Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of retail value sales of energy drinks, Brazil 2009-19
- Figure 2: Forecast of retail value sales of sports drinks, Brazil 2009-19
- Companies, brands, and innovation
- Despite being the leading company in the energy drinks category, Red Bull has been losing market value share
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- Figure 3: Companies' share in the Brazilian energy drinks market, by value, 2012-13
- PepsiCo and Coca-Cola lead the sports drink market
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- Figure 4: Companies’ share in the Brazilian sports drink market, by value, 2012-13
- The consumer
- Energy and sports drinks have the opportunity to increase consumption frequency
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- Figure 5: Consumption frequency of selected types of drinks, March 2014
- Sports drinks can be positioned as a relief for hangover symptoms by promoting their hydration benefits
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- Figure 6: Consumption occasion of Sports/isotonic drinks, March 2014
- Energy shots can ensure more hours of leisure to Brazilians who feel tired after work
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- Figure 7: Consumption occasions of energy drinks, March 2014
- Energy drinks can also be targeted at women, by offering beauty-related claims
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- Figure 8: Attitudes and opinions about sports/isotonic drinks and energy drinks, by women and age group, March 2014
- Convenient formats can increase consumption of sports drinks during exercise
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- Figure 9: Behavior toward sports/isotonic drinks and energy drinks, March 2014
- What we think
Market – Key Issues
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- Can companies improve the price perception of energy drinks among socioeconomic group AB?
- How can the energy drinks category be more appealing to women aged 45+?
- How can companies increase consumption levels of sports drinks among young consumers aged 16-24?
- How can companies make sports drinks more relevant?
Trend Application
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- Trend: Factory Fear
- Trend: Let’s Make a Deal
- Trend: Prove It
Who’s Innovating?
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- Key points
- Energy and sports drinks can launch event-specific limited editions
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- Figure 10: Product launches with the word “FIFA,” as a share of the total number of new products in the global market of energy and sports drinks, Jan 2010 to May 2014
- Energy drinks can explore other functional benefits
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- Figure 11: Product launches with functional claims, excluding “brain and nervous system” and “slimming,” as a share of the total launch of new products in the top 5 countries in the energy drinks market (US, India, UK, Japan, and China) and Brazil, May 2010-14
- Coconut water can boost consumption of sports drinks
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- Figure 12: Product launches of sports drinks containing coconut water, as a share of the total launch of new products in the top 5 countries in the sports drinks market (US, Canada, Germany, Finland and Brazil), May 2010-14
Market Size and Forecast
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- Key points
- Energy drinks market grows at double-digit rates in the country
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- Figure 13: Retail sales of energy drinks, by value and volume, Brazil 2009-1 9
- Investment by brands of energy drinks ensure category growth
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- Figure 14: Best- and worst-case forecasts for Brazil retail sales of energy drinks, by value, 2009-1 9
- Figure 15: Best- and worst-case forecasts for Brazil retail sales of energy drinks, by volume, 2009-19
- Due to high inflation, taxes, and a short summer, 2013 showed a slowdown in growth
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- Figure 16: Retail sales of sports drinks, by value and volume, Brazil 2009-19
- Sporting events in the country drive growth in sports drinks market
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- Figure 17: Forecast of retail value sales of sports drinks, Brazil 2009-19
- Figure 18: Best- and worst-case forecasts for Brazil retail sales of sport drinks, by volume 2009-19
- Factors used in the forecast
Market Share
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- Key points
- Red Bull is the energy drinks market leader, but it has been losing value share
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- Figure 19: Companies’ share in the Brazilian energy drinks market, by value, 2012-3
- Figure 20: Companies’ share in the Brazilian energy drinks market, by volume, 2012-13
- PepsiCo and Coca-Cola lead the sports drink market
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- Figure 21: Companies’ share in the Brazilian sports drink market, by value, 2012-13
- Figure 22: Companies’ share in the Brazilian sports drinks market, by volume, 2012-13
Companies and Brands
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- Red Bull
- Coca-Cola Company
- Ambev
- GlobalBev
- Grupo Petrópolis
The Consumer – Consumption Frequency
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- Key points
- Energy and sports drinks have the opportunity to increase consumption frequency
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- Figure 23: Total consumption of selected drinks, March 2014
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- Figure 24: Consumption frequency of coffee, energy drinks and sports/isotonic drinks, March 2014
- Energy drinks can attract men and women through gender-specific benefits
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- Figure 25: Total drinks consumption among men, by age group, March 2014
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- Figure 26: Total consumption of green tea and white tea among women, by age group, March 2014
The Consumer – Sports Drinks Consumption Occasion
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- Key points
- Sports drinks can use hydration claims and be positioned to prevent and relieve hangover symptoms
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- Figure 27: Consumption occasion of sports/isotonic drinks, March 2014
- Sports drinks can improve health and appearance
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- Figure 28: Consumption occasions of sports/isotonic drinks, by age group, March 2014
