Abstract
The global sports drinks market raced ahead by 10% in 2005 to 9,718 million
litres, according to Zenith' s new report on this diverse market. Growth was
driven by new brands, brand and flavour extensions and novel product concepts,
as well as an increased focus on the role of exercise in health and wellbeing.
Sports drinks are designed to provide effective rehydration, boost sports
performance and aid muscle recovery. They often include electrolytes,
carbohydrate and, increasingly, protein in the form of amino acids and
peptides.
The sports drink category now encompasses a whole spectrum of different
products - from advanced specialist sports nutrition for body builders and
serious athletes to lighter products for everyday consumers. The category is
now broadening out, with innovation at all levels so as to suit all
exercisers, no matter what their age, sex or level of activity.
North America accounted for hefty 49% of sports drink consumption in 2005, and
looks set to hold onto its global market lead to 2010. Gatorade, the leading
global sports drink brand and category pioneer, was launched here in the early
1970s, and remains the region' s leading brand.
Asia Pacific held a 38% share of global volume in 2005, with the vast majority
of the region' s volumes generated in Japan and China. Japan is second only to
the US in terms of per person sports drink consumption. Here, as in North
America, sports drinks are well established as mainstream products, and Japan
can be credited with many advances in new sports drink technology, especially
in amino acid based sports drinks. China is set to overtake Japan as Asia
Pacific' s leading market by volume by 2010.
Zenith International reports offer you the most reliable market figures and
in-depth analysis of trends. This comes from a bottom up approach to the
research process, and detailed discussions undertaken with industry players.
Zenith' s Global Sports Drinks 2006 report is meticulously researched and is
divided into eight main sections -- a global market overview and seven
regions: North America, Latin America, West Europe, East Europe, Middle East,
Asia Pacific, Australasia.
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