Due to limited demand, grocery retailers, especially supermarkets and hypermarkets, are set to be allocating less space for sports drinks. As such, players are set to increasingly shift their focus to specialist channels, targeting gyms and other sports venues, and sports nutrition specialist retailers to boost consumption.
The launch of Ready was supported by a 360º campaign, including TV advertising, social media activities, and digital and outdoor activities. As such, at least in the short term, the product will perform well and drive growth in sports drinks.
Due to limited product availability, sugar-free products have a very low penetration within sports drinks. Over the forecast period, companies will focus on sugar-free products, given that overall trends in soft drinks are favourable to reduced-sugar and sugar-free offerings.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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