After a negative 2017, sports drinks saw recovery in volume sales in 2018, but a decline in values sales. Amidst a difficult macroeconomic environment, consumers have become sensitive to prices particularly for non-essential products, when it comes to purchasing decisions.
Sports drinks is a category that in Colombia has seen a low pace of innovation, and options for consumers remain limited to some variety in bottle sizes and limited availability of flavours. Until 2018, reduced sugar products were not available, when Postobón introduced Gatorade G- active.
With Gatorade and Squash, Postobón has the majority share in sports drinks in both value and volume terms. Gatorade is the strongest brand in the country, not only relying on the robust distribution network of the company, but also high visibility through the sponsorship of several sports events and marathons.
Sporade, belonging to the Peruvian Aje Group, has been gaining value share rapidly, particularly between 2017 and 2018. The company focuses its distribution on the traditional channel, but in the last year has been changing its strategy and is making inroads in the modern channel, being present for example at Éxito stores.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Colombia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.