HomeSports 2.0KreedOn Case StudyAnalyzing the Competitive Landscape of India’s Sports Drinks Market
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Analyzing the Competitive Landscape of India’s Sports Drinks Market

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What are sports drinks? 

Analyzing the Competitive Landscape of India’s Sports Drinks Market | KreedOn
Sports Drinks Market: Different drinks, Image Source- The Hindu Business Line

Sports have always been a big part of everyone’s lives. Everyone would like to adopt a healthier lifestyle by participating in sports and other physical activities. Drinks known as sports and energy drinks are consumed by people who participate in any kind of physical or sporting activity, including athletes, fitness enthusiasts, and the general public. These beverages, which are loaded with vital components like vitamins, carbohydrates, and nutrients are important for physically active people. The sports drink market size in India has grown exponentially in recent years, and the average volume per person in the Energy & Sports Drinks segment is expected to amount to 1.08L in 2023.

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India Sports Drinks Market Size according to

They are thought to immediately increase energy consumption. The fact that these drinks contain electrolytes is another important aspect of them. Drinking these drinks helps replace electrolytes that are lost during exercise. Additionally, they help keep the body hydrated, which is crucial. These drinks come in a variety of flavors, including raspberry, orange, and pineapple, among others, and can be purchased either carbonated or uncarbonated. Organic sports drinks are becoming increasingly popular and have entered the market as well. Sports and energy drinks are in high demand among consumers across India because of these features.

Trends & forces in the sports drinks market

Image Source- Rediffmail

People are participating in sports-related activities to maintain a fairly healthy lifestyle in light of the rising incidence of lifestyle-related diseases and the ever-increasing popularity of fitness-related activities. Everyone seems to be doing one kind of physical activity, from children to the older generation: whether it’s something easy like walking or hard-core like cross fit or high-intensity interval training (HIIT). The market for sports and energy drink brands is primarily driven by these factors.

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Additionally, these brands’ aggressive promotion and marketing across all media have significantly contributed to their market expansion. The development of more consumer-oriented products like sugar-free drinks or customizable drinks, product availability across multiple platforms, and sponsorship of various sporting events or teams are thought to further accelerate these brands’ expansion.

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Market segmentation 

The type of packaging, the type of product, the distribution channel, the region, the end user, and other factors have been used to divide the market for sports and energy drinks in India. According to the product type, sports drinks are segmented into:

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  • Isotonic
  • Hypertonic
  • Hypotonic

Similarly, it is divided into bottles (Pet/glass), and cans, based on packaging type. It can be further segmented on the basis of distribution channels that include supermarkets and hypermarkets, convenience stores, online shopping, etc. and based on regions, it is divided into North India, West and Central India, East India, and South India. 

Furthermore, Energy drinks can be either categorized as

  • alcoholic or non-alcoholic
  • organic or inorganic

These energy drinks are suitable and most popular among teenagers, adults, and the geriatric population. In 2022, the Indian sports and energy drinks market was worth US$ 2.4 billion. Additionally, by 2027, the market is anticipated to be worth US$ 5.0 billion based on current rates; thereby exhibiting a CAGR of 13.27 between 2022 and 2027.

Key players of sports drinks 

Redbull Energy Drinks

Image Source- Bigbasket

Redbull is without a doubt one of the world’s most well-known energy drinks. Nearly everyone is familiar with its slogan: Redbull makes you fly. Even though it is one of the most well-known energy drinks available thanks to its combination of glucose, sugar, taurine, caffeine, and several vitamins, but the claim that it gives you wings is still up for debate. It Vitalizes the Body and Psyche. Red Bull Energy Drink is well-liked by elite athletes, students, professionals with high demands, and people who drive a lot. 

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Monster Energy Drinks

Analyzing the Competitive Landscape of India’s Sports Drinks Market | KreedOn
Image Source- Amazon

Monster is yet another well-known energy drink brand. It has a large followership thanks to its high-quality content and distinctive neon-green claw marks. It appeals to the general public precisely because of its strong flavor. Monster, which was developed by the Hansen Natural Company in 2002, has since made significant progress toward establishing its legacy. Sugar, caffeine, taurine, riboflavin, and sucralose are among their components. 

