Sports drinks products are amongst the main choices for consumers looking to restore stamina and also avoid drowsiness while driving a car, especially for long distance travel. As a result, the re-imposition of the long-distance travel ban under PPKM has had a negative impact on sales in the category.
The continuation of restrictions on working from the office in 2021 had a negative impact on sales of sports drinks through retail channels. Often, office workers consume sports drinks on their way home from work, or when doing activities after working hours.
Amerta Indah Otsuka PT was expected to consolidate its dominant position in sports drinks in 2021 in both off-trade volume and value terms. The company went through a bad period in 2020, experiencing negative growth and significant share loss.
The relaxation of the long-distance travel ban as COVID-19 becomes a managed fact of life will have a positive impact on on-trade sales of sports drinks, particularly during holiday seasons. Nonetheless, demand for sports drinks is set to remain heavily concentrated in off-trade sales channels in the forecast period, with on-trade sales only accounting for a small share of total consumption.
The recovery of consumer purchasing power and the prominent health and wellness trend, which has received a notable boost from the experiences of the pandemic, are set to provide favourable conditions for the development of sports drinks sales over the longer-term. Awareness of the growing obesity problem in Indonesia has been increased by the pandemic, as obesity is a key risk factor for severe outcomes from COVID-19, and more Indonesian consumers are set to engage in regular sport and exercise, such as cycling and going to the gym, during the forecast period.
As the sports drinks category is quite competitive, brands may try to differentiate themselves from rivals by highlighting the specific functional benefits of their products. For example, Danone Aqua PT highlights the fact that its Mizone is the only isotonic brand that contains vitamins B3, B6 and B12, and promotes the message that its brand can maintain stamina.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Drinks industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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