This year’s State of the Industry report on sports and protein drinks notes that the category has adapted to the market alongside functional and hybrid beverages.
Lifting Project cause-based initiative helps make fitness more accessible
May 2, 2022
Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities. With the launch of the Lifting Project, Muscle Milk also is announcing the next iteration of its consumer engagement campaign Own Your Strength.
As the sports and protein drinks category is on the rise, experts note that the category has adapted to the market alongside hybrid and functional beverages.
As today’s big mover in the protein-fortified beverage space is plant-based products, experts note that as consumer tastes and formulations have evolved, the marketplace has undergone tremendous shifts.
The sports drinks category saw a 15.6% growth over the year prior, which experts note likely is due to increasing consumer focus on health and wellness in recent years.
Although the pandemic presented a challenge for many beverage categories, it seems to have offered an opportunity for the sports and performance drinks segment.
As a new edition to its Core Power Elite line, Core Power now offers Elite Strawberry, which contains 42 grams of complete protein in each 14-ounce bottle.