Europe Sports Drink Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

Europe Sports Drink Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

The European Sports Drink Market is projected to witness a CAGR of 4.5% during the forecast period (2022 - 2027).

Due to the COVID-19 pandemic, the European people were more concerned about their health and wellness. Thus, the consumption of an immunity booster drink or supplement energy drink is higher as it consists of an adequate amount of vitamins, carbohydrates, minerals, and electrolytes. The onset of COVID-19 resulted in a huge number of consumers working from home; while many businesses cut back on overtime in order to cope with the stress from extra working hours, people opted for having sports or energy drinks from e-commerce stores which led to rising the demand for sports drink in the European market.

The growing population of athletes, sportspersons, and the rising number of players in the region are considered to be driving the growth of sports drinks in the sports drink market. The increasing awareness among consumers regarding the benefits such as minimizing the risk of dehydration and the presence of electrolytes in the sports drink help to replace the sweat and maintain the balance of electrolytes in the body.

With the rapid spread of the deadly virus, it is highly recommended by doctors to maintain blood sugar levels and stay fit, as the virus mostly attacks a person with a weak immune system. However, several sports drinks consist of low-carb or zero-carb and zero sugar in an attempt to cater to the rising demands of electrolytes and water and no calories. The innovation of new flavors with added health benefits is a major driving factor in the sports drink market. Sugar-free and light drinks are the experimental markets to attract female consumers. The changing lifestyle is another major factor that is encouraging people to adopt healthy drinking habits.

Rising obesity and other health issues inclined people toward fitness centers which accelerates the consumption of sports drinks as they assist in restoring the electrolyte balance and maintaining the level of hydration of the body. The main ingredients used in sports drinks are sugar, electrolytes, and vitamins, and the major market drawing attention ingredient is the minerals, which help in replenishing the lost electrolytes during the workout or sports activities. However, there are several types of sports drinks within that hypertonic sports drinks are basically consumed post-workout to support daily carbohydrate intake and enhance muscle glycogen. Hypotonic drinks contain a lower concentration of salt and sugar than the human body. Thus, they can quickly replace fluids lost by sweating and are suitable for athletes, like gymnasts, who require sports drinks without carbohydrates. Various giant manufacturers discovered innovative sports drinks with natural flavor and no added flavor in order to meet consumer demands for flavored sports drinks. For instance, in 2020, a renowned brand Powerade brought new innovative products to refuel and fuel athletes. The company extended its product portfolio with two novel innovations of zero-sugar sports drinks, which offer attractive packaging and functional hydration solutions.

United Kingdom has a major market for sports drinks products due to their high disposable income. The sports drink industry is targeting consumers who want to make good choices and live healthier lives. The United Kingdom market is captured based on innovation in new product ranges, reformulation, introduction of low and no-sugar options, offering a wider range of portion sizes, and innovative marketing campaigns. United Kingdom’s sports drink market was triggered by Lucozade’s effective repositioning and promotional activity. The increasing demand for sports drinks is gaining momentum due to the favorable demographic conditions prevailing in the United Kingdom, and intelligent positioning is done by the companies. With the rise in the fitness centers in the European region, there is an increased demand for different types of sports drinks essential for the body before, during, and after the workout.

The European sports drink market is fragmented with the presence of numerous players. The key prominent companies in this region include Abbott Nutrition Co., AJE Group, Arctico Beverage Company International Inc., Britvic PLC, and Champion Nutrition Inc. The key strategies adopted by the major players are new product development, innovative marketing campaigns, and mergers and acquisitions. Advanced distribution network and manufacturing expertise give an upper edge to the manufacturers to expand their range of products across the world. Moreover, the companies have adopted continuous expansion as their strategy to achieve a competitive advantage in the market and expand their geographical presence and customer base.

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