The boundaries between categories like functional bottled water, energy drinks, and sports drinks are gradually blurring, which given the growing success of energy drinks is likely to pose a big obstacle to the growth of sports drinks. There is also growing competition from concentrates with a similar functional positioning as sports drinks.
Prevailing economic uncertainty is also likely to limit the growth potential of sports drinks. With many consumers being faced with reduced incomes and looking to save money it is likely that many people will favour bottled water or even tap water as a way to rehydrate after exercise rather than investing in specialist sports drinks.
If sports drinks are to reach a wider audience and record stronger growth then players will need to invest in marketing and promotion to increase awareness of the benefits of these products as well as expanding their distribution reach, especially in modern trade channels. New product development to offer more variety will also be important with more flavour profiles, packaging options and fortified ingredients.
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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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