February 25, 2025 – The global sports, protein, and energy ready-to-drink (RTD) market is experiencing growth driven by several factors, including rising health consciousness, evolving consumer preferences, and innovation in product offerings. Innova Market Insights research dives into the key trends shaping this growing market, examining consumer insights, product launches, and innovation potential.
What are RTD Sports, Protein and Energy Drinks?
RTD sports, protein and energy drinks are beverages that are designed to provide athletes and fitness enthusiasts with essential nutrients, electrolytes, and hydration. These drinks are often consumed before, during, or after exercise to support performance and recovery.
Sports drinks are typically formulated with carbohydrates, electrolytes, and water to replenish fluids and electrolytes lost during exercise. Protein drinks, on the other hand, contain a high concentration of protein to help rebuild muscle tissue after exercise. Energy drinks are characterized by their high caffeine content, which provides a boost of energy and alertness. Many energy drinks also contain other ingredients, such as vitamins, minerals, and herbal extracts.
Sport Ready-to-Drink Trends
The RTD sports drink market is showing gradual growth globally as consumers increasingly prioritize health and wellness in their beverage choices. This drink trend is driving demand for low-sugar, low-calorie, and natural sports drinks.
The RTD sports drink market features diverse flavors, sizes, and functional attributes, with many brands launching crossover products to attract consumers and cater to drink trends. While the functional sports drink market has a penetration rate of 16%, it remains significantly lower than that of bottled water (57%) and carbonated beverages (52%), giving opportunities for new product launches, particularly in the hydration space, as a notable 24% of consumers report reducing their consumption of functional drinks due to perceived lack of benefits.
Protein Ready-to-Drink Trends
The RTD protein drink market is experiencing growth, driven by the increasing popularity of protein as a dietary supplement. Consumers are looking for convenient and effective ways to increase their protein intake, and RTD protein drinks provide a quick and easy solution to cater for this drink trend.
There is a wide variety of RTD protein drinks available on the market, catering to different dietary needs and preferences. Some popular protein drink ingredients include whey protein, casein protein, and plant-based protein. There is a growing protein drink trend for low-sugar and low-calorie options in the RTD protein market.
Global Sports Drink Consumer Insights
58% of global consumers report drinking sports and functional nutrition beverages weekly, 63% of whom consume them at least once a week. This reflects a growing demand for drinks that not only provide hydration but also offer added health benefits, such as vitamins, minerals, and electrolytes. Global drink trends reveal that many consumers prioritize energy and alertness, with 49% seeking these attributes, while 31% look for vitamin-fortified products and 25% desire beverages that improve focus and concentration. Additionally, there’s a strong emphasis on health, with consumers actively pursuing drinks that are low in sugar, calories, and artificial additives, as well as options that are vegan-friendly and clean label.
As consumers increasingly focus on health and wellness, there is a global drink trend for functional drinks that provide nutrition beyond basic hydration. This ready to drink trend is reflected in the popularity of sports and protein energy drinks, catering to both athletes and everyday individuals who seek enhanced energy and performance. Economic considerations also play a significant role in ready to drink trends, as 45% of consumers consider cost an essential factor in their purchase decisions.
Product Launches in Ready-to-Drink
The RTD market is seeing product launches that cater to the drink trend of healthier and nutritional options, with brands increasingly focusing on sugar-free, low-calorie, and natural ingredients, alongside plant-based protein drinks. Flavor innovation has become a key area of development, as companies experiment with new and enticing combinations to attract consumers.
Additionally, brands are exploring various formats and sizes, including single-serve pouches and mini-shakes, addressing the drink trend of consumers seeking convenience.
Innovative product examples include Powerade’s new “Gold” flavor, developed for the Olympic and Paralympic Games and featuring Simone Biles, as well as sugar-free Bodyarmor drinks introduced in Mexico to compete with Gatorade’s product offerings.
Leading Markets for Sports, Protein, and Energy Ready-to-Drinks
The sports drink market is led by North America, followed closely by Asia. The growing awareness of health and fitness in Asia, alongside the increasing popularity of sports activities, contributes significantly to this region’s growth. Europe also represents a notable sports drink market, indicating a diverse landscape for this category across different regions globally.
For protein and energy drinks markets, the United States continues to dominate. This is closely followed by China. Other notable countries contributing to the growth in these drinks markets include the United Kingdom, Brazil, Japan, Germany, and Australia. The expansion of health-conscious consumers and the rising trend of sport and fitness worldwide are driving demand for both protein and energy drinks, positioning these nations as key players in the evolving sports drink market.
What’s Next in Sports, Protein and Energy Ready-to-Drinks?
The RTD sports, protein, and energy drinks markets are growing globally as more consumers focus on their health and wellness. Important ready to drink trends include demand for low-sugar and low-calorie drinks and a push for clearer information about nutrition. Brands are also creating new flavors and building customer loyalty through personalized experiences and rewards programs.
The sports drinks market is seeing a trend of crossover drinks that blend sports drinks with hydration options. There is also a rise in private label options. Companies that focus on being transparent and innovative will likely succeed in this evolving market.
This article is based on Innova’s Now & Next in RTD Sports, Protein & Energy Drinks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
