Sports and protein drinks are transitioning from being separate categories into one overall sports performance market, experts say. Richard Haffner, global head of beverages research for Chicago-based market research firm Euromonitor International, told Beverage Industry in its May issue that formulations based on performance need-states are driving the evolution. The category has seen development of products that target serious or casual athletes as well as beverages formulated around exercise occasions, Haffner said.

Sales of non-aseptic sports drinks increased 6.8 percent to more than $4 billion for the 52 weeks ending April 15 in supermarkets, drug stores, gas and convenience stores and mass merchandise retailers, excluding Walmart, club and liquor stores, according to Chicago-based market research firm SymphonyIRI Group.