While sports drinks enjoyed a recovery in off-trade volume sales in the past couple of years thanks to the resumption of outdoor activities, the category is expected to struggle to achieve volume growth in the forecast period. While sports drinks are seen as a good way to stay hydrated, they face strong competition from other hydration beverages, such as bottled water and RTD tea.
With Japan experiencing hot summers every year, attention to the prevention of heatstroke is increasing. One of the key benefits of sports drinks is their ability to prevent heatstroke, and this will continue to support the consumption occasions for sports drinks.
In the past few years, Japan has been witnessing a major boom in saunas as a form of relaxation. The term totonou, which describes the state of relaxation obtained after enjoying a sauna, has become widespread.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Japan 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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