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. Performance beverages mainly comprises of carbohydrate, fructose, protein, vitamins B & C, minerals such as magnesium, sodium and potassium and others. Performance beverages are ready-to-drink products that provides instance energy to the consumers.
It is mostly used by the sports person, since it fulfill the required energy, and hydration, and also recover 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 year’s performance beverage market has shown a strong growth and also anticipated to grow at a significant rate in terms value over next five to six forecast period. Companies in performance beverage market are focusing on new product development according to customer’s preferences. Since, taste is one of the major concerns of a beverages, companies have started offering performance beverages in various flavours, for instance High Performance Beverage Co., a key player in this market is going to launch its products with range of additional flavours includes blueberry, lime, and punch.
On the basis of ingredients type performance beverages market is segmented into carbohydrate, crystalline fructose, protein/amino acid, minerals, and vitamins. Where, carbohydrate, and crystalline fructose provide instant energy to the consumers.
On the basis of end-use the performance beverage market is segmented into teenagers, adults, others includes kids, and geriatric population. Consumption of performance beverage is comparatively high among the adults, and teenagers owing to have highly engagement in athletics.
On the basis of distribution channel the performance beverages market is segmented into supermarket/hypermarket, online retails stores, departmental stores and others including retail outlets.
Geographically, performance beverage market is segmented into North America, Latin America, Western Europe, Eastern Europe, Asia-Pacific excluding Japan, Middle East & Africa (MEA) and Japan. Presently, North America including U.S., Western Europe including Germany, U.K., Italy, France, and Japan region are the lucrative market 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 most growing region in terms of value, since heath consciousness, and disposable income are rising among the developing countries of Asia-Pacific.
Many factors that drive global performance beverage market include, increasing number of athletics and health concerns among consumers helps to increase the growth of performance beverage market. Moreover, more number of creative promotional advertisements and innovative packaging are another growth drivers that are creating awareness among the consumers. Performance beverages are not widely available in under developed countries, spreading awareness and availability is a challenge to the performance beverage market. Moreover, due to high price of performance beverages, the market is only concentrated into high and higher middle income groups. Currently, these factors are restraining the market growth. However being untapped market, emerging countries such as MENA and ASEAN countries are the opportunities for the performance beverages marketers.
Some of the key players operating in the performance beverage market are High Performance Beverage Co., Red Bull GmbH, Monster Beverage Corporation, The Monarch Beverage Company, Inc., Frucor Beverages Ltd, Glanbia plc, Lucozade Ribena Suntory Limited, PEPSICO INC., The Coca-Cola Company, Goldwin Health Care Pvt. Ltd., Extreme LTD, Energy Beverages LLC, Xyience Inc., Living Essentials Marketing, LLC., and Bomb Energy Drink.
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