Hydration nation: Sports drinks
Digging into the numbers, the period between 2019 and 2021 stands out. Sales of sports and energy drinks jumped by 50%, significantly outpacing growth in the overall non-alcoholic beverage market at just 19%. While current figures aren’t quite as dazzling, they remain impressive.
It’s sunny days for the Canadian sports and energy drink category with 2025 revenue estimated at US$2.17 billion. According to Statista, that’s headed north, expected to reach US$4.4 billion by 2033. That’s a healthy increase of 8.2%. Add to this, the fact that Canada is ranked 15th among the 20 largest energy and sports drinks markets in the world, based on 2024 revenues.
Fortunately, c-stores are perfectly poised to reap the benefits of consumers’ sustained thirst for hydration and performance beverages, making sports drinks a must-stock item in 2026 and beyond.
Sophisticated consumers demand more
“The sports drink category is evolving rapidly,” says Enrico De La Torre, commercial director, Electrolit. “Beyond traditional hydration, consumers expect, and are willing to pay, for more functionality from the products they purchase.”
For him, two trends stand out—premiumization and rapid hydration. Rapid hydration is the fastest-growing segment, he says, driven by consumers’ desire for products that deliver functionality. Lifestyle integration also plays a role.
“Sports drinks are no longer limited to athletes,” De La Torre points out. “They’re part of everyday wellness routines, appealing to gamers, office workers and social occasions.”
Since joining Electrolit in 2022, De La Torre has learned that the Canadian market is highly dynamic, with the rapid hydration segment driving the largest dollar growth with growing distribution. “Rapid hydration delivers some of the highest sales per SKU compared to other premium hydration beverages in the category,” he says.
Electrolit stands out, he says, because of the brand’s scientific formulation targeting electrolyte balance and rapid hydration. Its premium position has enabled the brand to achieve mainstream traction and make it the fastest-growing scaled brand in sports hydration. De La Torre expects strategic expansion of the brand, thanks to a new U.S. manufacturing facility opening in 2026.
The new year will also see Electrolit going big with partnerships like the one with Aryna Sabalenka, world No. 1 tennis player, and experiential campaigns focusing on lifestyle integration.
Meanwhile, at Cwench Hydration (owned by Cizzle Brands Corporation), John Celenza, CEO & founder, is gearing up to bring innovative programs and partnerships to the c-store channel to stand out and drive consumer excitement.
“Cwench as a brand has the ability to develop major initiatives with our partners, athletes, and creators and our c-store partners will play a key role in bringing those moments to life,” he says. “Being present where consumers naturally go is essential for us and c-stores give us direct access to that everyday momentum. Convenience store stops are woven into everyone’s daily routines. They’re a core touchpoint in how people move through the world.”
To drive interest, Cwench highlights its clean ingredients, balanced electrolytes that support hydration, low-calorie options and functional benefits, like recovery support, vitamins, or sustained energy without stimulants. It also focuses on authenticity to create a brand people love, drink and integrate into their lives, alongside taste and a brand identity that aligns with active lifestyles.
To engage consumers, Cwench’s new limited-edition flavours will tap into what’s happening across the sports and pop-culture worlds for 2026. “These drops are built to spark hype, drive trial and keep Cwench at the centre of the cultural conversation through seasonal moments and collaborative tie-ins,” says Celenza. “Each limited-time offer will be brought to life with targeted retail displays, social amplification and athlete/creator activations.”
Those initiatives help fuel sports drinks’ shift toward health-forward, performance-driven products. “Consumers aren’t just looking for basic hydration,” explains Celenza. “They’re looking for beverages that are authentic through being functional, clean and trusted by athletes.”
He says that better-for-you formulations with low or zero sugar, balanced electrolytes, natural flavours and fewer artificial ingredients are top of mind for consumers. Athlete-led credibility also resonates. “Customers gravitate toward brands used, endorsed and validated by athletes who prioritize performance and authenticity, helping to showcase why we are an elite hydration formula.”
BioSteel makes a bold return
BioSteel CEO and owner Dan Crosby is leading the company’s comeback with multi-tiered, comprehensive strategies and a top-notch team, highlighted by recent news that Marc Curcio has rejoined the company as chief business development officer.
BioSteel was originally created by strength and conditioning coach Matt Nichol. “He developed the product because nothing on the market met the performance and health standards his athletes needed to perform at the highest level,” notes Crosby, who acquired the company in December 2023. “Every existing option was filled with unnecessary chemicals, artificial ingredients and sugars that didn’t belong in a professional athlete’s body. BioSteel was built to fill that gap and that same philosophy still drives everything we do today.”
