April 08, 2026
The New Dynamics of Beer Consumption at Home in Brazil
Caroline Silva Soares de Carvalho; Marina Haber de Figueiredo
Summary prepared by the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute focused on synthesis and writing.
In recent decades, beer consumption in Brazil has consolidated itself as an essential component in market studies and consumer behavior analysis, presenting significant structural transformations. Data from Kantar reveal that the proportion of Brazilian households that included the beverage in their shopping basket showed an upward trend, going from 62.3% in 2016 to 63.4% in 2018, which represented the entry of more than 500,000 new households into this market in just two years. This expansion movement gained unprecedented scale in 2022, when more than 5.1 million new households began consuming beer in a residential setting compared to the previous period, reaching record volumes for the sector. The trend of migration to the home intensified in 2023, with a highlight on the segment of consumers over 50 years old, who reduced consumption in commercial establishments by 11% and increased home consumption by 8%.
The COVID-19 pandemic acted as a decisive catalyst in this process, imposing severe restrictions on movement and socialization that compulsorily shifted the consumption of alcoholic beverages to the domestic environment. This phenomenon promoted a profound redefinition of purchasing and consumption habits, transforming the residence into the main leisure venue. Although academic literature explores the effects of the global health crisis, studies that systematize this phenomenon with a specific focus on the Brazilian market and the interval of the last five years are still needed to understand the cultural, social, and economic variables that shape the new consumer profile. The current scenario demands a detailed investigation into the transformations that occurred between 2020 and 2025, aiming to provide subsidies for the marketing strategies of the brewing industry.
The relevance of this analysis is based on its ability to offer an integrated view of the new dynamics, including the meteoric rise of premium categories and qualitative changes in preferences. Projections from Euromonitor and the Brazilian Supermarket Association indicate that the premium beer market is expected to generate over R$ 80 billion in 2025, representing a growth of approximately 50% in a five-year period. In parallel, a cultural shift towards health and moderation is observed, evidenced by the fact that the volume of non-alcoholic beer quintupled between 2018 and 2023. The projection of exceeding 780 million liters of this category in 2025 reflects a growing concern with well-being, directly influencing companies’ portfolios and retail purchasing behavior.
To investigate these transformations in depth, an analytical approach was adopted that transcends the superficial observation of trends, focusing on a multifaceted phenomenon driven by structural and conjunctural factors. The investigation was structured in two complementary stages, using a mixed-methods strategy to capture different dimensions of human behavior and strengthen the consistency of the findings. The first phase consisted of a systematic and qualitative review of secondary data obtained through exhaustive documentary research. Highly credible sources in the sector were consulted, including market reports from Kantar, NielsenIQ, and Euromonitor, as well as technical publications from the Brazilian Beer Industry Association and the Retail Study Center of Fundação Getulio Vargas. This stage allowed for the contextualization of the study object, mapping variations in consumer profiles, and guiding the construction of the subsequent data collection instrument.
The documentary research allowed for the systematic analysis of historical records and empirical evidence, essential for broadening the understanding of home consumption from both marketing and cultural perspectives. In the second stage, a quantitative investigation was conducted through the application of a structured questionnaire, developed based on the evidence identified in the documentary phase. The instrument was made available via a digital platform and consisted of 10 strategically designed questions, nine of which were closed multiple-choice and one open-ended, intended to capture individual perceptions and qualitative nuances that would enrich the statistical analysis. The sample consisted of Brazilian consumers aged 18 and over, residing in various regions of the country, selected for convenience through social media outreach and direct contacts, aiming to ensure the sociodemographic diversity necessary for the study’s validity.
The use of structured questionnaires is a consolidated practice in marketing studies as it allows for standardized information collection, facilitating the identification of behavioral patterns and the quantification of trends. The combination of closed and open-ended questions provided both statistical robustness and complementary interpretive reading, favoring data triangulation. The integration between qualitative and quantitative approaches is fundamental in studies involving complex social phenomena, as it enhances the validity of the results and allows for a more holistic understanding of human motivations. The procedure strictly followed current ethical standards, using exclusively secondary data of public access in the qualitative phase and ensuring participant anonymity in the quantitative phase, falling within the scope of resolutions that exempt public opinion surveys without respondent identification from ethical review.
