The food consumption pattern in the country has become diverse; for example-  consumers are preferring value-added food products, which render health benefits on the consumption of any food, thus, making sports drink a viable option. The per capita consumption of sports drinks in the United States has increased from 4.3 gallons in 2013 to 5.11 gallons in 2017. Sports drink are considered a healthier choice than traditional soda beverages as they contain less sugar than traditional soda beverages. Some major companies like Coca-cola company and Pepsico Inc are providing various sports drinks products; major pharmaceutical companies, like Abbott Nutrition, are also entering into this market.

Sports drinks are gaining popularity amongst the individuals and athletes who are involved in physical fitness activity. Millineal population drives the market as they are showing a keen interest in sports, inclination towards fitness, more buying capacity and willing to purchase healthy products. The shift in consumer trend is also encouraging the sports drink manufacturers to evolve new products which meet the consumer interest. The growing inclination of people towards physical fitness, the number of health clubs and fitness centers have come up in the recent past. The growth of these establishments is one of the propelling drivers for the sports drink market during the forecast period.