ENHANCING ATHLETIC PERFORMANCE WITH SPORTS DRINKS. - Health Products Business

Sport drinks have been popular for many years among serious athletes who rely on them to improve performance. The first of these products, Gatorade, was introduced in the 1970s, and has since been joined by an astounding assortment of specialized drinks. Now these lightly flavored, fortified beverages have made their way from gyms and playing fields to the diet of the average consumer.

Despite their mainstream acceptance, they are still designed with the athlete in mind. The vast majority of sports drinks are formulated to replace the fluids, electrolytes and carbohydrates lost through exercise. Other drinks are designed to help athletes with carbohydrate loading before an event. When used as intended, sport drinks fit in with the simplest and most important part of any athlete's daily regimen -- maintaining proper hydration levels. The advantage that sport drinks have over plain water is that they not only quench thirst, but also refuel working muscles as well.

There are three different situations in which an athlete uses sports drinks, thus there are three basic differences in the formulations of these drinks:

* Carbohydrate-loading drinks -- used in the days leading up to a competition, they should provide 50 or more grams of carbohydrates per 8-oz. serving.

* Rehydrating or fluid replacement drinks used during exercise they should contain between 14-17 grams of carbohydrates per 8-oz. serving.

* Recovery drinks -- used after exercise, they offer a concentration of carbohydrates that falls in between the others and is supplemented with protein.

A great deal of research has been done on sports drinks, both to gauge their effectiveness and to find the optimal formulation for these beverages. When tested against placebos and plain water, results have repeatedly shown that athletes using sports drinks had a significant improvement in performance over those not using them. Studies have also shown that flavoring, sweetness and the presence of sodium chloride in sports drinks increased voluntary fluid intake.

This is a crucial feature, not only for optimizing performance, but also for preventing dehydration. When athletes begin exercise with a low volume of body water or neglect to replace water lost though sweat, they will soon feel the effects of dehydration. The most immediate symptoms of this include impaired cardiovascular function and impaired temperature regulation, both of which will lead to noticeable decreases in performance levels.

For exercise of a short duration (i.e., less than an hour), it's possible to replenish what the body loses through sweat with plain cool water. This is not to say that a sport drink will not provide an extra edge, but with proper training and eating habits, there should be enough energy stored as liver and muscle glycogen to power through the exercise. When exercise lasts longer than an hour, or optimum performance is critical, a sports drink will help.

In one study conducted on cyclists, they were instructed to ride at 80% of their maximum for 50 minutes and then sprint for 9-12 minutes. The subjects who drank enough water to replace 80% of their fluid losses (1,330 ml) experienced a 6% improvement over those who drank only 200 ml of water. However, those who drank 1,330 ml of a sports drink showed a 12% improvement in performance. From these results, the authors concluded that the benefits of hydration and additional carbohydrate intake were additive.

Another study on the effects of carbohydrate intake during exercise of longer duration showed that when a carbohydrate solution containing a combination of sucrose, glucose, fructose and maltodextrin was taken, exercise performance improved. Varying concentrations were tested and it was found that higher intake rates of up to 60-75 gs/hour produced the best results with no added performance benefit when subjects were given levels greater than that. It is crucial that athletes understand their carbohydrate needs in order to maximize the potential benefits they can gain from sports drinks.

CARB-LOADING DRINKS

Carbohydrate loading drinks were developed specifically for endurance athletes who need to store extra carbohydrates prior to a long event. The more carbohydrates an athlete can store, the longer he or she can delay the onset of fatigue. Carbo-loading drinks are used in the last three days prior to an event. The advantage that they have over traditional methods of carbo-loading is that they can provide the body with an easily absorbed source of carbs without all of the bulk found in traditional foods, such as pasta and rice. Aside from carbs, these drinks usually contain some fat and protein that mimics the nutritional composition of a meal. Look for them to provide about 200 calories and 50 or more grams of carbs per 8-oz. serving. A note of caution -- more than 3 gs of fat per serving could slow absorption and lead to dehydration.

FLUID REPLACEMENT DRINKS

The primary purpose of these drinks is to replenish the body's fluid supply. Fluid replacement drinks with a 7% carbohydrate solution work best for rehydrating and providing maximum sustained performance levels. Look for a ratio of 4:1 complex to simple carbs. The first ingredient on the label should be maltodextrin or glucose polymers, followed by fructose. Be cautious of less expensive sports drinks as well as fruit juices, since these have simple sugars that can upset blood sugar levels and cause dehydration.

