PROSPECTS AND OPPORTUNITIES
Low penetration allows room for growth
The consumption of sports drinks in Greece is still very low, which provides significant opportunities for growth. Consumer awareness is rising steadily supported by the launch of new brands, such as Prime Hydration and Ready, and marketing support behind key brands like Powerade.
Prime set to attract new consumers to the category
Prime Hydration is set to have a positive impact upon sports drinks performance over the forecast period, with the brand set to attract new consumers to the category and expand consumer awareness. The brand has been strategically placed both in impulse channels and supermarkets to achieve strong visibility, with significant shelf space allocated to the portfolio.
Changes in distribution key to category growth
Although grocery retailers will remain the primary channel for buying sports drinks, distribution via more specialised stores, plus vending machines in gyms or sport goods specialists, is set to rise over the forecast period. The expansion of convenience stores in Greece is also set to have a positive impact upon performance, since these outlets can accommodate larger refrigerators in comparison to kiosks.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Greece 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 Greece, 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 Greece 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 Greece?
- To what extent are health considerations impacting consumption of Sports Drinks in Greece?
- 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 Greece?
- Which are the leading brands in Sports Drinks in Greece?
- What potential exists for multinational or domestic soft drinks companies to expand in Greece?
- How are products distributed in Sports Drinks in Greece?
- 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 Greece - Category analysis
KEY DATA FINDINGS
Prime boosts sports drinks category
Private imports account for a high volume of sales
Coca-Cola Hellenic Bottling Co dominates in sports drinks
Low penetration allows room for growth
Prime set to attract new consumers to the category
Changes in distribution key to category growth
Soft Drinks in Greece - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Greece
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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