Sports Drinks in Slovenia

PROSPECTS

Falling prices hamper off-trade value growth

Over the review period the performance of sports drinks in off-trade current value terms fluctuated, with the category remaining flat in 2018. The on-trade, on the other hand, continued to record steady growth.

Volume growth remains steady

The health and wellness trend was the main driver of sports drinks volume sales in 2018. Specifically, a rising number of physically active consumers sought products offering mineral replenishment and vitamin fortification for before and after their workouts, with manufacturers focusing on developing products to meet these needs.

New product development is blurring category lines

Although benefiting from a growing target audience, sports drinks are also facing increasing competition from other categories such as functional bottled water, which is being positioned as a healthier hydration option. This is mainly due to the high sugar content found in sports drinks, with this remaining the biggest obstacle to the category’s further growth.

COMPETITIVE LANDSCAPE

Coca-Cola HBC Slovenija remains the leading player

Coca-Cola HBC Slovenija remained the leading player in sports drinks in 2018, accounting for around a fifth of the category’s off-trade value sales. This position can be attributed to the popularity of the company’s globally renowned flagship brand Powerade, which continued to perform well in 2018 despite any significant marketing support.

Second-ranked Pivovarna Union continues to gain share

The domestic brewer Pivovarna Union ranked second in sports drinks in 2018 thanks to its Sola Isosport brand. With the support of its owner Heineken, the company has been able to benefit from synergies in terms of distribution.

Magistrat International benefits from a wide product portfolio and strong distribution

Magistrat International ranked third in 2018 through its Isostar brand, which is widely available across both the off-trade and on-trade thanks to a well-established distribution network. The company offers a wide portfolio of packaged food products and is able to leverage their position with key partners in order to guarantee better shelf space and availability in on-trade outlets.

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