The specific segments doing particularly well are isotonics
, which grew 28% over the last year to over $5 million, and functional/lifestyle wellness beverages, which grew a whopping 39% over the last year to nearly $1.
Most muscle contraction, of the type known either as isotonic
("same tension") or concentric (ends move toward the center), does indeed shorten the muscle fiber.
It's notable that there were two new category offerings designed for kids: isotonic
beverages, including PepsiCo's Gatorade All Stars and Kraft Foods' Capri Sun Sport; and bottled waters, including two Sparkletts Jr.
also improves the ratio of HDL to LDL cholesterol, thereby reducing the risk of heart disease.
Produced on a specially adapted Volpack SP220 machine, the Pep-Up pouch is highly suitable for fruit juices, fruit drinks, isotonics
, water etc and can be sized for drinks between 100ml and 330ml.
Applications are being explored in hot-fill juices, teas, and isotonics
Browne said isotonics
(beverages that replace lost electrolytes or rehydrate) have become particularly popular, especially in the conventional channel, while green food-based beverages and protein-based beverages continue to grow rapidly in the natural channel.
The supermarket soft drink aisle has been hit hard in recent years, losing sales to other outlets that see it as a ripe-for-the-picking loss leader, as well as to competing share-of-stomach cousins like bottled water, isotonics
, energy drinks and other New Age products.
We're competing more for entry level drinkers than we thought we would not only among wine and spirits, but energy drinks, isotonics
, water and more," said Steve Cahillane, president of Labatt USA.
US $Sales Hispanic Non-Hispanic CDI CDI Mexican Foods $1,041 257 72 Spirits $2,446 163 75 RFG Meat/Poultry $690 152 85 Wine $4,211 145 90 Bottled Water $2,742 150 97 Isotonics
$1,141 144 94 Beer $8,463 131 85 Rice $1,055 138 96 Canned Juices $675 128 88 Aseptic Juices $977 122 103 Source: IRI
For retailers, says Morningstar, gross margins are better than those on carbonated soft drinks, juices, teas, and isotonics
Other fast growing markets include secular growth segments like bottled waters and isotonics
, as well as markets such as juices and milk where plastic screw caps have been adapted to paperboard packaging.