Crosby has big plans for BioSteel, including the introduction of Electrolytes Max, a higher-performance hydration formula designed for athletes who demand more from their hydration.
READ: BioSteel is back from the brink and ready to compete, a Q&A with Dan Crosby
New launches will tie into the BioSteel Teams app. The company is rolling out new geolocation technology within the app to show users exactly where to find its products in local retail and convenience stores, driving real-world foot traffic directly to retail partners. Crosby calls it “a powerful bridge between digital engagement and in-store sales.”
An ever-changing landscape for sports drinks
Companies are highly attuned to shifts in consumer preferences. “We are always listening to consumers and adapting to shifting trends in active and functional hydration, and our portfolio reflects that commitment,” says Soula Kioussis, chief commercial officer, Coca-Cola Canada Bottling Ltd. “Canadians are increasingly intentional about what they put into their bodies, and this is shaping the sports drink category in meaningful ways.”
She has noticed several trends in the category. “Beyond taste, functionality continues to rise in priority,” she says. “Consumers want products that deliver real benefits. As well, ingredient transparency. More consumers are reading labels and paying close attention to ingredients. People are also looking to brands as a source of truth. They trust brands that are transparent and authentic in their claims. And finally, convenience matters. In today’s hybrid world, convenience is key. This is driving growth in ready-to-drink formats and hydration boosters that fit seamlessly into busy lifestyles.”
BodyArmor and Powerade deliver what consumers want. BodyArmor provides better-for-you hydration with electrolytes, coconut water and has no artificial colours. Powerade delivers 50% more electrolytes than the leading sports drink to help athletes and active consumers replenish electrolytes lost through sweat.
The duo has been a winning combination for Coca-Cola: The company has seen impressive growth in the sports drinks category. Together, Powerade and BodyArmor have driven $3.7 million growth, according to Nielsen (for the period ending Oct. 18, 2025).
Kioussis expects 2026 to be a milestone year for sports in Canada, thanks to global events like the Olympic Winter Games Milano Cortina 2026 and FIFA World Cup. “We anticipate strong demand for sports drinks and related categories as Canadians rally behind their teams and look for hydration that fuels performance and connection.”
Powerade is the official sports drink of FIFA World Cup and will deliver limited-time offerings and celebratory packaging. With soccer as Canada’s fastest-growing participatory sport and millions expected to tune in, Powerade will connect with fans through promotions and exclusive FIFA World Cup-themed activations.
Canadians can also expect to see BodyArmor’s refreshed packaging and exciting innovations, supported by in-store activations and marketing that celebrates the country’s passion for sport. The brand continues to build upon its newly launched visual identity and “Choose Better” campaign, featuring Canadian icons Connor McDavid (Edmonton Oilers) and Vladimir Guerrero Jr. (Toronto Blue Jays).
Coca-Cola Canada Bottling recognizes c-stores as a vital sales channel and a key growth driver for BodyArmor and Powerade. “It’s where we meet consumers in their moment of need: on the go, ready for hydration,” explains Kioussis. “And, as a proudly Canadian, family-owned business, we rely on strong partnerships to deliver consistent messaging and flawless execution. Success in c-stores starts with strong visibility and availability, including bold displays, cold ready-to-drink products and a full assortment that meets every consumer’s needs. Impactful promotions are essential, especially multi-buys and limited time offers (LTOs) tied to major events.”
Between innovations and major events, 2026 is shaping up to be a big year for the sports drink category.
Pleasure craft: Focusing on women
Craft beverage maker Collective Arts is taking a fresh approach with its latest innovation by focusing on women consumers. Botany Energy is a better-for-you beverage made for the c-store customers who want to cut back on sugar and excessive caffeine. It features six SKUs with 120 mg caffeine (no taurine), schisandra and ginseng for functional energy. Collective Arts partnered with 7-Eleven Canada for an exclusive initial roll out.
Toni Shelton, VP brand & strategy, says Botany Energy, a sister product to Botany Adaptogenic Elixirs and Botany Waters, are a must-stock for c-stores. “Energy drinks are already top sellers in c-stores, and consumers are actively looking for healthier, lower-sugar, clean-label alternatives,” she explains. “Botany Energy fills that gap perfectly.”
