One of the leading concerns traditionally linked to energy drinks in Brazil is their perception as artificial. A number of brands have used artificial colourants, including blue, to give their products a unique twist and to make them visually appealing.
As energy drinks continues to develop and consumers continue to push for greater innovation, in addition to the further introduction of legislation concerning new nutritional labels, energy drinks faces the challenge of how to offer healthier products. The category has already faced criticism in terms of lacking naturalness, but further legislation is likely to focus on sugar content and other chemical additives.
The use of energy drinks as mixers for spirits such as vodka and whiskies has historically been a key driver of demand for this category in Brazil, particularly at an on-trade level. However, consumption occasions have been undermined by the growing popularity of RTDs and cocktails.
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Energy Drinks
These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See All of Our DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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