Price actions have started to slow down in the last quarter of 2023, with companies aligning with general inflation figures (which are still comparatively high compared with previous years), and activating more discounts and promotional activity in stores. This is especially true for big established brands, which depend on significant volumes to sustain their growth, and will lose more from consumers trading across to other brands.
Manufacturers of sports drinks are expanding their product lines to include more hydration options tied to health and wellness claims, as evidenced by the recent announcement of Gatorade Water. This trend is expected to continue with the introduction of powder and liquid concentrates, which aim to capture a share of the growing hydration market.
Sports drinks has long been dominated by large brands that can spend big on marketing, promotion, and distribution. Now, consumers are becoming more aware of and informed about what goes into their drinks, and are seeking transparency and functional ingredients to bring them greater rehydration and replenishment.
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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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