With cross-border trade being limited and the on-trade virtually non-existent for sports drinks, category development is set to largely return to pre-pandemic norms over the forecast period. Sports drinks is set to grow in off-trade volume terms as the health trend in Norway remains strong.
Competition from other types of soft drinks will continue to restrain growth in off-trade volume sales of sports drinks during the forecast period. Examples of competing products include functional and still bottled water, which are typically considered a healthier option for refreshment and hydration, as well as energy drinks, which have some overlap in usage and are aided by strong innovation in reduced-sugar varieties.
Sports and nutrition stores, along with gyms, hold a higher share of sports drinks relative to other soft drinks, although this share dropped somewhat during the pandemic and remained significantly lower than 2019, as many people let their memberships lapse during this period either due to closures or to avoid crowds. Prior to the pandemic, convenience stores and forecourt retailers had also been fairly popular for on-the-go purchases of sports drinks, despite the fact that unit prices in these types of outlets are significantly higher than those of discounters and supermarkets.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sports Drinks
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 DefinitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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