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Rebranding of category leading products as well as no- and low-calorie varieties has helped the sports drink market rebound in dollar sales as well as unit sales.

Coconut waters have become a hot new category for the beverage industry, and coconut ingredients from water, milk, cream and flavoring are flourishing in new beverages on the market.

Health and wellness continue to be points of interest for the beverage industry not just in the United States, but for other countries and regions as well. On the global scale, “no additives and preservatives” is the top health position for juice and juice drinks launched from Oct. 10, 2010, to March 11, according to Innova Market Insights, Duiven, The Netherlands.

Bone health concerns, such as bone mineral density, bone mass and osteoporosis, are issues commonly associated with an aging population. Although many products are available that target the specific concerns of the baby boomer generation, manufacturers are recognizing the issue is not tied to age.

When people describe products from Neuro Drinks, Santa Monica, Calif., the company’s President Paul Nadel has heard everything from water to energy drink to functional beverage. But Nadel would describe Neuro another way: “We really are a full lifestyle brand,” he says.

In 2010, performance beverages, juices, beverage mixes, enhanced waters, meal replacement drinks and even teas launched with whey protein included.

Consumers are continuing to purchase organics despite the lingering pressures the recession has brought to their wallets.

After a few lean years in the on-premise channel, analysts are predicting that establishments can expect a rebound in sales for 2011. Among the segments in the channel, alcohol sales at restaurants and bars are forecasted to increase 1.9 percent, according to Technomic Inc., Chicago.

More than 750 new beverage packages hit store shelves in 2010.

From marketing to men, more natural products and slim cans, soft drink makers continue to pour life into a category that could use some more fizz.