When observing the actions of children, it might not be uncommon for adults to remark, “I wish I had that much energy.” Athletes also can be inspiring figures in relation to knowing how to maintain higher energy levels. In the beverage market, sports and energy drink brand owners commonly have turned to these athletes as brand ambassadors for their products.
According to Chicago-based Euromonitor International, the sales of sports and energy drinks are expected to grow by about 15 percent in off-trade value terms between 2013 and 2018, which would turn out to be slightly below the 19 percent the category achieved from 2008 to 2013. Although the market research firm cautioned that health and safety concerns might have an impact on sales, there also was a possibility that the impact was because of increased competition from other beverage categories. Still, it is expected to reach a total of $17.9 billion by 2018, Euromonitor says.