Sports Drinks in Estonia

PROSPECTS

Functional bottled water poses serious competition

Sports drinks in Estonia is seeing serious competition from functional bottled water, as the latter are often equated with sports drinks in terms of their benefits. For example, the brand Vitamineral from A Le Coq, and also Vitamin Well from distributer GKR Trade OÜ, provide functional bottled water with benefits similar to those of sports drinks.

The health and wellness trend boosts sales

The continuing trend towards healthy lifestyles is promoting sales of sports drinks, as active Estonians are increasingly likely to support their training activities with sports drinks. These drinks are purchased from retailers such as supermarkets and hypermarkets, but also directly from gyms and sports facilities.

Hot summers are likely to impact the consumption of isotonic drinks

With the many hot days in the summer of 2018, people made efforts to stay well-hydrated, and often resorted to isotonic drinks to do so, in addition to consuming bottled water. If the temperatures in the summer months continue to climb over the coming years, it is likely that isotonic drinks will be pushed by producers as thirst quenchers and as a source of hydration during hot periods, and not only as drinks to support sports activities.

COMPETITIVE LANDSCAPE

Local company A Le Coq dominates sports drinks

The domestic player A Le Coq maintained its strong lead in sports drinks in off-trade value terms in 2018, as it manages the popular sports drinks brand Arctic Sport, and the new BCAA brand. Arctic Sport comes in three varieties – blueberry, grape and orange; blueberry was the most recent addition.

Players continue to invest in product development

Due to the positive projection regarding value sales of sports drinks over the forecast period, producers are expected to continue new product development, as this has proven to generate consumer interest and boost sales. Furthermore, investments in promotional activities are likely to remain high, as people in Estonia are becoming increasingly active and involved in different sports activities, creating more interest in and demand for sports drinks.

Major changes in value shares are not expected

The local producer A Le Coq has managed to maintain the majority of value share in sports drinks largely due to its well-known brands, continuous promotional activities and investment in new product development. It is highly unlikely that any of the other players in the market will be able to increase their value shares significantly over the forecast period, as the most recent launches from the leading producer have been successful.

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