Similar to how superheroes like Spiderman and Batman have been known to blur the boundaries between advocates for justice and vigilantes, sports and protein drinks are transitioning from being separate categories to the emergence of one overall sports performance market, experts say.
Formulations designed to appeal based on consumer need-states have led this evolution, explains Richard Haffner, global head of beverages research for Chicago-based market research firm Euromonitor International. One division is products that appeal to serious athletes versus casual ones, he says. In addition, sports and protein drink manufacturers are releasing products formulated around exercise occasions, he notes.