Sports Nutrition Market Expands Beyond Gyms with New Products

The sports nutrition market is expanding beyond traditional gyms and into everyday life. Beverage companies are launching new products targeting various occasions, ingredients, and demographics.

Coca-Cola's BodyArmor brand introduced BodyArmor Fit, a ready-to-drink canned beverage with 290 mg of electrolytes, 60 mg of caffeine, choline, green tea extract, and zero grams of sugar per serving. The product is designed for consumers interested in hydration benefits.

Lifeway Foods launched Muscle Mates, a line of lactose-free beverages formulated with protein and creatine. Each serving contains 20 grams of protein, 5 grams of creatine, and 12 active probiotic cultures from kefir. The company aims to bring together performance and wellness by offering support for strength, recovery, focus, and gut health in one convenient format.

PepsiCo's Gatorade introduced Lower Sugar, a line with 75% less sugar than its Thirst Quencher drinks and no artificial colors, sweeteners, or flavors. Kraft Heinz's Capri Sun Hydrate is formulated with electrolytes and 50% less sugar, targeting children specifically.