Suntory Beverage & Food Nigeria Ltd dominates sports drinks in Nigeria. The company’s long-established Lucozade Sport brand gained further share in 2021 thereby entrenching itself as the dominant sports drink in Nigeria, building on its strong brand recognition in energy drinks.
There were no noticeable new product developments in sports drinks in 2021. Being a niche segment with only two known brands in Nigeria, it is expected that investors can tap into the numerous opportunities available in the provision of products that will appeal to consumers seeking affordability in the midst of economic challenges.
Competition in sports drinks is currently quite low and so there is opportunity for new entrants which have the right marketing strategy to do well in this highly untapped segment. As a result of this, manufacturers are likely to aim at providing products which can either be based on simpler formulations and/or smaller packages.
Increased health consciousness, sporting events and exercising in gyms, particularly among working professionals, have been behind the growth in sports drinks, and this helped to drive overall category growth during 2021. This is likely to continue into the forecast period.
Average unit prices in the off-trade channel increased steeply in current terms in 2021, as a result of higher costs of importation following the depreciation of the local currency. This trend may continue into the forecast period if the economy continues to perform poorly.
Nigeria is known to have a very large active youth population that are driven by and heavily involved in sporting activities. Growth over the forecast period is expected as manufacturers continuously tend to sponsor sports events in both tertiary and secondary institutions where the majority of the youth population are located.
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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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