Sports drinks are not as common as other soft drinks in Uruguay. Many consumers are used to drinking water when exercising due to both tradition as well as being cheaper than sports drinks.
In spite of a rise in awareness of health issues, sports drinks in 2018 continued to be mainly purchased by young men, particularly professional sportsmen. FNC, with its Gatorade brand, is trying to attract a wider audience, focusing not only on professionals but also consumers who participate in sport on an amateur basis.
FNC continued to dominate sports drinks in Uruguay in 2018, with no other company accounting for a significant share of sales. The company’s position can be attributed to the popularity of its Gatorade brand, which it continues to advertise in an effort to attract new consumers and further grow the category.
In December 2018, Cía Cervecerías Unidas launched the Full Sports brand of sports drinks. The company was already present in the country with carbonates and bottled water but decided to launch a sports drink due to a lack of products in this category.
Sales of sports drinks remained low in Uruguay over the review period but with increasing consumer interest in health and wellness more manufacturers are expected to enter the category, following on from the arrival of Cía Cervecerías Unidas and Full Sports, which can now be found alongside Gatorade in retail outlets. Coca-Cola’s Powerade brand is not yet available in the Uruguayan market but is likely to be launched in the relatively near future as it has already been advertised and has a presence at various sporting events, meaning by the time it is launched consumers will be familiar with the name.
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This industry report originates from Passport, our Soft Drinks market research database.