RECOVERY DRINKS

Recovery drinks are designed to maximize post-exercise refueling of muscle glycogen. The results of recent studies have shown that protein synthesis is an important component of post-exercise muscle recovery. A unique function of recovery drinks is that they can supply the fatigued and depleted muscle with protein which may enhance that repair process, promoting greater recovery of muscle energy and muscle protein re-synthesis. If protein is not replaced soon after exercise, this may result in a loss of muscle mass and greatly delayed recovery time. The addition of amino acids also aids in cell repair and synthesis.

Recovery drinks should be used as soon as possible after exercising, since research shows that in the hours immediately following vigorous exercise, ingested carbs are converted into muscle glycogen at about 3 times the normal rate. It takes the body up to 48 hours to completely replace muscle glycogen stores, so it's important, especially for athletes training daily or participating in multi-day events, to take advantage of this opportunity to get a jump start on their recovery. An added benefit of these drinks is that the rapid repletion of muscle glycogen stores may help to prevent muscle soreness.

There's an easy formula to calculate how many grams of carbs an athlete needs to consume in a recovery drink - use 1/2 gram of carbs/pound of body weight. Thus, a 150-lb. person would need 75 g of carbs.

WHO SHOULD USE SPORTS DRINKS?

Endurance athletes -- such as cyclists, long distance runners and triathletes -- will benefit the most from the performance enhancing abilities of all three types of sports drinks. The carb content of rehydrating formulations makes them especially useful for people who either can not or do not want to break up a workout or race to take the time to eat solid food. They also provide an added advantage over solid forms of carbs, because the body can absorb them faster, thus they provide quicker energy. This makes them ideal for people involved in sporting tournaments who will play more than one game per day or over a period of days. The supplemental energy and electrolyte boost is crucial when athletic events don't allow for a normal meal schedule.

PICKING THE RIGHT ONE

The most important function of a sports drink is to enable the user to rapidly replace lost fluids and enhance performance. These drinks should contain no carbonation or caffeine, and provide just the right amount of carbs and electrolytes.

The carbs should come from a combination of glucose, sucrose and fructose. Avoid sport drinks that contain fructose as the only source of energy. Fructose can cause an upset stomach and is a slow energy source, since it must first be converted to glucose before it can be used by the body. This means that the energy derived from fructose will not be available to the body as quickly as energy coming from other carbs. Make sure that the carb content matches the needs of the individual athlete.

Electrolytes serve important regulatory functions within the body, so it's just as important to replace them as carbs. This should be done in proportion to the amount lost in sweat. Look for around 100 mg of sodium per 8-oz. serving -- an ideal amount to enhance taste, optimize absorption and maintain body fluids. The same is true of potassium, magnesium chloride and other minerals. Some or all of them should be present in a sports drink.

HOW MUCH TO DRINK AND WHEN

It is important for athletes to drink fluids before, during and after practice and competition. Under most circumstances, they should drink at least 16 oz. of fluid before sleeping on the night before exercise and at least another 16 oz. first thing in the morning to help ensure adequate hydration levels. They should also top off fluid stores by drinking at intervals of 1 hour and then 20 minutes before the exercise starts.

Carbo-loading drinks can be used the night before, but should be avoided in the hours before exercise. The large amounts of sugars they contain can slow down the stomach-emptying process and cause severe stomach distress, making exercise very uncomfortable. In the four hours directly preceding an event, athletes should stick with water or a diluted sports drink with low carb levels.

CONCLUSION

Energy and convenience are the main advantages of sports drinks. By helping athletes maintain proper hydration and allowing them to keep performing at optimum levels, sports drinks perform a critical function that is not easily duplicated with other foods. Sports drinks will offer the greatest benefits to athletes who use the type of beverage that best satisfies the demands of their sport.

Sports drinks may harm children: ; Researchers say extra calories contribute to obesity; young athletes should stick to just water - Charleston Daily Mail

Sports drinks aren't necessary for children and teenagers and arelikely to contribute to obesity, according to U.S. researchersurging parents to limit consumption of the beverages.

