Sports Nutrition Market Research Reports & Industry Analysis
These different levels of sugar and salts serve different restorative needs. Though the categories are not defined by any exact proportions, it is commonly considered that isotonic drinks contain between 6% and 8% carbohydrates, so hypertonic would be above 6%-8%, while hypotonic drinks would be below those levels. This gets to the paradox about sports drinks. Although the basic science behind them is irrefutable, the vast majority of consumers aren’t taking sports drinks as a medicinal response to the effect of heat related illness.
Nonetheless, one of the keys to sports drink marketing is that, unlike the health claims of some other beverages, the basic science is irrefutable. The components of sports drinks (electrolytes, water and carbohydrates) are essential for hydration during strenuous exercise. Without hydration, two potentially fatal heat related conditions—heatstroke and severe hyponatremia—can result. Sports drinks have been demonstrated to be highly beneficial both in the prevention of heatstroke and hyponatremia, and as a component in treatment of those conditions. Medical websites such as that of the Mayo Clinic specifically recommend sports drinks for this purpose.
The modern sports drink traces back to the playing fields of the University of Florida. In 1965, Gators Football coach Ray Graves appealed to the University’s medical department for help with the team’s poor performance, which he attributed to practicing in the stifling summer heat of Gainesville. This request led to the development of a beverage formulated with a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. This drink became known as “Gatorade,” and eventually evolved in a powerhouse consumer brand.
Sports Nutrition Industry Research & Market Reports
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Sports Drinks in Mexico
... consumers. These beverages were previously reported under digestive remedies in Euromonitor’s Consumer Health system. A sodium threshold has been established, with products offering less than 1,000mg/litre of sodium reported as part of the soft drinks ... Read More
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Sports Drinks in Malaysia
... accessibility in cafés and restaurants, especially outlets focused on health-orientated menus. Thus, sports drinks are increasingly prevalent in foodservice settings, enhancing convenience for consumers who can purchase them on the go. Moreover, many fitness centres ... Read More
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Sports Drinks in the United Arab Emirates
... performing particularly well. Sports drinks in the United Arab Emirates are perceived as healthier than carbonates and more appetising than water, which gives these soft drinks a competitive advantage that continues to drive their dynamic ... Read More
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Sports Drinks in Chile
... marginally declined following a drop the previous year, overall demand remains significantly higher than pre-pandemic levels. This decline is partly due to consumers becoming increasingly conscious of their spending. Multiple factors have contributed to the ... Read More
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Sports Drinks in Slovakia
... in 2022 and amid price hikes. Slower, if still significant, unit price growth helped sports drinks to return to positive off-trade volume growth in 2024, following the decrease in demand in the previous year. Nonetheless, ... Read More
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Sports Drinks in Turkey
... where sales of sports drinks were hard hit by the COVID-19 pandemic. Locals have reengaged with sports and exercise, driving up demand for sports drinks by the end of the review period, even in the ... Read More
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Sports Drinks in Norway
... in the category have added dynamism and increased and broadened demand. Notably, in line with the developments in other soft drinks categories, reduced sugar sports drinks emerged as a significant and fast-growing category towards the ... Read More
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Sports Drinks in Taiwan
... has become pivotal to improving sports drinks' health profile. As consumers become more mindful of their sugar intake, many brands reduce or eliminate sugar. For instance, Stay Cool Mineral Replenishing Drink by More Water features ... Read More
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Sports Drinks in Poland
... on the sale of energy drinks to under 18, leading to migration to sports drinks. In addition, as consumers become more health-conscious, sports drinks have gained traction, with these drinks positioned as a healthier alternative ... Read More
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Sports Nutrition in Austria
... having higher levels of physical activity in their daily lives. To maintain energy levels and improve overall fitness and wellbeing, sports nutrition products are appealing options to support their more active lifestyles. In addition, the ... Read More
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Sports Drinks in Thailand
... beverages containing 8-14% sugar, has significantly impacted the sports drinks category by increasing prices for high-sugar products. As the tax specifically targets sugary drinks, sports drinks producers have been forced to raise their prices to ... Read More
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Sports Drinks in Hungary
... the category continued to expand with fast growth, driven largely by still relatively low per capita consumption in Hungary. However, growth was also fuelled by the increasing interest in healthy lifestyles, as more consumers prioritised ... Read More
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Sports Drinks in Spain
... with much of this led by developments in reduced sugar sports drinks. Growth is also expected to be seen in sports drinks in off-trade current value terms in Spain in 2024, although a slightly lower ... Read More
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Sports Drinks in Romania
... coupled with a rise in gym memberships, reflects this shift towards a more active lifestyle. Additionally, mass-participation events such as marathons and races are experiencing higher turnout, while outdoor activities like hiking have gained substantial ... Read More
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Sports Nutrition in Germany
... is widely available online, in retail stores and in gyms. While the main consumers of sports nutrition in Germany tend to be younger, there is also a segment of older consumers who are becoming increasingly ... Read More
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Sports Drinks in Peru
... have become an ideal solution, meeting the demand for hydration while replenishing essential minerals lost through physical exertion. This has significantly driven consumption within the sports drinks category, which has seen considerable expansion across traditional ... Read More
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Sports Drinks in Portugal
... is a growing awareness of the importance of proper hydration and energy supply during physical activity. This shift is being communicated and promoted, particularly in gyms and across social media, where influencers and fitness enthusiasts ... Read More
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Sports Drinks in Hong Kong, China
... growth of sports drinks in Hong Kong. As active lifestyles and exercise routines resume, consumers are turning to sports drinks to meet their hydration needs. Convenience stores and supermarkets provide easy access to these beverages ... Read More
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Sports Drinks in the Netherlands
... more fashionable product, and favoured by people seeking beverages that can provide refreshment and stave off fatigue while on-the-go or at work. The decline in sports drinks volume sales deepened in 2024, in line with ... Read More
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Sports Drinks in Italy
... to a lack of innovation and some concerns around the healthiness of these products due to their often high sugar content. The category saw a reversal of fortunes in 2024 as sales of sports drinks ... Read More
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Sports Drinks in Bulgaria
... remained negligible at the end of the review period. The demand for drinks containing vitamins and offering alternatives to carbonated options boosted the appeal of regular sports drinks in the off-trade channel. Health-conscious consumers looked ... Read More
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Sports Drinks in Australia
... offers by incorporating different healthy ingredients to cater for multiple consumer needs. One emerging new segment is sports protein drinks in Australia, aiming to attract consumers seeking both hydration and muscle- building benefits. As the ... Read More
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Sports Drinks in Finland
... beverages that help support wellbeing and hydration during and after exercise. One key factor driving the appeal of sports drinks is convenience. The product is often consumed on-the-go, catering to active consumers who need hydration ... Read More
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Sports Drinks in Saudi Arabia
... encourages increased physical activity to combat chronic diseases such as diabetes and obesity. Alongside this, major sporting events, such as marathons and fitness festivals are raising awareness around hydration and recovery. However, while sports drinks ... Read More
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Sports Drinks in the Philippines
... as energy drinks or functional bottled water, with the latter seen as a healthier source of hydration. Nevertheless, the revival of fitness and sporting activities has provided opportunities for the leading players to invest more ... Read More
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