Sports drinks in Brazil have long been purchased for consumption occasions outside of their main purpose, often serving as a palliative hydration treatment when consumers are ill, in addition to being treated as a hangover cure. These diverse uses can sometimes overshadow the main positioning of the category, although they can also create further growth opportunities and expand to a wider audience outside of athletes and gym-goers.
Gatorade – which is produced and distributed in Brazil by Cia Brasileira de Bebidas – is expected to remain the dominant brand in sports drinks over the forecast period. Due to a strong early-mover advantage and high brand awareness, Gatorade is synonymous with this category in the minds of many consumers.
The lack of packaging availability is a major concern for soft drinks players in Brazil. This is not only relevant in the short term, as the category faces disruption issues due to rising demand, especially for glass bottles, but also in the longer term.
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The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius.See All of Our Definitions
This report originates from Passport, our Sports Drinks research and analysis database.
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