Ľ    Ľ  The Brazilian Spirits Market: What Consumers Drink and Why?

The Brazilian Spirits Market: What Consumers Drink and Why?

Published OnOct, 2013
Pages110
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Product Synopsis

This report provides the results for the Spirits market in Brazil from Canadeanís unique, highly detailed study of consumersí 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 retailer choices in organized sector. 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 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 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 the economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008Ė2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Brandy, Gin &Genever, Liqueurs, Rum, Specialty Spirits, Tequila &Mezcal, Vodka, and Whiskey are not considered essential items and therefore consumption patterns have been negatively affected. While Brazilís economy has recovered quickly, it has still suffered from decreased consumer spending. 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?
Consumersí uptake of products and the influence of consumer trends are fundamental causes of change in markets Ė 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 modelling for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, andLiqueurs.
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 organized retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumer trend analysis of spirits in Brazil indicates that young adults account for the majority of spirits consumption by value, followed by Pre-Mid-Lifers and Mid-Lifers. This may be due to the increasing presence of alcoholic beverages in youth dominated events such as social gatherings, sports events, and festivals. This trend will be compounded by Brazilís young population.
Individual consumers in urban areas consume as many spirits as rural consumers: urban consumers account for 98% of the spirits market by value and of the weighted population. This indicates that while an urban/rural segmentation might provide insight into the consumption patterns of individual brands, it doesnít affect overall category consumption.
Whiskey is overwhelmingly consumed by men; women account for less than one-third of the Brazilian market by value. In contrast, men account for approximately 60% of the Brandy market, another traditionally male-dominated Spirit.

Key Highlights

The Spirits market in Brazil is dominated by branded products while private label penetration is very low. This may be due to the relatively undeveloped state of the Brazilian organized retail market, as private label sales are higher in mature, highly concentrated organized retail markets.
Consumer survey results indicate that changing age structures and changing life stages are the leading trends influencing Spirits consumption in Brazil. Spirits manufacturers and marketing companies need to take account of these demographic-driven trends; Brazilís large young population and the tendency to increasingly delay settling down, marriage, and childbirth.
Although the Brazilian market is fragmented in terms of the number of retailers operating in the organized sector, the top three retailers account for more than half of the spirits distribution by volume. This indicates retailers enjoy a high bargaining power.

