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Sports and Energy Drinks - Brazil - August 2016

Published By :

Mintel

Published Date : Aug 2016

Category :

Energy Drinks

No. of Pages : N/A

The retail sales of sports and energy drinks are likely to keep growing, mainly because both segments are evolving to better meet the demands for healthy products (eg with natural ingredients) and delivering greater diversity of functional benefits, such as improvement of fatigue and concentration.

Table of contents

OVERVIEW
Definition
Sports drinks market
Energy drinks market

EXECUTIVE SUMMARY
The market
Figure 1: Forecast of retail value sales of sports drinks, Brazil, 2011-21
Figure 2: Forecast of retail value sales of energy drinks, Brazil, 2011-21
Key players
Figure 3: Companies’ share in the Brazilian sports drink market, by value, 2015
Figure 4: Companies' share in the Brazilian energy drinks market, by value, 2015
The consumer
It is possible to expand sports and energy drinks consumption occasions
Figure 5: Consumption of energy and sports drinks, May 2016
Mixed drinks: softening the barrier of artificiality
Figure 6: Consumption habits changes, May 2016
Busy Brazilians want energy drinks that boost concentration
Figure 7: Purchase habits changes, May 2016
Opportunity to explore water as sports drinks
Figure 8: Attitudes toward energy and sports drinks, by attribute "I’ve drunk cheaper types of drinks to hydrate during exercises (eg water)", May 2016
What we think

ISSUES AND INSIGHTS
Women are more concerned with gaining weight
The facts
The implications
Drinks with grains/seeds can appeal to Brazilians
The facts
The implications
Opportunity to explore energy through natural fruit juices
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Growth forecast for 2017
Olympics and search for healthy products tend to boost the market
Childhood obesity vs. sugar
High taxes and unemployment may be slowing growth

MARKET SIZE AND FORECAST
More positive forecast for 2017 helps to build consumers’ confidence
Figure 9: Retail sales of sports drinks, by value and volume, Brazil, 2011-21
Figure 10: Retail sales of energy drinks, by value and volume, Brazil, 2011-21
Investing in innovations can boost the market
Figure 11: Forecast of retail value sales of sports drinks, Brazil, 2011-21
Figure 12: Forecast of retail value sales of energy drinks, Brazil, 2011-21

MARKET DRIVERS
Beverages categories are mixing up
E-sports in focus
Advertising for children
Childhood obesity raises concerns over amount of sugar
Increased tax on cold drinks

KEY PLAYERS – WHAT YOU NEED TO KNOW
PepsiCo and Red Bull lead the market
Natural ingredients add healthy attributes
Addition of magnesium, milk, and salt create new benefits

MARKET SHARE
PepsiCo leads the market of sports drinks
Figure 13: Companies’ share in the Brazilian sports drink market, by value, 2014-15
Figure 14: Companies’ share in the Brazilian sports drink market, by volume, 2014-15
Red Bull dominates more than a third of the energy drinks market
Figure 15: Companies’ share in the Brazilian energy drinks market, by value, 2014-15
Figure 16: Companies’ share in the Brazilian energy drinks market, by volume, 2014-15

WHO’S INNOVATING?
Opportunity to explore more natural ingredients
Figure 17: Launches of sports/energy drinks with "herbs/spices", as a share of the total number of new products in the category, by top 5 countries in number of new launches in the category, 2015
Magnesium: recommended for sports and energy drinks
Figure 18: Launches of sports/energy drinks with "magnesium", as a share of the total number of new products in the category, by top 5 countries in number of new launches in the category, 2015
Sports and energy drinks combined with dairy products
Figure 19: Launches of sports/energy drinks with a dairy ingredient (excluding cheeses), as a share of the total number of new products in the category, by top 5 countries in number of new launches in the category, 2011-16*
Preventing dehydration with salt

THE CONSUMER – WHAT YOU NEED TO KNOW
Occasions restrict consumption of sports and energy drinks
Opportunity to explore more proposals of mixed drinks
Brazilians are tired and need more concentration
Water can be positioned as a sport drink

CONSUMPTION OF SPORTS AND ENERGY DRINKS
Lack of knowledge and association with artificiality can be harmful
Figure 20: Consumption of energy and sports drinks, May 2016
Coffee can be more explored in sports and energy drinks
Figure 21: Total coffee consumption among consumers of sports drinks and energy drinks, May 2016
It’s possible to extend consumption occasions
Figure 22: Consumption of energy and sports drinks, May 2016

CONSUMPTION HABITS CHANGES
Mixed drinks: softening the barrier of artificiality
Figure 23: Consumption habits changes, May 2016
Men want products that help them in physical activities
Figure 24: Consumption habits changes, by attributes "I’ve drunk sports and energy drinks with added proteins" and "I’ve drunk sports and energy drinks with added carbohydrates, by gender, May 2016
Sports and energy drinks can build loyalty using teas
Figure 25: Consumption habits changes, by the attribute "I’m switching from drinking sports and energy drinks to healthier options (eg green tea instead of energy drinks)", by consumers of sports/energy drinks, green tea and white tea, May 2016

PURCHASE HABITS CHANGES
Busy Brazilians want concentration boosting sports and energy drinks
Figure 26: Purchase habits changes, May 2016
Fast hydration products can appeal to consumers
Figure 27: Purchase habits changes, by the attribute "isotonic drinks (eg sports drinks) can be used to combat dehydration", by socioeconomic group, May 2016
Coconut water can be further used in sports drinks

ATTITUDES TOWARD SPORTS AND ENERGY DRINKS
Consumers are loyal to their favorite brands of sports and energy drinks
Figure 28: Attitudes toward energy and sports drinks, May 2016
Opportunity to explore waters as sports drink
Figure 29: Attitudes toward energy and sports drinks, by attribute "I’ve drunk cheaper types of drinks to hydrate during exercises (eg water)", May 2016
Vitality and readiness attributes can appeal to consumers aged 45+
Figure 30: Attitudes toward energy and sports drinks, by the attribute "I haven't bought sports and energy drinks in the last 6 months", by age, May 2016

APPENDIX – MARKET SIZE AND FORECAST
Figure 31: Retail sales of sports drinks, by value and volume, Brazil, 2011-21
Figure 32: Retail sales of energy drinks, by value and volume, Brazil, 2011-21
Figure 33: Forecast of retail value sales of sports drinks, Brazil, 2011-21
Figure 34: Forecast of retail volume sales of sports drinks, Brazil, 2011-21
Figure 35: Forecast of retail value sales of energy drinks, Brazil, 2011-21
Figure 36: Forecast of retail volume sales of energy drinks, Brazil, 2011-21

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Fan chart forecast
Abbreviations

List of Table

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