Mintel research points out new habits of consumers of the beverage in the country and worries large breweries
Brazilians of all socioeconomic classes have been giving priority to quality instead of quantity when it comes to beer, according to a survey done by Mintel (an agency specialized in market research) last week. Even though this behavior is more perceptible among consumers of classes A and B (68 percent), in other classes this opinion is also prevailing (52 percent).
More than half (53 percent) of young people between the ages of 18 to 24 showed themselves motivated to try out new kinds of beer, especially those with “new flavors” or “innovative flavors”. For Ana Paula Gilsogamo, Mintel’s food and drink expert, that represents for the more traditional beer brands an opportunity of investment in innovative and exotic flavors to attract such customers through curiosity.
She also suggests that brands should work in changing the beverage’s packaging and outlook. “Investing in smaller packages for premium products may be an opportunity to attract higher classes. Despite several national brands having already launched smaller versions of their products, artisanal and wheat beers have yet to seize this opportunity,” she wrote.
The survey also found out that customers tend to relate artisanal beers to ingredients of a better quality and innovative flavors. When questioned on which factors define an artisanal beer, almost half of them (45 percent) answered “high-quality ingredients”, 43 percent mentioned “unique and innovative flavors”, and 34 percent “natural ingredients and fermentation methods”.
Such data indicate a true change in the way Brazilians consume beer, which affects the market, especially considering volume growth, both in terms of the quantity consumed as well as in its structure.
This can be worrying news for Brazil’s major beer companies: according to the research, 40 percent of consumers believe that when a small brewery is bought by a big company, the quality of the beer is affected. That poses a major difficulty for big brands to adapt to the new habits shown by consumers.
“Brands need to create strategies to show that the acquisition of an artisanal beer brand by a big company will not harm its quality. In fact, making sure the maintenance of the product’s quality is communicated to the customers is essential, especially when it comes to the ingredients being used, because the Brazilian customers’ perception of artisanal beers is much more associated with the ingredients used than the size of the brand or fermentation methods,” concluded the analyst.
Despite such troublesome conclusions, Mintel estimates that the market will grow up to 1 percent in terms of volume until the end of the year; and the market value should grow by 3.3 percent.
In Brazil, Mintel’s researches are done on a face-to-face basis, interviewing 1,500 people from all socioeconomic and age groups, from the ages of 16 to 55. People who are interviewed live in Brazil’s major cities: São Paulo, Rio de Janeiro, Belo Horizonte, Brasília, Belém, Fortaleza, Salvador, Recife, Curitiba, and Porto Alegre.
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Pesquisa da Mintel aponta para novos hábitos dos consumidores da bebida no país e preocupa grande cervejarias