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Sports and Energy Drinks - Brazil - June 2014

INTRODUCTION
Definition
Sports drinks market
Energy drinks market
Abbreviations, currency, and scales
EXECUTIVE SUMMARY
The market
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
Figure 3: Companies' share in the Brazilian energy drinks market, by value, 2012-13
PepsiCo and Coca-Cola lead the sports drink market
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
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
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
Figure 7: Consumption occasions of energy drinks, March 2014
Energy drinks can also be targeted at women, by offering beauty-related claims
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
Figure 9: Behavior toward sports/isotonic drinks and energy drinks, March 2014
What we think
MARKET – KEY ISSUES
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
Trend: Factory Fear
Trend: Let’s Make a Deal
Trend: Prove It
WHO’S INNOVATING?
Key points
Energy and sports drinks can launch event-specific limited editions
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
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
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
Key points
Energy drinks market grows at double-digit rates in the country
Figure 13: Retail sales of energy drinks, by value and volume, Brazil 2009-1 9
Investment by brands of energy drinks ensure category growth
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
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
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
Key points
Red Bull is the energy drinks market leader, but it has been losing value share
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
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
Red Bull
Coca-Cola Company
Ambev
GlobalBev
Grupo Petrópolis
THE CONSUMER – CONSUMPTION FREQUENCY
Key points
Energy and sports drinks have the opportunity to increase consumption frequency
Figure 23: Total consumption of selected drinks, March 2014
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
Figure 25: Total drinks consumption among men, by age group, March 2014
Figure 26: Total consumption of green tea and white tea among women, by age group, March 2014
THE CONSUMER – SPORTS DRINKS CONSUMPTION OCCASION
Key points
Sports drinks can use hydration claims and be positioned to prevent and relieve hangover symptoms
Figure 27: Consumption occasion of sports/isotonic drinks, March 2014
Sports drinks can improve health and appearance
Figure 28: Consumption occasions of sports/isotonic drinks, by age group, March 2014
Figure 29: Personal goals for 2014, by consumers aged 45-54, January 2014
THE CONSUMER – ENERGY DRINKS CONSUMPTION OCCASIONS
Key points
Energy shots can ensure more hours of leisure to Brazilians who feel tired after work
Figure 30: Consumption occasions of energy drinks, March 2014
Figure 31: Attitudes toward healthy lifestyles, November 2012
Milk-based energy drinks can appeal to younger consumers who lead hectic lives
Figure 32: Eating habits, by total and consumers aged 16-24, November 2012
THE CONSUMER – ATTITUDES AND OPINION ABOUT SPORTS AND ENERGY DRINKS
Key points
Brazilians have little involvement levels with the energy and sports drinks categories
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
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
Key points
Convenient formats can increase consumption of sports drinks during exercise
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
Figure 36: Behavior toward energy and sports/isotonic  drinks, by men and age group, March 2014
APPENDIX – MARKET SIZE AND FORECAST
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
APPENDIX – CONSUMPTION FREQUENCY
Figure 41: Consumption frequency, January 2014
Figure 42: Consumption frequency, energy drinks (eg Red Bull, Monster), by demographics, March 2014 ,
Figure 43: Consumption frequency, sports/isotonic drinks (eg Gatorade, Powerade), by demographics, March 2014 ,
Figure 44: Consumption frequency, coffee, by demographics, March 2014
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
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
Figure 49: consumption frequency, white tea (hot or cold), by demographics, March 2014
APPENDIX – CONSUMPTION OCCASIONS OF SPORTS/ISOTONIC DRINKS
Figure 50: consumption occasion of sports/isotonic drinks, March 2014
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
APPENDIX – CONSUMPTION OCCASIONS OF ENERGY DRINKS
Figure 53: consumption occasions of energy drinks, March 2014
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
APPENDIX – ATTITUDES AND OPINIONS ABOUT ENERGY AND SPORTS/ISOTONIC DRINKS AND ENERGY
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
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
APPENDIX – BEHAVIOR TOWARD ENERGY AND SPORTS/ISOTONIC DRINKS
Figure 60: behavior toward sports/isotonic drinks and energy drinks, March 2014
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
APPENDIX – GNPD
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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