Lithuanians are becoming increasingly active, with many involved in gyms and clubs or simply run individually several times a week. Active lifestyles have become a habit for many Lithuanians and they tend to look at sporting activities responsibly.
The hot summer months in 2018 strongly contributed to the performance of sports drinks as consumers chose to refresh themselves not only with water but with sports drinks to replenish electrolyte and glucose levels. Throughout the warm season and during sporting events, the media was filled with articles about dehydration and how to hydrate properly to stay fit and healthy, often linking to natural mineral bottled water or sports drinks.
Packaged sports drinks are very convenient for many active people on-the-go but they face very strong competition with other sports nutrition products that provide customised nutrients, electrolytes and liquid replenishment. Specialised sports nutrition stores offer RTD sports drinks, but a wider variety is also offered in powder and liquid concentrate form.
Second-ranked Oshee sports drinks (in off-trade value terms) continued to gain ground in sports drinks in Lithuania due to its competitive price and high availability throughout various retailers, internet retailing and gyms. Due to its growing popularity and wider range of flavours, the brand expanded its product offer with five flavours where some of them are designed for specific sports.
Although leading brand Isostar Fresh (Nutrition & Santé SAS) has a long-standing presence in Lithuanian sports drinks, it continued to lose ground and decline in off-trade value terms. With the growing sports nutrition trend, Isostar expanded its portfolio by mainly focusing on powder concentrates and effervescent tablets allowing consumers to prepare their own isotonic drinks.
The Nutrend brand for sports nutrition emerged in Lithuania, offering a wide range of formulations aimed at body builders, endurance sports and active lifestyles. Among its assortment, isotonic sports drinks were offered.
Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Lithuania with research from Euromonitor's team of in-country analysts.
What is the market size of Sports Drinks in Lithuania?
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What trends motivate people to drink sports drinks in Lithuania?