While adolescent athletes engaged in vigorous physical activitymay benefit from the carbohydrates and electrolytes provided bydrinks such as Gatorade and Powerade, researchers said water shouldbe the beverage of choice for hydration.

'For most children engaging in routine physical activity, plainwater is best,' Holly J. Benjamin, a co-author of the studypublished Monday in Pediatrics, the journal of the American Academyof Pediatrics, said in a statement. 'Sports drinks contain extracalories that children don't need.'

Obesity in children and adolescents ages 2 to 19 rose in theUnited States to almost 17 percent in 2007-2008 from 5 percent in1971-1974, according to the Centers for Disease Control andPrevention in Atlanta. The number of all Americans who are obese hasremained constant since then, according to a January study by theCDC. Obesity, which is a measure of body mass index, contributes tohigher risk of diabetes, heart attacks and strokes.

Monday's study also focused on the effects of energy drinks thatcontain caffeine and other stimulants. These beverages can damagechildren and adolescents' neurologic and cardiovascular systems andshouldn't be consumed, said Benjamin, a University of Chicagoassociate professor of pediatrics and a physician specializing insports medicine, and Marcie Beth Schneider, a study co-author and apediatrician in Greenwich, Conn., specializing in adolescentmedicine.

Some energy drinks have more than 500 milligrams of caffeine, orthe equivalent of 14 cans of soda, Schneider said in a statement.Rockstar, made by Las Vegas-based Rockstar Inc., has 80 mg ofcaffeine per 8 ounce serving, more than twice the amount in the same-sized serving of Coca-Cola.

About 28 percent of children ages 12 to 14 regularly consumeenergy drinks, according to a study published in the March issue ofPediatrics.

Energy drink sales totaled $7.7 billion in 2010, an increase of8.9 percent from the year earlier, according to Beverage Digest, acompiler of data from drink makers and other sources. About $7billion, a 7.5 percent rise, was spent on sports drinks, whichcontain carbohydrates, electrolytes and sweeteners.

The authors recommended physicians educate children and parentson differences between sports and energy drinks and the potentialhealth risks.

'Some kids are drinking energy drinks - containing large amountsof caffeine - when their goal is simply to rehydrate afterexercise,' Schneider said. 'This means they are ingesting largeamounts of caffeine and other stimulants, which can be dangerous.'

In 2006, Coca-Cola, based in Atlanta, PepsiCo, based in Purchase,N.Y., and other beverage companies agreed to halt soft-drink salesin elementary and middle schools, according to the American BeverageAssociation. Sports drinks, diet soda and flavored waters are stillsold at high schools. The companies also agreed not to sell energydrinks at schools with kindergarten to 12th grades.

About 88 percent fewer beverage calories were shipped to schoolsfrom 2004 to 2009, according to the Washington-based association.

'Sports drinks have a long history of scientific research showingtheir benefits for hydration,' Maureen Storey, senior vice presidentof science policy for the ABA, said in an email. 'As with all foodand beverages, they should be consumed in moderation.'

Energy drinks 'are not intended for young consumers,' Storeyadded.

Coca-Cola and PepsiCo referred requests for comment to thebeverage association. Rockstar didn't respond to a request forcomment emailed to the company's general information box.

'If a child or adolescent is already inactive, overweight orobese, then the extra calories in the drink just worsen the weightissue because they can't burn off what they eat,' Benjamin said inan email. 'For an active young child that enjoys a Gatorade, sportsdrink, with sports, it's likely not a problem, but remember it is achoice then, it's not needed.'

AAP: children should avoid energy and sports drinks.(METABOLIC DISORDERS) - Family Practice News

Energy drinks have no place in a young person's diet, and sport drinks are useful only to student athletes who engage in prolonged, rigorous activity, according to a clinical report issued by the American Academy of Pediatrics.

Water should be encouraged as the principal source of hydration for children and adolescents, the report concluded.

Too many children and adolescents consume both types of drinks without any knowledge of their potentially deleterious health effects (Pediatrics 2011; 127:1182-9). Carbohydrates and caffeine are the chief concerns in the beverages, according to the report.

