Reality TV has sparked resurgence in competition programming. Whether it’s dating shows, cooking challenges, sing-offs or physical/mental challenges, viewers aren’t at a loss to satiate their competitive appetites. And now, this kind of intense competition has reached a new platform.
According to Elizabeth Sisel, beverage analyst for Chicago-based Mintel, the sports drink category grew 30 percent from $5.4 billion to nearly $7 billion between 2008 and 2013. The growth was driven by advertising and new product lines from brands between 2010 and 2012, she adds. But following these years of strong growth, the category is seeing alterations in the landscape.