The COVID-19 crisis has worked as a catalyst in the development of the health and wellness trend, driving more consumers to attempt to lead healthier lifestyles and make smarter choices with regard to nutrition, such as lowering their sugar intake, supporting hydration, and looking to enhance the functioning of the immune system. Building on an already well-established trend towards greater health-awareness, the impact of the COVID-19 crisis on consumer health-consciousness is expected to last for some consumers.
Despite more competitors being expected to enter the landscape and demand for low sugar products remaining high, reduced sugar sports drinks are likely to remain limited in selection and availability. Competition may intensify over the forecast period, but with demand continuously growing, the impact on existing leading brands will still be small.
While new product developments and portfolio enhancements from local players are unlikely to challenge the dominance of the major international players in sports drinks, they are set to play an important role in stimulating interest and driving growth in sports drinks during the forecast period. Furthermore, launches such as Höllinger Bio Sport are set to cater to growing consumer demand for more natural, organic products that are perceived to be healthier.
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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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