'The total amount of caffeine contained in some cans or bottles of energy drinks can exceed 500 mg--equivalent to 14 cans of common caffeinated soft drinks--and is clearly high enough to result in caffeine toxicity. A lethal dose of caffeine is considered to be 200-400 mg/kg,' lead authors Dr. Marcie B. Schneider of in a private adolescent medicine practice in Greenwich, Conn., and Dr. Holly J. Benjamin of the University of Chicago wrote on behalf of the AAP.

Marketing of these products aims to convince young people that sports drinks containing electrolytes and carbohydrates are superior to water for hydration during exercise. Companies also advertise energy drinks as providing a healthy boost to physical and mental energy in children and teens. Neither claim is accurate, according to the report.

In assessing the composition of these drinks and their potential health effects, the authors reviewed literature published from 2000 through 2009. They concluded that carbohydrates are the chief concern in sports drinks.

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The average sports beverage contains 219 grams of carbohydrate, yielding up to 270 calories per serving. 'This excessive caloric intake can substantially increase the risk for overweight and obesity in children and adolescents and should be avoided.' Sports drinks are also often highly acidic, with a pH of 3-4. Continuous consumption of acidic drinks can contribute to dental erosion, the report stated.

Proponents of sports drinks tout the electrolyte, vitamin, and mineral content as beneficial, especially during, and after, exercise. Although these may benefit some student athletes engaged in prolonged, vigorous exercise, most don't need such replenishment, the report said. 'For most children and adolescents, daily electrolyte requirements are met sufficiently by a healthy balanced diet; therefore, sports drinks offer little to no advantage over plain water.'

Young people should be taught that water is the best beverage before, during, and after exercise. Even 'muscle recovery' sports drinks, which contain forms of protein, are not really beneficial.

'Heavily marketed effects of specific amino acids in sports drinks have not been supported by appropriate clinical trials,' according to the report.

While sports drinks may simply be unhelpful sources of added calories, energy drinks may actually be dangerous if consumed in large quantities, they said. Caffeine is molecularly similar to adenosine and can replace it in cell receptors. 'The effects of caffeine on various organ systems include increases in heart rate, blood pressure, speech rate, motor activity, attentiveness, gastric secretion, diuresis, and temperature,' the report stated. Sleep disturbance and anxiety are also side effects of caffeine consumption.

The American Association of Poison Control Centers confirms these findings. In 2005, the association reported that its centers had fielded more than 4,600 calls about caffeine. ''Of these calls, 2,600 included patients younger than 19 years, and 2,345 patients required treatment, although the number of pediatric patients who required treatment was not defined,' according to the report.

Energy drinks may also contain other stimulants touted as 'natural,' including guarana, a plant extract that itself contains caffeine. 'The presence of guarana in an energy drink is a cause for concern, because it increases the total caffeine level in the beverage,' the report said.

Unfortunately, while banning the sale of soft drinks, many schools now offer sports and energy drinks for sale. 'The trade group representing beverage manufacturers reported that sports drinks increased their market share in schools from 14.6% in 2004 to 20% in the 20062007 school year.'' During the same period, the market share for full-calorie sodas decreased from 40% to 30%.

Family physicians are in a unique place to educate both children and parents about the health issues associated with the beverages. 'As part of each yearly check-up, it is important for pediatric health care providers to review a patient's nutritional status and quantify physical activity. Routine questions that specifically address the use of sports and energy drinks are recommended,' the report said.

This is also an opportunity to educate parents. 'Parents may be unaware [that their children are drinking these beverages] or they may in fact, promote their use, which opens the door to provide education about these drinks for both patients and their parents,' according to the report.

Dr. Lillian Beard, a pediatrician at the National Children's Medical Center in Washington, and who also has a private practice in Silver Spring, Md., firmly agrees with the screening recommendation. 'Simply inquiring about beverage choices during the annual physical examination discussion offers a tremendous opportunity to inform our patient families on the real deal with sports and energy drinks,' she said in an interview.

All authors have filed conflict of interest statements with the American Academy of Pediatrics. Any conflicts have been resolved through a process approved by the Board of Directors.

Dr. Beard said she had no relevant financial disclosures.

