Executive Summary

Mar 2019
PROSPECTS
Health-concerned consumers look for healthier sweeteners

Despite the growing interest in reduced sugar products within soft drinks in general, in sports drinks the trend has been slightly different, as many athletes find the role of sugar in improving their performance undeniable. Furthermore, the concern about artificial sweeteners such as aspartame and sucralose has seriously hampered the growth of traditional reduced sugar sports drinks, encouraging suppliers to produce products containing natural sweeteners with fewer calories.

The category continues to suffer from its unhealthy image

Part of the effort in reinvigorating sales of sports drinks is to address the unhealthy image associated with sports drinks, which was behind PepsiCo’s launch of certified organic variant G Organic in the US, which is likely to enter Canada over the forecast period. Along with the other major sports drinks brand, Powerade, Gatorade continues to receive support in terms of marketing, including social media support, in-store promotions, sports sponsorship and a push in distribution to improve its image as a healthy option, but the efficacy of these efforts is not yet clear.

New regulations might hamper growth in the coming years

The relatively high sugar and calorie content in most sports drinks makes them an ideal target for the upcoming regulatory changes. These products might be subject to front-of-package nutrition labelling, which aims to highlight products high in sugar, sodium and saturated fats.

COMPETITIVE LANDSCAPE
PepsiCo Beverages Canada dominates

PepsiCo Beverages Canada dominated sports drinks in Canada in retail volume and value terms in 2018, thanks to wide distribution of its Gatorade brand – the brand enjoys a high level of consumer awareness. However, its position is expected to be challenged by new Powerade Zero and VitaminWater Active, introduced by Coca-Cola in April 2018.

Smaller brands try to get their foot in the door

Despite the overall slowing of growth in sports drinks and the dominance of two major brands and their strong position in many channels, some smaller brands are seeing growth and are projected to continue to expand and eventually grow out of the niche brand profile. One such brand is BioSteel, which was created by a former professional athlete and is now being distributed in some national retail chains.

Ingredients are becoming more important in the purchasing decision

One important development in sports drinks in terms of gaining a competitive advantage is to eliminate ingredients which are perceived as unhealthy and unnatural due to the rising health and wellness trend. Major brands, due to their size and corporate structure, are less flexible and responsive than smaller brands in adapting to the latest trends and shifts in consumer preferences.

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Sports Drinks in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Canada?
  • What are the major brands in Canada?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Canada?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Canada?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in Canada - Category analysis

HEADLINES

PROSPECTS

Health-concerned consumers look for healthier sweeteners
The category continues to suffer from its unhealthy image
New regulations might hamper growth in the coming years

COMPETITIVE LANDSCAPE

PepsiCo Beverages Canada dominates
Smaller brands try to get their foot in the door
Ingredients are becoming more important in the purchasing decision

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Canada - Industry Overview

EXECUTIVE SUMMARY

Consumers are looking for unique and interesting experiences
Concerns about calorie and sugar intake continue to hamper growth
Pricing and distribution remain the focus of multinational giants
Calorie reduction and natural claims are central themes of NPD
Moderate growth is forecast for the coming years

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Canada
Trends

SOURCES

Summary 1 Research Sources