Consumers in Malaysia do not limit their sports drinks to sporting activities, and rather perceive sports drinks as essential beverages which boost hydration and reduce body health during seasons of hot weather. Therefore, demand is stable across multiple drivers, and this looks set to continue over the forecast period.
Due to the popularity of sports drinks in Malaysia, players are expected to expand and optimise their distribution channels in order to reach a wider consumer audience. For example, leading companies such as Fraser & Neave Holdings Bhd and Etika Beverages Sdn Bhd are predicted to focus their distribution on recreational parks, through vending machines, as consumers are practising healthier lifestyles with frequent outdoor workouts and other activities.
Marketing campaigns and tactical promotions will also drive growth over the forecast period. For example, Fraser & Neave Holdings is also expected to introduce bundle sales seasonally, such as the offer of purchasing a second bottle of 100 Plus at half price, to attract price-sensitive consumers.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Malaysia 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 Malaysia, 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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