2014 State of the Industry: Sports and protein drinks
Sports drinks work to maintain market share
After a strong growth period, the sports drink category is facing competition from brands outside the category. Elizabeth Sisel, beverage analyst for Chicago-based Mintel, told Beverage Industry in its May issue that the sports drink category grew 30 percent from $5.4 billion to nearly $7 billion between 2008 and 2013. However, it now is facing outside challenges.
“Sports drinks face increasing competition from other beverage categories offering consumers increasingly comparable functionality,” Sisel said.