PROSPECTS AND OPPORTUNITIES
Sports drinks to be boosted by more active lifestyles and marketing efforts
In the year ahead, sports drinks are expected to achieve a higher volume CAGR compared to the review period. The pandemic limited people's ability to engage in sports and locals have been renewing their efforts to get fit in the post-COVID-19 era.
On-trade sales of sports drinks set to outpace retail growth
On-trade sales of sports drinks are expected to grow faster than retail sales during the forecast period, driven by increased participation in sports and visits to sports centres. During the review period, gyms and sports centres mainly sold protein shakes, but manufacturers should now focus on distributing sports drinks in these venues and launching targeted campaigns to boost demand.
Competition is set to intensify with new launches
In 2024, Powerade by Coca-Cola Içecek AS held the dominant share of sports drink sales. Over the forecast period, the number of brands in the competitive landscape is expected to rise alongside consumer demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- To what extent are health considerations impacting consumption of Sports Drinks in Turkey?
- 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 Turkey?
- Which are the leading brands in Sports Drinks in Turkey?
- What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
- How are products distributed in Sports Drinks in Turkey?
- 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 Turkey - Category analysis
KEY DATA FINDINGS
Sports drinks post robust performance
Unit prices continue on upward trajectory
Supermarkets and e-commerce channel gain share
Sports drinks to be boosted by more active lifestyles and marketing efforts
On-trade sales of sports drinks set to outpace retail growth
Competition is set to intensify with new launches
Soft Drinks in Turkey - 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 Turkey
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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