Traditional sports drinks typically boast a high sugar content, intended for post-workout energy replenishment. According to the current Food Standards Code (FSANZ), a beverage must contain between 5-10g of sugar per 100ml of drink to be officially classified and marketed as a sports drink.
Sales of reduced sugar drinks continue to surge across the soft drinks industry, as Australians have a heightened focus on their health post-pandemic. The growing health and wellness trend in the market is expected to sustain this growth, as Australians prioritise their wellbeing in their daily lives and post-pandemic routines.
Since the onset of the COVID-19 pandemic, there has been a gradual increase in the focus on sports activities as a key part of a holistic approach to health, aligning with evolving consumer preferences. Alongside a broader societal trend towards healthier living, the robust presence of sports influencers on social media platforms has driven a shift in lifestyles towards more diverse exercise routines and a focus on healthier dietary choices.
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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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