Isotonic Drinks Market by Form (Powder and Liquid), Packaging (Bottles, Metal Cans, and Pouches), and Distribution Channel (Hypermarket/Supermarket, Specialty Stores, and Online Sales Channel): Global Opportunity Analysis and Industry Forecast, 2021–2028

The global isotonic drinks market was valued at $1,870.9 million in 2020, and is projected to reach $7,785.0 million by 2028, registering a CAGR of 8.8% from 2021 to 2028. Isotonic drink provides similar concentrations of sugar and salt as in the human body. Moreover, an isotonic drink is easily absorbed and quickly leaves the stomach for optimal efficiency and better digestion. In addition, the osmolarity of the drink should be between 270 and 330 mOsml/liter to be isotonic. The main aim of isotonic drink is to improve the intake of minerals, water, and nutrients, which also helps in enhancing the athlete performance. 

Globally, rise in demand for visits to the health clubs and gym due to increase in health consciousness among individuals has been witnessed over the past few years. Moreover, massive number of people living in metro and Tier-2 cities are concerned about their health and have started hitting the gyms, which fuels the growth of the isotonic drinks market. Furthermore, technological advancements have changed the pattern of fitness activities. Nowadays, people are massively using technological devices such as GPS, pedometer, heart rate monitor, and smartphone apps to monitor their workout in gyms, which further boost the market growth. In addition, increase in trend of being thin and slim for women and slender and muscular for men is becoming sociocultural and also influencing people to engage in fitness to have ideal body image, which further fuels the growth of the isotonic drinks market. 

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Furthermore, increase in interest toward sports such as cricket, football, tennis, volleyball, basketball, and others has increased the demand for isotonic drinks in developing countries such as China, India, and others. Moreover, surge in government support to increase athletism in developing countries is anticipated to provide lucrative opportunity for the stakeholders of isotonic drinks. Furthermore, increase in sports events such as Cricket World Cups, FIFA, Indian Premier League (IPL), Kabaddi World Cups, and others have encouraged people to participate in various sports events. Increase in sports tournaments at national level by authorized authorities has provided the platform for athletes to show their talent at international levels. Moreover, increase in sponsorship for the athletics by big players such as Vivo, Nike, Adidas, MRF, and others has further increased the number of athletes and provided lucrative opportunity for the isotonic drinks market. However, growth in the isotonic drinks market brings about a significant need for governmental intervention and it also strengthens regulations pertaining to the distribution, production, safety testing, and claims related to the effectiveness and efficiency of isotonic energy drink. In last couple of years, the government across the globe has become more severe with the safety standards and has observed a rise in the number of labelling violation related to energy drinks products. Moreover, stringent regulatory compliance across all the countries related to isotonic drinks products further restrain the global isotonic drinks market.

The global isotonic drinks market is segmented on the basis of form, packaging, distribution channel, and region. By form, the market is bifurcated into powder and liquid. By packaging, it is categorized into bottles, metal cans, and pouches. On the basis of distribution channel, it is classified into hypermarket/supermarket, specialty stores, and online sales channel. Region wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (the UK, Germany, France, Russia, Italy, Spain, and rest of Europe), Asia-Pacific (China, Japan, India, Australia and New Zealand, South Korea, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Turkey, Saudi Arabia, and rest of LAMEA).

Based on type, the global isotonic drinks market is segmented into powder and liquid. The liquid type accounted for a major share in the market in 2020, owing to increase in demand for liquid form drink by sportsperson and fitness enthusiastic person.

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Based on packaging, the market is segmented into bottles, metal cans, and pouches. The bottles segment holds the largest market share, accounting for around 42.6% of the total revenue in 2020, followed by metal cans segment. This is majorly attributed to benefits associated with bottles such as lightweight, cost-effectiveness, convenient, re-sealable, and flexible enough so manufacturers can switch from one bottle shape or size to another.

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Depending on distribution channel, the market is segmented into hypermarkets/supermarkets, specialty stores, and online sales channel. The hypermarkets/supermarkets segment held the major share in the market and is projected to remain dominant during the isotonic drinks market forecast period. Moreover, increase in urbanization, rise in working class population, and competitive pricing boosts popularity of hypermarkets in developed and developing regions.

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The key players profiled in the isotonic drinks market report are Lucozade Ribena Suntory, Luxottica, THE COCA-COLA COMPANY, Musclematic, Hercules Health Care Pvt. Ltd., OSHEE, PepsiCo, Bigflex Lifescience, BA SPORTS NUTRITION, LLC, DECATHLON SA and NDurance (Pvt) Ltd. 

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COVID-19 impact analysis

• COVID-19 is an infectious disease originated in Hubei province of the Wuhan city in China in late December 2020.
• The global coronavirus pandemic has created a number of challenges for exporters in the developing and developed countries. The challenges witnessed by the exporters of isotonic drinks products are likely to remain for the foreseeable future, as different states and governments around the world attempt to tackle COVID-19 with various measures.
• Moreover, complete restriction on outdoor sports such as cricket, football, volleyball, cycling, biking, and baseball has affected the global isotonic drinks market. In addition, all the sports events in 2020 were either postponed to next year or have been cancelled
• The outbreak of the COVID-19 pandemic, manufacturers have increased social media advertisement of using isotonic drinks to reach a large consumer base.
• Implementation of curfew and the practice of maintaining social distancing globally affect the domestic as well as international production, which in turn, hampers the growth of the overall market.
• Import and export restrictions on goods and quarantine and lockdown measures imposed by governments are key challenges exporters are facing during this pandemic.

Key Benefits For Stakeholders

• This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the isotonic drinks market analysis from 2020 to 2028 to identify the prevailing market opportunities.
• The market research is offered along with information related to key drivers, restraints, and isotonic drinks market opportunities.
• Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier–buyer network.
• In-depth analysis of the market segmentation assists to determine the prevailing market opportunities.
• Major countries in each region are mapped according to their revenue contribution to the global isotonic drinks industry. 
• Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
• The report includes analysis of regional as well as global isotonic drinks market trends, key players, market segments, application areas, and isotonic drinks market growth strategies. 

 Key Market Segments

• By Form
  • Powder
  • Liquid
• By Packaging
  • Bottle
  • Metal Cans
  • Pouches
• By Distribution Channel
  • Hypermarket/Supermarket
  • Specialty Store
  • Online Sales Channel
• By Region
  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • UK
    • Germany
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • Australia and New Zealand
    • South Korea
    • Rest of Asia-Pacific
  • LAMEA
    • Brazil
    • South Africa
    • Turkey
    • Saudi Arabia
    • Rest of LAMEA

 
Key Market Players

• BA SPORTS NUTRITION, LLC
• BIGFLEX LIFE SCIENCES PVT. LTD.
• DECATHLON SA
• HERCULES HEALTH CARE PVT. LTD.
• SUNTORY HOLDINGS LIMITED
• MUSCLEMATIC SCIENTIFIC NUTRITION
• NDURANCE (PVT) LTD
• OSHEE
• THE COCA-COLA COMPANY
• PEPSICO, INC