Total volume and current value sales of sports drinks are expected to register high-single-digit growth in 2021, after recording a significant sales decline in 2020, with falls in sales both the on-trade and off-trade channels. The COVID-19 pandemic in 2020 led to the implementation of measures to fight the virus, such as social distancing and restrictions on the operation of foodservice outlets, and led to home seclusion.
Consumers’ interest in sports drinks has been waning. This is mainly due to the rising health and wellness trend, which accelerated as a result of COVID-19.
The trend towards low and zero sugar options in beverages was already seen prior to the pandemic as a result of the global health and wellness trend, which led consumers to be increasingly concerned about the consumption of sugary beverages, including sports drinks. This trend has been accelerated by COVID-19, with consumers paying more attention to their own health during the pandemic, and therefore reducing their consumption of sugary beverages such as sports drinks.
Total volume and current value growth momentum for sports drinks is forecast to continue over the forecast period 2021-2026. Although growth rates are expected to see a slight slowdown following the strong rebound in 2021, the category is expected to be see stabilisation as consumers’ lives return to normality after the disruption from COVID-19.
As public opinion and consumer perception are still unfavourable for sports drinks, the category’s image remains a disadvantage for manufacturers and a challenge to growth. Therefore, marketing campaigns will continue to be key to stimulate consumer spending on sports drinks.
At the moment, the market for zero and low sugar sports drinks in Hong Kong is still in its infancy. Nevertheless, given the continuous development of the health and wellness trend, consumers’ interest in zero and low sugar beverages is expected to continue to grow, which will benefit beverages such as zero and low sugar sports drinks.
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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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