Sports drinks is set to accelerate its off-trade volume off-trade value sales over the forecast period, making a full volume recovery to pre-pandemic levels by the end of 2023. The forecasted growth rates are set to be stronger relative to the review period, mostly driven by the health and wellness trend which will encourage more Macedonians to engage in sports and other health-related activities.
Regular sports drinks is set to remain the only active sports drinks category over the forecast period. Despite the rising health and wellness trend and growing aversion to sugary beverages, local consumers overwhelmingly prefer standard sports drinks over reduced sugar sports drinks.
Sales of sports drinks via e-commerce are set to continue gathering pace over the forecast period, following the channel’s strong performance during the pandemic years. Thanks to the rapid adoption of the online channel by Macedonian citizens, sales made via this channel are set to double by the end of the forecast period.
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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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