A deep understanding of changes in domestic consumption is strategic for the development of data-driven marketing actions. The shift of consumption to the home requires the industry to make adaptations in its advertising campaigns, distribution channels, and product segmentation. Effective marketing intrinsically depends on the ability to understand consumer needs and desires in specific contexts, making behavioral studies fundamental for positioning and innovation decisions. The growth of premium and alcohol-free categories, along with the pursuit of convenience and safety, points to clear opportunities for differentiation. Consumer behavior is influenced by symbolic factors, and the domestic environment has redefined the role of beer as an element of socialization, relaxation, and daily ritual.
Document analysis reveals that the beer consumption landscape in Brazil, historically marked by a strong presence in bars and events, underwent a rupture and subsequent reconfiguration starting in 2020. The restrictions imposed by the health crisis accelerated trends that would have taken years to consolidate under normal conditions. The domestic environment became the central stage, and the explosion of sales in physical and digital retail confirmed this migration. NielsenIQ reports highlighted a significant increase in sales in supermarkets and wholesalers, demonstrating that the change quickly established itself as a new standard. The transition from initial necessity to convenience was the decisive factor for the long-term maintenance of this habit. The ease of acquiring the product for immediate consumption at home, driven by delivery platforms and e-commerce, eliminated significant logistical barriers.
The robust performance of the off-trade segment remained even after the easing of social restrictions, while the bar and restaurant sector faced recovery difficulties. In addition to convenience, economy emerged as a relevant motivator, as the cost per unit at home is generally lower than that charged in commercial establishments. In a scenario of economic instability, home consumption allowed for the preservation of the habit without severely compromising the family budget. An increase in purchase frequency for domestic stocking was observed, indicating a deep internalization of this behavior. This change was not restricted to a single profile, with a democratization occurring that encompassed different age groups and social classes. Young adults began socializing in smaller groups at home, while families adopted the beverage as a component of private celebration.
The diversification of the product basket consumed at home is another highlight in the document analysis. Although mass-market lager beers continue to dominate, there is a significant increase in interest in craft, specialty, and imported labels. This reveals a more demanding consumer who seeks quality, variety, and food pairing experiences, facilitated by access to broad portfolios through digital channels. The digitalization of purchases was one of the most profound transformations; beverage e-commerce, once a niche, became an indispensable channel for large industries and small producers. The practicality and agility in delivery transformed the purchasing experience, making it more planned and frequent.
Another important reflection identified in the sectoral documents was the increased attention to health, with the demand for non-alcoholic or low-alcohol beers ceasing to be marginal and representing a conscious choice. For the period extending to 2025, the expectation is that domestic consumption will remain at high levels, consolidating a hybrid consumption model where the home maintains its relevance even with the return of external activities. Sector companies have responded with heavy investments in multi-pack packaging, smaller formats, and campaigns that value the home consumption moment. Preliminary analysis indicates that motivations have shifted from necessity to convenience, safety, and the pursuit of well-being, consolidating digitalization as a pillar of the market.
The quantitative data collected corroborate the trends identified in the literature and market reports. The survey revealed that 96% of respondents consume beer at home, with 40% doing so weekly. This data quantifies the extent to which the domestic environment has established itself as the preferred location. Furthermore, 38% of participants indicated an increase in home consumption frequency after 2020, suggesting a lasting internalization of the habit, even after the end of sanitary restrictions. This phenomenon reinforces the perspective that global crises accelerate megatrends, resulting in a new normal where temporary behaviors become structural.
Regarding consumption locations, over 80 responses indicated home as the main space, surpassing bars and restaurants. This shows that, despite the reopening of commercial establishments, the home has maintained its prominent position. The home has become a versatile space for different socialization formats, from moments of individual relaxation to small gatherings with friends and family, adapting to new living realities. The preference for packaging types also offers valuable insights into purchasing motivations. Can consumption reached 59%, while smaller bottles represented 35%, suggesting a search for practicality, convenience, and waste reduction in individual or small group consumption. These choices reflect the industry’s adaptation to demands for convenience and better cost-effectiveness.
