The market for functional drinks has expanded rapidly in recent years and is gaining in momentum as consumers become more concerned with what they eat and drink and new research is produced that creates and feeds on the need for new, technically advanced drinks. Within this sector the sports nutrition drinks segment is a prime example of this trend and has become a globally important industry segment to producers. People who exercise now have options far beyond simply water to optimise their performance.
As well as drinks, they can now purchase gels, powders, capsules and snack bars, all developed to enhance training sessions and produce a product that is easily absorbed, consumed fast and is tasty. The market has morphed from a niche segment concerning only a small number of serious exercisers to a much more generalised market where anyone who exercises or wants to lead a more healthy lifestyle is a potential customer. There are numerous reasons for the growth of this segment:
Technological advances
Change in lifestyles
Growing awareness of the benefits of a healthy diet
Well marketed and promoted products
Increased disposable income of consumers
Increased importance of body image within society
Products that are now tastier and have improved texture
"Fad diets that concentrated on low carbohydrate and high protein intake
Companies have not been slow to appreciate the opportunities in this segment and the market for such drinks has become dense and varied. The market for the more established powder supplements and water based sports drinks has been augmented through a great deal of research to include products either based around, or at least containing, a significant quantity of protein. Products created not only provide a supplementary source of protein but do it within a product that has quality ingredients and a positive taste and texture. As such, they have the potential to go from specialised, marginalised products that appeal only to a very small percentage of the population, to a mass appeal, mass marketed product. This transformation is still very much in its infancy but the process is developing rapidly as more companies wake up to the potential of protein beverages. A summary of protein drinks and examples of companies and brands is provided below:
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