When it comes to consumer packaged goods (CPGs), consumers are faced with myriad choices. There are beverages designed to fuel their bodies before a big game, give them energy to power through busy days or to simply help boost immunity. However, experts note that the line between categories can sometimes be blurred, giving beverage-makers even more opportunities for innovation in the global $500 billion non-alcohol beverage market.
“We can see a clear trend among manufacturers not wanting to be pigeon-holed into simply ‘sports performance’ or ‘health and wellness.’ Rather, more and more, the two categories are fusing,” says Elaine Drummond, product technology manager for bio-actives at Glanbia Nutritionals, Carlsbad, Calif. “Sports performance products offer vitamin, mineral and botanical blends to aid general health, recovery and immunity, while health-and-wellness products are more frequently positioned as promoting energy and performance to get the consumer through their day.”