With the increasing awareness around healthier lifestyles, more and more people are getting involved in sports, aiming to boost their fitness levels and overall wellbeing through regular exercise. The increase in sporting activity is expected to lead to a positive increase in growth for sports drinks over the forecast period – with consumers reaching for sports drinks after their workouts or sporting activities, for a quick, convenient way to get rehydrated.
Although benefiting from a growing target audience, sports drinks will face competition from other soft drinks such as bottled water or energy drinks, which are more affordable. All the same, with sports drinks on a positive trajectory, it is likely that sports drinks will see the emergence of new players and products.
Sports drinks has one of the highest percentage value sales through e-commerce than other soft drinks and this value share will continue to increase over the forecast period, as limited availability through brick-and-mortar stores will drive consumers to the online space. It is also a more affordable way for smaller brands to reach a consumer base.
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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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