Sports drinks will see low volume sales over the forecast period with dips into negative growth and will continue to suffer from negative media commentary about how unless one is engaged in long-term sporting activity in a hot climate (fairly rare in Finland), consuming sports drinks is unnecessary and may even be detrimental to one’s health due to high levels of sugar and salt.
Without partnerships with well-known people and more investment in attention-grabbing marketing, sports drinks will struggle to compete with categories such as energy drinks. Few manufacturers and retailers fully developed strong marketing strategies in sports drinks during the review period, with sports protein products being much more prominent than RTD sports drinks.
On the other hand, we can expect to see more hybrid and optimisation products introduced over the forecast period. To remain competitive, players will need to reach new consumers, who do not participate in events such as ultra runs, triathlons, and Iron Man competitions.
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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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