Next-gen Sports Nutrition Beverages

Beverages such as protein shakes and waters, electrolyte replenishers, performance boosters and weight-loss elixirs once limited to health-focused stores can be purchased at local supermarkets. Beyond accessibility to sports nutrition products, consumers are given a plethora of options for products that align with their wellness goals and diet. The ubiquity of these products has led to a great deal of innovation in the category. Sports nutrition brands are still trying to find the next “it” ingredient or ingredient combination that appeals to hardcore athletes and bodybuilders, but they are also looking to differentiate themselves by offering hyper-personalized products that appeal to a multitude of active consumers…