How Much Is Spent on Sports Drinks?

There are three main types of sports drinks, all containing various fluid levels, electrolytes, and
carbohydrates (2).

• Isotonic (45%): Contains similar concentrations of salt and sugar as in the human body. It quickly replaces fluids lost through sweating and boosts carbohydrates—the preferred choice for most athletes, including middle and long-distance running or team sports.

• Hypertonic (33%): Contains a higher concentration of salt and sugar than the human body. Normally consumed post-workout to supplement daily carbohydrate intake and top-up muscle glycogen stores. It can be taken during ultra-distance events to meet the high energy demands but must be used in conjunction with Isotonic drinks to replace lost fluids.

• Hypotonic (22%): Contains a lower concentration of salt and sugar than the human body. Quickly replaces fluids lost by sweating—suitable for athletes who require fluid without a carbohydrate boost, e.g., gymnasts.

The global sports drink market revenues were $25 billion in 2018 and grew 4% to $30.6 billion in 2023. The global sports market is projected to grow at a higher rate (6%) to $43.6 billion in 10 years (3).

The U.S. sports drink revenues are growing faster (7.7%), and as a result, the U.S. revenues as a percent of global revenues increased from 27.3% in 2018 to 30.1% in 2023 (4). The United States has a strong presence of major brands, such as Gatorade, PowerAde, and BodyArmor. The United States has an estimated 50 million consumers, about 60.0% of males and 40% of females.