COMPETITIVE LANDSCAPE
Powerade benefits from new product development
Coca-Cola Enterprises Sverige AB was the leading company in sports drinks in 2025. The company owns the Powerade brand in Sweden, which is strongly established in both the regular and reduced sugar sports drinks categories.
Vitamin Well Sport promoted as offering a ‘next generation’ line of sports drinks
Vitamin Well AB, meanwhile, was the most dynamic company overall in 2025, in off-trade volume terms. In March 2024, Vitamin Well launched Vitamin Well Sport in two new variants: one with carbs and electrolytes, and one that was sugar-free with electrolytes.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- To what extent are health considerations impacting consumption of Sports Drinks in Sweden?
- 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 Sweden?
- Which are the leading brands in Sports Drinks in Sweden?
- What potential exists for multinational or domestic soft drinks companies to expand in Sweden?
- How are products distributed in Sports Drinks in Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Sales continue to decline in 2025 as Prime Hydration falls out of the spotlight
A tough year for sports drinks as Prime Hydration loses its appeal
A lack of activity limits the category’s growth potential
Bright outlook for sports drinks
Digital marketing set to play a central role in the market’s development
Health and sustainability will be key pillars of the category
Powerade benefits from new product development
Vitamin Well Sport promoted as offering a ‘next generation’ line of sports drinks
Supermarkets dominate thanks to the accessibility, variety and value they offer
Small local grocers tap into the impulse nature of sports drinks
Soft Drinks in Sweden - Industry Overview
Soft drinks sees a more favourable performance in 2025
KEY DATA FINDINGS
Functional soft drinks prove popular in 2025
Reducing sugar intake a pressing concern for Swedes
Products with a clear health and wellness positioning find favour
Consumer preferences evolving with juice losing favour while demand for energy drinks rises
New flavours present opportunities for differentiation
Digital marketing and social media could be key to growth
Coca-Cola continues to invest heavily in new product development and marketing
Löfbergs riding the wave of success in RTD coffee
Supermarkets lead retail sales as on-trade sales continue to recover
Discounters winning over price-sensitive shoppers
Fountain sales in Sweden
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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