The COVID-19 pandemic limited consumers’ opportunities to take part in sport and exercise in 2020, as facilities such as gyms and leisure centres were forced to close and many sporting events were cancelled. While many consumers engaged in informal exercise in order to keep fit during periods of home seclusion and simply to spend some time outdoors, this activity was less conducive to the sale of sports drinks than more established fitness regimes.
According to the Euromonitor's Survey about Health and Nutrition, the share of consumers using sports nutrition products (including sports drinks) as part their fitness and exercise routine has increased since 2019. However, despite the fact that consumers paid more attention to the food and drink they were consuming when exercising, the most popular choice in 2021 remained protein/energy bars and ready-to-drink protein drinks.
Powerade from Coca-Cola Refreshments ZAO continues to dominate sales of sports drinks in the Russian market with undoubted leadership in sales giving a smaller space to other players. However, Coca-Cola has done little to develop the brand, with it reducing its spending on advertising.
Sports drinks is expected to post strong and steady growth over the forecast period. The developing healthy living culture in Russia in the fallout from the COVID-19 pandemic is expected to be one of the main drivers of growth for the category.
While increasing consumer health-consciousness has the potential to boost demand for sports drinks as more consumers commit to regular exercise and sporting activity, it also represents a potential threat to the category’s development. This is in part a result of the increasingly negative image of sugar amongst health-conscious consumers, with sugar increasingly being associated with the development of a number of health conditions, including cardiovascular disease, type 2 diabetes, some cancers and obesity, particularly amongst children.
Younger consumers remain the core audience for sports drinks as they perceive health and fitness as a significant part of their lifestyle. The fitness trend is growing and becoming trendy among young people who like to show off their well-toned bodies on social media.
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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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