With the growing popularity of fitness programs and increased emphasis on a healthy lifestyle, the consumption of sports drinks is observed to rise substantially as it helps to rehydrate the body. For instance, Singapore hosts more than 100 local and international sporting events in a year, which includes marathons, triathlons, and world championship finals. Convenience in the consumption of sports drinks, such as ready-to-drink products with recognizable ingredients and advanced formulation, is the key to success for the developing landscape in the region. Additionally, companies are observed organizing several fitness programs themselves, like marathons, to promote their sports drinks. For instance, Coca-Cola organized its LONG RUN 2018 marathon in the Maldives.

The concept of sports drinks is relatively new to Indian consumers, but with the gradual increase in its awareness and availability, the sports drinks industry has witnessed a high growth rate, in terms of both value and volume, in the recent past. The reason for the increasing demand for sports drinks is due to the presence of products in small and independent convenience stores. Pepsico Inc. is one of the key players in the sports drinks market, with a considerable consumer base in the country. The company’s strong position can be attributed to its flagship brand, Gatorade, which is now used interchangeably with sports drinks in India, owing to its first-mover advantage. Overall, the Indian sports drink market provides lucrative opportunities for potential players, driven by new product innovations and emerging fitness trends.