Introduction

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.

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Market Segmentation

Attribute	Details
basis of ingredients	carbohydrate crystalline fructose protein/amino acid minerals vitamins
basis of end-use	teenagers adults others includes kids geriatric population
basis of distribution channel	supermarket/hypermarket online retails stores departmental stores others including retail outlets
Geographically	North America Latin America Western Europe Eastern Europe Asia-Pacific excluding Japan Middle East & Africa (MEA) 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.

The research report presents a comprehensive assessment of the market and contains thoughtful insights, facts, historical data, and statistically supported and industry-validated market data.

It also contains projections using a suitable set of assumptions and methodologies. The research report provides analysis and information according to market segments such as geographies, and applications.