Sports drinks experience resurgence
Category leaders help get sales into shape
By Jessica Jacobsen
Rebranding of category leading products as well as no- and low- calorie varieties has helped the sports drink market rebound in dollar sales as well as unit sales. Sales of non-aseptic sports drinks increased 12.2 percent to more than $3.7 billion dollars for the 52 weeks ending Feb. 20 in supermarkets drug stores gas and convenience stores and mass merchandise markets excluding Wal-Mart according to SymphonyIRI Group Chicago. Celsius non-carbonated pre-exercise fitness drinks is positioning its’ products as part of consumers’ sports regimen.Sports drinks are going to have to get more into the fitness world – back to the athletes and a little bit less the general population that is looking for a refreshing drink” says Steve Haley Celsius’ founder and chief executive officer. However Celsius is focusing its efforts on filling a void of how to get your body prepared for the fitness world he says. We’re positioning Celsius as your ultimate fitness partner” Haley explains. “The main drink occasion where it’s the most beneficial is prior to exercise.