Sales in sports drinks are set to remain heavily concentrated within off-trade channels over the forecast period, with on-trade accounting for only a small share. This is because sports drinks are not as traditionally popular through the on-trade, as they are consumed when exercising, rather than for pleasure or to simply quench one’s thirst.
Sport drink powder is classified under powder concentrates, where it currently accounts for a relatively low proportion of overall volume sales. However, despite being a niche product, a growing number of brands ,such as the Japan-imported Fine Pro Sport Drink Powder, attracted consumers’ attention in 2022.
Although Suntory PepsiCo Vietnam Beverage Co Ltd is not expected to see any direct challenges to its position, it is expected that stronger competition in the form of smaller players will appear over the forecast period. This is expected to be focussed on promotions and discounts through off-trade channels such as supermarkets and hypermarkets, with even some competition likely between the leading brands, as players vie to make their respective offering stand out on the shelves.
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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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