Eight per cent of Australians consume sports drinks in the average week, according to Roy Morgan Research, and people who play sport are more likely to drink them than the average Aussie.
Powerade is consumed by over half (58 per cent) of sports drink consumers in the space of seven days, and Gatorade is chosen by 33 per cent of people who drink these beverages. Australasian brand Maximus is a distant third, at seven per cent.
Twice as many men (10 per cent) as women (five per cent) drink these beverages, while consumers under 25 are more likely to consume them than any other age group (14 per cent).
In addition to the ‘fitspiration’ that characterises much of its marketing, the sports drink category distinguishes itself from other non-alcoholic beverages (carbonated soft drinks and energy drinks, for example) by emphasising its sports science credentials such as special formulas, isotonic qualities and electrolytes.
Consumers who play sport are much more likely to drink sports drinks than the average Australian. For example, 28 per cent of people who play baseball, 24 per cent of those who play rugby union, and 22 per cent of those who play Australian Rules football consume at least one of these beverages in any given seven days – all well above the national average (eight per cent).
Roy Morgan's Andrew Price said that, while the data does not explain whether sports drinks actually improve sporting performance, it does reveal that people who practice sport are 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,” Price said.
“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.”
