Sports Drinks in Colombia

PROSPECTS

Sports drinks increasingly rehydrate a more active population

Sports drinks continued its recovery in volume sales in 2019, while value sales recorded a smaller rise. Amidst a difficult macroeconomic environment, consumers have become sensitive to prices, particularly for non-essential products, in regard to purchasing decisions.

A shift to low-sugar variants could invigorate the category

Sports drinks is a category that in Colombia has seen a low pace of product innovation, and options for consumers remain limited to some variety in bottle sizes and a small number of flavours. Until 2018, reduced sugar products were not available, when Postobón introduced Gatorade G Active.

COMPETITIVE LANDSCAPE

Gatorade takes the gold medal for sports drinks

With Gatorade and its own eponymous brand, Postobón has the majority share in sports drinks in both value and volume terms. Gatorade is the strongest brand in the country, not only thanks to the robust distribution network of Postobón, which sees Gatorade present in most channels, but also thanks to high visibility through the sponsorship of several sports events and marathons.

Sporade is gaining share in record time

Sporade, belonging to the Peruvian Aje Group, has been gaining value share rapidly, particularly between 2017 and 2019. The company focuses its distribution on the traditional grocery retailers channel, but has recently been changing its strategy and is making inroads in modern grocery retailers, being present for example in Éxito stores.

Electrolit looks to charge up its sales

The Electrolit brand, owned by Mexican pharmaceutical PISA`s, is spreading its distribution in Colombia beyond pharmacies and local grocery stores. Electrolit, with its fruity range of sports drinks, has now entered supermarkets, including chain stores, and the currently nascent internet retailing channel.

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