After years of focusing on energy and performance, “recovery” may be the new buzzword in the sports and energy segment. New products are focusing on what happens after exercise rather than during the activity itself. A number of recent sports and energy products have addressed post-activity recovery: Gatorade G Series Pro 03 Recover platform includes a dairy-based Protein Recovery Shake and a Protein Recovery Drink that also has electrolytes and carbohydrates. The company suggests consuming the shake 20 to 50 minutes after activity and then an additional serving 2 hours later.
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.
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.”
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