Power in every sip

By: Budai Klára Date: 2025. 12. 04. 12:00

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In 2025 the volume and value of sports drink sales varied by product type. In the case of bottled and canned drinks, revenues remained at the previous year’s level despite more modest sales volumes. However, there was an upturn in several market segments, as interest in sports drinks didn’t decline in spite of the weakening purchasing power.

This article is available for reading in Trade magazin 2025/12-2026.01

Wide range of functional products

József Becs
portfolio integration
manager
Coca-Cola HBC
Magyarország

Coca-Cola’s Powerade brand is available in several versions. It supports performance with vitamins and carbohydrate electrolytes, and delivers the fluid replacement needed during prolonged physical exertion.

“Our offering currently includes products that cover different tastes and functional needs. Powerade Zero offers a carbohydrate-free alternative, supplemented with vitamin B6. The portfolio also includes Powerade Mountain Blast, Powerade Mountain Blast Zero, Powerade Golden Mango, Powerade Lemon, Powerade Blood Orange and Powerade Blackcurrant Zero”,

explains József Becs, portfolio integration manager at Coca-Cola HBC Magyarország.

The sports drinks market has been affected by regulations related to sugar tax, EPR fees and the DRS system. These represent a significant additional burden on the entire soft drink category, which is also reflected in sales prices. Mandatory fixed bottle caps, the use of recycled PET and related packaging costs also increase production costs.

The sports drinks market was influenced by regulations related to the sugar tax, the EPR fee, and the DRS system

Gramex Drinks sports drinks are primarily sold in modern retail channels, while the company’s online presence – in both B2B and B2C areas – has continued to grow. In addition to collagen, hyaluronic acid, BCAA, L-carnitine, vitamins and caffeine, there is also growing consumer interest in plant proteins and fibres such as inulin.

“In collaboration with the ALAKREFORM brand, we are introducing a new product line. The products are preservative-free and come in full-surface sleeve packaging with a sports cap”,

informs Márta Molnár Z., sales director of Gramex Drinks.

Sports drinks were sold via multiple channels this year, with varying rates of growth. Modern retail chains play a key role and account for the largest share of sales for many manufacturers. Sales in sports facilities remained unchanged in many cases, while the range of products offered at gas stations and drugstores expanded, indicating sustained interest in isotonic products.

Retail chains have broadened their zero, protein, and functional assortments, boosting the category’s visibility and consumer access

International expansion

Ervin Nagy
managing director
R-Water

The R-Water Absolute Live portfolio has undergone a complete transformation recently, which was done in parallel with the introduction of the DRS system. While the large-format versions have retained their market-shaping role and continue to hold a leading position in gyms, the smaller 0.6-litre format is performing exceptionally well on export markets, including Spain, the Czech Republic and Italy. Market presence is supported by several innovations, including the Absolute Live sugar-free! isotonic drink, which contains only 3kcal per 100ml, making it energy-free.

“Our communication runs in multiple channels: personal presence plays a prominent role, which is why we regularly participate in sporting events”,

comments Ervin Nagy, managing director of R-Water Kft.

In 2025 the sports drink category was characterised by a growing number of functional ingredients and more conscious consumer decisions. The use of collagen and hyaluronic acid became widespread. Sports drinks are now also associated with everyday lifestyle in addition to performance enhancement.

Powder-based formats

Ármin Fetter
head of marketing
Nutriversum

Nutriversum primarily manufactures dietary supplements in powder, drink concentrate, capsule and tablet formats.

“We didn’t see any dramatic fluctuation in the powder-based sports drink sector in 2025, the market is characterised by stabilisation”,

reports Ármin Fetter, head of marketing at Nutriversum.

Adrienn Horváth
marketing manager
TUTTI

Among sports nutrition supplements protein powders are the most popular, followed by amino acid drink powders and weight control products. In 2026 the company plans to introduce a new format that can be prepared on-site. TUTTI Élelmiszeripari Kft. – the brand owner and manufacturer of the BodySelect product line and contract manufacturer of lots of domestic and international brands – is responding to changes with development, technological investments and premium raw materials. Among the powder formats the focus is on easily soluble, tasty and reliable options, which offer a seasonally expanding selection.

“Cleaning the market from misleading claims and “miracle products” is a key issue”,

underlines Adrienn Horváth, marketing manager of TUTTI Élelmiszeripari Kft.

Growth for zero sports drinks

According to the NIQ retail index, Hungarian consumers purchased 6.7 million litres of sports drinks in the value of over HUF 6.5bn in retail between October 2024 and September 2025. This represents a 2.5% decline in value sales compared to the same period last year, but a 3% hike in volume.

Guest writer:
Zsófia Horváth
senior analytic insights associate
NIQ

Manufacturer brands dominate the sports drink market: their value share in sales was 95%. Products sized 0.5 litre and smaller represent 87% of the market value. An important question in this category is whether the product should be a sugary or zero-calorie variant. Although sugary variants account for 82% of the category’s value sales, their volume stagnated compared to the same period last year, while their value decreased by 8%. In contrast, zero products grew by 31% in value and 18% in volume, increasing their market share from 14% to 18%.