Sports drinks are facing increasing competition from other soft drinks such as bottled water positioned as a sports drink, for example Ensinger Sport, as well as coconut water, which is a naturally isotonic drink. At the same time, while those who consume sports drinks only occasionally are more tempted to try other drinks with similar benefits, athletes and regular gym goers generally prefer sports drinks and tend to stick with a specific product or brand.
With Germans adopting healthier lifestyles, sport is enjoying greater consumer interest, meaning there remains further growth potential for sports-related products. However, some players are focusing on sports drinks in new formats, such as tabs and gels, which are easy to transport and consume while on the go, with one example being Totum Sport, which was launched in 2018.
In 2018, the competitive landscape in sports drinks continued to be mainly split between the brand Powerade and private label products. While Powerade benefits from the strength of Coca-Cola in the German soft drinks market, particularly in terms of marketing, private label products attract consumers through their low unit prices, especially the sports drinks offered by Aldi and Lidl.
Sports drinks is seeing very few successful innovations when compared to other soft drinks categories. With private label and Powerade being well-established in the marketplace, it is difficult for other manufacturers to compete.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Germany 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.