FEATURE
SPORTS & PROTEIN PRODUCTS
30 ASIAN TRADER 19 SEPTEMBER 2025
he sports drinks category
is experiencing a
transformation, with
convenience retailers witnessing
both significant challenges and
emerging opportunities as
consumer preferences shift
towards more functional,
health-focused alternatives.
The numbers tell a stark story:
sports drinks sales have plum
meted by 21.2 per cent to £205
million in the convenience
channel, according to the 2025
Carlsberg Britvic Soft Drinks
Review, driven largely by the
spectacular collapse of Prime
Hydration, which declined by £70
million across its sports and
energy ranges.
In Symbols and Independents
specifically, the sector has
contracted by 24.3 per cent in
value and 14.7 per cent in volume,
reflecting a fundamental shift in
what consumers are seeking from
their functional beverages.
However, this downturn
masks a more nuanced picture. As
Edward Horne, buying manager
for chilled drinks at Ocado Retail,
observes: “We’re seeing a clear
shift, driven by Gen Z shoppers
who are choosing functional
drinks as part of their daily
routine, whether that’s swapping
out regular coffee for a mushroom
blend or substituting alcohol with
a healthier alternative.”
This shift reflects convenience
retail’s unique position in the
market. With 32 per cent of food
and drink sales through conveni
ence stores motivated by the need
for fuel – a 71 per cent overtrade
versus the rest of retail – these
outlets remain perfectly
positioned to capitalise on
evolving consumer demands.
Glucose, sport and
stimulant drinks still
account for £1.67 billion in
convenience sales,
demonstrating the
sector’s enduring
relevance.
The challenge for
convenience retailers lies
in adapting their ranges to
meet these changing
preferences.
The celebrity factor
In the wake of Prime’s
spectacular decline, the sports
drinks sector is witnessing a
notable shift away from social
media influencer-driven brands
towards products backed by estab
lished sporting celebrities. This
transition represents more than
just a change in marketing
strategy – it signals a realignment
towards credibility, performance
credentials, and sustainable
growth over viral moments and
hype cycles.
Football stars are emerging as
the category’s most powerful
ambassadors, with brands
recognising the unique appeal
these athletes hold for UK
consumers. Lucozade Sport’s
collaboration with England
midfielder Jude Bellingham
exemplifies this trend, launching
Lucozade Sport Ice Kick with
significant marketing investment
putting Bellingham front and
centre to drive sales.
Tom Bell, Marketing
Director at Suntory
Beverage & Food GB&I,
emphasises the strategic
importance of these
partnerships: “We have
loved working closely
with Jude to bring this
icy new team member
to chillers this season.
This refreshing new
addition to Lucozade
Sport’s range is set to be a huge
hit with shoppers and football
fans, and our proven track record
of launching new flavours with
our sports stars means we’re
confident that retailers will see it
kick off an unbeatable summer of
sales!”
Taking this approach to its logi
cal conclusion, MÁS+ by Messi
represents perhaps the most
significant celebrity sports drink
launch in recent years. The brand,
developed directly with Lionel
Messi, sold out online in less than
an hour at launch and has since
secured exclusive distribution
through SPAR stores for its UK
launch in March.
Limited editions, taste
innovation
The limited-edition strategy
continues to prove effective in
driving category excitement and
incremental sales. Boost Drinks
has seen substantial success with
this approach, with the brand
growing 70 per cent in value
versus two years ago, partly driven
by limited edition releases
including Raspberry & Mango in
2023 and Watermelon & Lime in
2024.
The brand’s latest Cloudy
Lemonade Sport launch taps into
the growing authenticity trend,
with cloudy lemonade profiles
gaining popularity as “trends
relating to authenticity and craft
becoming more prevalent in soft
drinks.”
Besides helping brands to
provide an increasingly diverse
range of drinks, that tap into
multiple consumer trends and
flavour desires, limited editions
create a buzz around the chiller, as
shoppers would be eager to try
them before they disappear.
Premium pricing remains a key
feature, with MÁS+ by Messi
commanding £1.75–£1.99 RRP,
while maintaining strong rate of
The protein revolution is real
Great changes are
occurring in the functional
and performance
categories, from drinks
to dairy to snacks – with
reformulations tailored
to changing consumer
demands in a brave new
world of nutrition