COMPETITIVE LANDSCAPE
Bromor leads through popular Energade brand
Bromor Foods is the leading company in 2025 in sports drinks, with its Energade brand still the most popular brand in the category. Much of this stems from the player’s deep ties to South African sports culture - including its role as the official hydration partner of the Springboks since 1999.
Isofit gains ground as it challenges stronghold of established players
Isofit is a new brand to South Africa and is enjoying growth in 2025. The product combines natural spring water with a high pH level and essential electrolytes like calcium, magnesium and potassium to support hydration and recovery.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- To what extent are health considerations impacting consumption of Sports Drinks in South Africa?
- 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 South Africa?
- Which are the leading brands in Sports Drinks in South Africa?
- What potential exists for multinational or domestic soft drinks companies to expand in South Africa?
- How are products distributed in Sports Drinks in South Africa?
- 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 South Africa - Category analysis
KEY DATA FINDINGS
Sports drinks sees strong volume gains as fitness culture expands
Strong volume growth for sports drinks amid accelerating fitness trends
Sponsorships boost visibility and sales
Increased interest in exercise ensures continued growth during forecast period
Digital development will spur innovation and expansion
Ingredients to be increasingly scrutinised by consumers and health associations
Bromor leads through popular Energade brand
Isofit gains ground as it challenges stronghold of established players
Shoppers buy their sports drinks mainly from supermarkets
E-commerce continues to post robust rises
Soft Drinks in South Africa - Industry Overview
Soft drinks sees moderate volume growth as affordability and investment shape performance
Soft drinks sees moderate volume growth as affordability and investment shape performance
Advancements in production supports growth, while consumers focus on affordability
Premiumisation and sustainability remain key trends in soft drinks
E-commerce boosts engagement, and brands respond to anticipated sugar tax
Rising sales, sugar tax and new labelling requirements
Health and wellness trends will have continued impact on development
Distribution to become increasingly digital
Coca-Cola holds on to number one spot
International players dominate while local brands gain ground
Supermarkets leads as e-commerce rises fastest
Off-trade accounts for highest proportion of volume sales
Fountain sales in South Africa
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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