PROSPECTS AND OPPORTUNITIES
Health and fitness trend continues to offer penetration opportunities
The overall recovery of consumer purchasing power and the stabilisation of inflation and unit price growth are expected to have a positive effect on sports drinks in the forecast period. Although sports drinks remains a niche category, there is considerable potential for further penetration as more consumers become aware of the health and fitness benefits these products.
Innovation to push nutritional benefits of sports drinks
Innovations in formulation and ingredients are expected to be key drivers of growth in sports drinks. As consumer awareness of health and wellness continues to rise, there is increasing demand for sports drinks that offer enhanced nutritional benefits.
Local players to look to new product and packaging developments to compete
New product and packaging developments are expected to be key competitive tools for local players as they vie for category share. With giants like The Coca-Cola Co and PepsiCo and their brands (Powerade and Gatorade, respectively in sports drinks) in the landscape, leveraging strong brand recognition, brand cache and high consumer awareness, local companies must rely on innovation to differentiate their offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Hungary 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 Hungary, 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 Hungary 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 Hungary?
- To what extent are health considerations impacting consumption of Sports Drinks in Hungary?
- 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 Hungary?
- Which are the leading brands in Sports Drinks in Hungary?
- What potential exists for multinational or domestic soft drinks companies to expand in Hungary?
- How are products distributed in Sports Drinks in Hungary?
- 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 Hungary - Category analysis
KEY DATA FINDINGS
Growth is derived from a low sales base but also health and fitness trends
Marketing focus on sports and fitness to push awareness and demand
Narrowing of the price gap favours brands over private label
Health and fitness trend continues to offer penetration opportunities
Innovation to push nutritional benefits of sports drinks
Local players to look to new product and packaging developments to compete
Soft Drinks in Hungary - 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 Hungary
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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