As local consumers seek to incorporate healthier lifestyles into their daily routines, the addition of elements such as vitamin C and zinc will be increasingly incorporated into sports drinks in line with trends noted in energy drinks. Established brands Energade and Powerade are set to witness heightened competition over the forecast period from newer entrants offering infused options, which is likely to lead to greater share gain for smaller players under “others”.
The Department of Health is proposing changes to the Regulations Relating to the Labelling and Advertising of Foodstuffs. The Foodstuffs, Cosmetics and Disinfectants Act of 1972 dictates the requirement for beverages with sugar levels measuring greater then 5g per 100 ml to be accompanied with a minimum 25% front cover warning label.
Energade’s move to extend its partnership with the South African rugby team, the Springboks, helped the brand to gain share in 2022. In 2023, Powerade’s decline in share propelled the latter to employ its own marketing campaign, as it partnered with four well-known South African sportswomen and fitness instructors to promote the brand as a leading hydration drink.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in South Africa 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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