The sports drinks category is forecasted to see modest increases in off-trade volume and value sales over the forecast period. The category will face some challenges from rising prices due to the increase in consumption tax, which will dampen consumer demand somewhat over the forecast period.
The various brands within sports drinks will adopt a more diverse brand positioning over the forecast period. Over the forecast period, sports drinks brands will not just be positioned as hydration for athletes.
The sports drinks category will continue to see growth over the forecast period after a period of steady decline, supported by investment from major players and rising consumer interest in functional beverages. Major players such as Coca-Cola Enterprises Nederland BV will prove pivotal to the success of sports drinks in the years ahead.
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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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