A Year of Innovation in the Sports and Energy Drinks Market 2023
A Year of Innovation - What's Included
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Explore the latest global innovations across the sports and energy drinks industry in 2023. Our global sports and energy drinks market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.
Innovation in Sports and Energy Drinks – EMEA
As part of a wider focus on maintaining a balanced and healthy diet, consumers in Europe continue to seek out beverages that a low in sugar, and many consumers perceive sports drinks as ‘too sugary’. Sports drink brands appear to be reacting to consumers’ health concerns, considering the increase in launches featuring low/no/reduced-sugar and calorie-free claims.
- 44% of UK adults who don’t consume sports drinks do not drink them because of their high sugar content.
Innovation in Sports and Energy Drinks – APAC
In Asia, sports drink consumers are increasingly seeking products that project a more-natural and less-processed image. To promote a natural image, sports drink brands are celebrating ingredient provenance and sourcing more overtly on pack.
Innovation in Sports and Energy Drinks – Americas
In North America, many consumers check recipes for vitamin content before purchasing food and drink. Highlighting vitamin content on pack is just one way that energy drink brands are trying to improve their health image, and there has been a significant rise in energy drink launches in North America that are fortified with vitamins and minerals.
- Over a third of US consumers agree that an energy drink that contains a variety of vitamins and minerals is healthy.
To learn more about the global sports and energy drinks market, take a look at our Future of Water, Sports and Energy Drinks market report, or explore our extensive drink industry market research.
Expert Analysis from an Industry Specialist
This report, written by Amrin Walji, a leading innovation analyst, delivers in-depth commentary and analysis to highlight global trends and innovation in the sports and energy drinks market and add expert context to the numbers.
Sugar reduction, naturalness and nutrient fortification are the key innovation themes among sports and energy drink launches.
Amrin Walji
Senior Innovation Analyst
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: brands tap into consumer interest in more-healthy sports drinks
- Graph 1: sports drink launches, by share of select minus claims, 2021-23
- Europe: organic ingredients can bolster the sustainability credentials of energy drinks
- Graph 2: energy drink launches, by share of organic claims, 2019-23
- The Middle East & Africa (MEA)
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Asia Pacific (APAC)
- Asia: sports drink brands flag up and celebrate ingredient provenance
- Graph 3: sports and energy drink launches, by share of sub-category, 2019-23
- Asia: energy drink brands strengthen their focus on sugar-free innovation
- Graph 4: energy drink launches, by share of select minus claims, 2019-23
- Australia & New Zealand
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the americas
- North America: sports drink brands innovate around convenient formats to offer consumers instant hydration
- North America: vitamin/mineral claims are growing among energy drink launches
- Latin America
- Graph 5: sports drink launches, by share of top functional claims, 2021-23
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