New positionings to target evolvinconsumer groupsHigher demand is transforming sports drinks into mainstream products

摘要

In the beverage aisles of today's supermarkets and discount stores, you will find an enormous selection of classic juices, waters, near-water drinks, energy drinks, sports and wellness products and/or superfood fusions with Matcha and other plant extracts. For consumers, non-alcoholic beverages have long since become a refreshing thirst quencher and, at the same time, either an indulgent treat or a functional food with "that little bit extra." Health-conscious buyers are turning to products with wellbeing properties, those who like to experiment are opting for special flavours and sportspeople are looking for protein shakes or isotonic drinks. Yet, the boundaries between traditional target groups are increasingly blurring: special ingredients such as the low-glycaemic carbohy-drate, Palatinose~(TM), for example, allow the development of sports drinks with new positionings.