Energy Drinks in Latin America

Delivery

This report comes in PPT.

Key Findings

Low unit prices continue to motivate energy drink sales

Across Latin America, the average unit price of energy drinks fell by an annual average of 5% over 2014-2019. This positively impacted the category in all markets better in terms of volume sales than value sales, although the region experienced growth in both data types.

Mexico continues to lead energy drinks consumption

Due to the mass-market availability of affordable brands, many Mexicans who lead busy lives have been able to afford frequent consumption of energy drinks for the benefits they are perceived to offer.

Sugar taxes have only a moderate impact on growth in energy drinks

The most successful brands in energy drinks have positioned themselves as using natural ingredients, while a niche low-calorie energy drink market is beginning to emerge in Latin America. Despite increasing anti-sugar legislation, energy drinks have fared well, even though their sugar content tends to be high.

Energy drinks expected to continue to grow

With the exception of a few countries (Brazil, Argentina, Colombia) affordable energy drinks are expected to continue their growth in the forecast period, driven by busier lifestyles and continued fierce competition, which will maintain strong sales of affordable products.

Category leaders under pressure from imported brands

Most Latin American country have a local brand of energy drink. In the review period, these brands, which are often the category leaders in their respective countries, began to yield market share to new players, and this is expected to continue.