The continued trend of non-athletes increasing their protein intake and wellness macro trends has broadened the appeal of sports and protein drinks, leading to “skyrocketing performance” for protein drinks, noted Scott Dicker, brand and retail client insights lead at Chicago-based SPINS, in the May issue of Beverage Industry.
Although there is blurring between the two categories, many new functional beverages are marketing the hydration and health benefits of those ingredients in a sports setting, Dicker added.