In an average seven-day period 1.5 million Australians 14+ drink sports drinks.
The latest findings from Roy Morgan Research, show that 8% of the population consume sports drinks any given seven days. Most popular those aged under 25 (14%), twice as many men (10%) as women (5%) consume sports drinks.
Australia’s most popular sports drinks Powerade and Gatorade dominate consumers choice, and as the research demonstrates, those who play sport are noticeably more likely to drink sports drinks than the average Australian.
According to Andrew Price, General Manager – Consumer Products, Roy Morgan Research, “The Australian sports drink market is currently dominated by global giant Powerade, with even its closest competitor Gatorade 25% behind.
“While our data does not tell us whether sports drinks actually improve sporting performance, it does reveal that people who practice sport are much more likely than the average Australian to consume them. Some brands have an even stronger sporting connection through sponsorship arrangements, such as Powerade’s partnership with the NRL and Gatorade’s association with Cricket Australia and the AFL.
“While it is difficult to imagine how Powerade’s dominance of the Australian market could be challenged, brands must at least ensure their competitive edge by understanding their present and future consumers’ demographics, behaviours and attitudes.”