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- Figure 29: Personal goals for 2014, by consumers aged 45-54, January 2014
The Consumer – Energy Drinks Consumption Occasions
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- Key points
- Energy shots can ensure more hours of leisure to Brazilians who feel tired after work
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- Figure 30: Consumption occasions of energy drinks, March 2014
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- Figure 31: Attitudes toward healthy lifestyles, November 2012
- Milk-based energy drinks can appeal to younger consumers who lead hectic lives
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- Figure 32: Eating habits, by total and consumers aged 16-24, November 2012
The Consumer – Attitudes and Opinion about Sports and Energy Drinks
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- Key points
- Brazilians have little involvement levels with the energy and sports drinks categories
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- Figure 33: Attitudes and opinions about energy and sports/isotonic drinks, March 2014
- New flavors, combined with health aspects, can attract more consumers to the energy drinks category
- Energy drinks could use beauty claims to appeal to female consumers
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- Figure 34: Attitudes and opinions about sports/isotonic drinks and energy drinks, by women and age group, March 2014
The Consumer – Behavior toward Sports and Energy Drinks
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- Key points
- Convenient formats can increase consumption of sports drinks during exercise
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- Figure 35: Behavior toward sports/isotonic drinks and energy drinks, March 2014
- It is possible to boost sales of energy drinks among young consumers without associating the category with alcoholic beverages
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- Figure 36: Behavior toward energy and sports/isotonic drinks, by men and age group, March 2014
Appendix – Market Size and Forecast
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- Figure 37: Best- and worst-case forecasts for Brazil retail sales of sports drinks, by value, 2014-1 9
- Figure 38: Best- and worst-case forecasts for Brazil retail sales of sports drinks, by volume, 2014-19
- Figure 39: Best- and worst-case forecasts for Brazil retail sales of energy drinks, by value, 2014-19
- Figure 40: Best- and worst-case forecasts for Brazil retail sales of energy drinks, by volume, 2014-19
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Appendix – Consumption Frequency
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- Figure 41: Consumption frequency, January 2014
- Figure 42: Consumption frequency, energy drinks (eg Red Bull, Monster), by demographics, March 2014 ,
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- Figure 43: Consumption frequency, sports/isotonic drinks (eg Gatorade, Powerade), by demographics, March 2014 ,
- Figure 44: Consumption frequency, coffee, by demographics, March 2014
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- Figure 45: Consumption frequency, guaraná-flavored carbonated soft drink, by demographics, March 2014
- Figure 46: consumption frequency, juice with guaraná fruit (powder, extract), by demographics, March 2014
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- Figure 47: consumption frequency, juice with açaí (fruit, pulp, extract), by demographics, March 2014
- Figure 48: consumption frequency, green tea (hot or cold), by demographics, March 2014
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- Figure 49: consumption frequency, white tea (hot or cold), by demographics, March 2014
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Appendix – Consumption Occasions of Sports/Isotonic Drinks
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- Figure 50: consumption occasion of sports/isotonic drinks, March 2014
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- Figure 51: consumption occasions of sports/isotonic drinks, by demographics, March 2014, Part 1
- Figure 52: consumption occasions of sports/isotonic drinks, by demographics, March 2014, Part 2
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Appendix – Consumption Occasions of Energy Drinks
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- Figure 53: consumption occasions of energy drinks, March 2014
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- Figure 54: consumption occasions of energy drinks, by demographics, March 2014, Part 1
- Figure 55: consumption occasions of energy drinks, by demographics, March 2014, Part 2
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Appendix – Attitudes and Opinions about Energy and Sports/Isotonic Drinks and Energy
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- Figure 56: attitudes and opinions about energy and sports/isotonic drinks, March 2014
- Figure 57: attitudes and opinions about sports energy and sports/isotonic drinks, by demographics, March 2014, Part 1
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- Figure 58: attitudes and opinions about sports energy and sports/isotonic drinks, by demographics, March 2014, Part 2
- Figure 59: attitudes and opinions about sports energy and sports/isotonic drinks, by demographics, March 2014, Part 3
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Appendix – Behavior toward Energy and Sports/Isotonic Drinks
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- Figure 60: behavior toward sports/isotonic drinks and energy drinks, March 2014
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- Figure 61: behavior toward energy and sports/isotonic drinks, by demographics, March 2014, Part 1
- Figure 62: behavior toward energy and sports/isotonic drinks, by demographics, March 2014, Part 2
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Appendix – GNPD
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- Figure 63: launches of product packaging with the word “FIFA,” as a share of the total launch of new products in the global market of energy and sports drinks, Jan 2010 to May 2014
- Figure 64: product launches with functional claims, excluding "brain and nervous system" and "slimming," as a share in the total launch of new products in the top 5 countries in the energy drinks market (US, India, UK, Japan, China) and Brazil,May 2010-14
- Figure 65: Product launches of sports drinks containing coconut water, as a share of the total launch of new products in the top 5 countries in the sports drinks market (US, Canada, Germany, Finland and Brazil), May 2010-14
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