COMPETITIVE LANDSCAPE
Gatorade retains leadership through strong distribution, sports associations and expanded ORS positioning
Postobón maintains leadership in sports drinks through Gatorade’s longstanding presence and strong association with physical activity. The brand benefits from extensive nationwide distribution, reaching more than 330,000 small local grocers, and from competitive pricing relative to ORS alternatives.
Hidra Tao achieves fastest growth through repositioning and strategic sports sponsorships
Hidra Tao, produced by the Fábrica de Licores y Alcoholes de Antioquia, has been the most dynamic competitor since its mid-2024 launch. Initially marketed to partygoers, the brand has transitioned its messaging toward sports and fitness.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Colombia 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 Colombia, 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 Colombia 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 Colombia?
- To what extent are health considerations impacting consumption of Sports Drinks in Colombia?
- 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 Colombia?
- Which are the leading brands in Sports Drinks in Colombia?
- What potential exists for multinational or domestic soft drinks companies to expand in Colombia?
- How are products distributed in Sports Drinks in Colombia?
- 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 Colombia - Category analysis
KEY DATA FINDINGS
Strong demand for rehydration solutions drives exceptional category growth
Retail volume sales of sports drinks increased in 2025
Oral rehydration solutions were the most dynamic category in 2025
Retail volume sales of sports drinks are expected to continue rising over the forecast period
Digital commerce and app-based delivery will play a growing role in shaping consumption
Health, natural ingredients and format innovation will guide future product development
Gatorade retains leadership through strong distribution, sports associations and expanded ORS positioning
Hidra Tao achieves fastest growth through repositioning and strategic sports sponsorships
Traditional trade remains essential, but e-commerce adoption continues to grow
Health and beauty specialists are the fastest-growing channel
Soft Drinks in Colombia - Industry Overview
Economic volatility, regulatory pressures, and changing consumer needs redefine soft drinks demand in 2025
KEY DATA FINDINGS
Functional and fortified beverages strengthen their position
Health consciousness boosts reduced-sugar products and clean label innovation
Price sensitivity and migration toward discounters and modern retail
Volume recovery expected, though category performance will diverge
Health and functionality will shape innovation pipelines
Digital strategies, influencer collaborations, and direct-to-consumer models gain traction
Event sponsorship and experiential marketing remain priority investments
Postobón maintains strong leadership through diversification and distribution
RTD coffee growth led by Procafecol and rising challenger brands
Quala expands across multiple categories with strong, price-competitive brands
Small local grocers remain key but continue to lose share
Health and beauty specialists emerge as the fastest-growing channel
E-commerce expands gradually with rising promotional sophistication
FOODSERVICE VS RETAIL SPLIT
Fountain sales in Colombia
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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