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The consumer is always right: Energy and sports beverage trends

Active consumers want hyper-personalized products that will improve energy and performance and help them achieve their ideal body composition. A growing number of sports beverage products include ingredients for energy, muscle gain, focus and recovery to support individual needs of active consumers. Some of the ingredients in these products may only appeal to a select group of active consumers such as body builders or long-distance runners, while others appeal to a larger audience.

Read the full article on Natural Products Insider.

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