More people are engaging in sport on a regular basis, not only in order to manage their weight but in an effort to maintain a healthy lifestyle. In the packaged food market, for example, several protein-enriched foods were launched over 2017-2018, targeting people who want a protein boost after exercising.
Besides the rising demand for sports nutrition on the consumer side, company activity has also been key in boosting sports drinks’ performance. Over 2017-2018, the distribution of leading brand Gatorade expanded to the major grocery retailers Shufersal and Rami Levy, and it is expected to expand further in the next couple of years into more supermarkets and discounters.
Marketing campaigns have made a significant contribution to growth in sales of sports drinks, predominantly by targeting young men in social media and via sports TV channels. Gatorade’s recent campaign sought to convey a message of energy, boosting one’s performance and winning, thus appealing to young people who engage in sports.
Gatorade accounts for the majority of sports drinks sales. The brand is marketed by Adir RY Trade Ltd and distributed by Tempo Beverages Ltd.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Israel 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.