When it comes to consumer packaged goods, consumers are faced with myriad choices. Today’s market features beverages that are designed to help their bodies recover from a big game, manage age-related health concerns, or facilitate improved bone and joint function and mobility. As consumers of every age proactively manage their health, sports nutrition, and bone and joint health products have gone mainstream, experts note.
Whether it’s the highly trained athlete or the casual runner, more consumers are turning to beverages to support their workout regimens and recovery. “The sports recovery drinks market is growing strongly, without a doubt,” says Manel Romeu Belles, industry marketing manager at Denmark-based Arla Foods Ingredients. “The number of launches of new [ready-to-drink] (RTD) drinks with a sports and recovery claim on the label increased by 16.8 percent [compound annual growth rate] (CAGR) between 2012 and 2017,” he says, citing data tracked by the Netherlands-based Innova.