Healthified Sports Drinks: Better-for-You Product Push
Covered in The New Energy Drink, part of our New Food Frontiers Industry Trend, rising demand for better-for-you products is leading to growing consumer interest in naturally derived sports and energy drinks.
Pointing to the category’s popularity, more energy drinks were launched globally in 2015 than in any year since 2008, growing by 29% between 2010-15 (Mintel, 2016). Here, we highlight a clutch of key product launches in this domain.
- Going Organic: PepsiCo-owned Gatorade, which controls 70% of the US sports-drink market, is rolling out its G Organic beverage this autumn. USDA-certified organic and available in three flavours, it comprises seven ingredients: water, organic cane sugar, citric acid, organic natural flavour, sea salt, sodium citrate and potassium chloride. The revised recipe includes no artificial ingredients. Similarly, New York-based sports energy drink brand Roar is set to launch an organic version of its electrolyte infusions drink this autumn. Meanwhile, market newcomer Krā, based in Washington D.C., has recently launched a USDA-certified organic drink range in four flavours, targeted at athletes.
- Energising Teas: Owned by Coca-Cola, Maryland-based Honest Tea is piloting Honest Sport this summer – a new line of organic sports drinks sweetened with organic Fair Trade sugar and fruit juice, and formulated to deliver a balance of electrolytes and carbohydrates. Earlier this year, PepsiCo’s Brisk Ice Tea brand also entered the market with its “energising” Brisk Mate iced teas, made with the South American Yerba Mate plant.
- Coconut’s Long Tail: Californian brand Villager Goods is set to launch its Coconut Water this autumn. The brand has enlisted 26 of the world's top surfers, skateboarders and snowboarders to promote its product line-up, which includes chocolate, pineapple and original varieties.
For more on energy drink developments, see European Food and Drinks Trends 2016, US Food Trends 2016 and Chili-Based Energy Drink. For an in-depth understanding of the consumer mindset driving the proliferation of more natural and balanced food and drink products, see Culinary Consciousness. Meanwhile, New Food Frontiers examines the intersection between nutrition, health, food and drink.