Sports drinks was negatively impacted by the closure of sporting facilities in Estonia in 2020 and the reduction in organised sports in general during lockdown. In addition, sports drinks are not regarded as a necessary feature of sporting activity, and many Estonians opt for regular mineral water to rehydrate instead: its natural profile appeals to health-conscious consumers eager to cut down on their sugar intake as the link between obesity and immunity becomes clear.
A Le Coq AS continued to dominate sports drinks in Estonia in 2021. A Le Coq maintains consumer interest by regularly updating its range of Arctic Sports brands and heavily investing in marketing and PR campaigns.
Despite the challenges facing sporting activities during the COVID-19 pandemic, jogging became one of the few outdoor sports that increased during lockdown, and this led to some demand for various types of isotonic sports drinks. Moreover, greater numbers of consumers wary of shopping in public places during the COVID-19 pandemic opted to purchase sports drinks online, and e-commerce sales in sports drinks increased at the expense of store-based retailing as digital platforms became more user friendly.
Increasingly hot summers bode well for sales of sports drinks, as consumers often rehydrate with isotonic drinks in addition to bottled water. If temperatures during the summer months continue to climb in the coming years, it is likely that manufacturers and retailers will further develop and promote isotonic drinks as good for general rehydration, rather than just for sports recovery.
Sports drinks in Estonia is still a developing category, which explains its strong value and volume growth across the review period. This growth is largely driven by the increasing number of people regularly participating in sports, a trend that is likely to accelerate from 2022 onwards as more Estonians return to sporting facilities and organised sporting events are held.
Despite a positive outlook for sports drinks in Estonia, sales will nevertheless continue to be limited by functional bottled water, which is often equated with sports drinks in terms of its rehydration and health benefits. For example, the Vitamineral brand from A Le Coq and Vitamin Well from distributer GKR Trade OÜ provide functional bottled water with benefits similar to those of sports drinks.
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Sports Drinks
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 DefinitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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