Sports drinks is an emerging product area in Lithuania and has been registering strong growth during the review period, until the pandemic hit, During the 2020 lockdowns, with gyms closed etc, it registered minimal value growth and stagnant volume saes. In 2021, with society opening up again, sports drinks registered higher value and volume growth.
The competitive landscape is fairly consolidated, with a few key players accounting for significant value sales. Novartis continued to lead sports drinks in 2021, with its Isotar brand.
There is a growing consumer base for sports drinks and there have been many articles in the printed press and other media reports during the review period, which focused on the positive benefits of sports drinks. In addition, the rising interest in health and wellness has also boosted the growth and sales for sports drinks.
Sports drinks is an emerging product area and will register very healthy constant value and volume growth over the forecast period. Increasing awareness around healthier lifestyles will see more people getting involved in sports and looking to boost their fitness levels and overall wellbeing through regular exercise.
Although benefiting from a growing target audience, sports drinks are facing increasing competition from other soft drinks, such as functional bottled water, which is positioned as a healthy hydration option. Functional bottled water also benefits from being sugar-free, whereas sports drinks tend to have a high sugar content.
Sports drinks are not currently available in the on-trade in Latvia, as the product area is not mature enough to justify expansion. Over the forecast period, this is not expected to change and sports drinks are set to continue being available from off-trade only.
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Sports Drinks
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 DefinitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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