MULO sales of sports, nutrition and performance drinks have steadily recovered after taking a dip from 2016-17. However, factors that likely contributed to those losses continue to put pressure on the market. Increased competition from functional beverages in other categories, along with mounting distaste for artificial ingredients, are obstacles to major growth. Cleaner formulations, enhanced functionality, and choices for a variety of dietary lifestyles will help maintain brand loyalty. A shift away from promoting fitness-specific benefits to a focus on general wellbeing will be key to broadening consumer base in this category.

For the purposes of this Report, Mintel has used the following definitions:

• Sports drinks: liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (eg Gatorade or Powerade). For the purpose of consumer data reporting, post-workout drinks are broken out as a separate measure.

• Performance drinks: liquid drinks and drink mixes marketed for enhanced sports performance (eg Muscle Milk, Core Power). For the purpose of consumer data reporting, pre-workout and protein drinks are broken out as a separate measure.

• Weight loss drinks: liquid drinks and drink mixes that are specifically positioned to aid in weight loss efforts (eg SlimFast and Atkins).

• Nutritional drinks: liquid drinks and drink mixes that offer nutrition and convenience and fill a specific nutritional need, such as providing additional amounts of vitamins/minerals to supplement a regular diet or support a special diet. Examples include Ensure, Glucerna, Boost, and meal replacements, such as Carnation Instant Breakfast. For the purpose of consumer data reporting, meal replacement drinks are broken out as a separate measure.