As consumers’ focus on nutrition increases, the beverage market is booming with functional beverages catering to sports recovery, and convenient protein/nutrition beverages. According to data from Chicago-based Information Resources Inc. (IRI), non-aseptic sports drinks generated sales just north of $7 billion in U.S. multi-outlets and convenience stores for the 52 weeks ending May 17, an increase of 7.7 percent over the prior-year.
"Sports drinks are running a marathon, not a sprint,” said Madelyn Franz, research analyst of cross-category for Chicago-based Mintel, in the May issue of Beverage Industry. “Sales have been growing, but pretty gradually, and that’s probably going to continue to be the case over the next few years. The better-for-you drink market is crowded, which isn’t doing the category any favors. That said, it’s holding its own with more natural/clean label launches and new sugar-free formulas.”