Demand for sports drinks remains very small in Ukraine, with quite limited competition and little in the way of promotional activity. SV-Dnipro TOV’s 4Move brand continued to dominate in 2021, largely due to the fact that it is stocked by grocery retail chain ATB-Market.
In spite of the pandemic, off-trade volume sales of sports drinks continued to increase during 2020 and 2021. During 2020, a lot of people started exercising at home and running due to the inability to use gyms and other sport facilities for a while, as well as to compensate for social distancing requirements that at least temporarily curtailed participation in organised group sports.
E-commerce has emerged as a significant distribution channel for sports drinks and was second only to supermarkets during 2021, with COVID-19 accelerating its growth. Local consumers, particularly younger ones, are steadily becoming more comfortable doing their grocery shopping online.
While they will continue to grow, off-trade volume sales of sports drinks are set to remain negligible throughout the forecast period. Heightened interest in health and fitness among local consumers will be the main driver of this growth However, a lack of marketing support and limited distribution will ensure that sports drinks remain a niche, with demand largely limited to hard-core sports enthusiasts.
During the forecast period, demand for sports drinks will be supported by a revival in impulse purchasing on-the-go consumption as the threat posed by COVID-19 eases and daily life normalises. As a result, the share of off-trade volume sales of sports drinks accounted for by independent small grocers may increase during the forecast period.
E-commerce is likely to continue to grow in importance as a distribution channel for sports drinks during the forecast period. Local consumers are becoming ever-more comfortable shopping online and the country’s e-commerce infrastructure continues to mature.
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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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