Eastern Europe leads global sports drink growth
9,700 million litres, with the fastest growth recorded in Eastern
Europe.
Consumption in East Europe last year was up 19 per cent on 2004, according to the new 2006 Global Sports Drinks report from market analyst Zenith International, though this was from a very small base.
The Middle East experienced a similar rate of growth - up 17 per cent from a year ago - but also expanded from a low starting point.
Overall growth was driven by new brands, brand and flavour extensions and novel product concepts as well as greater focus on the role of exercise in health and well-being.
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,"said Zenith senior market analyst Sophie Carkeek. "It is broadening out with innovation at all levels so as to suit any exerciser, no matter what age or level of activity."
North America remains by far the biggest market, accounted for 49 per cent of total sports drink consumption in 2005 and looks set to hold on to 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 regions top brand.
Asia Pacific held a 38 per cent share of global volume in 2005, with the vast majority of sales generated in Japan and China. Japan comes second only to the US in terms of sports drink consumption per person, averaging 12.5 litres in 2005.
Here, as in North America, sports drinks are well established mainstream products and Japan can be credited with many advances in new sports drink technology, especially in amino acid sports drinks. China, however, is set to overtake Japan in volume by 2010.
One impressive figure highlighted by the Zenith report is the fact that the US had the highest national consumption in 2005 at an incredible 15.6 litres per person. To put that in perspective, global consumption per person averaged 1.8 litres in 2005 and should reach 2.5 litres in 2010.
Zenith expects the overall market to exceed 14,000 million litres in 2010.
The 2006 Zenith Report on Global Sports Drinks provides 2000-10 figures for sports drinks across 53 key countries in seven regions.
