Sports drinks demonstrated strong off-trade volume growth throughout most of the review period as the category continued to establish itself in Ecuador. However, this strong growth was interrupted in 2020 due to the implementation of COVID-19 lockdown restrictions and the continued presence of social distancing measures in the country throughout the year.
There were many new releases of sports drinks in 2021 but there are two that stand out. The first was the new limited-edition lemon-lime flavour from Powerade (Coca-Cola de Ecuador SA) that was launched during the first half of 2021.
As a result of the COVID-19 pandemic, fewer people were shopping haphazardly during 2021 and shopping was a more planned activity at modern grocery retailers. The main reason for shopping at these retailers is the considerably lower price of sports drinks than those at traditional grocery retailers.
As the threat of COVID-19 subsides and Ecuador’s national restrictions come to an end, consumers are expected to return to their pre-pandemic routines. This includes taking up their fitness and sports activities again.
Sports drink companies are expected to focus on low price point strategies during the forecast period due to the economic turmoil that resulted from the pandemic. This is likely to be one of the main drivers of sales growth in sports drinks.
Major competitors in sports drinks is anticipated to drive demand by increased advertising spend, innovative concepts and flavours which will allow the category to remain attractive to consumers. Limited edition sports drinks, television and social media commercials, branding of sports venues, sponsorships and other innovative methods will attract consumers during the forecast period and assist in growing demand for sports drinks.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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