Global Sports and Energy Drinks Industry
Markets and Markets predicts worldwide demand for sports and energy beverages will record yearly growth in excess of 10% for the five-year period ending 2016. Market growth is fuelled by increasing health awareness among consumers who have less time and energy, and are eager to combat day-to-day fatigue with energy-boosting drinks.
Industry players are diversifying their product portfolios with diet drinks and sugar-free drinks to appeal to female and health-conscious consumers. Marketing approaches for sports and energy drinks differ as the former are used to replace fluid used up during physical activity, while the latter concerns drinks used to gain energy.