Slowing growth and lower price points have emerged in an energy drinks category once defined by a meteoric rise and premium pricing, but industry analysts and beverage manufacturers say it is unclear whether the recession or category maturation are to blame.
Nestle’s Anderson, Ind., plant manufactures only ready-to-drink Nesquik and liquid Coffee Mate non-dairy creamer, but led to a new route-to-market for its entire beverage portfolio.
As the protein-enhanced beverage market expands beyond fitness enthusiasts, CytoSport, Benicia, Calif., aligns itself with the tagline of its flagship Muscle Milk product: “Drink. Evolve.”
Debate about the use of melatonin in relaxation drinks and shots has thrust the emerging category into the national spotlight as beverage manufacturers, consumers and federal regulators disagree over its
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