Sports drinks are expected to face stable growth during the forecast period due to a growing consumer base as more Serbians become in engaged with sports to improve their health. Growing health consciousness is expected to stimulate demand for sports drinks.
Existing competition from other types of soft drinks is expected to negatively impact sports drinks development in the forthcoming years. In the face of lower disposable income, other Serbians will be looking for inexpensive carbonates, energy drinks, juice, and so forth.
There are only a small selection of sports drinks brands in Serbia, which will limit retail volume growth to an extent in the coming years. Furthermore, this category is not expected to be among the top priorities for soft drinks producers in the coming 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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