Sports drinks is seeing healthy sales in Finland in 2025, in both volume and value terms, driven by the increasing interest in wellness, exercise, and active lifestyles among local consumers. This supports stable baseline demand in sports drinks overall.

In 2025, the sports drinks category in Peru faced a year marked by a decline in relevance, shaped by a combination of market saturation, increased competition from adjacent categories, and a shift in consumer priorities within the broader hydration landscape. A proliferation of brands and line extensions in recent years has created a crowded and fragmented competitive environment, making differentiation more difficult and reducing the ability of manufacturers to sustain margins. At the same time

Sports drinks in Israel continued to expand at an impressive pace in retail volume sales terms in 2025, albeit from a low base. Growth was moderately slower than in 2024, partly due to sustained price hikes and weakened purchasing power among consumers, but also because of encroaching maturity. Nonetheless, demand remained robust on the whole thanks to increasing participation in sports and fitness activities and rising awareness of the benefits of these products. Growing interest in recent laun

Sports drinks is a niche category growing from a low base in Ukraine, limited by its weak positioning in retail stores and low levels of consumer awareness. Wartime living and lower disposable incomes have proved to be a deterrent to wider adoption of sports drinks. Moving forward, demand is expected to rise for isotonic and electrolyte drinks over traditional energy beverages, with low/zero sugar options facing strong growth opportunities.

Sports drinks recorded modest volume growth in Turkey in 2025, driven by an increase in fitness participation and strong demand from younger, active consumers. However, economic pressures and competition from energy drinks limited overall performance. Regular sports drinks led growth, with on-trade channels, particularly gyms and sports centres, presenting new opportunities for targeted distribution. The steady expansion of the sports drink is supported by health and fitness trends, with manufac

The sports drinks category continued its rapid expansion in 2025, propelled by the increasing popularity of oral rehydration solutions (ORS) and growing consumer interest in beverages offering functional hydration benefits. Brands such as Electrolit significantly influenced the category’s momentum by appealing to consumers not only engaged in physical activity but also those seeking recovery after social events, illness, or long working days. This broadened usage occasion has reshaped the catego

In 2025, despite a significant decline in off-trade volumes, sports drinks in Italy experienced off-trade value growth, largely due to Prime Hydration's premium pricing. Volume contraction stemmed from health concerns over sugar content and intense competition from energy drinks. To address the decline, manufacturers are proactively reformulating with zero sugar options due to an impending sugar tax, and high-protein products like San Benedetto's Energade Protein are emerging. Forecasts indicate

In 2025, sports drinks in Hungary extended their positive growth trajectory in both retail and foodservice channels. The category still operates from a relatively small base compared with other soft drinks, but rising interest in fitness, organised sport and everyday movement continued to widen its appeal. Consumers are becoming more aware of the role of hydration and electrolytes in performance and recovery, and are increasingly incorporating sports drinks into their routines around gym session

Sports drinks is seeing strong growth supported by the health and wellness trend and the related increase in the number of people engaged in regular sporting activity and exercise. The category’s growth is also being boosted by investment from major players in new product development and the expansion of distribution.

Off-trade volume sales of sports drinks in the US remained on a downward trajectory in 2025. The progenitor of fitness-aligned soft drinks in the US, sports drinks have become a victim of deeper consumer education and expansion around hydration. Powder concentrates, functional bottled water and even energy drinks, normally associated with the dehydrating nature of caffeine, are all capitalising on consumers seeking self-optimised need states. This has even been seen in the continued re-compositi

Sports drinks remains a niche category in Egypt, with high prices and limited availability hampering development, which resulted in deep volume declines over 2025. The emergence of affordable local brand CR7 and PepsiCo Inc’s Powerade in the second half of 2025 provides some ground for optimism.

