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.
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 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.
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.
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 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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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Finland with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.