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.
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.
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.
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.
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 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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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Slovenia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.