Sports nutrition has long been a category generally reserved for athletes. This has limited the market opportunity for brands, up until now. With what it means to be healthy now shifting towards a more holistic, wellness-based approach, and with consumers of all demographics focusing on more active lifestyles, the sports nutrition category has been redefined.
Consumers don't just want adequate hydration from these sports nutrition beverages; they want clean-label, functional ingredients that boost performance, provide energy, and even support immune and digestive function. And while the market has grown tremendously in recent years, as evidenced by a $40.5 billion value, Nutrition Business Journal expected even more with an additional $10 billion in growth by 2024.
Download this eGuide from Ingredion to learn about the sports nutrition beverage's transformation into the active wellness category and identify key trends in addition to consumer data as well as shifting behaviors and demands.
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