To support a healthy lifestyle, consumers are making fitness a priority in their day-to-day lives. As a result, consumers are prioritizing better-for-you food and drink options with energizing, hydrating and reparative attributes, resulting in a boon for the sports and performance drink market. According to Chicago-based Mintel’s March report titled “Sports and Performance Drinks,” sales for the performance beverage category totaled $9.5 billion in 2018 and are expected to exceed $11.2 billion by 2024.
“Accounting for 18 percent of the market, performance drinks have struggled to gain a foothold in the market as these types of beverages appeal to a niche group of consumers — avid athletes — who prioritize their fitness goals and gains above holistic wellness,” the report states.