While many consumers regard sports drinks and energy beverages as virtually synonymous, the two categories have their distinctions. First developed roughly 30 years ago, the former are primarily for rehydration. However, the latter, introduced in Europe roughly a decade ago and a significant player in the U.S. market for only a few years now, have a more functional aspect and can boast a number of ingredients that promise to boost mental and physical capacity.
Those differences aside, the categories share several traits: notably the same target demographic and an increased focus by major beverage manufacturers. In addition, Mintel International Group, Chicago, believes each would be well-served by expanding their horizons to include more women and to retain consumers as they age.