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NEW YORK -- The global sports drinks market raced ahead by
10% in 2005 to 9,700 million, according to the new 2006 Global Sports
Drinks report from specialist drinks consultancy Zenith
International. Growth was driven by new brands, brand and flavor
extensions and novel product concepts as well as greater focus on the
role of exercise in health and wellbeing.
Sports drinks are designed to provide effective rehydration, boost
sports performance and aid muscle recovery. They often include
electrolytes, carbohydrate and, increasingly, protein in the form of
amino acids and peptides.
"The sports drink category now encompasses a whole spectrum of
different products - from advanced specialist sports nutrition for
body builders and serious athletes to lighter products for everyday
consumers," commented Zenith Senior Market Analyst Sophie Carkeek.
"It is broadening out with innovation at all levels so as to suit any
exerciser, no matter what age or level of activity."
North America accounted for 49% of total sports drink consumption
in 2005 and looks set to hold on to its global market lead to 2010.
Gatorade, the leading global sports drink brand and category pioneer,
was launched here in the early 1970s and remains the region's top
Asia Pacific held a 38% share of global volume in 2005, with the
vast majority of sales generated in Japan and China. Japan comes
second only to the U.S. in terms of sports drink consumption per
person, averaging 12.5 liters in 2005. Here, as in North America,
sports drinks are well established mainstream products and Japan can
be credited with many advances in new sports drink technology,
especially in amino acid sports drinks. China, however, is set to
overtake Japan in volume by 2010.
The fastest growing region in 2005 was East Europe, up 19% on
2004, but this was from a very small base. The Middle East was up by
a similar 17%, but also from a low starting point.
Among other factors highlighted by the Zenith report: the U.S. had
the highest national consumption in 2005 at 15.6 liters per person;
global consumption per person averaged 1.8 liters in 2005 and should
reach 2.5 liters in 2010. Providing detailed forecasts by country,
Zenith expects the overall market to exceed 14,000 million liters in
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