When it comes to the energy that consumers need for their day-to-day lives, people are turning to energy drinks for this need state. Yet, more consumers in search of a natural alternative are turning to Rowdy Energy to power through the day.

Performance beverages were once a go-to solution only for athletes and fitness-minded consumers, but recently more and more consumers are turning to these products to enhance their everyday lives.

In today’s beverage market, the energy drinks and shots category is leaving its mark as more consumers are relying on the product’s key attribute ― energy ― to get through the day.

Although the pandemic presented a challenge for many beverage categories, it seems to have offered an opportunity for the sports and performance drinks segment.

The Coca-Cola Co., Atlanta, and the Jel Sert Co., West Chicago, Ill., announced the national rollout of POWERADE Sports Freezer Bars, offering everyday athletes a new way to enjoy POWERADE. Available in stores nationwide, POWERADE Sports Freezer Bars feature the brand's most popular flavors: Mountain Berry Blast and Fruit Punch.

Chicago-based GoodSport Nutrition is launching GoodSport, a natural sports drink made from milk.

HOIST’s ready-to-drink hydration drink will see its biggest packaging refresh to date this month. 

BODYARMOR, a brand of BA Sports Nutrition, Whitestone, N.Y., announced the launch of BODYARMOR EDGE, a premium sports drink with natural caffeine.

To kick off the new year, Vita Coco released Boosted, a coconut water fortified with MCT to provide sustained energy for the body and mind. 

BODYARMOR LYTE Sports Drink, a brand of Whitestone, N.Y.-based BODYARMOR, announced a new equity partnership with 7-time Grammy Award-winning superstar Carrie Underwood.