Sponsorship has long been an essential strategy for sports drinks brands, with Powerade sponsoring major sports teams and securing endorsement deals with prominent athletes like NBA player Steven Adams. However, as the demographics of New Zealand’s sports audience evolve, new opportunities are emerging to engage with women and millennials.
While broader inflationary pressures in New Zealand’s economy have begun to ease in 2024, sports drinks manufacturers still face heightened costs across the supply chain. Key areas impacted include the transportation and distribution of imported ingredients, insurance, energy expenses, and increased labour costs.
Throughout the review period, the introduction of reduced-sugar options has been a significant focus in product development, driven largely by leading brands like Powerade and Gatorade. Despite this, consumer interest in natural ingredients is intensifying, which is anticipated to further shape product innovation within this category.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Drinks industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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