PROSPECTS AND OPPORTUNITIES
Opportunities to target female and millennial consumers
Sponsorship has long been an essential strategy for sports drinks brands, with Powerade sponsoring major sports teams and securing endorsement deals with prominent athletes like NBA player Steven Adams. However, as the demographics of New Zealand’s sports audience evolve, new opportunities are emerging to engage with women and millennials.
Easing inflationary pressures expected to slow value sales growth
While broader inflationary pressures in New Zealand’s economy have begun to ease in 2024, sports drinks manufacturers still face heightened costs across the supply chain. Key areas impacted include the transportation and distribution of imported ingredients, insurance, energy expenses, and increased labour costs.
Opportunities for local players focused on sugar-free options
Throughout the review period, the introduction of reduced-sugar options has been a significant focus in product development, driven largely by leading brands like Powerade and Gatorade. Despite this, consumer interest in natural ingredients is intensifying, which is anticipated to further shape product innovation within this category.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- To what extent are health considerations impacting consumption of Sports Drinks in New Zealand?
- 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 New Zealand?
- Which are the leading brands in Sports Drinks in New Zealand?
- What potential exists for multinational or domestic soft drinks companies to expand in New Zealand?
- How are products distributed in Sports Drinks in New Zealand?
- 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 New Zealand - Category analysis
KEY DATA FINDINGS
Unit price growth slows amid cost-of-living pressures
PRIME Hydration secures local distributor
Sport sponsorship remains a key marketing tool
Opportunities to target female and millennial consumers
Easing inflationary pressures expected to slow value sales growth
Opportunities for local players focused on sugar-free options
Soft Drinks in New Zealand - 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 New Zealand
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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