Sports Drinks in Australia

PROSPECTS

Price competition affects unit price growth of sports drinks

Sports drinks saw minimal unit price growth in 2018. This was the result of price promotions, with price promotions of sport drinks products noted during store checks.

Consumers’ growing health consciousness encourages growth of reduced-sugar sports drinks

The trend of being mindful of one’s health and wellness is having an impact on the consumption of sports drinks. This is due to the high levels of sugar contained in these drinks and the strong connection between sugar consumption and negative health issues such as dental decay and increases in weight.

New product developments focusing on lower sugar levels and everyday fitness

New product developments that appeal to active consumers seek to widen the appeal of sports drinks to those who are completing everyday work-outs, such as exercise at the gym. These “lighter” sports drinks also contain lower levels of sugar to address the high levels of sugar typically contained in sports drinks.

COMPETITIVE LANDSCAPE

Coca-Cola Amatil remains the leader in sports drinks

Coca-Cola Amatil’s Powerade was the leading brand by off-trade value sales in 2018. The company’s off-trade volume share within sports drinks increased over the review period.

Schweppes Australia is the number two player in sports drinks

While Schweppes Australia recorded a significant decline in its share of sports drinks over the review period as a whole, the company saw a good recovery in share in 2018. This growth in share in 2018 was attributable to the share of G Active electrolyte water, which was introduced in April 2017.

The strong growth of Maximus boosts Frucor Suntory’s share of sports drinks

Frucor Suntory’s Maximus has provided competition for the two key brands in sports drinks, Powerade and Gatorade, since it was introduced in 2012. The share of the brand increased significantly over the review period.

Files are delivered directly into your account within a few minutes of purchase.