Sports drinks volume sales kin bot the on-trade and off-trade have seen strong positive growth in 2021, following the negative impact of the COVID-19 pandemic in 2020. However, neither channel has yet to return to pre-pandemic sales levels.
Health and wellness trends were already in place among consumers of sports drinks, but the pandemic and increased consumer attention to product ingredients has accelerated them. This has driven a strong performance for reduced sugar options.
Leading sports drink producer Cervecería y Maltería Quilmes SA and its Gatorade brand have maintained their dominance of sports drinks in off-trade value terms, although leadership continues to be under threat from Coca-Cola Argentina SA’s Powerade, first launched in 2008. Powerade benefits from Coca-Cola’s Argentina’s distribution muscle, and the company’s heavy investment in advertising; the company continues to sponsor multiple national sports associations, including the national football, rugby, basketball, hockey, handball and volleyball teams.
Total volume sales of sports drinks are set to see consistent growth over the forecast period, although growth will slow as the category stabilises post-COVID-19. On-trade volume sales are not set to return to pre-pandemic levels until 2024, as reduced disposable incomes and lingering consumer reluctance to return to hospitality mean footfall in the channel will take time to build.
Health and wellness trends have reshaped consumption habits across soft drinks, and sports drinks is no exception. As well as consumer focus on functional drinks with healthier profiles, consumers are set to take up exercise as part of a strengthening fitness trend, buying sports drinks to rehydrate.
While leading brands such as Gatorade and Powerade will continue to hold exclusivity contracts in forecourt stores, convenience stores and gym stores, private label ranges sports drinks like those offered by Día % and Limit are expected to gain ground in Día and Walmart stores. Hard discount stores continue to expand their presence in Argentina, attracting low-income consumers struggling as a result of the economic downturn.
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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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