As beverage-makers continue to develop new products to meet consumers’ needs, health and wellness has become a built-in expectation. Whether it’s for the dedicated athlete or the casual gym member, beverages can offer consumers the functionality they need to maintain or even increase their performance levels.

“Consumer trends are driven by necessity and advertising, both of which have focused a great deal of attention on sports,” says Michael Crabtree, technical director for Bioenergy Life Science, Ham Lake, Minn. “The average consumer is immersed in an uptrend of activity in society. Also, consumers are emulating athletes’ detail orientation to fitness and nutrition through the purchase of products marketed in the stead of the athlete. Take a look at professional sports and its products marketing in the stead of the athlete.