BY MICHELE G. SULLIVAN

When Water Isn't Enough // Sports Drinks Replace Body's Depleted Fluids - Chicago Sun-Times

People who exercise at a high intensity for more than 30 minutesshould consume a sports drink rather than plain water to rehydratetheir bodies most efficiently, concluded experts at a recent AmericanCollege of Sports Medicine roundtable.

'These beverages replace not only fluids lost during exercise,but also depleted energy stores and electrolytes,' notes CarlGisolfi, professor of exercise science at the University of Iowa andchairman of the meeting held at ACSM headquarters in Indianapolis.'Especially in the case of prolonged exercise, oral rehydrationsolutions optimize the body's ability to absorb water andcarbohydrates.'

While the panelists recommended commercially available sportsdrinks for their precise scientific formulation, some nutritionistsargue that home-made beverages, such as diluted fruit juice, areacceptable for most people.

'Ordinary mortals don't have to spend lots of money on expensivesports drinks,' says Boston sports nutritionist Nancy Clark. 'Ifyou're an athlete with a capital A, sports drinks will replace sweatlosses the fastest. But most recreational athletes will do fine withwater and fruit juice.'

Sports drinks also are 'more palatable (than water) so peoplewill drink more,' adds physiologist Ronald Maughan of the Universityof Aberdeen in Scotland. 'Adults and children must be encouraged todrink before, during and after exercise' to boost performance, reducethe risk of dehydration and heat illness and aid in recovery fromactivity. Because each person's physiology and exer cise goals are unique, Maughan says, 'there's no ideal oralrehydration solution that fits all needs.'

A basic, all-purpose sports drink should contain a small amountof sodium, which stimulates carbohydrate and water absorption, andbetween 5 percent to 8 percent carbohydrate. Beverages with higher levels ofcarbohydrate, such as sodas, are not as quickly absorbed.

Experiment with a variety of sports drinks to find the one thatworks best for you, said experts at the conference. Weigh yourselfbefore and after exercise to estimate how much you need to drink; foreach pound lost during activity, drink a pint (two cups) of fluid.

In hot weather, it's also important to consume some salty foodsunless you're on a sodium-restricted diet.

'Many health-conscious people avoid salt without reason,' Clarksays. 'You don't have to add salt to your food, but if you have asalt craving grab a handful of pretzels.' This is particularlyimportant for weekend warriors who may not be acclimatized to theheat; they lose more salt in their sweat than people who exerciseoutdoors regularly, she notes in Nancy Clark's Sports NutritionGuidebook.

And while the old rule about drinking eight, 8-ounce glasses ofwater a day is fine for most people, it may be insufficient for thevery active.

'The goal is never to experience thirst,' says Ann Grandjean,director of the International Center for Sports Nutrition in Omaha,Neb. 'If you're thirsty, you're already dehydrated. Losing aslittle as 2 (percent) to 3 percent of your body weight by sweat cancause a decrease in concentration, coordination, strength andstamina.'

If you don't consume enough fluids during exercise, notesRunner's World nutrition columnist Liz Applegate, 'your bloodthickens, making it tough for your heart to pump efficiently andcheating your muscles of needed oxygen.'

In her book, Power Foods, she offers these hydration hints: Start the day with 8 to 16 ounces of water and take water breaksevery 30 to 45 minutes until bedtime. Tank up with 8 to 20 ounces of water about 15 minutes before workingout. Drink large amounts of water 24 to 36 hours before competition. Drink water or a sports drink during your workout. After exercise, down several cups of water or sports drink.

'Drink more in warm weather, during travel and at higheraltitudes,' writes Applegate, who says illness, sunburn and dietingalso create a need for more fluid.

DROWNING IN SPORTS DRINKS.(DAILY BREAK) - The Virginian-Pilot (Norfolk, VA)

Byline: CHRISTINA THAMES THE VIRGINIAN-PILOT

YOU'RE about to leave for soccer practice when you open the refrigerator to grab a drink. Gatorade and water stare back at you. Which one should you choose?

Should you pass up both of them and head for the PowerAde machines near the field instead? Which beverage will really help your game and keep you hydrated?

These are questions that many athletic teens face every day, and with so many choices on the market, it can be tough to decide. Sports drinks such as Gatorade and PowerAde boast carbohydrates and B vitamins, while water holds appeal as being the beverage of choice for thousands of years. Then there are the hybrids: flavored waters, such as Gatorade's Propel. Other waters claim they provide more oxygen for a working body.

