Sports Drinks in Bolivia

PROSPECTS

Niche group of consumers supporting sales of sports drinks

Rising consumer health awareness and interest in sport and exercise continued to drive the growth of sports drinks in Bolivia in 2018. Sports drinks are popular due to offering functional ingredients which help to rehydrate the body, with a growing number of consumers, albeit still small, drinking such products on a regular basis.

Majority of consumers are not aware of the correct use of sports drinks

Sports drinks have achieved a presence in the leading distribution channels in the country. However, in spite of this, consumers still need further education regarding their benefits.

COMPETITIVE LANDSCAPE

Embotelladoras Bolivianas Unidas (EMBOL) continues to dominate the category

EMBOL continued to dominate sports drinks in 2018, with the company’s Powerade brand being well-known to many Bolivians. Powerade benefits from strong advertising support and also an extensive distribution network.

Corporación Boliviana de Bebidas must overcome challenges to further strengthen the position of Gatorade

Corporación Boliviana de Bebidas, which markets Gatorade in the country, has been focusing on various promotional activities to strengthen awareness of the brand. For example, in 2018, it sponsored the Skyrace for adults and children in La Paz and Techo Run, a non-profit organisation which supports homeless people.

Recent new launches help to boost consumer awareness

Over the last two years two companies have started to produce sports drinks locally. Aje Group stopped importing Sporade and began to manufacture it locally, with this enabling it to offer more competitive prices.

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