The age distribution showed that home consumption is widespread, with 60% of respondents being up to 34 years old, 27% between 35 and 50 years old, and 13% over 50 years old. The significant presence of young adults, who traditionally frequented on-trade channels more, proves the paradigm shift and the democratization of domestic consumption. Among the factors that most impact this behavior, convenience and safety were cited by 53% of participants, reinforcing the idea of home as a refuge and a controlled leisure space. The change in habits after the pandemic was mentioned by 23%, while savings compared to eating out was the driver for 16% of the sample.
The premiumization and diversity of the market were also validated by empirical data. Interest in pure malt beers reached 36%, while craft beers represented 20% of preferences, indicating that domestic consumers seek greater variety and quality. Only 10% of respondents stated they have no specific preference for styles, demonstrating the maturity of their palate and the search for richer sensory experiences in the private environment. Comparing consumption inside and outside the home, it was observed that 40% of participants consume frequently at home, compared to only 22% who maintain the same frequency in external establishments. Almost 60% stated that consumption outside the home occurs only occasionally, reinforcing the hybridization of the market with a predominance of the domestic environment.
The perception of more conscious and planned consumption was confirmed by 88% of respondents, aligning with global trends of moderation and well-being. This planning is directly linked to digitalization and the possibility of choosing products calmly on e-commerce platforms. The qualitative testimonials collected in the open research brought emotional nuances to this data. Many consumers highlighted that, over time, home became the most accessible and comfortable option, providing a better space for conversations and closeness with loved ones instead of crowded places like nightclubs. Others mentioned that concern for safety, specifically regarding traffic laws and breathalyzer use, made home consumption much more attractive and responsible.
The appreciation of quality over quantity also appeared recurrently in the reports, with consumers stating that they prefer to invest in smaller volumes of premium beers to enjoy in the comfort of their homes. The stress of daily life and work was also cited as a motivator for residential consumption, functioning as a relaxation and reward mechanism at the end of the day. The correlation between these variables allows us to draw the profile of a new Brazilian beer consumer: more conscious, convenience-oriented, attentive to quality, and who uses the domestic space as their main center for leisure and socialization.
The integrated analysis of the data shows that the migration to home was not just a reactive movement, but a profound transformation in consumption culture. The beer industry, by identifying these profiles and motivations, gains subsidies for more precise segmentation strategies, development of packaging suitable for individual consumption, and campaigns that value attributes such as authenticity and well-being. The success of brands in the current and future scenario depends on their ability to align with these new lifestyle dynamics, where home is the center of purchasing decisions and consumption experiences.
It is concluded that the objective was achieved, as the investigation clearly and fundamentally demonstrated that home beer consumption in Brazil underwent a structural transformation between 2020 and 2025. The COVID-19 pandemic served as the trigger for a change that evolved from necessity to a behavior governed by practicality, safety, and financial optimization. The data confirmed the consolidation of a hybrid consumption model, with a strong predominance of the domestic environment, driven by digitalization, the search for premium products, and greater awareness regarding health and moderation. The home has consolidated itself as a conducive setting for tasting and socializing, requiring the beer sector to continue innovating in portfolios, packaging, and communication strategies that value the consumer’s residential experience.
Bibliographic References:
EUROMONITOR INTERNATIONAL. Alcoholic Drinks in Brazil: Country Report. Londres: Euromonitor International, 2023. Disponível em: https://www.euromonitor.com/alcoholic-drinks-in-brazil/report. Acesso em: 10 jun. 2025.
KANTAR. Cerveja chega a 63,4% dos lares brasileiros. São Paulo: Kantar Worldpanel, 2018. Disponível em: https://br.kantar.com. Acesso em: 09 jun. 2025.
KANTAR. Cerveja chega a 63,4% dos lares brasileiros. São Paulo: Kantar Worldpanel, 2018. Disponível em: https://br.kantar.com. Acesso em: 09 jun. 2025.
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