Global Recovery Drinks Market - Growth, Trends and Forecasts (2019 - 2024)

Market Insights

The global recovery drinks market is expected to register a CAGR of 6.2% during the forecast period, 2018-2023. Drinks rich in carbohydrates and proteins, consumed post a strenuous work out or an athletic performance, are called recovery drinks. The goal of post-exercise nutrition is to replenish the glycogen stores and to encourage protein synthesis by the body.

• Oatly launched a recovery drink that is a post-milk-generation, post-workout recovery drink and is available in two variations: The Original Apple Beetroot Ginger Recovery Drink and The Recovery Pineapple, Passion fruit & Spirulina. The Original Apple Beetroot Ginger Recovery Drink comprises of ingredients, such as oat base, 33% apple juice, 23% beetroot juice, potato protein, lemon juice, natural aroma, ginger extract, and so on. The percentage of branched-chain amino acids (leucine, isoleucine, and valine) is around 23% of the total protein, which is comparable to animal protein sources.
• Susie Parker-Simmons, a senior sport dietitian with the US Olympic Committee, designed a hot recovery drink. The product has been designed for winter athletes, with a notion to help repair the human body and make them ready to perform optimally. The product called “Susie special”, comprises of ingredients, such as carbohydrates, protein. It may comprise of honey, an organic sugar, or a modified juice component, but not milk or caffeine. Currently, the product is Team USA exclusive. It will likely to be available for the “weekend warrior” category of consumers, as well, in the future.

Consumer Demand for Functional Beverages

Beverage production has advanced technologically, across the globe, with state-of-the-art automated machinery. With extensive scientific research, new active ingredients are being identified at a faster pace. With their superior nutritional benefits, recovery drinks hold a very high scope for application in sports nutrition and healthcare industry, creating an encouraging opportunity for investment in the sector.

Rapid industrialization had resulted in a mass production of functional beverages. Manufacturers strategically increased the demand for the product with their alluring marketing plans. This, in turn, expanded the consumer base for health and wellness improving beverages in western countries. A large number of athletic and fitness conscious youngsters in Asian countries, continued the craze for the product, which eventually acted as a driver for the recovery drink market.

Recovery drinks with milk proteins, are considered to be more effective for rehydration, than pure carbohydrate drinks. Recently, NBA stars, professional football players, swimmers, and running groups have started taking recovery drinks.

Preference for Powder over RTD Form

Recovery drinks are primarily consumed by athletes to replenish the water level in the body. These products are increasingly attracting the attention of lifestyle and recreational users. Owing to the increasing demand from the emerging lifestyle and recreational users, the protein powder market is expected to witness significant growth over the forecast period.

Powders have an advantage over RTDs. Consumers prefer powders over RTDs, as ingredients used in ready-to-drink supplements tend to degrade over time, while powders maintain their integrity very well.

Mass Merchandisers Dominate the Sales Channel

Mass merchandisers maintain a dominant share of the overall recovery drinks sales. They focus on providing a wide array of brands and sizes, ranging from popular brands, to private labels, to single-serve containers, and multi-packs.

North America, with a share of 36%, leads the market. It is followed by Asia-Pacific which accounts for 34% of the market. With a recent increase in fitness conscious people, Europe is gaining share in the market.

Abbott Nutrition and Glanbia PLC Dominate the Market

Recovery drink market is highly competitive, with PepsiCo (Gatorade), Abbott Nutrition, and Glanbia PLC, enjoying considerable shares in the market. These companies have succeeded in reaching the masses with their appealing promotion, and have expanded their reign with a wide product range. Start-ups should focus on their supply chain marketing, to compete with the well-established companies in the sector. Companies focused on personalization and convenience in the American market, need to look at European consumer demand for healthy, zero-calorie, low sugar functional products, to scale their drinks production in the region.

Major Key Players: ABBOTT NUTRITION, PEPSICO, GLANBIA PLC, KILL CLIF.

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