Cox High School freshman Alexi Achilleos, 14, is a member of the Olympic Developmental Program for soccer. He says even though Gatorade sponsors much of the Program, the guys are all given water to drink on the soccer field. Alexi admits to drinking Gatorade at home, but he agrees with Whitney Tripp, 15, a sophomore who cheers and plays tennis for Deep Creek High School. ``Sports drinks only make you more thirsty.''

Tennis player Heather Walton, 15, a sophomore at Nansemond-Suffolk Academy, only drinks water.

``My coach recommends Gatorade, because it keeps you from getting dehydrated, but I just don't like it. Most of the other girls on my team drink Gatorade, though.''

Many teen athletes end up dehydrated, not because of what they drink, but because they fail to drink enough fluid at all. Once a person actually begins to feel thirst after athletic activity, his body has already started to dehydrate. So health professionals emphasize that it's important to drink two cups of liquid two hours before playing sports, and to continue to hydrate with one-half cup every 15 minutes or so. You should also continue to replace fluids in your body even after you have finished exercising.

Cool liquids are best, because they absorb into the body and refuel working cells faster. Basic water is a perfectly acceptable fluid replacement, particularly for workouts less than 60 minutes because it absorbs faster than any other substance.

Water will always work to keep you hydrated, but if maintaining a high-performance level is important, a sports drink with extra carbohydrates may be helpful.

``I find if I'm doing a long workout - say over an hour of cardio - I feel better if I get something in my body like Gatorade or Propel,'' said Devin Miller, 16, a junior at Norfolk Academy.

``I prefer the taste of Propel to water and Gatorade or other full-calorie sports drinks. Propel has the right amount of sweetness, but it doesn't have a lot of calories.''

Gregory Manuel, 15, a freshman at Norfolk Collegiate, agrees. ``Propel is a light fluid that quenches like water and gives you energy in 10 seconds.''

Gregory drinks Propel when he plays soccer and basketball, but he finds he can get away with drinking Gatorade - a heavier liquid that is ``like a healthy soft drink that doesn't really do anything'' - when he plays slower-paced baseball.

Whatever sports drink you choose should contain less than 20 grams of carbohydrates per 8 ounces, experts say. Any more than this will cause your body to have a hard time absorbing the liquid. Also, the drink should contain no carbonation, alcohol or caffeine. Most sports drinks are comparable to one another and meet these basic requirements, with the exception of AllSport, which is carbonated.

Carbohydrates aside, some of the other aspects of sports drinks will not necessarily enhance athletic performance. According to WebMd.com, the B vitamins in PowerAde really are just ``extras'' - you can normally get all the B vitamins you need in your daily diet, if you eat fairly healthly. Also, there is disagreement as to whether or not oxygenated water really does so much more for your body than regular water.

The greatest noticeable difference between plain water and sports drinks is that sports drinks have a pronounced flavor. This is the deciding factor for many athletes. If they like the taste better, they will drink more fluid, more often which is what their bodies need.

Such is the case with baseball player Matthew Whitlock, 16, a junior at Norfolk Academy. ``I drink water at home, but Gatorade for sports, because it has a great taste and it keeps me going.''

Working out a new strategy: sports drinks target serious athletes to rehydrate sales.(Category Focus) - Beverage Industry

WITH MOUNTING PRESSURE FROM COMPETITORS LIKE ENHANCED WATERS and functional juices, sports drinks will refocus their sights in 2010 from casual gym goers to the serious athletes that made their brands famous, analysts say

'Enhanced waters and protein drinks have really started to encroach on sports drinks' territory,' says Sarah Theodore, an analyst at Mintel International, Chicago. 'For a long time, sports drinks were all about hydration, and it was all about finding the right balance of liquids and carbohydrates to hydrate the body as quickly as possible.'

The industry is more segmented now, primarily between casual exercisers who do not want to consume additional calories and intense athletes who are looking for protein to build muscle, Theodore says.

Total sales of non-aseptic sports drinks fell by 8.8 percent to $3.3 billion for the 52 weeks ending Feb. 21, in U.S. food, drug, gas, convenience and mass merchandise outlets, excluding Wal-Mart, according to SymphonyIRI Group Inc., Chicago.

