Off-trade volume sales of sports drinks look set to continue declining over 2024-2025. Demand will remain depressed given the economic challenges the country is expected to face over the coming year, heading into the 2024 elections.
Given that high prices remain one of the biggest barriers to demand, the entry of domestic manufacturers offering more affordable products could help to broaden the appeal of sports drinks in Egypt. However, poor growth prospects and a narrow consumer base limit the incentive for local companies to invest in the category.
Sports drinks face an uncertain future in the upcoming period, due to challenges in terms of limited availability, high pricing and low awareness. As the on-trade channel is currently insignificant for sports drinks, there should be some sales expansion via the on-trade, as more health specialists and gyms sell sports drinks, if they are able to overcome import challenges.
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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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