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.
The implementation of the sugar tax on 1 April 2018 will encourage manufacturers to centre their innovation on reduced sugar ranges. Set at ZAR0.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Soft Drinks market research database.