COMPETITIVE LANDSCAPE
Coca-Cola leads, but private label gains ground
Coca-Cola Belgium remained the leading player in sports drinks in 2025, thanks to its well-established brand Aquarius and the 2024 introduction of Powerade. Aquarius continues to benefit from strong brand recognition and wide distribution, while Powerade allows Coca-Cola to reinforce its position in more performance-oriented segments.
Wow Hydrate enjoys dynamic growth in a competitive field
In 2025, Wow Hydrate emerged as one of the most dynamic players in the Belgian sports drink market. The British brand, known for its innovative approach to functional hydration, was introduced to Delhaize through its local distributor, foodPickers.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Drinks industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Drinks in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Drinks in Belgium?
- To what extent are health considerations impacting consumption of Sports Drinks in Belgium?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Sports Drinks in Belgium?
- Which are the leading brands in Sports Drinks in Belgium?
- What potential exists for multinational or domestic soft drinks companies to expand in Belgium?
- How are products distributed in Sports Drinks in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Sports Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Sports Drinks in Belgium - Category analysis
KEY DATA FINDINGS
Sports drinks benefits from warm weather in 2025
Category supported by innovation but challenged by competition
Reduced sugar performance illustrates ongoing health and wellness trend
Stable growth ahead, driven by innovation in low-calorie offerings
Future innovation set to focus on multi-functional hydration
Distribution likely to shift towards impulse-driven channels
Coca-Cola leads, but private label gains ground
Wow Hydrate enjoys dynamic growth in a competitive field
Supermarkets remain the core distribution channel for sports drinks
Discounters continues to benefit from price sensitivity in 2025
Soft Drinks in Belgium - Industry Overview
Soft drinks in 2025: The big picture
KEY DATA FINDINGS
Buoyant performance for Belgian soft drinks in 2025
Functionality remains a key driver of innovation and growth
Smaller pack sizes are becoming increasingly common
Growth moderation predicted over the forecast period
Functionality will remain a focus growth area
Distribution landscape may need to diversify
Coca-Cola continues to benefit from strong brand recognition and widespread distribution
foodPickers benefits from functionality trend
Supermarkets and discounters continue to lead distribution in 2025
Proximity retailers continue to gain ground
Foodservice vs retail split
Fountain sales in Belgium
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sports Drinks research and analysis database.
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