Sports Drinks in Latvia

PROSPECTS

A declining young population and low awareness set to dampen growth rates

Sports drinks is a relatively new and small category in soft drinks in Latvia. These products are increasingly available outside of specialist sports nutrition stores, and the share of sports drinks on the shelves of mainstream hypermarkets and supermarkets continues to grow.

Strong marketing is required to build a category with a limited audience

In addition to strong competition within the category, players face challenges from mineral and functional bottled waters, as concerns over the health credentials of sports drinks remain. On the other hand, established brands benefit from the spillover of their positive image into sports drinks.

Legal framework limits the scope for functional claims by sports drinks players

The legal framework continues to pose a challenge to sports drinks players in Latvia in 2019. Companies are required to temper any claims of functional or health benefits to stay within the law.

COMPETITIVE LANDSCAPE

Isostar enjoys high brand recognition through wide offline and online distribution

The main off-trade grocery retailers offer a number of local sports drinks on their shelves, such as Cido Grupa’s Mangali Active Isotonic and Cesu Alus’s Vitamin Performance, alongside international brands like Oshee, Isostar and Powerade. Isostar, the leading brand, enjoys consumer recognition and loyalty due to its wide availability in modern grocery retailers, sports clubs and gyms and specialised and online stores, including its branded online store, which sells a wide range of Isostar sports nutrition products directly to consumers.

Company investments play a key role in brand performances

Mega Baltic (GBO: Oshee Polska) has built a strong presence for Oshee on retailers’ shelves in Latvia. Moreover, the sponsorship of sports events raises awareness and helps Oshee compete with key rivals, including the local brands Mangali Active (Cido Grupa) and Vitamin Performance (Cesu Alus).

Internet retailing increasingly lures convenience-seeking young sports enthusiasts

The widening offer of isotonic powders and tablets in physical and online stores is strengthening the competition for the wallets of sports enthusiasts. Many specialist sports nutrition products, including powdered and liquid sports drinks, are available via international e-commerce platforms like Amazon and local online specialist stores.

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