Sports Beverage Market Flexes

Cost pressures aside, consumers of sports drinks are purchasing products at a healthy clip, and while healthfulness continues to be a primary motivator, brands and companies are branching out in terms of their marketing and positioning.

“Sports and performance drink brands may be working to distance their image from exercise, but ultimately still find themselves using fitness identity as a reference point for marketing,” says Adriana Chychula, food, drink, and nutrition analyst for Mintel, in a r…