A year after becoming the first No. 1 seed to lose to a 16 seed in NCAA’s men’s college basketball tournament, the Virginia Cavaliers had a lot to prove when they entered the 2019 event. Once again a No. 1 seed, the college athletes faced tough competition in its post-season performance, including two overtime games, but eventually emerged as national champions. Much like the 2019 Cavaliers’ men’s basketball team, the sports drink market is facing stiff competition from other beverage categories and remains to be seen whether it will make its comeback victory.
“Sports drinks faced a sudden decline in sales in 2017 after achieving strong growth in previous years,” states Chicago-based Euromonitor International’s March report titled “Sports Drinks in the US.” “The story of sports drinks is similar to that of declining carbonates: the popular consensus that has decreased soda sales has reached sports drinks. Sugar content has become a major concern for consumers, and in view of the persistent decline of carbonates it seems unlikely to go away.”