Sports and energy drinks is a USD4 billion market in Latin America. The region contains some markets with the highest consumption rates in the world as well as others in which the category is highly immature. Growing incomes and an increasing interest in functional benefits are boosting sales, which are on track to see strong growth in the years ahead.
The market for sports and energy drinks in Latin America is worth USD4 billion at retail. It continues to grow strongly, with category expansion expected everywhere except for Venezuela, as increasing numbers of Latin Americans look for drinks with functional benefits. Consumption is moderate, with large amounts of growth potential still remaining in the future.
Mexico is the largest market for sports and energy drinks in the region and will continue to be so in the future, as strong growth as expected in the upcoming years. Peru, Guatemala and Chile are some of the other countries that have shown rapid growth in the recent past and should continue to do so in the future.
PepsiCo’s Gatorade and Coca-Cola’s Powerade have most of the region’s sports drinks sales between them. Aggressive marketing on the part of Powerade has allowed it to steal share away from its larger rival, especially in Mexico, but Gatorade retains well over half the market at a regional level. The only country where one of the two brands is not dominant is Peru, where Aje’s Sporade is the leading brand.
A market traditionally dominated by high-priced imports such as Red Bull, energy drinks is diversifying its consumption base through the release of new and more affordable products from local companies such as Aje and Quala. The established leaders are losing share, but seeing their actual sales relatively unaffected as the local brands target new consumers rather than current drinkers of imported brands.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page