South America Sports Drinks Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

South America Sports Drinks Market Trends and Insights

Adoption of sports drinks among gym-goers and fitness enthusiasts

The sports drinks market in South America is expanding due to the growing popularity of gym memberships and a stronger focus on fitness and health. For instance, in Brazil, over 54% of consumers are open to consuming more beverages if they are healthier and made with natural ingredients, as per the Kerry Group's Survey performed in 2024 ^{[1]Source: Kerry Group, "Taking a Glimpse at Brazil's Evolving Soft Drink Scene," kerry.com}. This trend is driving the demand for sports drinks, especially those rich in electrolytes, like isotonic drinks. Additionally, fitness chains are expanding into smaller cities in countries such as Brazil and Argentina, introducing these products to new groups of consumers. Similar patterns are emerging in Chile and Colombia, where gym memberships are also on the rise. According to Health Club Management, in 2025, 78% of people living in major cities across Latin America are expected to exercise several times a month^{[2]Source: Health Club Management, "New HFA research identifies growth opportunities for fitness in Latin America," healthclubmanagement.co.uk}. To take advantage of this growing trend, sports drink brands are collaborating with gym operators to secure exclusive product placements inside gyms, ensuring their drinks are easily accessible and visible to consumers during workouts.

Rise in endurance event across the country

The rising popularity of endurance events such as marathons, triathlons, and cycling festivals across South America is significantly contributing to the growth of the sports drinks market. According to Ahotu, as of 2025 to 2026, 16 cycling events are programmed in South America. These events, now staples on capital-city calendars, generate predictable surges in demand for carbohydrate- and electrolyte-rich hydration solutions. In Chile, government-led initiatives like “Crecer en Movimiento” aim to increase physical activity nationwide, indirectly fueling sports drink consumption. As athletes engage in months-long training regimens, they tend to purchase multi-pack formats, fostering consistent, repeat purchases rather than occasional trials. Brands capitalize on this by sponsoring race expos and bib collection events, where they distribute samples in performance-driven settings to enhance credibility. The seasonal concentration of events allows companies to streamline inventory and launch targeted advertising around high-visibility race routes, effectively creating a recurring marketing cycle that refreshes consumer interest every quarter. 

Brand endorsements by sports celebrities fuel demand

Endorsements by top athletes play a significant role in driving the growth of the sports drinks market in South America, especially in regions where football is a dominant sport. For instance, in 2024, Lionel Messi introduced Más+, a clean-label sports drink free from caffeine and artificial sweeteners. This product gained popularity among health-conscious consumers who value transparency and functional benefits in their beverages. Similarly, Coca-Cola strengthened its presence in the market by partnering with CONMEBOL for the 2024 Copa América, announced in May 2024. This partnership prominently featured POWERADE during the tournament, reinforcing its image as a trusted hydration brand for athletes. These endorsements help connect everyday fitness enthusiasts with professional sports, creating aspirational connections with the brands. Among younger consumers, such as Gen Z and millennials, athlete-led promotions go beyond traditional advertisements. Social media campaigns and visible use of these products during matches make the endorsements feel more authentic and trustworthy.

Demand for functional beverages

Rising demand for functional beverages is driving the growth of the sports drink market in South America, as more health-conscious consumers look for drinks that provide additional benefits beyond hydration. Sports drinks that include electrolytes, vitamins, amino acids, or natural ingredients are becoming increasingly popular because they help with energy, endurance, and recovery. This trend is further supported by the region’s improving economic conditions. For instance, the International Monetary Fund (IMF) projects that by 2025, South America’s GDP at current prices (purchasing power parity) will reach 9.93 thousand billion international dollars, enabling more consumers to afford premium hydration products ^{[3]Source: International Monetary Fund, "GDP, current prices - Purchasing power parity; billions of international dollars," imf.org}. In countries like Chile and Colombia, the growing middle class is showing a preference for low-sugar, clean-label, and plant-based options, especially among gym enthusiasts and working professionals. Brands are introducing innovative products such as coconut water-based isotonic drinks and beverages infused with branched-chain amino acids (BCAAs), blending wellness with performance to cater to evolving consumer needs.

Rising concerns over adulteration and mislabeling in the market

Concerns about product adulteration and mislabeling are becoming major challenges for the sports drinks market in South America. Regulatory authorities, such as INAL (Instituto Nacional de Alimentos) in Argentina, have increased their monitoring efforts after cases of incorrect nutrient labeling and undisclosed additives came to light. For instance, Argentina’s Law 27.642, which came into effect in 2023, mandates that products exceeding specific limits of sugar, sodium, or saturated fats must display clear black octagonal warning labels on the front of their packaging. This law aims to make nutritional information more transparent to consumers. As a result, manufacturers now face higher costs due to stricter requirements for laboratory testing, ingredient tracking, and digital transparency measures. These added expenses are particularly challenging for smaller or local producers. On the other hand, larger multinational companies benefit from their established quality control systems and certifications, which help them comply more easily. 

