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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