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 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 Brandy
3.2.2 Gin & Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.5 Specialty Spirits
3.2.6 Tequila & Mezcal
3.2.7 Vodka
3.2.8 Whiskey
3.3 Behavioral Trends and Market Value
3.3.1 Brandy
3.3.2 Gin & Genever
3.3.3 Liqueurs
3.3.4 Rum
3.3.5 Specialty Spirits
3.3.6 Tequila & Mezcal
3.3.7 Vodka
3.3.8 Whiskey
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Brandy
4.1.2 Gin & Genever
4.1.3 Liqueurs
4.1.4 Rum
4.1.5 Specialty Spirits
4.1.6 Tequila & Mezcal
4.1.7 Vodka
4.1.8 Whiskey
4.2 Consumer Profiles by Product Category
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.5 Specialty Spirits
4.2.6 Tequila & Mezcal
4.2.7 Vodka
4.2.8 Whiskey
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Brandy
5.2.2 Gin & Genever
5.2.3 Liqueurs
5.2.4 Rum
5.2.5 Specialty Spirits
5.2.6 Tequila & Mezcal
5.2.7 Vodka
5.2.8 Whiskey
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Spirits
6.1.2 Brandy
6.1.3 Gin & Genever
6.1.4 Liqueurs
6.1.5 Rum
6.1.6 Specialty Spirits
6.1.7 Tequila & Mezcal
6.1.8 Vodka
6.1.9 Whiskey
7 Consumption Impact: Market Valuation
7.1 Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 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 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 of Organized Retail in Spirits
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share by Volume of Organized Retail - Brandy
8.2.2 Retail Share by Volume of Organized Retail - Gin & Genever
8.2.3 Retail Share by Volume of Organized Retail - Liqueurs
8.2.4 Retail Share by Volume of Organized Retail - Rum
8.2.5 Retail Share by Volume of Organized Retail - Specialty Spirits
8.2.6 Retail Share by Volume of Organized Retail - Tequila & Mezcal
8.2.7 Retail Share by Volume of Organized Retail - Vodka
8.2.8 Retail Share by Volume of Organized Retail - Whiskey
8.3 Profiles of End-Consumers of Spirits, by Retailer Used
8.3.1 A. Angeloni
8.3.2 Carrefour
8.3.3 Casino
8.3.4 Cia Zaffari
8.3.5 Companhia Brasileira de Distribuicao
8.3.6 Coop Cooperativa de Consumo
8.3.7 DMA Distribuidora
8.3.8 G.Barbosa
8.3.9 Irmaos Bretas
8.3.10 Irmaos Muffato
8.3.11 Lojas Americanas
8.3.12 Prezunic
8.3.13 SHV Makro
8.3.14 Wal-Mart
8.3.15 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate - BRL vs. USD
Table 3: Brazil Survey Respondent profile (weighted), 2012
Table 4: Brazil Spirits Value Share (%), by Age Groups, 2012
Table 5: Brazil Spirits Value Share (%), by Gender, 2012
Table 6: Brazil Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Brazil Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Brazil Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Brazil Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Brazil Brandy Consumer Group Share (% market value), 2012
Table 11: Brazil Gin & Genever Consumer Group Share (% market value), 2012
Table 12: Brazil Liqueurs Consumer Group Share (% market value), 2012
Table 13: Brazil Rum Consumer Group Share (% market value), 2012
Table 14: Brazil Specialty Spirits Consumer Group Share (% market value), 2012
Table 15: Brazil Tequila & Mezcal Consumer Group Share (% market value), 2012
Table 16: Brazil Vodka Consumer Group Share (% market value), 2012
Table 17: Brazil Whiskey Consumer Group Share (% market value), 2012
Table 18: Brazil Total Brandy Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Brazil Total Gin & Genever Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Brazil Total Liqueurs Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Brazil Total Rum Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Brazil Total Specialty Spirits Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Brazil Total Tequila & Mezcal Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Brazil Total Vodka Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 25: Brazil Total Whiskey Value (Brazilian Real millions) and Value Share Influenced by Behavioral Trends, 2012
Table 26: Brazil Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Brazil Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Brazil Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Brazil Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Brazil Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Brazil Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Brazil Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Brazil Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Brazil Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Brazil Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Brazil Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Brazil Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Brazil Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 39: Brazil Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 40: Brazil Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 41: Brazil Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 42: Brazil Brandy Consumer Profiles (% consumers by sub-group), 2012
Table 43: Brazil Gin & Genever Consumer Profiles (% consumers by sub-group), 2012
Table 44: Brazil Liqueurs Consumer Profiles (% consumers by sub-group), 2012
Table 45: Brazil Rum Consumer Profiles (% consumers by sub-group), 2012
Table 46: Brazil Specialty Spirits Consumer Profiles (% consumers by sub-group), 2012
Table 47: Brazil Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2012
Table 48: Brazil Vodka Consumer Profiles (% consumers by sub-group), 2012
Table 49: Brazil Whiskey Consumer Profiles (% consumers by sub-group), 2012
Table 50: Brazil Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 51: Brazil Brandy Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Brazil Gin & Genever Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Brazil Liqueurs Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 54: Brazil Rum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 55: Brazil Specialty Spirits Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 56: Brazil Tequila & Mezcal Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 57: Brazil Vodka Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 58: Brazil Whiskey Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 59: Brazil, Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Brazil, Brandy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Brazil, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 62: Brazil, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 63: Brazil, Rum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 64: Brazil, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 65: Brazil, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 66: Brazil, Vodka: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 67: Brazil, Whiskey: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 68: Brazil Spirits Market Value (Brazilian Real million), by Category, 2012
Table 69: Brazil Spirits Market Value (US$ million), by Category, 2012
Table 70: Brazil Spirits Market Volume (Ltrs m), by Category, 2012
Table 71: Brazil Spirits Market Value (US$ million), by Category, 2012
Table 72: Brazil Spirits Expenditure Per Capita (Brazilian Real), by Category, 2012
Table 73: Brazil Spirits Expenditure Per Capita (US$), by Category, 2012
Table 74: Brazil Spirits Expenditure Per Household (Brazilian Real), by Category
Table 75: Brazil Spirits Expenditure Per Household (US$), by Category
Table 76: Brazil Spirits Market Volume (Ltrs m), by Category, 2012
Table 77: Brazil Spirits Consumption Per Capita (Ltrs ), by Category, 2012
Table 78: Brazil Spirits Consumption Per Household (Ltrs ), , by Category, 2012
Table 79: Brazil Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Table 80: Brazil Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 81: Brazil Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 82: Brazil Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 83: Brazil Rum Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 84: Brazil Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 85: Brazil Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 86: Brazil Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 87: Brazil Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 88: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From A. Angeloni (% by Subgroup, as tracked by the Survey), 2012
Table 89: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 90: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2012
Table 91: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Cia Zaffari (% by Subgroup, as tracked by the Survey), 2012
Table 92: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Companhia Brasileira de Distribuicao (% by Subgroup, as tracked by the Survey), 2012
Table 93: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Coop Cooperativa de Consumo (% by Subgroup, as tracked by the Survey), 2012
Table 94: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From DMA Distribuidora (% by Subgroup, as tracked by the Survey), 2012
Table 95: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From G.Barbosa (% by Subgroup, as tracked by the Survey), 2012
Table 96: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Irmaos Bretas (% by Subgroup, as tracked by the Survey), 2012
Table 97: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Irmaos Muffato (% by Subgroup, as tracked by the Survey), 2012
Table 98: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Lojas Americanas (% by Subgroup, as tracked by the Survey), 2012
Table 99: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Prezunic (% by Subgroup, as tracked by the Survey), 2012
Table 100: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From SHV Makro (% by Subgroup, as tracked by the Survey), 2012
Table 101: Brazil: Profile of Spirits Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 102: Brazil: Profile of 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 Spirits Value Share (%), by Age Groups, 2012
Figure 3: Brazil Spirits Value Share (%), by Gender, 2012
Figure 4: Brazil Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Brazil Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Brazil Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Brazil Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Brazil Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Brazil Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Brazil Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Brazil Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Brazil Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Brazil Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Brazil Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Brazil Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Brazil Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Brazil Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Brazil Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Brazil Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Brazil Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Brazil Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Brazil Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 23: Brazil Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 24: Brazil Spirits Market Value (US$ million), by Category, 2012
Figure 25: Brazil Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 26: Brazil Spirits Expenditure Per Household (US$), by Category
Figure 27: Brazil Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), of Organized Retail 2012
Figure 28: Brazil Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 29: Brazil Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 30: Brazil Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 31: Brazil Rum Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 32: Brazil Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 33: Brazil Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 34: Brazil Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 35: Brazil Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
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