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The sports drinks category is not anticipated to recover much in 2010, Mintel reports. Sports drinks are expected to grow volume about 1 percent, Theodore says. From 2010 to 2013, the research firm predicts annual growth between 0.2 and 0.3 percent.

Overall, The Coca-Cola Co., Atlanta, which owns Powerade, saw sales of its non-aseptic sports drinks stay flat at about $653.8 million for the year ending Feb. 21, SymphonyIRI says. Purchase, N.Y.-based PepsiCo's Gatorade represents nearly 80 percent of the total market for sports drinks, and the company's sales fell by 10.7 percent during the same time period, SymphonyIRI reports.

Gatorade's category dominance comes largely from being first to market, Theodore says, but is aided by strong marketing that includes marquee athletes across multiple sports.

'Any time you talk about sports drinks, obviously, Gatorade is the main player there,' she says. 'They've really done a lot of work to reposition that brand toward core athletes. ... They've kind of decided that they're going to go after those really serious athletes who are really looking for several different kinds of benefits from sports drinks.'

Although Gatorade is far and away the market leader, Powerade made a push last year with its reformulated Powerade Ion4. Now, The Coca-Cola Co. has launched its first global integrated marketing campaign for the Powerade product online at the 2010 FIFA World Cup, an international soccer tournament. The 'Keep Playing' campaign will feature Powerade on the sidelines of the soccer pitch during the World Cup and in a series of YouTube videos that show what happens in the human body during different physical and mental scenarios of a soccer match.

SPORTS DRINK REVOLUTION

In addition to new marketing campaigns, sports drink makers are introducing new innovations. In March, PepsiCo announced at its shareholders meeting the company's plans to overhaul its Gatorade line with a three-step system of workout drinks in both a regular and professional series. Previously, PepsiCo offered its G Series Pro pre- and post-workout drinks only to professional athletes.

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The pre-workout drink, Gatorade Prime 01, packs carbohydrates into a 4-ounce pouch. Gatorade Perform 02 includes Gatorade Thirst Quencher, reframed within the G Series, and the low-calorie G2. Gatorade Perform 02 products are designed to rehydrate athletes and replace electrolytes during workouts. Packed with protein and carbohydrates in a 16.9-ounce bottle, Gatorade Recover 03 will help muscles recover from a workout, the company says.

The company also has reformulated the sweeteners it uses in Gatorade Thirst Quencher and G2 and introduced natural versions of both drinks at select Whole Foods Markets.

The company also announced another new product, G Series Pro, a more intense version of the G Series available exclusively through GNC stores beginning this month. The Pro formula, which debuted on the sidelines of the Super Bowl, previously was available only to professional athletes, but now will be available to the public.

'Up to now, we have kept these products in the locker room, but the compatibility between G Series Pro athletes and GNC customers persuaded us that this is a product line of genuine interest to those looking to go pro,' said Sarah Robb O'Hagan, chief marketing officer of Gatorade, in a statement.

The release of the G Series and G Series Pro line of sports drinks will better leverage the company to compete with fortified beverages and protein drinks, says Alison Lipson, market analyst for Euromonitor International, Chicago.

'Pepsi is still really focused on marketing,' she says. 'They're still introducing new products, and they're trying to encourage consumers to return to the category and focusing on their core users. ... Their core users--the athletes and people who are more active--are helping to sustain some of the growth.'

The shift in focus comes after a year of rebranding that 'confused customers' and ultimately hurt Gatorade's bottom line, Lipson says. Last year, Gatorade rebranded its main lineup as G and G2 for a lower calorie option.

'I think a lot of consumers were confused about the G and G2 rebranding, but even though consumers have started to shy away, I don't think the company has given up on it,' Lipson says. 'I think especially in difficult economic times, people aren't always accepting of change. They're looking for things that are more comforting and more familiar.'

Gatorade also discontinued its Tiger Focus sports drink late last year, citing its plans to streamline its brands in 2010. The drink, named after golfer Tiger Woods, placed on SymphonyIRI's list of top food and beverage brands of 2009 as it accumulated about $65 million in sales in food, drug and mass merchandise retailers, excluding Wal-Mart, the market research company reports.

