Sports Drinks in Argentina

PROSPECTS

Sports drinks forecast to grow at rapid rate

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.

Reduced sugar options emerging

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 extensions and packaging innovations

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.

COMPETITIVE LANDSCAPE

Powerade continues to grow

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.

Private label beginning to establishing a presence

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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