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Sports and Energy Drinks - Brazil - August 2016

“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.”
Naira Sato, Food and Drink Analyst

This report looks at the following areas:

  • Women are more concerned with gaining weight
  • Drinks with grains/seeds can appeal to Brazilians
  • Opportunity to explore energy through natural fruit juices

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Table of contents

  1. 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

                                                                            Companies Covered

                                                                            To learn more about the companies covered in this report please contact us.

                                                                            Sports and Energy Drinks - Brazil - August 2016

                                                                            £3,277.28 (Excl.Tax)