Having won multiple world championships, Mexican professional boxer Canelo Álvarez is a counterpuncher known for being able to exploit openings in his opponents’ guards while avoiding punches with head and body movement. Álvarez, when looking to claim the Super Welterweight title in 2016, said: “I’m a strong fighter, I’m a fighter who can adapt to my surroundings.” Similarly, as the sports and protein drinks category contend with the new age beverage marketplace, experts note that it has adapted to the market alongside functional and hybrid beverages.
“Performance of sports and protein drinks are super strong,” says Sally Lyons Wyatt, executive vice president at Information Resources Inc. (IRI), Chicago. “From an omnichannel perspective, we have seen double-digit growth in dollars and in units. Both online and in-store are contributing to the growth.