Executive Summary

Mar 2019
PROSPECTS
Increasing awareness is key to further growth

Sports drinks is a relatively new and small category in comparison to other soft drinks in Latvia. It is increasingly present outside of specialist sports nutrition stores, and the share of sports drinks on the shelves of mainstream hypermarkets and supermarkets grew over the review period.

Well-known local brands innovate in sports drinks

Established brands benefit from positive image spillover into sports drinks. Local producers such as Cido (Mangali Active Isotonic) and Cesu Alus (Vitamin Performance) attempted to strengthen their presence in sports drinks, aiming for a new, growing niche that allows them to charge premium prices which are unjustifiable in bottled water.

EU rules on nutrition and health claims set limitations on functional claims

Making the strongest possible product benefit claims while staying within the legal framework will remain challenging for sports drinks. To promote their products, manufacturers will have to become creative, often focusing on communication of ingredients rather than making functional claims they cannot support.

COMPETITIVE LANDSCAPE
Mix of local and imported brands

The mainstream off-trade retailers have a number of local sports drinks on their shelves, such as Cido’s Mangali Active Isotonic and Vitamin Performance by Cesu Alus, as well as Polish brand Oshee, Swiss brand Isostar and Coca-Cola’s Powerade. The category is becoming increasingly competitive and dynamic, with great uncertainty and changes possible during the forecast period, as a growing number of brands and products compete for consumer wallets and shelf space in hypermarkets and supermarkets, as well as convenience stores and forecourt retailers.

Mangali expands its portfolio

Mangali Active Isotonic by Cido Grupa, - the leading local bottled water player - continued to broaden its portfolio. The 2017 launch of Mangali Fitness as a Mangali Active variety locked additional shelf space and addressed the various needs of fitness enthusiasts.

Online and cross-border competition

Many specialist sports nutrition products, including powdered and liquid sports drinks, can be conveniently purchased via international e-commerce platforms such as Amazon and local online specialist stores by computer literate and well-travelled young sports enthusiasts. It is not unusual for local gym users to research such products online to identify those that best suit their workout needs and scan the internet for the best offers.

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Sports Drinks in Latvia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Latvia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in Latvia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Latvia?
  • What are the major brands in Latvia?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Latvia?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Latvia?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in Latvia - Category analysis

HEADLINES

PROSPECTS

Increasing awareness is key to further growth
Well-known local brands innovate in sports drinks
EU rules on nutrition and health claims set limitations on functional claims

COMPETITIVE LANDSCAPE

Mix of local and imported brands
Mangali expands its portfolio
Online and cross-border competition

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Latvia - Industry Overview

EXECUTIVE SUMMARY

Bottled water remains the driving force behind soft drinks
Hot summer of 2018 brings better than expected sales
Private label’s share to increase with Lidl’s entry
Novelties focus on health and wellness and functionality
Stable outlook with further redistribution of consumer preferences among categories

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources