The Coca-Cola Co remains the clear leader in the global soft drinks market. While legacy brands like Coca-Cola, Sprite or Fanta continue to account for a major share of its annual revenues, the company also continues to expand its reach through acquisitions such as fairlife, new brands or lines like Simply Pop prebiotic soda, or dipping its toe into the world of RTD alcoholic beverages.

PepsiCo remains the world’s second largest soft drinks company, with strong positions in carbonates, sports drinks, bottled water, and energy drinks. While mature markets show stagnant volume growth, emerging markets offer inflation-driven value gains. Strategic acquisitions like Poppi reflect a pivot towards functional, low-sugar beverages. Competitive pressure from Coca-Cola and private label brands continues to shape the landscape.

In 2024, sports drinks in Brazil saw another year of exceptional double-digit off-trade volume growth, maintaining the trend seen since 2021, with both regular and sugar-free sports drinks seeing strong increases. The recent jump in the pace of growth can mostly be explained by the small baseline of consumption, since the category is far from being mature in Brazil. Growth therefore has a great deal to do with the low per capita consumption recorded in Brazil, which in 2024 was far down the rank

In addition to being a key player in its domestic alcoholic drinks market, leading in spirits, Suntory Holdings is the number two player in soft drinks in Japan, holding the top spot in both the RTD tea and bottled water categories. While its international coverage is relatively limited in soft drinks, it has a number of important brands in France and the UK in Europe as well as in Australia and New Zealand.

Sports drinks have emerged as one of the fastest-growing beverage categories in Estonia in 2024, showcasing impressive performance that has outpaced many traditional drinks. This robust growth has posed a competitive challenge to carbonates, a category that has seen some of its consumer base shift toward sports drinks. The appeal of these beverages lies in their ability to align with the increasing focus on active lifestyles and health-conscious choices among Estonians. The growing popularity of

Sports drinks continue to grow from a small base in 2024 due to rising product awareness and an expanding consumer base. The awareness surrounding sports drinks continues to grow, with a broader spectrum of Serbians, not just athletes, becoming more informed about the health benefits of these beverages. The burgeoning health consciousness amongst consumers is a significant factor driving the increased demand for sports drinks in Serbia.

Due to the growing importance of sports and fitness activities in Slovenia and boosted by demand amongst younger consumers and sports enthusiasts, sports drinks is recording further moderate off-trade volume growth in 2024. Consumers are increasingly aware of the benefits of sports drinks thanks to social media and frequent advertisements. They look for sports drinks that provide a boost to energy levels during and after exercise. In addition, some consumers reach for sports drinks as a quick an

Sports drinks in Dominican Republic registered double-digit percentage volume growth in 2024, with volume sales increasing by nearly a fifth. One factor driving this healthy growth is an expanding consumer base. Not only are sports drinks consumed by athletes looking to hydrate, increasingly other consumers also purchase sports drinks for hydration. The stable economy and lowering inflation also boosted volume sales, as sports drinks are relatively expensive compared to other soft drinks. Socia

In 2024, sports drinks in Israel market experienced significant growth in off-trade volume sales, standing out within the broader soft drinks market. This surge is largely attributable to an increasing health and wellness trend among consumers, fostering a desire for more active lifestyles and, consequently, a higher demand for sports beverages. Despite this upward trajectory, overall consumption of sports drinks remains relatively modest. Many consumers do not consider these products essential,

Sports drinks saw volume sales decline in 2024, as the category faced headwinds from several competing products in Canada. Hydration sticks/drinks have emerged in powder concentrates causing some challenges for the sports drinks category as they provide a convenient single serve offering compared to a bottle of liquid. Moreover, these products aim to provide higher doses of electrolytes and other necessary nutrients that are needed during and after the workout, which appeals to a growing number

Over the review period, despite several years of stagnation for sports drinks in South Africa, several new brands have entered the local market, thereby improving consumer choice. These have included international and local names, such as Prime Hydration, Isofit, and Knox. This has created higher levels of competition, instead of the traditional select few established brands such as Energade and Powerade which dominate off-trade volume sales. In addition, major brands in other soft drinks, such

Sports drinks in India, which only has a presence off-trade, is expected to maintain double-digit growth rates in both volume and current value terms in 2024. Nevertheless, sales of sports drinks continue to lag many other soft drinks categories, such as juice, carbonates, and bottled water. This is because Indian consumers still associate sports drinks with energy drinks, which are perceived as having adverse effects when consumed to excess. However, local consumers have been placing a greater

