The rising proportion of Swiss consumers interested in participating in outdoor sports and fitness activities is expected to sustain growth in off-trade sales of sports drinks between 2023 and 2028, although the rate of expansion will decelerate as the forecast period progresses. Major brands may find it challenging to widen their consumer base without offering a new positioning, for example, by launching new products less associated with competitive sports and more with regular exercise, as embraced by energy drinks and functional bottled water.
Competition from energy drinks is expected to become more intense during the forecast period, as brands attempt to widen their target audience by including recipes with natural energy boosting ingredients, notably mate, as illustrated with the popularity of the El Tony Mate brand. While bottled water is not traditionally a direct competitor to sports drinks, it may also increasingly impinge on the category through the rise of mate-based recipes, spearheaded by Volvic Mate.
As sports drinks players seek to widen their target audience, they are likely to seek to compete more effectively with energy drinks by focusing on products with natural ingredients. The Swiss start-up Fruver AG, for example, which launched the sport nutrition brand Peak Punk in 2017, continued to expand its sports drinks portfolio in 2023 with an organic mate range available in two flavours- black tea and green tea – both of which are available in 500ml bottles containing 75 mg of caffeine and which come in low-calorie formulations.
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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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