COMPETITIVE LANDSCAPE
Knjaz Milos benefits from assortment of variants under its Aqua Viva brand, with wide availability and strong promotional support
Knjaz Milos ad maintained its strong lead in sports drinks in 2025, with its Aqua Viva brand in top place. Local soft drinks producer Knjaz Milos is the representative of PepsiCo Inc in Serbia, which gives the partnership of the two players extra strength.
Oshee brand continues to show strong growth from its emergent base
Oshee Polska Sp zoo showed the strongest company growth in 2025, in double-digit volume growth figures. This is supported by the relatively recent launch of its namesake Oshee brand, thus, this growth is coming from a more emergent base which supports the strong trajectory.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- To what extent are health considerations impacting consumption of Sports Drinks in Serbia?
- 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 Serbia?
- Which are the leading brands in Sports Drinks in Serbia?
- What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
- How are products distributed in Sports Drinks in Serbia?
- 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 Serbia - Category analysis
KEY DATA FINDINGS
Healthy growth continues for popular sports drinks
Growth trajectory of sports drinks supported by its development from an emergent status
Regular sports drinks remains the key category, with reduced sugar variants insignificant
An ongoing positive trajectory for sports drinks, albeit with slowing growth as the category matures
The assortment of products and players will continue to grow, due to current low category saturation
Active consumers will increasingly seek products which offer hydration, electrolyte replenishment, and vitamin fortification
Knjaz Milos benefits from assortment of variants under its Aqua Viva brand, with wide availability and strong promotional support
Oshee brand continues to show strong growth from its emergent base
Small local grocers maintains leading distribution channel place, despite rise of modern retail stores
Retail e-commerce sees the strongest growth, albeit from an emergent base
Soft Drinks in Serbia - Industry Overview
Sales remain impacted by economic instability, with volume sales remaining low
KEY DATA FINDINGS
Health and wellness trends influence demand for reduced sugar options
Busy lifestyles support demand for smaller format sizes to suit on-the-go consumption
Sustainability trends influence the growing use of recycled packaging materials
Volume sales expected to maintain low positive growth, driven by the most in-demand soft drinks
Price sensitivity will continue, with consumers seeking deals, discounts, and private label
Developments expected to focus on lower sugar and functional soft drinks, with flavour remaining important
Coca-Cola maintains overall lead thanks to diverse brand portfolio, ongoing innovations, and strong distribution
Private label grows in demand, while lifestyle brand Oshee benefits from the popularity of sports drinks
Convenience stores benefit from consumers’ demand for fast, efficient, small and frequent shopping
Retail e-commerce and discounters grow in demand, catering to convenience and affordability
Foodservice vs retail split
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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