Sports drinks is expected to see solid growth over the forecast period in total volume terms. The main driver of growth is expected to be the burgeoning health and fitness trend which has grown significantly in the wake of COVID-19.
Traditional sports drinks products are likely to face increased competition as the lines blur between energy drinks, sports drinks and functional bottled water. Examples include the fitness positioned energy drink Nocco, and the wellness brand Vitamin Well, both of which have a strong overlap in consumption occasions.
Further development will be driven by product differentiation as existing and new players focus on niches, such as professional sportspeople, through to mainstream products targeting a mass audience. On balance, the growing availability and visibility of sports drinks in the modern trade will underpin sales growth with brand promotions helping to drive consumer awareness.
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The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius.See All of Our Definitions
This report originates from Passport, our Sports Drinks research and analysis database.
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