While volumes of standard beer decreased by 2% year on year to 2011, volumes of strong and premium beer grew 18%.
The off trade strong and premium beer market was valued at R$ 5.29bn in 2011 showing just how popular these beers are becoming, in 2011 this segment managed to gain a 0.6% share from the standard segment in value, rising from 11.4% market share in 2010 to 12% in 2011. In contrast, the standard beer segment lost market share, going from 87.6% in 2010 to 87% in 2011.
The report also reveals the appeal that international brands have to consumers, especially young and upper-class adults. A quarter (25%) of upper-class Brazilians (AB) claim to drink international brands, compared to 18% in the C1 group, 11% in the C2 group and 7% in the D and E social segments.
Similarly, international brands have also been successful among a younger audience in Brazil, with 26% of those aged 18-24 claiming to drink them. This number continues to be high among adults aged 25-34 (23%) but sees a marked decline for those aged 35 or older: with 13% of those aged 35-44 drinking them, 12% of those aged 45-54 (12%) and just 7% of those aged over 55.
With volume sales of 12.7 billion litres in 2011 (equivalent to 67 litres per capita) up 22% from 10.4 billion litres in 2007 – Brazil is the third largest market in the world in terms of volume consumption, with only China and the US ahead.
This year the market is set to break the 13 billion mark to reach 13.3 litres. The appeal of beer appears set to continue in Brazil, as Mintel forecasts volume growth of 15% over the next five years to reach 15.3 billion litres in 2017. With a retail value of $23bn in 2012 – up from $13.7bn in 2007 – the future also looks positive with total retail value set to hit $33bn by 2017.
Source: Mintel
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