New research from the US suggests that children who otherwise practice healthy life habits – eating fruits and vegetables, and engaging in physical activity – are also the largest consumers of flavoured, sweetened ‘sports’ beverages – a habit that could lead to annual weight gain of up to 4.5kg. Assistant professor of behavioural sciences Dr Nalini Ranjit, of the University of Texas, said the problem is one of association. “Children and parents associate these... ...Read more »

The latest research from the UK has shone light on the growth of sports and energy drinks, with sales continuing to thrive. After healthy growth of 51% between 2004 and 2008, sales of sports and energy drinks continue to surge, according to Mintel. Even in 2008, as economic pressures put the skids on previously growing non-alcoholic markets such as smoothies and bottled water, this market grew by 10% from £855 million in 2007 to reach £941 million (A$1.6b) in 2008. In 2009, for the first time,... ...Read more »

A new report from market researcher Mintel shows today’s adults rapidly switching from calorie-laden soft drinks to other, often lighter, beverages. From 2003 to 2008, Mintel estimates that the regular carbonated soft drink market lost 15.6 million adult drinkers. Just 68% of respondents to Mintel’s November 2008 survey in the US said they drank regular soft drinks in 2008, down from 76% in 2003. During the same period, the number of diet soft drink drinkers grew: 7.8 million more adults... ...Read more »

Stevia, a sugar substitute with no calories that has been dubbed by some as the ‘holy grail’ of sweeteners, has now been introduced into sports drinks. All Sport and Dr Pepper Snapple Group are launching All Sport Naturally Zero, a zero-calorie sports drink sweetened with rebiana (an all-natural sweetener from stevia) to capitalise on the interest that has swelled in stevia since Pepsi and Coca-Cola announced their intentions to launch products with the ingredient last year. Since then,... ...Read more »

Global consumption of sports drinks increased 5.9 per cent to 11,582 million litres in 2007, according to the new Global Sports Drinks report from food and drink consultancy Zenith International. North America retained their position as the largest sports drinks market, with a 48% volume share. Yet it was emerging regions, particularly East Europe and the Middle East, that experienced the most impressive growth rates.”In well developed markets, momentum has been driven by consumer interest... ...Read more »

Powerade, a brand under the Coca-Cola Company banner, has tried to enhance their offering with the creation of a sports drink with no calories. Powerade Zero, the first sports drink from a major brand to offer zero calories, is Coca-Cola’s response to the range of new options by market leader Gatorade. Gatorade, a division of PepsiCo, introduced their own low calorie option last year -’G2′. G2 was designed to keep hydration levels high off-field and has proven very popular.... ...Read more »