With considerable room for growth, the sports drinks category is likely to see rising sales in both on-trade and off-trade channels during the forecast period. Increasing demand will be supported by the continued rise in the number of people engaging in regular physical exercise and taking up sports, which will, itself, be underpinned by the further development of the health and wellness trend.
After a strong rise in 2022, the average unit prices of sports drinks are expected to remain high throughout the forecast period as a result of increased production costs. This trend is also likely to be driven by the low level of competition from private label, with the private label segment unlikely to significantly increase its penetration in the Portuguese market during the forecast period.
Innovation is likely to remain at a low level in the sports drinks category over the forecast period with manufacturers focusing investment plans on more profitable, higher demand categories. Following the example of Coca-Cola, some players have the opportunity to expand their ranges by introducing functional products not specifically linked to the world of sport and wellbeing with the aim of expanding their consumer bases and diversifying consumption occasions.
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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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