The factors which contributed to the strong growth of sport drinks in 2022 are likely to remain relevant over the forecast period. Springs and summers are likely to be very hot, while the progressive return to pre-pandemic lifestyles, in terms of out-of-home activities, is likely to boost sport activities and on-the-go consumption.
During the forecast period, the reputation of sports drinks as being high in sugar, due to their high glucose content, will continue to exert strong downward pressure on demand. This will coincide with a consumer switch towards other types of soft drinks perceived as healthier, especially bottled water and functional 100% juice.
In addition to innovation in terms of reduced sugar variants and sustainable packaging, sports drinks is likely to see opportunities for development and growth in the progressive return of consumers to gyms, fitness centres, sports centres and global sports events, following the lifting of COVID-19 restrictions. In particular, the resurgence of major sports competitions and events offers strong marketing opportunities for manufacturers of sports drinks.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Italy 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 Italy, 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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