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. Healthier, lighter, and unique beers can contribute to the growth of the beer category.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
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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Executive Summary
- What you need to know
- Challenges
- Younger consumers feel more pressured to drink alcohol
- Graph 1: attitudes on reducing alcohol consumption, by age group, 2024
- Health concerns are the main barrier to beer consumption
- Graph 2: barriers to beer consumption, 2024
- Intention to reduce consumption poses a challenge for breweries
- Graph 3: attitudes on reducing alcohol consumption, by gender, 2024
- Opportunities
- Adding vitamins can boost consumption among Gen Zs
- Graph 4: attitudes about beer, by generation, 2024
- Older consumers favor light beers on hot days
- Graph 5: behaviors about beer consumption, by generation, 2024
- Interesting labels offer an opportunity to increase sales among AB consumers
- Graph 6: attitudes about beer, by socioeconomic group, 2024
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The Consumer
- Category overview and consumer profiles
- National standard beer remains a favorite
- Graph 7: beer consumption, 2024
- Beer consumption remains stable
- Graph 8: beer consumption change, 2024
- The younger generation is drinking less beer
- Graph 9: changes in beer consumption, 2024
- Barriers to beer consumption
- Health concerns are the main barrier to beer consumption
- Awareness of the impacts of alcohol
- Launches of non-alcoholic beer in Brazil
- Brands can create occasions to encourage consumers to go out
- Brahma has donated mobile phones to NGOs and party-goers
- Breweries must promote safe environments
- Attitudes towards reducing alcohol consumption
- Younger consumers feel more pressured to drink alcohol
- Moderate alcohol consumption awareness campaigns
- Promotional campaigns for non-alcoholic beer
- Intention to reduce consumption poses a challenge for breweries
- Graph 10: attitudes towards reducing alcohol consumption, by gender, 2024
- Special beer can boost consumption among men
- Beer to be enjoyed on special occasions
- Differences between drinking beer at home and outside the home
- Activities can encourage workers to go out to consume more beer
- Graph 11: differences between drinking beer at home and outside the home, by working status, 2024
- Heineken opens a floating bar on the Pinheiros River
- Beck’s transforms Faria Lima Avenue into a dance floor
- Breweries can explore consumption experiences at home
- Launches of high-alcohol-content beer
- Opportunity to partner with TV series
- Beer consumption behaviors
- Older consumers favor light beers on hot days
- Graph 12: beer consumption behaviors, by generation, 2024
- Brahma Chopp beer now in cans
- Launches of non-pasteurized beer
- Breweries can offer beer with wine and flavors designed to appeal to women
- Graph 13: beer consumption behaviors, by gender, 2024
- Launches of beer infused with wine and various flavors
- Mary Brew: Bloody Mary-inspired beer
- Consumers spend more than planned when going out
- Graph 14: beer consumption behaviors , by living situation, 2024
- Stella Artois helps customers pay the restaurant bill
- Attitudes towards beer
- Adding vitamins can boost consumption among Gen Zs
- Graph 15: attitudes towards beer, by generation, 2024
- Adding vitamins can appeal to Gen Zs
- Launches of beer with added vitamins
- Interesting labels offer an opportunity to increase sales among AB consumers
- Graph 16: attitudes towards beer, by socioeconomic group, 2024
- Dogma launches beer in honor of Mexican culture
- Creative labels are essential in building the brand image
- Brahma has launched commemorative cans to honor samba schools
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Key Players
- Companies and brands
- Donatello is the world’s first beer with the ASI sustainable label on the can
- Launches and innovations
- Beck’s has launched a limited edition for the over-70s
- Bahia has launched its first quilombo beer
- Launches of low-calorie beer
- Breweries invest in special and limited editions
- Marketing campaigns and actions
- Social actions promoted by breweries
- Heineken Group launches new drink inspired by women’s experiences in the labor market
- Heineken connects with gamers through various actions and campaigns
- Beer brands continue to sponsor events
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The Market
- Number of registered breweries in Brazil grows 6.8% in 2023
- Floods can negatively impact beer production
- Hop production expansion
- Tax proportional to alcohol content
- Beer inflation is above the national index
- Rio de Janeiro plans the Beer Street
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Appendix – market size and market share
- Market size – value
- Market size – volume
- Market share in value
- Market share in volume
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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