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Sports and Energy Drinks - Brazil - June 2014

“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.”
– Naira Sato, Senior Analyst

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?

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Table of contents

  1. 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

                                                                  Companies Covered

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                                                                  Sports and Energy Drinks - Brazil - June 2014

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