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Drinks for the bodybuilding culture
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Athletes, sportsmen and bodybuilding exponents rely on specific diets to achieve their goals and increase their body, physical and mental capacity, as well as their muscle mass. Some are motivated to compete and be the best in their sport area, while others compete to obtain the best physique. There are different reasons that motivate them to pursue these aspects and improve them continuously and regardless of the reason, many of the support tools tend to be the same.
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We are talking primarily about sports supplements, both for energy boosting and muscle mass gain, fitness enhancement, among other goals. The leaders in this industry offer an infinite number of possibilities to meet the needs of athletes and, to mention some formats, we can talk about capsules, tablets, softgel, powders and drinks and in this case we focus on the latter and their different flavors, nutrients and components and why brands are betting on this type of food supplement presentation.
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Globally the size of the energy or sports drink market was estimated at $44.5 billion in 2017 and is estimated to grow at a compound annual growth rate of 7.3% from 2018 to 2026.
Major brands within this industry have focused on representing these products as beverages for particular nutritional benefits, although well, some of these products do have compounds beneficial to athlete health, development and performance.
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The magic of marketing
Every product must be accompanied by advertising campaigns that promote it and participate in the positioning of the product and the brand and in the diffusion of the benefits for the consumer.
These brands focus their marketing campaigns to communicate, represent and position these products as sports drinks formulated to be used by all consumer groups at times of high metabolic effort or vigorous mental physical activity.
Industry leaders seek to position their products by relying on sports influencers who are relevant to different consumer segments and disseminate their products through traditional communication channels and social networks, where these same figures can share their opinions and experiences with each product.
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The star components
Proteins: Proteins are large, complex molecules that carry out different functions in the body. They perform most of the work in cells and are necessary for the structure, function and regulation of the body's tissues and organs.
Proteins play an important role in increasing muscle mass, but they are not the only ones, as well as carbohydrates and some micronutrients such as vitamin E, omega 3, among others, which help prevent fatigue, improve endurance and muscle strength.
Amino acids and energizers:
As previously mentioned, amino acids are molecules that combine to form proteins and can also be used as a source of energy. Athletes seek them but they are not their main source of energy, in this case, they resort to energy drinks that represent a functional and very useful format by reducing consumption times and by concentrating different nutrients that collaborate in the physical performance of the consumer, allowing him to reach higher levels of performance and thus continue to grow in terms of their physical capabilities.
Multivitamin:
On the other hand, multivitamin/mineral products are supplements that contain a combination of vitamins and minerals and sometimes other ingredients. These are chosen by athletes for the positive contributions they have for the immune system and for the fulfillment of other basic functions of the human body, which may allow the consumer to develop his physical activities in an optimal way.
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Organic beverages or those containing naturally sourced ingredients are the fastest growing in this industry. However, the non-organic and caffeinated segments are the largest, as these were the first types of energy drinks to make inroads into markets such as the US, UK, Japan, China, etc., and maintain a leading percentage of consumer preference levels.
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In addition, increasing urbanization, rising awareness for a healthy lifestyle and increasing disposable income levels, mainly among the young generation worldwide, are driving demand for these beverages and sales will further increase with their growing adoption.
This, combined with trends for a better physique and a lifestyle worth sharing, is why the segments with greater purchasing power are the ones most concerned with finding products, supplements or beverages that meet their needs.
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