The outlook for the forecast period remains negative for sports drinks despite manufacturers shifting their marketing focus away from the sugar and energy boosting element of the beverage towards hydrations or other beneficial properties. Most consumers in the country are simply unconvinced that sports drinks are effective, with gyms goers and sports enthusiastic increasingly turning to protein shakes to aid their after-sport recovery.
For the first two years of the forecast period the sports drinks category will benefit from the continuing recovery of the on-trade channel sales. This channel was devastated by the impact of the pandemic as on-trade establishments were forced to close during lockdown and there were very few sporting activities and events.
United Soft Drinks is the leading company in sports drinks as well as the players that makes the most effort to develop the category. This is likely to remain the case over the forecast period, with the player set to retain its top position.
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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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