Sports Drinks in Vietnam

PROSPECTS

Fitness trend boosts demand for sports drinks

The number of Vietnamese demonstrating an increased awareness of health and wellness and a desire to become or remain fit noticeably increased over the review period. For example, Vietnamese consumers are beginning to adopt a regime of exercising more regularly.

Players remain active in promoting the benefits of sports drinks

Towards the end of review period, key players in sports drinks, including Suntory PepsiCo Vietnam Beverage Co, were active in boosting consumer awareness of sports drinks by taking advantage of the rising popularity of the health and wellness trend. Key players cooperated with gyms to advertise their sports drinks brands and to enhance consumers’ knowledge of the benefits of sports drinks.

Modern grocery retailers continues to take share

The rapid expansion of modern grocery retailers in Vietnam continued to support growth of sports drinks in 2019. Supermarkets and convenience stores are beginning to play more important roles in the shopping habits of consumers, with the former holding a significant share of sports drinks sales in 2019.

COMPETITIVE LANDSCAPE

Suntory PepsiCo Vietnam Beverage Co retains its strong lead

Suntory PepsiCo Vietnam Beverage Co retained its strong lead sports drinks in 2019 with its 7-Up Revive brand thanks to strong marketing activities and a wide distribution network across Vietnam. Consumers can buy the company’s products in most channels, including supermarkets, hypermarkets, restaurants, convenience stores and independent small grocers.

International companies continue to characterise sports drinks

International players continued to characterise sports drinks in 2019. These players command strong financial budgets, wide distribution networks and invest in strong marketing activities.

Gatorade enters Vietnam

The strong growth in sports drinks and the large population make Vietnam an attractive market for sports drinks. Indeed, on 22 February 2019, the well-known Gatorade brand of sports drinks was launched in the country with a spectacular debut, including the participation of famous sports stars in Vietnam.

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