Rising adoption of sports drinks, by lifestyle users and casual users, owing to the rise in the importance of pre-workout and post-workout supplements, is expected to drive the growth of the market in the years to come. Chinese consumers are getting influenced toward supplementation and are investing heavily in fitness. Convenience in the consumption of sports drinks, such as ready-to-drink products with recognizable ingredients and advanced formulation, is the key to success for the developing landscape in the region.

The market for functional beverages is increasing at a fast rate, as consumers are paying more attention to staying healthy. In the developed markets, beverages are no longer viewed solely as a quick refreshment. However, they have become more convenient nutrient and food supplement products. The country is strongly influenced by consumer's focus on protein, wellness, natural, and ‘free from’ trends. The consumer segments driving the growth of the market include aging consumers looking for vitality, millennials who are willing to try new products with wellness benefits, and busy consumers seeking ‘quick health".