Although carbonated soft drinks still dominated the market in 2006, accounting for more than half of all beverage sales by volume, total sales in the category dipped by just over one per cent during the year.
In contrast, sales of energy drinks shot up by almost 50 per cent, while one sports drink inched its way into the nation's top five trade marks by displacing a popular soda brand. Energy drinks, with growth of 49.1 per cent, were the sixth largest category, followed by ready-to-drink coffee, which grew by 10.4 per cent. Beverages offering functional benefits are growing two to three times faster than conventional refreshment beverages.
As consumers increase their per capita consumption of beverages in these newer segments, they are putting pressure on carbonated soft drinks and juice, as well as tap water. Many of these products contain whey proteins and other milk proteins. There is a world of opportunity emerging, contact us to see how we can help you be a part of it, info@proteint.com.
