The North America energy and sport drink market was valued at USD 6.55 billion in 2022.
The sport and energy market is receiving an exponential boost from the millennial generation, owing to this consumer’s inclination towards fitness and sports, their higher buying capacity, and their willingness to pay for healthy products. North America is one of the leading markets due to the increasing trends of athleticism, rising concern for health, and shifts in dietary patterns due to changing lifestyles. The innovation of new flavours with health benefits is a major sector.
The energy and sports drinks market is driven by growing awareness and demand from young adults and athletes. With growing concern for diabetes and obesity in the region, consumers in this region are giving equal importance to nutritional value and taste profile. The increasing demand for sports drinks is primarily due to the wide customer base, greater detailing by manufacturers towards innovative products, and use of cross-marketing strategies.
The growing emphasis on health and wellness has driven the demand for beverages that cater to active lifestyles. Consumers are seeking products that provide hydration, replenishment of electrolytes, and a boost of energy during physical activities. Energy and sports drinks are perceived as convenient options to support fitness goals and overall well-being.
North America has a strong sports and fitness culture, with a significant number of individuals engaging in sports activities, gym workouts, and various exercise routines. The increasing participation in these activities has fueled the demand for energy and sports drinks as a means to enhance performance, endurance, and recovery.
Energy drinks are specifically formulated to provide a quick energy boost and enhance alertness. They typically contain stimulants such as caffeine, taurine, guarana, and vitamins, which help combat fatigue and increase focus. The demand for immediate energy and mental stimulation has made energy drinks popular among consumers, especially those leading busy and demanding lifestyles.
Regular consumption of energy drinks can also be attributed to habitual behaviour. Once individuals develop a habit of consuming energy drinks, they may continue to do so out of familiarity or a perceived reliance on the beverage to provide them with the desired effects. In North America, several people have the habit of drinking energy drinks. Some individuals in the region simply enjoy the taste of energy drinks and consume them regularly for their flavour. Energy drink brands offer a variety of flavours to cater to different taste preferences, attracting consumers who find the taste appealing and enjoyable.
Consumers are increasingly seeking energy drinks that offer additional functional benefits beyond just providing an energy boost. This has led to the emergence of energy drinks with added functional ingredients such as vitamins, minerals, electrolytes, adaptogens, and nootropic compounds. These drinks aim to address specific needs like enhanced focus, improved mood, or immune support.
There are industry associations and organisations related to the broader beverage industry that may cover aspects of the energy and sports drink markets. These associations focus on promoting the interests of the beverage industry as a whole, including energy and sports drink manufacturers and distributors.
The American Beverage Association (ABA) represents the non-alcoholic beverage industry in the United States, including energy and sports drinks. It advocates for the industry’s interests, promotes responsible consumption, and engages in public policy discussions related to the beverage sector.
The Canadian Beverage Association (CBA) is the national trade association representing the non-alcoholic beverage industry in Canada. It represents various beverage categories, including energy and sports drinks, and works to promote the industry’s sustainability, safety, and responsibility. These associations provide platforms for industry collaboration, information sharing, and advocacy on issues impacting the beverage sector.
Source : BU