Over the forecast period, the growth of sports drinks in Bulgaria will be fuelled by an escalating interest in sports activities, combined with heightened awareness of the products’ relevance to hydration and regeneration during and after sports. The burgeoning sports culture, particularly among young urban consumers, will continue bolstering the market.
Sports drinks could benefit significantly from intensified marketing activities, such as television and social media campaigns, and collaborations with renowned sports figures. Introducing limited editions and reduced sugar line extensions may appeal to Bulgarian consumers, drawing their attention amidst a variety of choices.
Sports drinks in Bulgaria is expected to witness the entrance of new players over the forecast period, including brand extensions from established names in related categories and subcategories like energy drinks and functional bottled water. To remain competitive against product areas perceived as healthier, leading sports drinks brands are likely to focus on introducing variants that are healthier and more natural.
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Sports Drinks
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. This is the aggregated total of regular and reduced sugar Sports Drinks
See All of Our DefinitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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