Ongoing fitness trends, growing product selections and availability will continue to drive sales of sports drinks in the future. An increased presence across various leading grocery retailers will additionally increase awareness of sports drinks, which are increasingly becoming a potential alternative to other soft drinks, such as carbonates, bottled water, and even energy drinks.
A limiting factor to future growth will be the continuously growing competition and blurring of lines between product categories. Manufacturers will launch products to simulate the effects of sports drinks by increasing hydration and focusing on electrolytes and added minerals.
While new product developments and portfolio enhancements from local players are unlikely to challenge the dominance of the major international players in sports drinks, they are set to play an important role in stimulating interest and driving growth during the forecast period. Furthermore, launches such as Höllinger Bio Sport are set to cater to growing consumer demand for more natural, organic products that are perceived to be healthier.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Austria 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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