CATEGORY LEADERSHIP AWARDS FITNESS BEVERAGES

While energy drinks have long had a place on convenience store shelves, their evolution into a distinct fitness beverages category where products not only impart an energy boost but also functional and science-backed ingredients to promote performance and wellness is a more recent development. Leading fitness beverage companies like CELSIUS and Electrolit are grabbing the spotlight from brands that have historically relied mostly on sugar and caffeine for their efficacy, showcasing an assortment of natural ingredients like ginger and green tea to promote wellness along with a careful blend of minerals to aid in hydration and recovery. While these drinks appeal to anyone looking for hydration solutions from either physical exertion or even medical need, these leading companies are also cementing partnerships with professional athletes and sports associations in the form of sponsorships.

“Fitness trends and interest in living a healthier, active lifestyle have contributed to the increase and rising demand of the fitness beverage category, and CELSIUS has been one of the top contributors to the entire energy category’s growth bringing 25 percent of total new-to-category consumers,” said Kyle Watson, evp, Marketing. “CELSIUS stays ahead of trends and consumer insights in order to continue to bring in new-to-category consumers and those looking for a better-for-you alternative to traditional energy drinks. CELSIUS strives to continuously evolve their ex- isting product portfolio with trending and refreshing flavor profiles and formulations that continue to appeal to fitness enthusiasts as well as a more conventional energy consumer looking for a more premium offering.”

Electrolit is likewise cognizant that consumers want their products to work fast, taste great and be better for them. “That is Electrolit’s promise and why we have risen to become a top five dollar volume brand in the category with the most consistent dollar volume growth over the past five years,” said Jake Sloan, Senior Marketing Director at Electrolit US. “Moving forward, we will continue to see an evolution towards even more targeted and specialized offerings that deliver tangible benefits. In addition, demand for functional beverages and instant hydration is no longer just coming from athletes or sports personalities. Performers, artists, party-goers and everyone in between want scientifically formulated hydration that they know is going to be effective and good for them. We are growing our roster of partners with many faces from the sporting and entertainment industry who are on board and loving Electrolit. In the same vein, we have been partnering with major music events like Coachella and The Governors Ball Music Festival to place hydration at the center of these party moments.”

Electrolit announced in July it was the official hydration partner of professional soccer player, Taylor Kornieck, who currently plays as a midfielder for the

San Diego Wave FC under the National Women’s Soccer Club and for the US national team. And CELSIUS in February was introduced as the official energy drink of the MLS club Inter Miami CF.

The company continues to promote its LIVE FIT lifestyle with an assortment of initiatives to encourage trial. “Innovative flavors and packaging are key in attracting a new-to-category consumer that values experiences and socially relevant brand offerings,” said Watson. “The CELSIUS VIBE Edition line of products uses experiential packaging and robust themed launches and activations to drive social engagement which appeals to Gen Z, the next generation of energy. In 2024, the brand will continue to engage consumers by embracing macro trends and delivering new VIBE flavors inspired by space and beyond. Cosmic Vibe, which recently launched, is the first taste of what the ‘Future’ has to hold for the VIBE line.”

Additionally, “CELSIUS engages consumers as they enter the category through their CELSIUS University Campus Ambassador program as well as through increased retail distribution on campuses nationwide with the help of the recent Pepsi distribution partnership,” she said. “We recently held our largest CELSIUS University Conference to date for the Fall semester, giving students from around the country a platform to get hands-on experience with our brand.”