brazil:country profile ronaldo laranjeira, m.d., phd president of the brazilian society of addiction...

BRAZIL:Country Profile

Ronaldo Laranjeira, M.D., PhD

President of the Brazilian Society of Addiction

ATLANTA – USA

September 2003

BRAZIL

• Demographically the fifth country in the world. Half of the South America continent.

• 180 million, with nearly 75% living in urban areas.

• Strong differences in cultural and social backgrounds within the country. But absence of significant ethinic, religious or political confict.

BRAZIL

• Portuguese is the official language.

• Officially a Catholic contry, but Protestant Christianity and Afro-Brazilian cults are also important.

Alcohol Markets and Problems: 2003

Global Burden of Disease(Disability-Adjusted Life Years)

Attribution

Tobacco Alcohol Illicit Drugs

Worldwide 4.1% 4.0% 0.8%

North America 8 - 15.9% 4 - 7.9% 2 - 3.9%

South America 2 - 3.9% 8 - 15.9% 1 - 1.9%

Source: World Health Report 2002

World Health Organization

Global Market – Alcohol SpiritsSales Exceed 2 Billion Cases Annually

Country Case Volume

China 725 million casesRussia 350India 249Brazil 195Japan 176United States 135Korea 79Thailand 76Germany 60France 37

Source: Mark Brown, President

Sazerac Company, Inc.

March 4, 2003

Product Categories – Alcohol Spirits

Product Category Case Volume

Baijiu 725 million casesVodka 400Whisky 205Cachaca 200Rum 115Brandy 82Shochu 70Soju 70Liqueurs 51

Source: Mark Brown, President

Sazerac Company, Inc.

March 4, 2003

Euromonitor International - 2002

• “alcoholic drinks up by 12% in retail volume”

• “Beer is set to remain the largest alcoholic drinks category”

• “The introduction of a new generation of spirit-based drinks along with increased consumption of beverages containing low alcohol content were two of the many factors behind the outstanding performance”


• “On-trade channel accounts for 80% of value sales of the total alcoholic drinks market.”

• “Brazilians in general are very social people who prefer gathering in bars and-or restaurants to drink with friends and family. In particular low-income workers, who are regulars at botecos and prefer cheap drinks such as cachaça.”


• “ The immediate prospects for the Brazilian alcoholic drinks market appear optimistic, with volume sales expected to grow by 9% over the forecast period.”

Alcohol Advertising Industry

Importance of each media:

Beer Others

Newspaper 3.5% 2.9%

Outdoor 1.0% 3.9%

Magazine 3.5% 23.0%

Radio - 6.7%

TV 92.1% 47.2%

Cable TV - 16.3%

Examples of alcohol ads

Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).


Beer - happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).


Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.).

Skol Beats Concert 2003 homepage


“Ice” products- mixture of liquor and soda (ex.: “Smirnoff-ice, Bacardi breeze, Pitú-cola).

especifically targeting young people

Problems for Prevention

• Overall volume of consumption• Unrecorded consumption – large

production of sugar cane alcohol• Drinking patterns: intoxication, injuries,

drinking and driving• Violence related to alcohol: bars without a

license• Alcohol Advertising Industry very

agressive

Problems for Prevention

• Price is the biggest problem:

1 liter of milk = U$ 0,60

1 liter of mineral water = U$ 0,40

1 BIGMAC = U$ 1,30

1 can of beer (355ml) = U$ 0,25

1 liter of spirit = U$ 0,50

Public Health Success

• Smoking

• HIV / AIDS


• Smoking – Stable Public Policy– Smoking in public places– No Ads allowed on Television– Counter Ads in cigarettes packages– Start a national program of treatment for

smokers with Nicotine Replacement Therapy

Examples of Anti-smoking ADs


• HIV / AIDS – Stable Public Policies– Health message consistent over the years– Targeting risk groups as homossexuals,

IVDUs, women, sex workers– Substantial Resources available over the

years– ALL AIDS PATIENTS receive FREE

medication from the goverment

brazil:country profile ronaldo laranjeira, m.d., phd president of the brazilian society of addiction...

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