7 Sports Drinks Trends to Watch in 2018
The sports drinks market is continuing to diversify, with consumers driving demand for healthier sports drinks products. This demand for healthy drinks-coupled with growing niches that have very specific functional needs-is likely to open up new opportunities for brands that fine-tune their formulations and marketing in response.
In the last year alone, the sports drinks market has undergone a variety of shifts, with a further push into the functional space opening up new verticals for sports drinks brands. Data from Innova Market Insights indicates that sports drinks are now “active nutrition” products, with significant increases in the number of sports drinks that are incorporating functional ingredients. Innova says that while the primary niches have remained the same-energy and stamina, hydration and recovery, muscle building and maintenance-the mainstream adoption of sports nutrition is expected to bring new opportunities.
As consumers look for healthier and more functional sports drinks, manufacturers are diversifying product offerings with healthier products and working to make new kinds of functional sports drinks that address consumer health concerns.
Here are the seven most significant market trends that are currently developing in the sports drinks industry.
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