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Gatorade Energy Drinks

Image Source- amazon

This energy drink has been a major player in the game for a long time. Gatorade is right now fabricated by PepsiCo. It started as a way to rehydrate a Florida university football team, but it has since grown into a major brand. It is made up of sugars, carbohydrates, and minerals like potassium and sodium. Additionally, these energy drinks come in a variety of flavours. 

Ocean One8 Energy Drink

Image Source-

One8, a relatively new brand, is owned by Virat Kohli, the former captain of the Indian cricket team. It is marketed as a drink designed specifically for athletes who specialize in high-intensity workouts and is high in water, fruit juice, carbohydrates, vitamins, and electrolytes.

Health Oxide Energy Boost Drink

It is said to help and facilitate the delivery of oxygen into various body parts because it is made after carefully balancing ingredients like vitamins, minerals, taurine, dextrose, and inositol. Additionally, this beverage is said to strengthen and repair muscle. 

Zoa Energy Drinks

Analyzing the Competitive Landscape of India’s Sports Drinks Market | KreedOn
Image Source- IndiaMART

With a cleaner energy formula, ZOA ignites that spark within you to reach your desired potential and goals. It is designed to help you fulfil your prospect and motivate others to do the same. This is a blend of natural caffeine, vitamins, electrolytes, amino acids, no sugars, and glutamine. This product is a perfect drink that is keto-friendly and aids weight management. 

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Enerzal Drinks

The oral rehydrating beverage Enerzal gives you instant energy, allowing you to stay active and never feel tired. Enerzal replenishes your body’s lost salt and nutrients and keeps you highly ionized with its five essential electrolytes and ideal mix of sucrose and glucose. It is healthier than most beverages because, with the exception of Enerzal Zero, it does not contain any artificial sweeteners, caffeine, or preservatives (Enerzal Powder & Enerzal RTD, Tetra pack, aseptic packaging). It is simple to select and use while on the go, and it comes in multiple variants. 

Regulation by the government of energy drinks 

Image Source- Swarit Advisors

India is one of the nations that regulate the sale of energy drinks. In response to the rising demand for sports and energy drinks, the Indian government planned to implement stringent safety measures. The Food Safety and Standards Authority of India (FSSAI) has established a caffeine limit for energy drinks. It says that non-alcoholic beverages with more than 145 mg of caffeine per litre will be called “Caffeinated Beverages.” Also, as indicated by the principles, one ought to make reference to the marks that “Consume not in excess of 500 ml each day”. India’s consumers are still unfamiliar with these drinks and completely unaware of their effects.

Adequate consumption and risks 

Energy drinks are a type of liquid product that typically contains caffeine with or without other dietary supplements in some form. In 1949, the “Dr Enuf” energy drink made its debut in the United States. In Europe, they were first introduced in 1987.  After that, the market grew worldwide and became extremely popular following the introduction of Red Bull in 1997. Since then, numerous energy drink brands have been introduced all over the world, resulting in a significant expansion of the market. In approximately 160 nations, the annual consumption of energy drinks exceeded 5.8 billion liters in 2013. According to Statista, in India, the Energy & Sports Drinks segment, volume is expected to amount to 1.84bn L by 2027. This segment is expected to show a volume growth of 3.5% in 2024.

Analyzing the Competitive Landscape of India’s Sports Drinks Market | KreedOn
Energy & Sports Drink market revenue in India compared to other countries, Image Source- Statista

Manufacturers have shifted their focus from athletes to young people as their target market in recent times. In places that are popular with teens and young adults, energy drinks are aggressively promoted. About two-thirds of people who buy energy drinks are between the ages of 13 and 35, and two-thirds of them are boys. The combination of stimulants and energy boosters in energy drinks is intended to provide consumers with an “energy boost.” Caffeine makes up the majority of energy drinks. The majority of products on the market contain a lot of glucose, and some products are artificially sweetened. Taurine, methylxanthines, vitamin B, ginseng, guarana, yerba mate, acai, maltodextrin, inositol, carnitine, creatine, glucuronolactone, and ginkgo biloba are additionally common components.

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Negative effects of sports energy drinks 

As it is said, excess of everything is bad. Similarly, significant concerns have been expressed regarding sports drink safety. Energy drinks have been linked to negative health effects in a number of reports. Despite this, energy drink manufacturers assert that their products are safe and suitable for consumers. In fact, scientists continue to disagree about the negative health effects of energy drinks. 