Health concerns over sugar and artificial ingredients

Concerns about sugar content and artificial ingredients are becoming a major challenge for the sports drinks market in South America. Many consumers are now more cautious about their health and are reducing their intake of sugary beverages. For instance, in Brazil, a survey by Kerry Group revealed that nearly half of the respondents (49%) plan to cut back on sugary drinks but are willing to try healthier alternatives if they taste good ^{[4]Source: Kerry Group, "Taking a Glimpse at Brazil's Evolving Soft Drink Scene," kerry.com}. This growing awareness, along with discussions about implementing sugar taxes in countries like Mexico, Chile, and Brazil, is pushing companies to reformulate their products. To address these concerns, manufacturers are turning to natural sweeteners like stevia and monk fruit, as well as creating low-calorie sports drinks. However, these changes come with challenges, such as maintaining the desired taste and ensuring product stability, which increases production and research costs. Brands that can successfully balance great taste with lower sugar content are likely to perform better as governments introduce stricter regulations and consumers pay closer attention to ingredient labels.

Segment Analysis

By Product Type: Isotonic Dominance Faces Functional Disruption

In 2024, isotonic drinks claimed an 84.29% share of the South American sports drink market, reinforcing their status as the leading and most trusted choice for hydration. Their efficacy in replacing electrolytes appeals to a diverse audience, spanning from casual fitness buffs to elite athletes. The established benefits of isotonic formulations foster robust brand loyalty and a prominent retail presence, positioning them as the primary choice for many consumers in the category.

Yet, the segment witnessing the swiftest growth is the hypertonic and hypotonic drinks, anticipated to surge at a 5.72% CAGR by 2030. Athletes are gravitating towards these specialized options, seeking more customized hydration solutions. Seizing this momentum, premium brands are rolling out high-value products enriched with functional benefits like botanical extracts and amino acids. This strategy not only caters to specific performance demands but also bolsters revenue through smaller, high-margin offerings. With a rising emphasis on clean and effective sports nutrition, brands are broadening their horizons, moving beyond traditional isotonic offerings to diversify and elevate their product portfolios.

By Packaging Type: PET Bottles Lead Amid Sustainability Pressures

In 2024, PET bottles clinched a commanding 76.44% share of the South American sports drink market. Their dominance stems from affordability, efficient production, and seamless integration with cold-chain logistics. The 500 ml PET format, widely embraced for its convenience, continues to be a staple in retail. Yet, manufacturers face hurdles with new MERCOSUR regulations pushing for greater recycled material usage. This shift demands innovation to ensure durability and safety, especially for carbonated drinks, all while meeting sustainability targets.

Aluminum cans, holding a 5.01% market share in 2024, are rapidly ascending as the packaging segment with the swiftest growth. Their allure lies in full recyclability, freshness preservation, and a premium shelf presence, resonating with urban and eco-aware consumers. As the appetite for sustainable, high-quality packaging swells, cans are now favored for both single-serve and multi-pack offerings. Adapting to shifting consumption trends, brands are broadening their packaging horizons to incorporate cans alongside PET, striking a balance between diverse consumer preferences and a commitment to premium, eco-friendly branding.

By Distribution Channel: Off-Trade Dominance Challenged by Convenience Evolution

In 2024, off-trade channels dominated South America's sports drink market, capturing 73.55% of the revenue. Supermarkets, hypermarkets, and convenience stores play a pivotal role, offering wide availability, attractive pricing, and high-volume promotions, especially during major events like football tournaments. By cross-merchandising with complementary products like snacks, these retailers enhance visibility and spur impulse purchases. Larger PET bottles, favored for their cost efficiency and convenience, dominate this channel, making it the go-to for families and bulk buyers.

On the other hand, the on-trade segment, which includes hotels, restaurants, cafés, and the broader foodservice sector, is set to expand at a 5.11% CAGR through 2030. This growth is fueled by urbanization, an uptick in dining out, and the premium placement of sports drinks on menus or as grab-and-go items in cafés and quick-service restaurants. On-trade venues cater to consumers seeking immediate refreshment during social outings, after meals, or during leisure activities. Here, the preference leans towards chilled cans and sleek pouches, prized for their freshness, portability, and premium feel. Moreover, foodservice outlets offer brands marketing perks like exclusive placements, flavor sampling, and co-branding, making this channel vital for brand equity and launching new products.

Geography Analysis

Brazil retained 29.37% revenue share in 2024, powered by a 215 million-strong population, entrenched football culture, and a modern retail footprint extending into mid-tier cities. The Ministry of Sports estimates that sporting activities contribute USD 35.2 billion annually to national GDP, underlining a broad consumer base willing to pay for performance beverages. Fitness chain expansion into the northeast and centre-west ensures new points of sale beyond traditional Rio and São Paulo cores, widening the funnel for brand activation. The South America sports drink market finds its highest SKU proliferation in Brazilian outlets, from mainstream isotonic bottles to boutique plant-based electrolyte shots.

Argentina represents the fastest development arc with a forecast 10.74% CAGR through 2030. Revised front-of-pack rules enacted in 2024 mandate black octagonal seals on high-sugar products, nudging reformulation toward monk fruit and stevia alternatives. Economic volatility favours local bottling to mitigate import costs, prompting multinationals to co-pack with domestic fillers. Football’s cultural dominance offers recurring promotional peaks, amplified recently by Lionel Messi’s proprietary brand roll-out. 

Chile, Colombia, and Peru collectively underline a second tier of opportunity where urbanisation, rising disposable income, and wellness programmes converge. Chile’s “Crecer en Movimiento” initiative channels public funds into youth athletics, cultivating early-stage brand affinity. Colombia’s cycle-centric cities of Bogotá and Medellín stage mass sport events that drive training-related beverage demand. Peru’s tourism-fuelled trail-running scene offers seasonal volume lifts in the Andes region.