December 2, 2025 – RTD sports and fitness drinks are changing from basic hydration options to specialized products that support athletic performance and recovery. As the needs of amateur and professional athletes become more specific, the drinks made for them are evolving as well. It is important for brands to understand what drives people to buy these products repeatedly if they want to succeed. Innova Market Insights looks at trends in the global RTD sports and fitness drinks market.
What are RTD Sports and Fitness Drinks?
Ready-to-drink (RTD) sports and fitness drinks are pre-packaged beverages intended for immediate consumption. They help athletes and active consumers rehydrate, replenish electrolytes, and restore energy after physical activities. There are two main types: sports drinks RTD, which focus on replacing fluids and electrolytes lost during exercise, and sports protein-based RTD, which highlight protein as the main ingredient to support recovery and muscle repair.
Who Consumes RTD Sports and Fitness Drinks?
Purchasing of sports and functional nutrition products is still relatively low, with fewer than 1 in 3 consumers buying them in the past year. RTD trends show that younger consumers and those with higher incomes are more likely to consume sports drinks. Among those who avoid sports drinks, about a third cite concerns like cost or lower levels of exercise, followed by a preference for natural foods. Interestingly, many younger consumers use sports nutrition products not just at the gym but also in everyday settings, such as in the morning, at work, or at school. This trend signals a broader chance to reposition these products for multiple occasions. Protein shakes, while mainly seen as sports supplements, are also the top pick among consumers looking for meal replacements.
Younger Generations Making a Move to Gym and Vending Machines
Although the supermarket is the top place where sports nutrition products are purchased across all generations, Gen Z and Millennials are also purchasing these products directly at the gym and from vending machines. This presents an opportunity for targeted promotions and partnerships with trainers and gym chains that have access to and trust from Gen Z and Millennials.
New Product Development in RTD Sports and Fitness Drinks
Sports protein-based drinks and RTD sports drinks both fell during the pandemic, but they have since bounced back. Sports drinks have been recovering faster, with a 20% CAGR over the past five years. Sports protein-based RTDs are losing their share of new product development as other functional RTDs gain popularity, suggesting an opportunity for more varied products. Western Europe leads in sports drink new product development, while Nicaragua and Mexico experienced the quickest growth. Globally, claims about hydration and energy are increasing.
Leading RTD Sports and Fitness Drinks Markets
Brazil led global value growth, but the Asia-Pacific is also a market to watch. Vietnam, China, and Japan are the top countries where consumers report buying sports nutrition in the past 12 months. The US leads the world in per-capita consumption of sports drinks, with Americans drinking more than six times the global average of 3 liters per person. Japan and Spain follow in consumption levels. Brazil experienced the highest growth from 2020 to 2024, with a 25% CAGR, while France and the UK also saw notable increases.
Key Brands and Strategies
Coca-Cola and PepsiCo lead global product innovation in the beverage industry. PepsiCo has a strong sports nutrition lineup, including Gatorade, Propel, Muscle Milk, Evolve, and Fast Twitch. Its recent campaigns aim to empower female and amateur athletes and make sports more inclusive for all. Coca-Cola’s Powerade brand is changing how companies support athletes’ wellbeing, allowing sponsored athletes to pause their contracts to focus on mental health.
Ingredient Trends in RTD Sports and Fitness Drinks
Vitamin B6 is still a key ingredient in new sports drink launches due to its various health benefits. Brands focus on the health benefits as the use of other vitamins and functional ingredients increases in the global RTD sports and fitness drinks market. There is also a move away from whey to plant-based and alternative protein sources. Higher-income consumers are drinking sports drinks more often and are seeking premium beverages.
Flavor Trends
Global consumers are increasingly interested in sports drinks with bold, multi-flavor options, particularly sweet and sour ones. RTD trends show that nearly 70% of new sports drinks worldwide now include fruit flavors like strawberry, orange, and lemon. Since 2020, fruit flavors have gained popularity, while chocolate, soda-inspired, and other non-fruit flavors have either dropped or stayed the same. Unique combinations that include kiwi are leading to the highest growth in the RTD sports and fitness drinks category.
Focus on Sleep-Related Innovation
RTD sports and fitness drinks that highlight sleep benefits can stand out in the market. For example, new products like Japan’s Epono Banana Drink and the US’s Cowbell Hydration Blue Raspberry Naturally Flavored Drink promote better sleep and muscle relaxation. Although 40% of global consumers want improved sleep, few purchase drinks for this reason. This suggests an opportunity for the RTD sports and fitness drinks market. RTD Sports drink brands can promote their products with sleep benefits as an essential part of athletic recovery.
Precision Wellness
As information culture advances, brands are increasingly challenged to address targeted nutritional requirements at all stages. In global sports and fitness drinks, weight management penetration rose from 2% to 5%. There is now a broader opportunity for diverse proteins and functional ingredients-especially GLP-1 support-to gain shelf space through science-backed innovation.
Category Hybrids Open New Opportunities to Go Beyond Sports
The global RTD sports and fitness drinks market is growing thanks to new hybrids. These include drinks that boost protein and energy, as well as blends that have carbonated or smoothie-like qualities. One such example is Prox, which is a sparkling drink that provides protein and caffeine without sugar or artificial additives. It targets consumers looking for recovery and energy in a convenient form. This trend also features alternatives to milk-based protein options.
What’s Next in RTD Sports and Fitness Drinks Global Trends?
The RTD sports and fitness drink market is moving towards compact packaging, clearer labeling, and new crossover products. Improvements in performance science, new ingredients, and connections with health supplements are changing the category. Sports drinks have a smaller market share compared to water, juices, and energy drinks, which suggests room for growth. As high-protein claims decline, brands should emphasize protein quality and targeted benefits. Worldwide, demand is increasing for high-performance, science-backed drinks for energy, muscle recovery, weight management, and hydration. More products now target metabolic health and digestion with GLP-1-friendly ingredients and biotics. With mental wellness as a top goal for many consumers globally, drinks supporting focus, clarity, and mood can capitalize on the opportunity to expand the global RTD sports and fitness drinks market.
This article is based on Innova’s RTD Sports & Fitness Drinks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.