Genetic modifications and engineering techniques on organisms, in laboratory, are defined as GMOs (genetically modified organisms). Scientists, environmentalists and consumers of GMO products have identified side effects and environmental degradation, by the use of GMO containing food products. Due to the high risks with the consumption of these, people around the world are demanding for non-GMO food products. Sports drinks are a part of functional beverages, and are marketed differently. These help in replenishment of body fluids during exercise. There are three types of sports drinks available in the market.
- Isotonic: These contain almost similar concentration of salt and sugar as human body, usually with a little more sugar. They swiftly substitute body fluids lost while sweating, and provide an energy boost. The energy boost is because of the high carbohydrate content. These are preferred by most athletes for both mid and long range distances.
- Hypertonic: These contain high concentration of salt and sugar than human body, and are consumed by sports person who need to work out for longer period of times. They are consumed with isotonic drinks.
- Hypotonic: They contain low concentration of salt and sugar than human body, and swiftly substitute body fluids, lost during workout in form of sweat. These are consumed by gymnasts mostly, as they need an energy push, which is fulfilled by high amount of carbohydrates in them.
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According to the Non-GMO Project, 2016, ‘Non-GMO label is the most trusted label for natural products now a days. The industry is represented by a significant sales of US$ 10 billion annually, with 27,000+ verified products.’ The non-GMO label is widely accepted by manufacturers and suppliers.
One of the major drivers of the non-GMO verified sports drinks market is the rising awareness among people, about the harmful effects of GMO in food & beverages, such as food allergy, increasing toxicity, decreased nutritional value and antibiotic resistance. The derivatives of GMO products are found in almost all the processed foods, such corn and soy derivatives. Corn derived artificial sweeteners are used heavily in sports drinks, and therefore a demand for naturally sweetened sports drinks has been seen. Other high risk GMO crops are sugar beets, papaya and cotton. But, the side effects of consumption of sports drinks, restraint the growth of this industry. Sports drinks are added with citric acid, to counter the sweetness of the beverage. High consumption of citric acid results in dental erosion.
There is opportunity for companies in this industry to expand their market base in Asia-Pacific, where the penetration of non-GMO verified products is less, and the consumption of sports drinks is increasing.
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The non-GMO verified sports drinks market is segmented on the basis of type, end-users and ingredients. On the basis of types, the market is segmented into isotonic, hypertonic and hypotonic. The end-users of non-GMO verified sports drinks are divided into athletes, casual sports drinks consumers and recreational users. In the ingredients section, the market is sub-segmented into electrolytes, vitamins, carbohydrates and sodium.
The non-GMO verified sports drinks market is segmented on the basis of regions into North America, Latin America, Western Europe, Eastern Europe, Asia-Pacific excluding Japan (APEJ), Middle East & Africa (MEA) and Japan. North America is estimated to hold the largest share of the market, due to the level of awareness, and well established sports drinks market in the region.
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The major players in the non-GMO verified sports drinks industry are, Golazo (U.S.), GoodOnYa (U.S.), Power On (U.S.), RIZE (U.S.), Ultima Replenisher (U.S.), Vega Sports (U.S.) and Accelerade (U.S.). On customer demand, Gatorade is supposed to launch its non-GMO verified sports drink in 2016.