The range of sports drinks available through grocery retailers in 2018 remained narrow, with these products continuing to lose shelf space due to a lack of consumer interest. It is not an effective strategy trying to target a narrow group of physically active consumers via a retail channel which sells largely mass-positioned products.
Sports drinks were only available in the off-trade in Bosnia-Herzegovina in 2018, with the category not being mature enough to justify expansion into the on-trade. The on-trade channel in Bosnia-Herzegovina is dominated by outlets which consumers visit so as to relax and indulge, which is not generally a compatible positioning with sports drinks.
Sports nutrition performed well in Bosnia-Herzegovina over the review period as consumers no longer viewed these products as only suitable for bodybuilders, increasingly accepting them as health supplements which can help improve physical performance. Social media platforms have been the most effective of late in spreading the word about the benefits of sports nutrition.
Jamnica and Vindija together accounted for the bulk of sports drinks sales in Bosnia-Herzegovina in 2018, although the share of the former continued to decline sharply. These are the only manufacturers of sports drinks which focus on the grocery retailing channel as they seek to make their products available to a wide consumer base.
The share of “others” continued to rise rapidly in sports drinks over the review period. Although the category has yet to witness a new “big” brand, it is clear that sports drinks distributed through sports nutrition specialists are quickly gaining share, benefiting from both a clear positioning and targeting of the right consumer group.
There were no domestic players present in sports nutrition in 2018. The regional brands Pro Sport and Isosport led sports drinks but are losing share to international brands, which consumers view as being superior in terms of both quality and efficacy, thus better addressing the nutritional requirements of physically active consumers.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sports Drinks research and analysis database.
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