Sports drinks continued to decline in both value and volume terms, despite strong advertising and alliances with sporting personalities. It is believed that involvement in high-activity sports by time-poor adults is seeing a reduction in participation, bringing with it a reduction in the consumption of sports drinks.
Attempts have been made to introduce reduced-sugar variants, however this has done little in terms of having a positive effect on the category overall, with reduced-sugar sports drinks also recording declining sales in value and volume terms. Nevertheless, reduced-sugar variants are experiencing slower value and volume declines than their regular counterparts, and are expected to continue to perform better over the forecast period.
Sports drinks continued to be marketed by sporting personality endorsements as they support and sponsor major brands, hence the strong alliance in advertising featuring sporting greats, such as Gatorade being the official sports drinks to Serena Williams in tennis and Michael Jordan in basketball. Gatorade continued to use high-profile sports people in advertising campaigns, and in 2016 the New Zealand All Blacks came on board as part of the brand’s elite sports profile.
Despite Gatorade attracting strong international share due to its alliances with leading sports people, the Powerade brand continued to lead the sports drinks category in New Zealand.
The Gatorade brand, distributed by Cocoa-Cola Amatil (NZ) Ltd, has remained a distant second behind Powerade, despite strong advertising and alliances with the New Zealand All Blacks rugby union team. 2016 saw the brand become the drinks supplier to the New Zealand All Blacks and marketing and advertising of the brand continued to have a close association with the prominent rugby team.
Despite the dominance of Powerade, followed by Gatorade, with both brands conducting regular advertising campaigns, the third contender Loaded remained a viable alternative option in sports drinks.
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This industry report originates from Passport, our Soft Drinks market research database.