Sports drinks was among the areas of the Guatemalan soft drinks market hardest hit by the outbreak of COVID-19 in 2020, with off-trade volume sales declining sharply as gyms were closed and communal sports activities cancelled for several months as part of the national effort to curb the spread of the virus. Demand rebounded strongly over the first half of 2021 as the easing of public health restrictions allowed people to begin resuming their normal sports and fitness routines.
With public health restrictions and concerns about potential exposure to COVID-19 making gyms and communal sports activities less accessible and appealing, many fitness enthusiasts in Guatemala have instead continued to regularly work out at home in 2021. This has also subdued the recovery in sports drinks consumption, as home-based workouts tend to be less physically intense than those undertaken in gyms or outdoor spaces.
The Hidravida brand has been among the most aggressively promoted within sports drinks in Guatemala in 2021. This brand is positioned as a scientifically formulated oral electrolyte solution for the prevention and treatment of dehydration caused by strenuous exercise, and also claims to promote faster recovery times.
The outlook for sports drinks is favourable, with off-trade volume sales projected to grow at robust rates throughout the forecast period. In the short term, the category should benefit as the epidemiological situation in Guatemala improves with the rollout of vaccines, which will encourage people to return to gyms and partake in communal sports activities once again.
Sports drinks is likely to witness greater polarisation over the forecast period. One the one hand, more affordable brands will remain popular and should continue to play a key role in broadening the appeal of this category among lower-income consumers.
Embotelladora Centroamericana, the leading company in sports drinks in Guatemala, recently expanded its portfolio with the launch of reduced sugar variant Gatorade Zero. This product should be well received, as interest in reduced sugar sports drinks is on the rise among local consumers and Gatorade – which has long been the dominant name in the regular category – enjoys strong brand loyalty and high-profile marketing support.
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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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