Trends in sports and protein beverage innovation/ food tech news Asia
Trends in sports and protein beverage innovation

The increase in consumer demand for functional drinks has led to innovation in new products and expanded the beverage category. IBISWorld senior industry research analysts said that sports drinks and protein drinks (energy drinks) had outperformed non-functional drinks in the past year.

In recent years, the popularity of functional drinks has exploded, driven by the expansion of functional food and beverages and targeted marketing. Although many sports drinks contain a lot of calories and sugar, producers have introduced a lot of new, healthier flavors . . .

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