Sales of sports drinks in Lithuania continue to rise rapidly in 2024, recording off-trade volume sales growth of 10%. These products are increasingly consumed by recreational athletes as well as a growing number of consumers seeking added benefits in their beverages, such as essential vitamins and minerals. This trend reflects a broader shift towards functional drinks, where the appeal lies in the perceived health and wellness advantages, with many opting for beverages that support hydration and

Sports drinks in Uruguay has experienced its fourth consecutive year of robust retail volume growth in 2024, driven by an expanding array of consumption occasions. The ongoing health and fitness trend, coupled with the residual effects of the 2023 tap water crisis, has fuelled this upward trajectory. On-trade sales have not only recovered to pre-pandemic levels by the end of 2022 but have also continued to grow throughout 2024. The resumption of on-the-go consumption, driven by consumers returni

For the third consecutive year, sports drinks recorded double-digit growth in 2024. Sports drinks have been gaining interest amongst Guatemalans, with consumers not only associating them with rehydrating during or after sports practice, but also as pleasant tasting drinks to help them stay cool in the warm climate. Rising temperatures in recent years have been driving consumption occasions outside of sporting activities.

Sports drinks has experienced persistent price escalations, with off-trade unit prices projected to continue to grow strongly in current terms in 2024, with a much higher increase than the average for soft drinks. This is expected to adversely impact off-trade volume sales of sports drinks in the US in 2024, which are expected to decline notably for a second consecutive year. This contraction is indicative of a shift in consumer spending patterns, as households adapt to heightened inflationary p

The growing emphasis on sports and fitness activities has continued to underpin stable consumer demand for sports drinks in North Macedonia in 2024. This trend is particularly prominent among younger consumers, sports enthusiasts, and professional athletes. The category has experienced solid off-trade volume growth coupled with strong off-trade rsp value growth, which has been further bolstered by rising product prices amidst the latest wave of inflation, albeit less intense than in previous yea

Sugar-free alternatives such as Gatorade Zero and Powerade Zero have achieved notable success in Costa Rica in 2024, particularly among health-conscious consumers seeking low-calorie hydration. These options appeal to individuals who previously avoided sports drinks due to their high sugar content. Medical professionals have also recommended these lighter alternatives for patients needing rehydration, particularly in cases of diarrhoea, as they contain less sugar while still replenishing electro

Sports drinks have continued to hold a niche position in Georgia in 2024, characterised by limited availability in modern retail outlets and a relatively narrow assortment. The category has experienced minimal competition, with only a handful of players and brands present. This lack of rivalry, coupled with limited interest from major beverage producers, has restricted the growth trajectory of the segment. Volume sales have primarily stemmed from a small and specialised consumer base, underlinin

The overall market for sports drinks in Singapore is set to record another year of positive volume growth in 2024, fuelled by the full-scale hosting of various sporting events and the revival of community running clubs across the island. Leading sports drinks brand 100 Plus has partnered with the renowned Standard Chartered Singapore Marathon (SCSM) in December 2024, an event which attracts participants from over 70 countries. Such high-profile marathons offer sports drinks brands global visibil

In 2024, sports drinks recorded off-trade volume growth of 14% following a significant sales drop in 2022. However, the category was challenged by decreased disposable incomes and increased caution in spending on non-essential items, in addition to limited availability of sports events, such as marathons, due to ongoing safety concerns. Sports events typically serve as key platforms for brand visibility and consumer engagement, with sponsorships helping to boost awareness and drive sales. The la

Despite its positive performance, sports drinks in Nigeria remains a niche category as many locals still do not consider sports drinks as a tool to support exercise and sports. Indeed, frequenting gyms is not yet part of the mainstream culture in Nigeria, with gym memberships largely unaffordable for most Nigerians. Consumption of sports drinks remains limited to middle- and upper-income consumers, with energy drinks normally the preferred option when such consumers seek an energy boosting drink

In 2023, sports drinks in Japan experienced only low growth in off-trade volume terms, and is expected to turn to decline in 2024, largely as a result of a backlash following a dynamic performance in 2022. While off-trade volume sales are projected to decrease, off-trade current value sales are set to continue to rise due to price increases. The end of COVID-19-related restrictions in May 2023 led to an increase in outdoor activities, which, combined with a heatwave and lingering summer temperat

Sports drinks in Latvia is expected to register healthy volume growth, in what is an emerging product, with plenty of room for growth. This is in despite of being more expensive than many other soft drinks offerings. The health and wellness trend is bolstering sales as consumers increasingly look to include more physical activity and hydration in their daily lives.