Compared to other soft drinks, the use of natural ingredients remains low within sports drinks. The dominance of Lucozade makes it difficult for smaller independent brands to expand and gain shelf space in the main retailers.
Reduced sugar variants are expanding across different soft drinks, and will continue to do so over the forecast period due to health and wellness trends and legislation pressures. However, within sports drinks, the segment remains limited, offering space for potential growth.
The demand for multipacks of sports drinks is unlikely to wane over the forecast period. Consumers are expected to continue with hybrid routines, combining out-of-home with at-home physical activities, which will continue to create opportunities for the consumption of sports drinks, a category that, prior to the pandemic, was predominantly dependent on impulse-driven purchases.
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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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