When observing the actions of children, it might not be uncommon for adults to remark, “I wish I had that much energy.” Athletes also can be inspiring figures in relation to knowing how to maintain higher energy levels. In the beverage market, sports and energy drink brand owners commonly have turned to these athletes as brand ambassadors for their products.
The 35th annual Natural Products Expo West tradeshow, which took place March 6-8 at the Anaheim Convention Center in Anaheim, Calif., boasted an attendance increase of 7.2 present, bringing together more 71,000 industry members, more than 2,700 exhibiting companies, and 634 first-time exhibitors.
As beverage manufacturers get more creative in their product development, more beverages seem to be blurring category lines. One category that has been both aided and challenged by this multi-platform approach is the energy drink category.
Back in the ‘80s and ‘90s, chia seeds were most commonly associated with the novelty plant-growing kits Chia Pets. Now, beverage-makers are harvesting the hydrating and nutritional benefits of chia seeds and blending them into juice and juice drinks, soft drinks, and drink concentrates and mixes, according to Natalie Tremellen, market analyst at Innova Market Insights, the Netherlands.