Following the poor performance of sports drinks in response to the pandemic, both current value and volume sales returned to positive growth in 2022 and this momentum will continue in the coming years. The country’s well-established sports and fitness culture, especially among younger consumers, will be the main driver of the category’s growth.
Regular sports drinks is set to remain the only market significant category within sports drinks over the forecast period. Its future growth will continue to be driven by the strong fitness culture in the country among the young consumers and sports enthusiasts.
Health and wellness trends will continue to have a positive impact on soft drinks. Nonetheless sports drinks is among the few soft drinks categories which does not benefit as consumers are expected to continue to prefer standard sugary sports drinks over reduced sugar versions.
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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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