- Contents
- *Introduction
- Definition
- Sports drinks market
- Energy drinks market
- Abbreviations, currency, and scales
“The relatively low penetration of energy and sports drinks in Brazil may be caused by the restricted communication of their benefits, and by only targeting specific demographics and consumption occasions. It is important to emphasize to Brazilians that energy drinks are not just for young people and not just to be consumed at parties, bars, and nightclubs, the same way that sports drinks are not just for professional athletes and not just for consumption after heavy physical activities. In order to continue expanding in Brazil, it is important that these categories start communicating additional functional benefits, thus attracting different demographics, as well as promoting new consumption occasions.”
In this report, we will answer the following key questions:
Can companies improve the price perception of energy drinks among socioeconomic group AB?
It is possible to increase consumption of energy drinks among 45-54-year-old women?
Can a change of positioning generate higher consumption levels of sports drinks among young people aged 16-24?
How can sports drinks become more relevant among Brazilian consumers?
Sports drinks market
The sports drinks market is formed by sports drinks in powder, soluble tablets, or liquid formats. Sports drinks’ main claim is to restore energy levels and replenish minerals lost during exercise. Market size considers sales in all distribution channels, including direct sales to consumers and sales from vending machines. Market size is calculated according to retail price. It includes hypotonic, isotonic, and hypertonic drinks, as well as protein-based drinks. It excludes energy drinks that do not replenish mineral salts, and only provide mental and physical stimulation. It also excludes functional water drinks, such as water with added vitamins.
Energy drinks market
The energy drinks market is formed by regular and sugar-free energy drinks. Energy drinks are known to contain ingredients that provide mental and physical stimulation. Market size considers sales in all distribution channels, including direct sales to consumers and sales from vending machines. Market size is calculated according to retail price. It includes drinks containing guaraná, caffeine, taurine, and others, in regular or sugar-free versions. It also includes powder, soluble tablets, ready-to-drink, concentrated liquid, and gel formats. It excludes sports drinks designed to replenish lost minerals/energy during exercise. It also excludes functional water drinks, such as water with added vitamins.
Abbreviations, currency, and scales
| CAGR | Compound Annual Growth Rate |
| FDA | Food and Drug Administration |
| FIFA | Fédération Internationale de Football Association |
| FOSHU | Food for Specified Health Uses |
| GSSI | Gatorade Sports Science Institute |
| IBGE | Brazilian Institute of Geography and Statistics |
| IMPE | Sports Research Marathon Institute |
| LBF | Female Basketball League |
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