Healthy lifestyle adoption and the preference for staying fit has increased consumer indulgence in various sports activities. Additionally, an increase in government initiatives in various countries, meant to improve sports participation, is playing a key role in boosting the number of athletes, worldwide. This in turn is increasing the athlete’s interest toward performance boosting functional drinks, including sports drink in the country. Moreover, fitness enthusiasts in order to avoid heavy sugar intake through energy drinks are also an emerging base, developing likeness towards the product, further supplementing the market studied.

Owing to a huge retail space catering to a wide variety of preferences, the supermarkets/ hypermarkets are among the dominant channels for the sales of sport drinks across the country. Factors, such as business expansion, rising number of hypermarkets and supermarkets add to the sales of these retail formats and significantly contribute to the sports drink market. Availability of variety of brands has been a key factor for the increasing consumer preferences.