Despite strengthening health awareness and growing interest in sports activities, sports drinks recorded only moderate off-trade volume growth in 2018. Compared with energy drinks, sports drinks were less promoted on social media, television and in press.
Czech consumers are not only interested in healthy diets, but also in sports activities to improve their physical and mental health. Running, cycling or training in the gym are increasingly popular in the country.
Sports drinks faces strong competition from sports nutrition and functional bottled water. Whilst sports drinks are a source of important vitamins and minerals, sports nutrition products are specially designed for this purpose, and often contain a better ratio of minerals and higher nutrition.
Although local companies such as Kofola and Esatrade distribute sports drinks in the Czech Republic, neither of these local companies competes against international brands in terms of production. This is mainly due to the fact that local companies find it difficult to bring their own products to retail store shelves due to the necessary significant investment in marketing; not allowing them to generate the expected profitability.
PepsiCo with its Gatorade brand ranked third in terms of off-trade value sales of sports drinks in 2018. The company sees untapped potential in sports drinks in the Czech market and wants to target the rising number of Czechs who are exercising regularly.
With its long presence in the market, good flavour offering and good ratio of minerals and vitamins, Isostar manages to appeal to a wide range of consumers, and delivered a good performance in 2018. Strong promotion in gyms and fitness centres, including free samples, and availability in most retail channels encouraged consumers to purchase Isostar.
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This industry report originates from Passport, our Soft Drinks market research database.