The RTD sports drink category has performed well over the past few years and sports drinks are believed to be gaining share of throat from other non-alcoholic beverages. RTD sports drinks was one of the few segments of the non-alcoholic beverage categories that recorded positive growth for the year 2017. The influx of category entrants to the market contributed to the volume growth for the period. It is believed that sports drink suppliers realised the latent demand for these products and channeled volumes into market, particularly into previously underserviced sectors, such as on-consumption.
Top end retail remains the mainstay of the category, this channel has a large customer base compared to other sectors and promotional activities seen within this channel may have stimulated consumer buying activities.
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April 23, 2018