. The market was fuelled by several investments made by big players, added to by the acquisition of Schincariol by Kirin Group in the second half of the year.

What are the key drivers behind recent market changes?
As more and more Brazilians enter the labour market, on-premise channels are gaining importance and becoming highly strategic. As AmBev moved towards the premium segment, some gaps were left in the market, giving space to brands such as Itaipava, Kaiser and some renewed discount brands. These brands were given the chance to reposition themselves, though this did not involve growth of volumes since AmBev kept its share almost stable.

What makes this report unique and essential to read?
The Brazil Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Brazil Beer industry. Data includes volumes from 2007 to 2011, plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, superpremium, discount, alcoholic strength, local segmentation, and beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of the industry structure, reports on company volumes and contains brewer profiles for ten major brewers.
  • This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, and multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices, are also included.

Key Market Issues

  • Small/regional companies, especially price driven brands, already started to withdraw from the market due to lack of capital, professional management and even lacking being adapted into the market.
  • In addition to the increase in purchasing power among low income consumers, over the past few years a search for more sophisticated beers has occurred among the high income consumers.
  • A migration from Brazilian cachaa (Brazilian rum) has occurred, especially based on investments made by companies in distribution, advertising and also from purchase power improvements.
  • During 2011, several efforts from AmBev were made to improve distribution and diminish third parties (and consumer prices), especially in the north and northeast regions.
  • Also, one of the biggest retailers in Brazil, CBD (Po de Aucar), improved their beer portfolio, including several premium and superpremium imported beers. This was soon followed by other specialty retailers, who although not as big are still important channels.

Key Highlights

  • A migration from Brazilian cachaa (Brazilian rum) has occurred, especially based on investments made by companies in distribution, advertising and also from purchase power improvements. It is expected that another multinational company will enter the Brazilian market in 2012, causing some change to the segmentation of the market.
  • Beer specialties franchises have been launched, improving superpremium presence in off-premise channels (kiosks) and also beer clubs, with monthly premium and superpremium beer tasting.
  • Imports gained importance, supported by beer specialty franchises and improving distribution from trade companies. With several investments made by metal can producers, it is expected that this pack material will reach 40% share in the next five years without suffering shortage of packs, which has occurred in the past years.
  • Some of the players and brands known as discount beers have been redesigned and repositioned, intending to fulfill gaps left by investments made to premium and superpremium beers. These brands have gained share.
  • The dramatic decline in the volume of 'Others' reflects the impact of the SICOBE measures, the retreat from illegal players and also, the impact on legal discount beers.
Table of Content

Executive Summary
Market Context
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
Market Parameter Tables
Population Size and Growth 1983-2014F
Economic Indicators 2003-2013F
Legislation and Taxation Tables
Table 1.5.1 Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Market Background Briefing
Beer Definitions by Type - Local Segmentation
Beer Definitions by Type - Standard Price Segmentation
Beer Definitions by Type - Alcoholic Strength
Beer Definitions by Type - Beer Type
Beer Definitions by Type - Local, National and International
Market Update
Beer Key Facts
Market Size
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
Market Commentary
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2011
Market Structure
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
Distribution and Pricing Tables
Table 3.4.1 - Outlet Universe For Beer - Number/% Share, 2007-2011
Table 3.5.1 - Leading Retail Groups For Beer - Number/% Share, 2007-2011
Table 3.8 - Leading Importers and Distributors, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices: Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices: On-Premise, 2010-2012
Beer Data Tables
Commercial Beverage Consumption - per Capita - Litres, 2001-2012F
Commercial Beverage Consumption - per Capita - % Share, 2001-2012F
Commercial Beverage Consumption - per Capita - Growth, 2001-2011
Commercial Beverage Consumption - Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption - Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade By Country (Imports), 2008-2012F
Beer Foreign Trade By Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Pack/Size, 2008-2012F
Beer Distribution: On vs Off Premise, 2008-2012F
Brewer Profiles
Ambev Brand Volumes, 2007-2011
Cervejaria Petropolis Brand Volumes, 2007-2011
Femsa Brand Volumes, 2007-2011
Schincariol Brand Volumes, 2007-2011
Smaller Brewers