The sports drinks category saw a 15.6% growth over the year prior, which experts note likely is due to increasing consumer focus on health and wellness in recent years.
Although the pandemic presented a challenge for many beverage categories, it seems to have offered an opportunity for the sports and performance drinks segment.
As a new edition to its Core Power Elite line, Core Power now offers Elite Strawberry, which contains 42 grams of complete protein in each 14-ounce bottle.
Abbott announced the release of Ensure Plus, which now contains 16 grams of protein along with essential nutrients that support immune health, it says.
As consumer focus on health and nutrition increases, the beverage market is booming with a variety of functional beverages that cater to sports and muscle recovery, hydration and convenience. In addition, the market is projected to grow, especially as ingredient manufacturers release innovative ingredients optimized for both efficacy and portability.
Iconic Protein launched Iconic Kids, a protein drink for children that is free of sugar and features a full serving of vegetables from organic kale, broccoli and spinach.
Although the sports and protein drinks category isn’t necessarily hitting it out of the park, the category nevertheless is “rounding the bases” with modest growth.