It is important to understand consumer behaviour at times of high inflation, especially in Brazil. Inflation is not a new trend in Brazil, and the memory of high inflation during the 1990s remains, and consumers understand what is happening.
The recent inflation that hit Brazil in 2021 and is expected to continue in 2022 and 2023 – although at a slower pace – is giving momentum to the already existing trend of polarisation. As some consumers in Brazil become poorer, not only due to inflation, but also due to a persistently high unemployment rate and the worsening of salaries due to more informal work, this has been increasing the income disparities between Brazilians.
Cider in Brazil is often consumed as a cheap alternative to sparkling wine, appealing directly to consumers with lower incomes, and has very clear seasonality at end of year holidays and celebrations. During the worst months of COVID-19 and into 2021, Brazilians avoided bigger celebrations and overall family and social interactions.
Inflation was on an upwards curve in Brazil during 2021, and is expected to remain high in 2022 and 2023. As prices will increase further in most alcoholic drinks categories, but mainly wine, consumers, especially low income consumers, will be forced towards new consumption habits that will give preference to national products such as cider.
The shortage of glass bottles in Brazil is a long story, and has been evident for years, but 2020 and 2021 worsened the situation, with not only a lack of glass, but also higher prices for what was available. Companies broke contracts at the start of the pandemic, but as demand bounced back in 2020 and gained even more traction in 2021, companies needed bottles again, as soon as possible.
As Brazil bounces back from COVID-19, so will cider. Pre-COVID-19, it was clear what was needed: differentiation through premiumisation.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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