Sports drinks in the UAE continues to record strong volume growth in 2025, supported by its products’ positioning between healthier hydration and indulgent flavour, which appeals to a wide consumer base. Both regular and reduced sugar formats are expanding, with reduced sugar sports drinks growing marginally faster as health and wellness trends intensify and new entrants such as Prime gain visibility. Over the forecast period, functionality will be a key growth driver, with consumers expecting c

In 2025, sports drinks in Ireland posted solid volume growth as the products moved beyond their traditional role in athletic performance towards more frequent, everyday hydration among increasingly active, health-aware consumers. Regular variants still account for most volume, but reduced-sugar options such as Lucozade Sport Zero Sugar are growing fastest, reflecting heightened concern about sugar and interest in more natural ingredient profiles. Lucozade has strengthened its clear lead through

Sports drinks in Spain is recording solid retail volume growth in 2025, supported by rising interest in healthier hydration, sustained activity in the reduced sugar segment and increased consumption in the on-trade. Reduced sugar sports drinks is the most dynamic subcategory, with new launches focused on low-sugar formulations enhanced with functional ingredients such as vitamins and minerals. Brands continue to strengthen health-led positioning, with examples including Vitamin Well’s expanded H

Sports drinks in South Africa is recording rapid retail volume growth in 2025, driven by rising fitness participation among younger urban consumers and growing demand for hydration and recovery solutions. Community-based sports, school athletics and running clubs continue to expand, strengthening the role of sports drinks as an everyday hydration choice rather than a niche performance product. Brand visibility is further supported by high-profile sponsorships, including Powerade’s Springboks-the

Sports drinks posted modest volume growth in the Czech Republic in 2025, reflecting a stabilisation of demand following several years of rapid expansion linked to post-pandemic lifestyle changes. Participation in fitness, recreational sports and outdoor activities remains high, which continues to underpin the category’s core consumer base. However, sports drinks are increasingly facing pressure from functional bottled water, a category experiencing strong innovation and aggressive marketing inve

China is embracing sports drinks as part of a stronger focus on living healthy and active lifestyles. The entrance of Shenzhen Eastroc Beverage Co Ltd with its Eastroc Hydrating Water in 2023, has boosted category sales with the brand securing a strong lead over 2025. Reduced-sugar sports drinks are driving sales, with the zero-sugar Alienergy brand making its mark in this category.

Sports drinks in Indonesia experienced slow off-trade volume growth in 2025, impacted by weakened purchasing power, high prices, and growing health awareness regarding sugar content. Low market penetration persisted due to limited brands and consumer misconceptions about benefits. Pocari Sweat dominated in 2025 through comprehensive penetration and events, while Isoplus showed dynamic growth via tactical pricing. Convenience stores led distribution, with e-commerce recording dynamic gains throug

Sports drinks in Thailand experienced robust off-trade volume growth in 2025, driven by younger, health-conscious consumers adopting these beverages as an everyday staple. The sugar tax is compelling brands to reformulate reduced sugar options, a trend which is expected to continue alongside broader wellness spending. Sponsor maintained its dominance in 2025 through tiered pricing and increased marketing, despite the rising competition. Gatorade and 100 Plus achieved dynamic growth through targe

Favourable weather benefited volume and value sales of sports drinks in 2025, as local consumers sought effective hydration. However, the long-term trend is one of stagnation as other soft drink categories compete by introducing functionality and reducing the sugar content of their offerings.

In 2025, sports drinks remained a niche category in Morocco, with minimal shelf presence and low consumer awareness. The most notable growth came from electrolyte powders and sachets, sold through specialty retailers and online marketplaces, offering a flexible and lower-cost alternative to imported RTD bottles. Availability in physical retail remained limited and fragmented, with no single brand establishing a leading position. Distribution was primarily driven by sports specialty stores and re

Sports drinks continues to see growth supported by the expansion of the offer to include oral rehydration solutions. Such developments highlight the way in which health conscious consumers are not only seeking to avoid potentially harmful ingredients such as sugar, but are looking for ever more specific health benefits from soft drinks.

Despite cost-of-living pressures demand for sports drinks has continued to grow in 2025. A growing focus on health and fitness and the need for effective hydration has fuelled demand, while new product development and innovation has added interest to the category. Key players have also effectively partnered with successful sports personalities to attract consumers.

Sports drinks sales have declined in off-trade volume terms in 2025 with price increases leading to a drop in demand as consumers turned to more affordable alternatives. Record-breaking temperatures have had a mixed impact on demand with the extreme heat limiting outdoor activities but increasing the need for heatstroke prevention measures.