Sales of nutrition and performance drinks held steady at $14 billion in 2017. Consumer interest in health and in products that provide functional benefits spelled gains in recent years (+26% from 2012-17). A relatively positive economic climate has allowed consumers to spend more on drinks that promise added value. A slowdown is seen in 2017 due to competing categories getting into the functional space, sometimes with cleaner formulations, inherent function, and lower sugar totals. Nutrition and performance drinks will need to stake their claim as effective providers of functionality and develop cleaner formulations to appeal to consumers’ pursuit of healthy eating.

For the purposes of this Report, Mintel has used the following definitions:

• Sports drinks: liquid drinks and drink mixes designed specifically to help people perform and recover better from physical activity (eg Gatorade or Powerade). For the purpose of consumer data reporting, post-workout drinks are broken out as a separate measure.

• Performance drinks: liquid drinks and drink mixes marketed for enhanced sports performance (eg Muscle Milk, Core Power). For the purpose of consumer data reporting, pre-workout and protein drinks are broken out as a separate measure.

• Weight loss drinks: liquid drinks and drink mixes that are specifically positioned to aid in weight loss efforts (eg Slimfast and Atkins).

• Nutritional drinks: liquid drinks and drink mixes that offer nutrition and convenience and fill a specific nutritional need, such as providing additional amounts of vitamins/minerals to supplement a regular diet or support a special diet. Examples include Ensure, Glucerna, Boost, and meal replacements, such as Carnation Instant Breakfast. For the purpose of consumer data reporting, meal replacement drinks are broken out as a separate measure.