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Health and wellness driving energy drink growth

Vitamin fortification and other health and wellness initiatives are speeding up the global growth of sports and energy drinks, according to a recent Leatherhead report.

The energy drink market has grown by an estimated 32 per cent since 2006, according to the Market research firm, bringing the value of the sector to $36 billion in 2010. Sales of sports and energy drinks have surged thanks to a wave of new products purporting to contain various health benefits.

“The market has benefited from the worldwide health and wellness trend”, the Leatherhead report said, “whilst news drinks featuring lower sugar levels and more natural ingredients have also assisted in attracting new consumers to the category.”

According to the report, vitamin and mineral fortification has become the most popular health claim across Europe, North America and Asia Pacific.
 

 

Image courtesy of www.watoday.com.au

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