Sports Drinks in Slovenia

PROSPECTS

Sports drinks growth is driven by a favourable economic landscape and the increasing interest in health and wellness

Changing lifestyles, especially across the younger population, has driven growth in sports drinks. Encouraged by the increasing awareness around healthier lifestyles, more and more people in the country are getting involved in sports, aiming to boost their fitness levels and overall wellbeing through regular exercise.

Sports drinks has stiff competition from other sports drinks, particularly functional bottled water

Although benefiting from a growing target audience, sports drinks are also facing increasing competition from other soft drinks, such as functional bottled water, which is positioned as a healthy hydration option. Functional bottled water also benefits from being sugar-free, whereas sports drinks tend to have a high sugar content.

Sports drinks benefits from an increase in distribution across different retailers

Availability of sports drinks has also positively boosted growth in 2019. Previously perceived as an expensive option, the distribution of sports drinks was limited in terms of retail outlets.

COMPETITIVE LANDSCAPE

Coca-Cola HBC Slovenija remains the leading player, followed by domestic player Pivovarna Union

Sports drinks is a growing landscape in Slovenia, however, in 2019, the landscape remained dominated by five established players. Coca-Cola HBC Slovenija remained the leading player, accounting for around a fifth of off-trade value sales.

Sports drinks players use marathons as an opportunity to promote their offerings

Slovenia holds a host of marathons throughout the country, especially during spring and summer seasons. Most of these events publicise the use of sports drinks, recommending their runners use them as a way to stay hydrated and healthy throughout the run.

Competitors increase their visibility by being available in specialist sports stores

Unlike other soft drink options, sports drinks do not use discounts to improve sales. However, in 2019, there was an increase in the availability of sports drinks.

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