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1 Synthèse du marché

1.1 Market presentation

Energy drinks are "drinks that contain high doses of caffeine-containing substances such as guarana, taurine, ginseng and others". These drinks are sold to stimulate physical and intellectual effort.

In this study, energy drinks should be distinguished from drinks created to meet the specific needs of athletes before, during and after exercise, and which are enriched with minerals and vitamins. The global energy drinks market is growing rapidly and is expected to continue expanding over the next few years, with Asia-Pacific leading the way.

However, the energy drink segment remains small compared to other similar drinks. The global market is dominated by Red Bull and Monster. Although the market has moved towards greater segmentation in terms of companies and products, private labels are struggling to keep up with the giants of the sector, overcome mainly by the huge marketing budgets used by Red Bull and Monster.

The energy drinks market in Brazil is significant and growing, with an increasing demand for products that offer an extra boost. This trend is observed not only among young people, but also among consumers of all age groups who are looking for an instant boost of energy.

In Brazil, the energy drinks market is seeing a growing trend towards healthier and more natural products. Consumer demand is leaning towards energy drinks with natural ingredients, lower sugar content and balanced formulas. In addition, the expansion and diversification of options, including variations in flavors and formats, are contributing to market growth.

The COVID-19 pandemic has affected the energy drinks market in Brazil in different ways. On the one hand, there was an increase in demand for these products, as people sought solutions to deal with the stress and fatigue resulting from the pandemic context. On the other hand, mobility restriction measures and the temporary closure of entertainment venues such as bars and nightclubs led to a drop in sales at these establishments.

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