Sports drinks will need ongoing support to grow more strongly over the forecast period, with off-trade volume figures set to decrease again over the coming years. Notably, the recent success of sports drinks is attributed to promotional efforts around sporting events, such as the Paris Olympics and the European football cup.
With the prominent health and wellness trend increasingly shifting consumers’ attention towards more natural products and ingredients, another route to ongoing growth for sports drinks could be connected to reformulations which address the content of artificial ingredients. Indeed, nutritionists and consumer trade associations such as 60 Millions de Consommateurs have questioned the validity and safety of sports drinks over the past years.
Another solution for these brands is through enhancing their presence in vending machines in gyms. Admittedly, there is a beginning of stabilisation in the development of gyms due to waning purchasing power and the increasing incidence of practice at home or in outside spaces.
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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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