5 Ongoing Sports Drinks Trends in 2017
Market researcher Mintel and beverage specialist Flavorman talk about the evolution of sports drinks.
What we consider a “sports nutrition drink” today might be changing. Recent data from Mintel (London, UK) suggests that traditional “sports drinks,” while still the dominant health drink in terms of total U.S. retail sales, are losing market share-7.5% loss in market share between 2010 and 2015, to be exact. Â Experts say this market decline isn’t indicative of a struggling industry, however, but rather an industry undergoing a metamorphosis, because declining sales in sports drinks are being offset by growing sales in functional drinks.Â
What is a functional drink? Functional drinks provide health benefits that go beyond basic nutrition. These benefits may include benefits for athletes, but they may also include benefits such as energy, for instance. In fact, if you scan today’s beverage shelves, you’ll see that sports drinks are no longer simply electrolytes and sugar dissolved in water. Today’s sports drinks are more advanced and specialized than ever before, with new formulations emerging to meet changing consumer demands.Â
As the market evolves, new formulations and advertising strategies will be required to effectively reach sports drinks users. Here are just five of the current market trends happening in the sports drinks space.
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