Resilience, plant and whey protein, gut health and e-sports were some of the hottest trends in the protein ready-to-drink (RTD) market in 2023. But consumers’ needs evolve at lightning speed and staying ahead of the curve is crucial for brands’ success. Despite this, one truth remains: the buzz around protein RTD beverages is here to stay. In fact, when asked which product in the functional and sports nutrition categories they purchased in the past 12 months, consumers’ resounding answer was drinks, followed by bars and powders.
Innova Market Insights, Global Sports Nutrition, 2023. Available at: https://www.innovamarketinsights.com/trends/global-sports-nutrition/
And the popularity of RTDs is not just a fleeting fad, this solution has gained momentum on a global scale. The overall sports drink market was valued at a huge $22.71 billion and is projected to reach heights of $32.89 by 2030 – achieving a CAGR of 4.84%.
Kings Research, Sports Drink Market Size, Share, Growth & Industry Analysis, By Product Type (Hypotonic, Isotonic, Hypertonic), By Form (Liquid, Powder), By Packaging Type (PET Bottles, Cans), By Sales Channel (Hypermarkets/Supermarkets, Specialty Store, Online Retailers, Convenience Stores, Other Sales Channel) and Regional Analysis, 2023 – 2030, 2022
What’s more, regions like Asia Pacific are picking up pace as these applications grow in popularity. Some research suggests that sports protein RTDs saw an exceptional 35% CAGR from 2018 to 2023 in this region alone.
But protein RTDs and sports drinks aren’t just popular in APAC. Western Europe makes up 23% of this category’s global market share, while North America is at 16%.
Euromonitor, EMEA & NAM regional market size Sprots Nutrition Protein RTD, 2023
Protein sports drinks are set to continue to flourish in both these regions, too – data indicates that these two markets are anticipated to soar at a CAGR of 7% and 4% respectively, from 2023 to 2028. In short, protein RTDs are really taking the world by storm.
But with the functional drinks market brimming with opportunity, carving out a competitive edge is no small feat. So, in 2024, what do RTD manufacturers need to know to capitalise on this promising opportunity and innovate solutions that stand the test of time? In this blog, we uncover the latest sports nutrition trends and what innovations are on the protein RTD horizon, including:
But before we dive in, let’s take a step back and answer the question…
The answer lies in the increasing consumer emphasis on staying healthy to live well. More individuals are exercising regularly, joining health clubs and hitting the gym as they strive to maintain a good quality of life.
FMCG Gurus, Sports Nutrition: Product Formats and Sensory Appeal, 2023. https://fmcggurus.com/blog/sports-nutrition-product-formats-and-sensory-appeal/
And they’re seeking multifunctional products that deliver a wide range of health benefits quickly and conveniently to help them achieve this. Gone are the days of juggling a myriad of supplements and shakes. Nowadays, consumers are looking for health-boosting products that fit seamlessly into their busy schedules – whether that’s on the way to work or during an intense training session. Ideal for improving performance, muscle growth and overall wellness, refreshing, portable and hydrating RTDs with added protein tick all the boxes.
And now, let’s begin…
According to Innova Market Insights, soft drink and sports nutrition launches with hydration-related claims have increased by +10% in the last three years.
Innova Market Insights (2024), Top Food Trends 2024. Available at: https://www.innovamarketinsights.com/trends/top-food-trends-2024/
This surge mirrors the fact that 48% of sports nutrition consumers prioritise hydration, with 56% often or always incorporating hydrating products into their exercise routine.
Innova Market Insights (2024), Top Food Trends 2024. Available at: https://www.innovamarketinsights.com/trends/top-food-trends-2024/
But hydration is just one piece of the puzzle. Active individuals and athletes want quality nutrition, looking for solutions packed with premium protein content to support the growth and maintenance of muscle mass to support their fitness goals. Clear protein drinks loaded with high-quality whey protein offer the perfect mix of hydration and essential nutrients, giving consumers everything they need to push their limits with every refreshing sip. Moreover, with excellent clarity and a neutral taste, clear whey proteins allow manufacturers to explore formulations with countless flavour options, combining health benefits with juicy tastes that consumers can’t resist. So, manufacturers, watch out for this sports nutrition trend, it’s a promising avenue to success.
Video games and e-sports have truly transcended from mainstream entertainment to a global phenomenon, full of live streaming events and professional gaming leagues. This popularity has propelled the e-sports market to new heights, with projections estimating it will reach $1.87 billion USD by 2025.
Statista (2023), eSports market revenue worldwide from 2020 to 2025.
And just like traditional athletes, esports competitors need proper nutrition to be able to perform at their best. This presents a golden opportunity for brands looking to innovate with cutting-edge functional protein beverages that offer the energy boost needed to help them stay sharp and win against the competition. And with convenience being crucial for anyone who’s in the middle of an intense gaming session, protein RTDs are the perfect option. These drinks can provide essential nutrition and a satiating effect, keeping cravings and hunger away for long undisputed gameplay. And for even greater health benefits, manufacturers can explore incorporating botanicals or other functional ingredients into their NPD, offering gamers well-rounded cognitive support and addressing their diverse needs.
When it comes to sports nutrition products, building muscle strength with protein is not consumers’ only goal. Increasingly, health-conscious individuals are seeking effective solutions that promote a total mind and body approach to wellness. With a growing recognition of its vital role in achieving holistic health, the gut microbiome can be a key player in this comprehensive wellness journey. In this dynamic space, tasty protein-plus solutions are making waves. And as emerging science sheds light on the gut-muscle axis, protein-packed products, like RTDs, which offer complementary ingredients hold huge potential, going beyond conventional sports health benefits. And as the benefits of fermentation for gut health become more recognised, the opportunity to innovate is clear. Functional drinks that harness the power of protein AND prebiotics while also fulfilling hydration needs can truly set you apart in the market. These innovative RTD’s cater to the modern consumers’ desire for comprehensive health benefits in one convenient package.
Whether you’re targeting sports pros, casual gym-goers, or e-gamers, high-protein drinks are an ideal solution for athletes of every level. At FrieslandCampina Ingredients, our long-standing expertise in protein innovation enables us to help you stay ahead of the curve with next-gen RTD applications that resonate with consumers’ needs and preferences.
Keep an eye out for more upcoming blogs in our new series #SpotlightOnRTDs where we’ll explore the ready-to-drink trends shaping the sports nutrition market in more detail.
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For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
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