Sports Drinks in Bolivia

PROSPECTS

A niche group of consumers who tend to exercise support sales of sports drinks

Sports drinks offer functional ingredients which help to rehydrate the body. A growing number of consumers, albeit still small, drink sports drinks regularly in Bolivia.

Sports drinks needs to educate consumers to increase its value sales

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

The health and wellness trend is a potential growth area for sports drinks

Rising consumer health awareness and interest in sport and exercise continued to drive the growth of sports drinks in Bolivia in 2019. Although currently mainly purchased by athletes, the rising health and wellness trend has seen an increasing number of consumers taking up exercise and reaching for products with health benefits.

COMPETITIVE LANDSCAPE

Embotelladoras Bolivianas Unidas (EMBOL) continues to lead sports drinks with established offering Powerade

EMBOL continued to dominate sports drinks in 2019, offering 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.

Local players entered sports drinks in the review period, however, there was a lack of innovation in 2019

In 2019, there was no real innovation in sports drinks, with players who represent both sports drinks and bottled water – such as Embotelladoras Bolivianas Unidas – focusing on expanding their bottled water portfolio, rather than sports drinks. Therefore there has been a lack of focus and investments on innovating sports drinks.

Corporación Boliviana de Bebidas SA uses advertising and sponsorship to retain its second-placed position

Corporación Boliviana de Bebidas ranked second in 2019, offering Gatorade in the country. The player focuses on a range of promotional activities to strengthen awareness of the sports drink.

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