Sports Drinks Are Getting Serious About Meeting The Needs Of Athletes

Sports beverage makers are hoping that innovation focused on meeting the energy and nutrition needs of athletes will boost sales that have sagged during tough economic times. Market leader Gatorade (PepsiCo), for example, recently launched the G Series of sports drinks formulated to be consumed before, during and after workouts. EAS’s Peak line of beverages promises that its nutritious ingredients give athletes with the ability to push through workouts with less fatigue while protecting muscles from breakdown. Attitude Drinks Inc.’s Phase III line of milk-based, ready-to-drink beverages target the post-exercise recovery category. U.K. beverage marketing firm Canadean predicts that the sports drinks market will recover in 2010 and show a CAGR of five percent through 2015. Gatorade and Powerade (Coca-Cola) dominate the sports beverage market with a 95 percent combined market share.