The sports drinks category continues to grow and evolve, with brands investing in the research and development of healthier products with functional ingredients. Data from Mordor Intelligence indicates that the global sports drink market will grow at a 4.5% CAGR through 2024. While North America will be the largest market for sports drinks during the forecast period, Asia Pacific is expected to be the fastest-growing market.1 Here are some of the latest trends driving growth and innovation in the sports drinks market.
Hybrid Beverages Gain Shelf Space
Rather than use multiple beverages for different functions, consumers are showing a strong preference for so-called “superdrinks”—all-in-one products with multiple functional claims. Holly McHugh, marketing associate for Imbibe (Niles, IL), says that brands are creating a wide array of superdrinks for various applications.
“Some of the especially prevalent beverages are energy drinks enhanced with creatine, BCAA, or electrolytes,” McHugh says. “Brands are also innovating by combining protein with ingredients like veggie blends, coconut water, and caffeine.”
Read the full article in Nutritional Outlook.
