Sports drinks enjoyed a good year in 2018, recording strong growth in off-trade value and volume terms. Along with energy drinks, it is one of most dynamic and fastest-growing categories in Poland.
Leading player Oshee continued to increase its share in off-trade value terms in 2018, making its position even stronger. The company is the undisputed leader in sports drinks and the most recognisable brand in isotonic drinks.
Sports drinks are seeing growing popularity as a result of being seen as low-sugar drinks, which recorded strong growth in off-trade value terms in 2018. As Poles are paying attention to product labels and contents, most companies now try and offer low-sugar products.
Using famous sports influencers to promote sports drinks is very popular in Poland. A good example is 4Move, which is advertised by Adam Nawalka, the coach of the Polish football team.
Healthy lifestyles have a direct impact on all categories in non-alcoholic drinks. Producers of sports drinks are searching for ways to make their products more attractive to consumers.
Powerade was for many years one of most recognisable sports drinks on the Polish market. However, over the review period its performance was generally disappointing.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Poland with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.