Executive Summary

Mar 2019
PROSPECTS
Sport drinks posts steady growth despite economic constraints

Demand for sport drinks continued to steadily increase despite challenging market conditions. Manufacturers were affected by the increased price-sensitivity demonstrated by consumers, with many opting for cheaper substitutes such as bottled water.

Health and wellness will drive innovation

The implementation of the sugar tax on 1 April 2018 will encourage manufacturers to centre their innovation on reduced sugar ranges. Set at ZAR0.

Demand for sport drinks to slow down over the forecast period

Off-trade volume sales of sports drinks are expected to record slower growth over the forecast period compared with the review period. Such a move will be partly supported by increased offerings from cheaper substitutes such bottled water.

COMPETITIVE LANDSCAPE
Share remains consolidated amongst leading players

Off-trade value share within sport drinks remained concentrated between Coca-Cola South Africa and Bromor Foods in 2018, as both companies benefitted from the equity of their respective brands Powerade and Energade. However, Bos Brands steadily emerged as a relevant player, with the company focusing on packaging and flavour innovation to gain ground.

Monster reveals hybrid range in South Africa

In 2018, Coca-Cola South Africa introduced Monster Hydro to South Africa. The new range was positioned as a hybrid between a sports and energy drink, appealing to athletes who prefer non-carbonated beverages.

Bos Brands set to continue gaining momentum

Although sport drinks is expected to remain consolidated amongst several players, Bos Sport is expected to steadily gain shelf space during the forecast period. Besides benefitting from the increased popularity of its key ingredient rooibos, a local tea extract known for its detoxification properties, Bos Brands will be improving its off-trade volume sales through the expansion of its distribution.

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Sports Drinks in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in South Africa?
  • What are the major brands in South Africa?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in South Africa?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in South Africa?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in South Africa - Category analysis

HEADLINES

PROSPECTS

Sport drinks posts steady growth despite economic constraints
Health and wellness will drive innovation
Demand for sport drinks to slow down over the forecast period

COMPETITIVE LANDSCAPE

Share remains consolidated amongst leading players
Monster reveals hybrid range in South Africa
Bos Brands set to continue gaining momentum

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in South Africa - Industry Overview

EXECUTIVE SUMMARY

Economic constraints continue to affect demand for soft drinks
Reformulation takes place with sugar tax coming into effect
Strategic partnerships form as competition intensifies
Manufacturers invest in premiumisation and flavour innovation
Improved performance expected over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources