Summary

The Brazil energy drink market is forecasted to grow at a CAGR of 4.1% during the forecast period (2020-2025).

Key Highlights
Increased urbanization, rising disposable income, and growing health consciousness among Brazilian consumers increased the demand for non-carbonated drinks. Energy drinks are widely consumed by adolescents, due to their claims of improving performance, endurance, and alertness. At the same time, long and erratic working hours and the increasing occurrence of social gatherings are driving Indian consumers toward the consumption of energy drinks.
Moreover, growth in the number of health-conscious consumers and increasing consumer awareness regarding active lifestyle, along with growing rates of lifestyle diseases, inspired health-oriented consumers to opt for healthy and sugar-free drinks. The energy drinks market is also projected to grow, due to an increase in promotional and advertisement strategies.
However, strict regulations set by the government may hinder the growth of the market studied.


Key Market Trends

Rising Demand For Non-Alcoholic Beverages in Brazil

The demand for non-alcoholic beverages is recorded to have a significant increase in recent years. The booming demand for functional beverages such as energy drinks, in order to supplement health without altering the taste, is propelling the non-alcoholic beverage market. An increase in accessibility and regulations of non-alcoholic drinks is another major factor, increasing the product preference leading to increased consumption. In addition, the rising income and disposable income levels, and constant improvement of living standards of people in the country have resulted in modernized, busier lifestyles which is one of the primary drivers of the increase in demand. Furthermore, the robust growth of e-commerce has offered unique opportunities to manufacturers of non-alcoholic beverages. Popular online sales channels, such as Amazon, have allegedly witnessed a surge in the sales of non-alcoholic beverages such as energy drinks, due to attractive offers and discounts offered by these sales channel coupled with the efficient delivery systems in place.

Increasing Expenditure On Advertisement And Promotional Activities

Energy drinks are gaining immense popularity among the millennial population in the country. The primary reason for this popularity is directly related to the aggressive marketing campaigns, which are mainly directed towards young consumers. Furthermore, advertisements are promoting that energy drinks ignite the mind, refresh the body, and enhance performance and stamina. Monster’s expenditure on advertisement and promotion increased with a 14% growth rate, during 2016-2018. Apart from promotional expenditure, endorsements and sponsorship are also a few of those key factors influencing the market growth. A significant amount of the key player’s promotional expenses result from payments under endorsement and sponsorship contracts. Also, as a part of promotional strategy, key players, like Red Bull owns a football team, with clubs in different countries including Brazil, featuring the Red Bull trademark in their names. By associating the drink's image with these activities, the company seeks to promote public image and raise brand power.

Competitive Landscape

The Brazil energy drink market is consolidated in nature having a lesser number of domestic and multinational players competing for market share. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the county's market include Red Bull, Monster Energy Company, Ambev, and Petropolis Group among others.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

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