The growing sports culture being seen among young urban consumers in Bulgaria is set to continue supporting the growth of sports drinks over the forecast period. The increased focus on the need to follow healthier and more active lifestyles also offers further potential for growth, although players will need to ramp up their marketing efforts to help educate consumers about the benefits of sports drinks over alternative soft drinks.
The high rate of inflation seen in 2022 led to a sharp rise in the prices of most food and beverages across the country, while it also led to a drop in disposable income with every day expenses such as fuel also rising sharply. These economic pressures are likely to limit stronger growth in sports drinks over the forecast period, with it being likely to remain a relatively niche category.
Over the forecast period, sports drinks should see the entry of more new international brands, with there being a large number of companies who are keen to tap into the global health and wellbeing megatrend. Additionally, well-established online retailers including BB-Team, Silabg, Gymbeam should continue to help drive sales.
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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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