Sports drinks was experiencing off-trade volume and current value declines prior to the pandemic, partly due to the conflict some consumers had between their sporting activities and the sugar content of popular sports drinks options. Consumers are still concerned about this, and regular sports drinks is therefore expected to see consistent declines in off-trade volume and current value terms in the forecast period.
Sales of sports drinks are also expected to be lifted by growing awareness of the need to stay active over the post-pandemic period. The pandemic, with its lockdowns and the shift towards working from home, contributed to more sedentary lifestyles amongst many New Zealanders, resulting in unintentional weight gain.
Powerade Active Water is promoted with the slogan “the sports drink for everyone”, indicating that its strategic purpose is to expand the appeal of sports drinks. This includes expanding their appeal to one particular demographic that was not previously catered to by the sports drinks category: women.
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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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