Sports drinks was one of the main product areas within soft drinks to be negatively impacted by the COVID-19 pandemic in 2020. As the consumption of sports drinks heavily relies on consumers doing sports activities, demand dropped drastically in response to the closure of sports facilities and gyms under lockdown regulations.
EMBOL will continue to dominate sports drinks in 2021, offering the well-known drink Powerade to Bolivian consumers. Powerade benefits from strong advertising support and also an extensive distribution network and can be found in traditional grocery retailers as well as supermarkets and even drugstores/parapharmacies.
During the height of the COVID-19 pandemic in 2020, imported brands were strongly affected by both reductions in production in the country of origin and exportation issues due to border closures and reduced flights. One of the most severely impacted brands was Gatorade, produced by PepsiCo Inc and distributed by CBN SA.
In 2022 and beyond, sports drinks is set to perform well as the pandemic comes to a gradual end and consumers return to working out in gyms once again. Many Bolivians have gained weight since the start of the pandemic due to the rise in sedentary lifestyles, meaning there is likely to be an increase in people going to the gym at the start of the forecast period, thus boosting the demand of sports drinks.
The health and wellness trend was gathering pace in the years prior to the COVID-19 pandemic but since has accelerated much further as more consumers are now prioritising their overall health. Therefore, the rising health and wellness trend will see an increasing number of consumers taking up exercise and reaching for products with health benefits.
The competitive landscape of sports drinks is almost monopolistic with an extensive dominance of the PowerAde brand. However, there has been an increasing number of new brands being launched that are available from the largest channels such as popular street markets and independent small stores.
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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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