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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 brand.
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 2010.
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