Sports drinks in Georgia are expected to demonstrate significant growth potential over the forecast period due to their low market maturity. As the category develops, it is anticipated that more players and brands will enter the market, thereby expanding the assortment available to consumers.
Despite the potential for expansion, sports drinks are forecasted to continue facing challenges in achieving widespread availability within modern retail channels. Efforts by convenience stores and other outlets to optimise shelf space may prioritise more established and profitable categories, thereby limiting opportunities for sports drinks to gain prominence.
The growing focus on health and wellness among Georgian consumers is expected to drive demand for functional beverages like sports drinks. However, the relatively high price point of these products is likely to remain a significant obstacle for many consumers, particularly in a price-sensitive market.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Georgia 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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