COMPETITIVE LANDSCAPE
Coca-Cola maintains robust lead thanks to strong brand trust of Powerade
Coca-Cola Amatil (NZ) Ltd maintained its robust lead in sports drinks in 2025, thanks to the strength of its flagship brand Powerade. Powerade continues to benefit from strong brand equity built on performance credibility and mass-market recognition, while remaining closely aligned with evolving consumer preferences through ongoing flavour innovation and an expanded zero-sugar portfolio.
Small new entrants disrupt sports drinks with new formulations to meet a wider range of needs
Competition in New Zealand’s sports drinks category remains highly concentrated, led by established global brands such as Coca-Cola’s Powerade and Frucor Suntory’s Gatorade and Lucozade, which continue to dominate volume through scale, distribution strength, and entrenched performance credentials. Meanwhile, Loaded from DKSH New Zealand Ltd continues to lose share to become insignificant.
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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
Sports drinks benefit from widening consumption occasions
Clean-label, recovery-led sports drinks reshape the category beyond performance hydration
Reduced sugar sports drinks align with sugar moderation trends
Sports drinks shifts into a growth-stage lifestyle category, supported by broader penetration and health-led innovation
Digital retail execution strengthens visibility, conversion, and repeat purchasing for sports drinks
Health-led reformulation and cognitive functionality redefine sports drinks beyond performance hydration
Coca-Cola maintains robust lead thanks to strong brand trust of Powerade
Small new entrants disrupt sports drinks with new formulations to meet a wider range of needs
Supermarkets anchor sports drinks distribution, thanks to enabling wide consumer reach
Forecourt retailers benefit from meeting on-the-go hydration needs
Soft Drinks in New Zealand - Industry Overview
Volume sales see an uptick thanks to stabilising economic factors
KEY DATA FINDINGS
Health and wellness trends become the defining structural driver of soft drinks in New Zealand
Flavour innovation remains a critical driver of differentiation in soft drinks
Sustainability trends continue to rise across New Zealand’s soft drinks market
An ongoing positive performance driven by an improving economy and health-led trends
Future innovations will be backed by science-led claims
Distribution will become more strategic over the forecast period
Coca-Cola Amatil (NZ) Ltd maintains its overall company lead thanks to myriad strengths
Allpress Espresso benefits from translation café-style coffee into a RTD offer
Supermarkets maintains leading distribution channel place
Warehouse clubs and retail e-commerce continue to grow
Foodservice vs retail split
Fountain sales in New Zealand
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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