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Sports Drink Makers Need To Prove Their Products Really Do Boost Performance

April 27, 2017: 12:00 AM EST
Sales of sports drinks in the U.K. have been sliding for some time, market researcher Mintel notes, buffeted by strong competition from bottled water and energy drinks. Water is chosen by British consumers both for simple rehydration and for improved performance in sports. Consumers are not buying claims that sports drinks boost athletic performance any more than water or other isotonic formulations. To tackle the problem, sports drinks brands need to educate the market, prove they really do improve performance, and even target average exercisers, because at the moment, nearly twenty percent of non- or infrequent sports drink buyers lack faith in product claims.
Amy Price, "UK Sports Drinks Should Target Everyday Exercisers", News release, Mintel, April 27, 2017, © Mintel Group Ltd.
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