Volume sales of sports drinks are expected to see a slow decline over the forecast period. Besides the slow return to pre-pandemic behaviours, including attendance at sporting activities and events, growth will be restricted by the negative image of such products, with some reports suggesting that consuming sports drinks without exercising first can have an adverse effect on the body.
In order for players in sports drinks to remain competitive, a heightened focus on health and wellness will be required. Many sports drinks contain high amounts of sugar, which can lead to weight gain, as well as having a negative impact on dental health.
The competitive landscape for sports drinks is expected to remain stable over the forecast period, with Super Supay (Vitalon Foods Co Ltd ) and Pocari Sweat (King Car Food Industrial Co Ltd ) retaining their strong positions, thanks to their strong penetration and high levels of awareness amongst local consumers. Following the lifting of COVID-19 related restrictions, more collaborations with sports brands/sportspeople, as well as brands from other categories are expected, in order to expand the audience base for these products.
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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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