Sports drinks are mainly formulated for sportsmen and physically active people. They are meant to provide athletes with energy and restore lost body fluid. Sportsmen often choose sports drinks to substitute water and to rehydrate after exercising.
The drinks that were initially designated for the consumption by athletes are becoming more and more popular among non-sportsmen too, like for example children who drink it at lunch. This new movement raises some concerns. Industry experts fear possible health risks due to the high concentration of sugar and artificial colors in some of the sports drinks.
The sales volume of the sports and energy drinks category amounted to 22.4 billion liters worldwide in 2015. In the U.S. alone, the sales volume of sports drinks amounted to 999.7 million 192-oz. cases in that year, capturing a market share of 32.2 percent of the non-carbonated soft drink market. Compared to the volume sold, the dollar sales of this category amounted to 1,643.56 million U.S. dollars in U.S. supermarkets in 2015.
Recent statistics show that Americans drank about 4.7 gallons of sports drinks per capita in 2015. In the retail aisles, U.S. consumers may pick sports drink brands such as Gatorade Perform, Powerade, Powerade Ion4 or Gatorade Frost. Gatorade Perform was the leading sports drinks brand in the United States in 2016 with sales amounting to 3.3 billion U.S. dollars. That equaled a market share of 52.8 percent.