Sports Drinks in Finland

PROSPECTS

The fitness trend supports sales of sports drinks

The fitness trend strengthened during the review period, and this helped to boost sales of sports drinks. However, the selection was still somewhat more limited than, for example, in sports protein drinks.

Recovery drinks will become more popular

Although the number of recovery drinks is relatively modest outside sports protein drinks, this is one of the most promising areas in terms of future prospects in sports drinks. BCAA properties and products with a more sophisticated image are key when seeking growth in sports drinks – the currently available standard sports drinks have little growth prospects, but well-positioned value-added products have some basis for growth.

Private label is expected to grow as innovative products emerge

Private label manufacturers have seized the opportunity in sports drinks, as manufacturer engagement was relatively low in the last two years. Kesko launched its Pirkka sports drinks in 2017, and Lidl Suomi added several products to its Sportyfeel range.

COMPETITIVE LANDSCAPE

Coca-Cola Finland and Hartwall continue to lead sports drinks

Coca-Cola Finland’s Powerade brand and Hartwall’s Gatorade brand continued to dominate sports drinks in off-trade value terms in 2018. Both, however, saw lower shares when compared with the beginning of the review period.

Olvi increases its share with a better positioning in grocery retailers

Local company Olvi, ranked third in sports drinks with its Teho brand in off-trade value terms in 2018, and increased its share moderately during the review period. This better than average performance was due mainly to the overall expansion of its range, which also included sports protein drinks and sports protein bars, as well as concentrates.

Private label ranges see the best growth rates in sports drinks

Private label ranges achieved above-average growth rates in the last two years of the review period. Kesko’s Pirkka sports drink range gave RTD sports drinks the visibility that they had been lacking in grocery retailers.

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