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Protein Drinks Benefit from Diverse Consumer Base

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Beverage Industry

Women, seniors growing demographics for sports, protein products

The growing desire among consumers to lead more healthful lifestyles has placed an emphasis on functional beverages that feature a variety of benefits. Among them, sports and protein drinks have experienced steady growth as consumers engage in more active lives and are proactive about their health and wellness.

Benicia, Calif.-based CytoSport Inc.’s Muscle Milk® brand continues to lead in the segment, according to Dilworth. “Protein [drink] leader Muscle Milk continues to innovate with new products and has gained a deep pocket with acquisition a couple of years ago by Hormel, which seems committed to growing its protein business, not only in terms of animal-based proteins but also plant-based proteins,” he explains.

In fact, CytoSport Inc. launched a new product at the beginning of the year, Evolve, its first plant-based and vegan ready-to-drink protein line, the company says.