The category is expected to be stable and sluggish over the course of the forecast period. Indeed, the lack of innovation in the category, and the competition with functional water and energy drinks, will limit growth.
Reduced sugar formulas are driving trends and growth across all soft drink categories – except in sports drinks, where reduced sugar versions are still rarely available. Therefore, the development of low-calorie, low-sugar, sports drinks could be a boost for the category.
Due to the sluggish nature of the category, even top brand Aquarius is fairly inactive, simply benefiting from the fact that sports are social activities whereby consumers notice and associate with brands (and Coca-Cola is a huge global name). However, its complacency means it is in danger of losing shares to more affordable private label brands.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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