Sports Drinks in the Czech Republic

PROSPECTS

Sports drinks saw positive growth in 2019, but this was limited due to a lack of advertising and innovation

Sports drinks saw positive growth in both off-trade value and volume sales in 2019, benefiting from growing from a low base. However, growth levels were limited, with low promotional activity in the landscape and a lack of innovation and new product developments.

Growth in sports drinks will come from the health and wellness trend and the positive economic outlook

There are good prospects for sports drinks over the forecast period, especially as it is emerging from a relatively low base. The positive economic outlook, the health and wellness trend and the growing interest Czechs have in various types of sports are all areas of growth for the soft drink.

Sports drinks is threatened by sports nutrition and functional bottled water

Sports drinks faces strong competition from sports nutrition and bottled water, in particular, functional bottled water, which attracts consumers through its lower price-point. While sports drinks are a source of essential vitamins and minerals, sports nutrition products are specially designed for this purpose, and often contain a better ratio of minerals and higher nutrition.

COMPETITIVE LANDSCAPE

As international players dominate, domestic players remain under-represented

Sports drinks is led by multinational brands in 2019, with Isostar and Powerade leading value sales. Although local players such as Kofola and Esatrade distribute sports drinks in the Czech Republic, neither of these local players can compete against international brands in terms of production.

Karlovarské Minerální Vody increases its share with Gatorade

Karlovarské Minerální Vody entered sports drinks in 2018, through its acquisition of PepsiCo in the Czech landscape, with its brand Gatorade. Gatorade ranked third in terms of off-trade value sales of sports drinks in 2019.

Isostar maintains its lead through a well-established product and active promotion

With its long-standing presence in the landscape, good flavour offering and good ratio of minerals and vitamins, Isostar appeals to a wide range of consumers and delivered a good performance in 2019. Strong promotional activity in gyms and fitness centres, including free samples, and availability in most retail channels, encouraged consumers to purchase Isostar.

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