Effect on the cardiovascular system 

Image Source: New York Post

Consumption of energy drinks has been linked to an increase in both arterial blood pressure and heart rate in a number of studies. The energy drink’s caffeine content was thought to have ergogenic effects, which led to these findings. In addition, excessive consumption of energy drinks has been associated with significant cardiac manifestations such as ventricular arrhythmias, ST-segment elevation, and QT prolongation. These energy drinks lower endothelial function and increase platelet activity in healthy young adults through arachidonic acid-induced platelet aggregation.  Overconsumption of energy drinks has been linked to arterial dilatation, the formation of aneurysms, the dissection of large arteries, and their rupture.

Neurological and psychological effects

People typically experience symptoms of caffeine intoxication at doses greater than 200 milligrams. Anxiety, insomnia, digestive issues, muscle twitching, restlessness, and periods of inexhaustibility are some of the symptoms. Additionally, high levels of caffeine induce a pro-nociceptive state of cortical hyperexcitability, which is linked to both acute and chronic daily headaches. The fourth edition of the Diagnostic and Statistical Manual of Mental Disorders has identified four psychiatric disorders caused by caffeine: Including caffeine intoxication, anxiety caused by caffeine, insomnia caused by caffeine, and disorders related to caffeine.

Energy drinks have been linked to ischemic stroke and epileptic seizures in a number of studies.  People who consume more than 300 mg of caffeine per day may experience hallucinations. Consuming caffeine can raise cortisol levels, which could explain this. Since cortisol amplifies the physiological effects of stress, subjects are more likely to hallucinate.

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Effects on the digestive system and metabolism

Energy drinks typically contain a lot of sugar, anywhere from 21 g to 34 g per ounce. The majority of the sugar content comes from sucrose, glucose, or high fructose corn syrup. As a result, drinking a lot of energy drinks may increase your weight and have type 2 diabetes. Additionally, the high sugar content of energy drinks may decrease the activity, diversity, and gene expression of intestinal bacteria, increasing the likelihood of obesity and the metabolic syndrome. Consuming caffeine abruptly lowers insulin sensitivity, which (23) may account for the observed rise in blood glucose levels following the consumption of energy drinks.

Effects on the kidneys

Caffeine in energy drinks has been found to increase diuresis. Due to the risk of dehydration, energy drinks should be avoided during prolonged exercise in hot conditions. According to studies, prolonged exercise may raise body temperature, heart rate, and perceived exertion level. 

Effects on teeth

Image Source: Teeth Talk Girl

A Swedish study found a strong link between drinking energy drinks and losing teeth. Drinking energy drinks was linked to a 2.4-fold increase in dental erosion. A low pH and the high sugar content of energy drinks have been blamed for this. Drinking energy drinks can remove the smear layer from the teeth, which can cause cervical dentin hypersensitivity. 

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Are energy drinks good for sports?

Various clinical trials have proven that drinking an energy drink that combines caffeine and taurine correlates positively with an improved athletic performance.

Are sports and energy drinks the same?

According to the Food and Drug Administration’s (FDA) classification system, there is no difference between sports drinks and energy drinks.

What is the benefit of sports drink?

Sports drinks replenish glucose, fluids, and electrolytes (sodium, potassium, magnesium, calcium) lost during the strenuous exercise.

Is Red Bull a sports drink?

Red Bull is an energy drink and it is not a thirst quencher. It has not been formulated to deliver re-hydration, therefore, water intake is necessary if seeking re-hydration.

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Ayushi Bhatti
Ayushi Bhatti
I am Ayushi Bhatti, a graduate of B.A. English Honours from St. Stephens College, University of Delhi. Currently, I am pursuing M.A. in Journalism and Mass Communication from Sharda University. Over the years, I have attained proficiency in the English language through my consistent hard work and efficient writing skills. I have formerly written content for several prestigious platforms and some of them are NDTV Lifestyle Swirlster, LernEzy, Yhills, Kreedon, Zee Media. I have also been doing freelance writing besides writing articles, blogs, advertisements for campaigns, and website content. I possess the capability to write insightful and lucid content to bewitch my readers.


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