Health and wellness is emerging as a key trend shaping the beverages category in Australia. The rise of functional soft drinks is blurring the line between categories, as consumers begin to see functional bottled waters, natural energy drinks and functional carbonates as healthier alternatives to sports drinks for hydration.
The reduced-sugar niche continues to grow strongly across the soft drinks space as Australians have become even more health-conscious in the wake of the pandemic. Health and wellness trends are expected to continue to drive growth for the category over the forecast period, as Australians embrace the importance of health and wellbeing in their post-pandemic new normal.
Inflationary pressures are expected to temper volume growth across soft drinks, as consumers are forced to restrict discretionary spending on premium offerings. The increase in unit prices across most categories in soft drinks is expected to hit value-driven consumers who are looking to make savings on discretionary purchases.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sports Drinks
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 DefinitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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