2013 State of the Industry: Sports & protein drinks
New players join the sports drinks team
Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel. “Diet sports drinks appeal to consumers who want the functional benefits of electrolytes without the calories of a traditional sports drink, which could impede those on a restricted-calorie diet,” Jennifer Zegler, beverage industry analyst for Mintel, said in Beverage Industry’s May issue.
According to Mintel’s September 2012 “Sports Drinks” report, diet sports drinks did not exist in large scale until 2009, but they have been responsible for the majority of growth in the sports drinks market since then. In fact, from 2010 to 2012, diet sports drinks took nearly 6 points of market share from regular sports drinks and are expected to lead category growth in the next few years, it reported.