Performance beverages are ready-to-drink products that provide instant energy to the consumers. Performance beverages mainly comprise of carbohydrate, fructose, protein, vitamins B & C, minerals such as magnesium, sodium and potassium and others. Performance beverage is a segment of functional beverage, which includes ready-to-drink enriched fruit beverage, sports beverage, nutraceutical beverage and energy beverage.
Energy drinks basically consist of caffeine, sugar, and other ingredients for energy enhancement, such as herbal extracts, vitamins B. It is mostly used by the sports person, since it fulfills the required energy, and hydration, and also recovers the L-Glutamine muscle and joint recovery and L-Arginine hemodilution properties that enhance blood flow and lower blood pressure in the human body. Over the last couple of years, performance beverage market has shown a strong growth and is also anticipated to grow at a significant rate in terms of value over the next five to six years’ forecast period.
Companies in performance beverage market are focusing on new product development according to customer’s preferences says a report from Persistence Market Research. Since taste is one of the major concerns for a beverage, companies have started offering performance beverages in various flavors. Many factors that drive global performance beverage market include increasing number of athletes and health concerns among consumers, which also helps to increase the growth of performance beverage market. Moreover, increasing number of creative promotional advertisements and innovative packaging are other growth drivers that are creating awareness among the consumers. Active companies in the market this week include Splash Beverage Group, Inc., Anheuser-Busch InBev, The Coca-Cola Company, The Kroger Co., PepsiCo, Inc.
Presently, North America including U.S., Western Europe including Germany, U.K., Italy, France, and Japan region are the lucrative markets for performance beverages. However, demand for performance beverages is increasing in the Latin American countries including Brazil and Mexico due to health awareness. It is also anticipated that in the near future Asia-pacific region is the most growing region in terms of value, since health consciousness and disposable income are rising among the developing countries of Asia-Pacific.
