For fitness buffs, 2020 presented a year of closed gyms, parks and more, and many typical fitness-conscious consumers were likely forced to find ways to maintain fitness and wellness from home. As such, better-for-you drink options, already on the rise in recent years, surged in 2020 as consumers began demanding beverage options that could optimize their health in the midst of a health-challenging year.
With energizing, hydrating and reparative attributes, the sports and performance drink market exemplified this trend. The overall sports drinks category grew in total U.S. multi-outlets by 15.6% for the 52 weeks ending May 16, according to data from Information Resources Inc. (IRI), Chicago, totaling more than $8.3 billion. Its most dominate segment ― non-aseptic sports drinks ― grew 15.2%, notching $8.2 billion in dollar sales for the same time period. Aseptic sports drinks grew 64.8%, while sports drink mixes grew by 42.9% for the same timeframe.