Growth of sports drinks in South Africa is likely to be limited over the forecast, with off-trade demand remaining stagnant overall. Much of this is linked to the core function of sports drinks – being that of hydration and replenishment of electrolytes – effectively limiting its overall target audience to active consumers.
Driven by growing consumer awareness of ingredients, sports drinks reformulations are expected over the forecast period. With increasing concerns over health and wellness, many South Africans are becoming more cautious about the nutritional content of the beverages they consume.
Proposed label regulation changes are likely to force manufacturers to change their labelling or product content, depending on the strategy taken after the changes are made. At present, the government is considering stricter regulations around nutritional labelling, which will inherently impact sports drinks.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in South Africa 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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