Despite the economic crisis sports drinks consumption is projected to increase strongly over the forecast period, driven by aggressive promotional activity in supermarkets and hypermarkets, and high-profile activity behind the two main brands: Gatorade and Powerade. These two brands collectively dominate sports drinks consumption in Argentina.
Health-conscious consumers are looking for low-calorie, low-sugar beverages with the health benefits of natural ingredients. As a result, in June 2018, Levité, the leading flavoured brand, from Aguas Danone Argentina, introduced its new Levité Sport Isotonic, with a combination of mineral water, fruit juice and mineral salts, with zero calories.
Brand and packaging innovations are key means to capture new consumers and new consumption occasions. In April 2016, Coca-Cola Argentina launched Powerade Zero, with the aim to attract women and health-conscious consumers.
Gatorade, which is distributed Cerveceria y Malteria Quilmes, has firmly cemented its presence through multiple retail stores. However, since the entry of Powerade in 2008, which benefits from Coca-Cola Argentina’s distribution strength, Gatorade has lost significant ground.
Hard discount stores continue expanding, driven by the economic instability reflected in continued double-digit inflation. Purchasing power has declined significantly, and consumers increasingly prefer small grocery or discount stores, to reduce their bills.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Argentina with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.