Sports drinks is expected to experience substantial evolution over the forecast period, with increasing product diversity and a focus on reduced-sugar options. As health-conscious consumers become more discerning, there is likely to be a greater demand for drinks that deliver specific functional benefits, such as optimised hydration, efficient electrolyte replenishment, and sustained energy without excessive sugar content.
Aligned with the health and wellness trend, Romanian consumers are expected to show a stronger preference for natural and organic sports drink options. Products that highlight natural ingredients or are plant-based are likely to gain traction among a more discerning audience that prioritises quality and sustainability.
While the sports drinks category in Romania is currently dominated by a few major brands, competitive pressures are expected to intensify over the forecast period. As the network of grocery retailers continues to expand, there will likely be more opportunities for private label sports drinks to enter the market, providing consumers with budget-friendly alternatives.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Romania 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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