Channel Check: What’s Hot and What’s Not
SPOTLIGHT CATEGORY: WEIGHT CONTROL/NUTRITIONALS
Hidden underneath the older terminology here is the term “protein drink” and it’s easily the fastest-growing category in beverage. Powered by GLP-1 medications, they are taking America’s obsession with weight loss and turning it into an obsession with protein, with many consumers trying to get in the range of 1 gram per lb. of body weight per day. All that protein is helpful for hefting all of the extra cases of Core Power, Fairlife, Premier, and Owyn that are getting thrown around. But look also to other categories where protein powered coffee, water, milk, and even CSDs are coming to the party.
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