Sports drinks is at an inflexion point regarding the consumer base, consumption occasions, and positioning. From beverages dedicated to athletes to consume during sports activities, the category has transformed, offering lifestyle products for active consumers who need daily hydration, and a broader consumer base worried about their health and looking for products that support a healthy lifestyle.
Sports drinks in the US is set to return to off-trade volume growth in the forecast period, although this is expected to be low. Right now, sports drinks are mainly focused on hydration as a need state.
Despite the high maturity of the sports drinks category in the US, most of the retail space allocated to such products is dominated by one or two brands. Moving forward, expanding retail prevalence and promotional activity will be key for up-and-coming brands to ensure they and the category see growth.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in USA 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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