Isotonic Drinks Market Expected to Reach $7,785.0 Million by 2028-Allied Market Research

According to a new report published by Allied Market Research, titled, “Isotonic drinks Market Analysis by Form, Packaging, and Distribution Channel: Global Opportunity Analysis and Industry Forecast, 2021–2028,” the global isotonic drinks market size 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. Increase in consciousness regarding healthy lifestyle adoption and the preference for staying fit has increased consumer indulgence in energy drinks products. Moreover, increase in prevalence of chronic lifestyle diseases worldwide further boost the isotonic drinks market growth. Furthermore, due to increasing sedentary lifestyles and hectic schedules, the prevalence of diabetes, asthma, blood pressure, cancer, and other health disorders has substantially increased. This encourages the consumers to adopt physical activities such as meditation, yoga, athletics, and others, which is expected to provide lucrative opportunity for the isotonic drink manufacturers. In addition, increase in number of health clubs and gyms in developed and developing region further fuel the growth of the market. Moreover, increase in social media users due to rise in internet penetration helps create awareness regarding instant energy products and its features on social media channels such as Instagram, Facebook, and others. This has become an ideal platform to increase consumer awareness regarding health wellness products as it drives customer reach among its target segments.

Over the past few years, consumption per capita of most instant drink categories experienced continuous growth. Among the beverage products, ready to drink (RTD) tea is the most favorite drink followed by RTD juice, health/energy drinks, and carbonated drinks. Consumption of isotonic drinks has been increasing mainly among adolescents and young adults which has significantly boosted the isotonic drink market.

Isotonic drinks are been marketed with the claim that these products give an energy boost to improve physical and cognitive performance. Moreover, manufacturers recently have shifted their consumer focus from athletes to young people. Isotonic drinks are aggressively marketed in places popular with teens and young adults. The large amount of caffeine in energy drinks provides the consumer with the desirable effects of improved memory, increased alertness, and elevated mood. With these qualities, energy drinks are being popular in every age group and hence it is reflecting in sales as well as volumes which has also significantly contributed toward growth of the isotonic drink market trends.

However, rise in the consumption of isotonic drink has simultaneously led to a raise in influx of fake and counterfeit energy drink into the market. For instance, energy drinks manufacturer Monster Energy Company has sued a number of alleged online counterfeiters based in China. Moreover, counterfeiting refers to the fake branding and sale of non-authorized products and signifies a great challenge for the real vendors of isotonic drink. Counterfeit brands are usually prevalent in the developing economies where customers are highly price-sensitive. Counterfeit brands are of low quality, and often lead to inconvenience & safety issues that subsequently develop negative perceptions among customers. Online distribution channel is one of the major platforms where transaction of counterfeited brands can be easily concealed. Thus, development of the counterfeited industry is anticipated to hamper the growth of the isotonic drinks market.

The global coronavirus pandemic has created a number of challenges for exporters in the developing and developed countries. The challenges isotonic drinks exporters face are likely to remain for the foreseeable future, as different states and governments around the world attempt to tackle COVID-19 with various measures. Supply chain disruption and lack of availability of worker have negatively affected the isotonic drinks market. Moreover, restriction on the movement of goods along with quarantine and lockdown measures imposed by governments are key challenges isotonic drinks market players are facing during this pandemic.

Key Findings Of The Study

• Based on form, the liquid segment dominates the market in 2020, and is expected to retain its dominance throughout the isotonic drinks market forecast period.
• Depending on packaging, the bottle segment accounted for highest share in 2020, and is projected to grow at a CAGR of 8.1% from 2021 to 2028.
• By distribution channel, the hypermarkets/supermarkets segment was the major shareholder in isotonic drinks market, and is projected to register a CAGR of 7.7% from 2021 to 2028.
• Region wise, Asia-Pacific accounted for about highest isotonic drinks market share in 2020, and is expected to grow at a CAGR of 12.4%.

The key players operating in the isotonic drinks industry include 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