Having only entered the off-trade channel in Georgia in 2017, sports drinks will remain a niche category during the forecast period with strong single-digit volume sales growth. Much of this growth is expected to be driven by development from a low base.
More players and sports drinks brands are predicted to appear on retail shelves in the forecast period. Leading local bottled water producers are expected to take an interest whilst the range of sports drinks and availability in the on-trade is forecasted to expand.
Sports drinks are expected to face competition from less expensive bottled water and other soft drinks especially as the health benefits of sports drinks might not be so obvious to many Georgians. High unit prices will undoubtedly be a barrier to the many Georgians who are choosing to economise and are highly price sensitive.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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