Sports Drinks in Croatia

PROSPECTS

Not much interest shown by consumers

Sports drinks is the second smallest category in soft drinks, ahead only of RTD coffee. An upswing in the fitness trend in Croatia has not been followed by a significant increase in consumption of sports drinks.

Hard to distinguish sports drinks from other categories

Sports drinks have trouble distinguishing themselves from some other soft drinks categories, such as functional bottled water and juice drinks. However, the largest threat comes from powder concentrates.

Traditional isotonics still account for the bulk of sales

Consumers usually understand sports drinks as isotonics used to replace lost electrolytes after prolonged physical activity. Little curiosity has been shown in exploring other formats of sports drinks.

COMPETITIVE LANDSCAPE

Coca-Cola Beverages Hrvatska doo the leader in value sales

Global sports drinks brands appeared in Croatia only after independence in the 1990s, riding the wave of free enterprise and making use of the new fascination in everything imported. Both Gatorade by PepsiCo and Powerade by Coca-Cola entered the market, and it looked as if they were going to take it by storm.

Domestic Vindija dd leads in terms of volume sales

For decades, Vindija’s Isosport was practically the only sports drink available in Croatia. The concept of isotonic drinks was known only to a very small number of people, who tended to be loyal to this unpretentious product, which did not invest much in advertising given that it had no competition.

Atlantic Grupa dd is the most prolific innovator

Atlantic Grupa dd is the leader in sports nutrition, and it is not surprising that it has extended its focus on food aimed at people with an active lifestyle to drinks as well. The problem for the company is the high brand recognition of Powerade and the decades-long tradition of Isosport.

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