Pre-Workout Beverages Going Strong
Pre-workout beverages are becoming increasingly popular as consumers seek to get the most out of their workouts. These consumers are typically nutrition savvy and are often using other sports nutrition products as well, such as exercise recovery products.
Consumers of pre-workout beverages are drawn to ingredients that can increase their energy, focus, and muscle endurance to support an optimal workout. These functional beverages commonly include ingredients such as BCAAs, EAAs, creatine, beta-alanine, nitric oxide, taurine, caffeine, and green tea.
The pre-workout nutrition space continues to evolve in response to consumer trends, with some promising innovations that can help bring pre-workout beverages into the mainstream. Take a look at today’s trends in pre-workout beverages:
Ready-to-Drink (RTD) Formats
While powders still dominate in pre-workout products with over 80% of new product launches being in powder format, RTDs are definitely on the rise.1 The convenience of a grab-and-go option that doesn’t require preparation is extending the reach of pre-workout beverages. This format also allows the possibility of mainstream positioning at retailers, alongside energy drinks or protein shakes, for example. The two most common types of RTDs are pre-workout shots & energy drinks.
Despite consumer trends in transparency for food and beverage labeling, proprietary blends nonetheless appeal to certain consumers. Several factors may be contributing to this. For example, the use of a proprietary blend can establish a brand as a leader with deep knowledge of the science behind pre-workout ingredients which allows them to create an optimized blend.
It also facilitates a brand's control of the information consumers see in online searches for that ingredient blend. This can be important for communicating a product’s benefits clearly and quickly.
While consumers expect certain ingredients in pre-workout beverages, such as amino acids and caffeine, they’re also on the lookout for new ingredients that can give them an extra boost. Botanicals are becoming a popular choice.