Sports drinks is expected to see declines in off- and on-trade volume and value (constant 20233 prices) sales over the forecast period. However, a demand is likely to be sustained by the burgeoning health and fitness trend, which has grown significantly in the country in the wake of COVID-19.
Regular sports drinks are likely to face even stronger competition as the lines blur between energy drinks, sports drinks and functional bottled water. Examples include fitness positioned Nocco (energy drinks), which has a strong overlap in terms of consumption occasions.
The further development of sports drinks is likely be driven by product differentiation, as existing and new players focus on niches, such as professional sportsmen and women, through to mainstream products targeting a mass audience. On balance, the growing availability and visibility of sports drinks in modern retail channels and brand promotions will help to raise consumer awareness.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Sweden 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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