Drafting new beverage teams

摘要

Although sports and protein drink companies primarily market to athletes and active consumers, the category's consumer base is shifting. In fact, the number of high-volume sports drink users, or consumers who drink eight or more sports drinks a month, has been declining in recent years, offset by more casual sports drink users joining the consumer ranks, according to Rockville, Md.-based Packaged Facts' February 2015 report "Functional Foods: Key Trends by Product Categories and Benefits."