Sports Drinks in Uruguay

PROSPECTS

Sports drinks suffer from non-essential nature

The sports drinks category saw a continued weakening of its performance in 2019. This was underpinned by consumers’ reduced purchasing power, and the unemployment rate.

Portable formats suitable for on-the-go consumption prove popular

2019 saw volume movement from on-premises to off-premises consumption, as consumers sought to reduce out-of-pocket expenditure. Additionally, consumers in supermarkets and traditional stores demonstrated an increasing preference for 500ml, and 600ml PET packs instead of larger sizes.

Sports drinks’ comparatively high prices represent a disadvantage

Despite increasing awareness of health issues in the country, products in the sports drinks category continued to be mainly purchased by young men in 2019, particularly professional sportsmen. FNC, with its Gatorade brand, is trying to attract a wider consumer base.

COMPETITIVE LANDSCAPE

Gatorade’s position unlikely to be challenged, Powerade sees some increase in availability

Fabricas Nacionales de Cerveza SA (FNC) is the dominant player in the sports drinks category, offering the Gatorade brand. FNC continues to advertise Gatorade in an effort to attract new consumers and stimulate category growth.

Full Sports brand targets the sportsperson in the street

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.

Category may see new players, but Gatorade set to remain dominant

Sales of sports drinks remained low in Uruguay over the review period, but with increasing consumer interest in health and wellness an increasing number of manufacturers are expected to enter the category. This will follow the arrival of Cía Cervecerías Unidas and Full Sports, which can now be found alongside Gatorade in retail outlets.

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