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Sports drinks are seeing 5% increase in sales. The adjacent hydration & electrolytes category is seeing strong growth but is still a much smaller category overall.
RTD sports drinks do well in Convenience & MULO. Meanwhile, hydration & electrolyte products (powder, etc.) see bulk of sales in MULO but convenience share is growing.
What’s next on the Hydration Horizon? As Hydration beverages get more and more inclusive, brands and consumers are expanding their definitions by a) incorporating secondary benefits and b) looking to nature for new inspiration.