The increase in competition for casual exercisers likely pushed PepsiCo to pursue changes to its Gatorade line, Mintel's Theodore says. 'They've realized that they are really about the serious athlete,' she says.

Coconut water also is emerging as a competitor to sports drinks because it is an all-natural alternative that provides some of the same re-hydration properties and electrolytes as traditional sports drinks, Theodore says.

One Natural Experience, Los Angeles, is set to release its Active line of coconut water-based sports drinks in June. The drink, which is formulated with coconut water and natural herbs and minerals, will come in three varieties: Grape Berry, Lemon Lime and Cranberry Grapefruit, the company says. It will be packaged in 16.9-ounce ready-to-drink Tetra Pak cartons with twist caps.

'I think coconut water is kind of one of the hot beverage categories that we'll be seeing this year overall,' Theodore says. 'But also within sports drinks, I think that it's really going to appeal to a lot of the same people who already are looking at sports drinks.'

LOW CAL, HIGH SALES

Lower calorie options that picked up steam in 2010, such as Gatorade's G2 and Powerade Zero, will continue to gain market share, analysts say, as health-conscious consumers turn to those options over higher calorie sports drinks.

'I think it's going to be greater emphasis on health and wellness as well as renewed focus on some of the core products to help consumers return to the category that may have left because of the economy,' Lipson says.

Facing competition from low-calorie functional waters, Lipson says sports drink makers are highlighting the benefits of their products with renewed vigilance.

'They're calling out some of the vitamins that are in there, some of the benefits of the electrolytes, that help consumers understand why it's good for them or why it's a choice that they want to make,' she says. 'I think that sports drinks can compete. I just think it will be a little different than in years past because there are so many new products out there that they're competing with.'

G2 saw sales increase 15.8 percent to $368.3 million, but it still remains a fraction of the company's flagship Gatorade line, which brought in $1.2 billion, in the year ending Feb. 21, SymphonyIRI reports.

Powerade Zero sales increased by about 50 percent to about $98.6 million during the year ending Feb. 21, SymphonyIRI reports, and Powerade Ion4, the reformulated flagship product for Powerade, saw sales jump to about $416.6 million.

Losing weight or maintaining weight is likely the biggest reason that people give for exercising, Theodore says. 'I think there's a real opportunity for sports drink makers to really kind of go after that group that is really exercising to maintain their weight or even lose weight,' she says.

To capitalize on the growing calorie-conscious demographic, Gatorade plans to lower the number of calories in G2 from 25 to 20 per serving, Lipson says.

'G2 was the bright spot and actually helped overall sales improve because it was new and consumers were looking for healthier options and finding products that would meet their replenishment or active needs as well as being lower in calorie or lower in sugar,' Lipson says. 'I still think there's a market out there for the core athletes that aren't as concerned with lower sugar or lower sodium, but I think the average users who are kind of non-core athletes--people who just like the taste or people who are just looking for a different kind of beverage--probably will help grow the lower calorie brands like Powerade Zero and G2.'

In that vein, Lipson says that some sports drink makers have changed the sweeteners they use in drinks and have lowered sodium and sugar content. Lipson predicts sports drink makers will use more stevia, cane sugar and other low-calorie sweetener alternatives.

Offer alternatives to energy and sports drinks.(CLINICAL ROUNDS) - Pediatric News

FROM THE ANNUAL MEETING OF THE AMERICAN ACADEMY OF PEDIATRICS

SAN FRANCISCO -- The light bulb went off in Dr. Michele LaBotz's head soon after she watched a TV reality show in which a mother encouraged her 6-year-old daughter to down three cans of Red Bull energy drink before a competition.

Dr. LaBotz was laughing about this example of bad parenting with the mother of a high-school-age girl who then admitted that her daughter was ''down to two cans a day' of Red Bull.

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That revelation prompted Dr. LaBotz to take a closer look at the use of these stimulant-containing drinks and at a related category--sports drinks.

There are no standard definitions, but energy drinks are beverages containing carbohydrates, stimulants, and often other ingredients--Red Bull being the 800-pound gorilla on the $11 billion market in energy drinks. Sports drinks are beverages containing some combination of carbohydrates and electrolytes, with Gatorade claiming 75% market share.

The 'crime' is that these products are found in stores side-by-side with products categorized as food, which are subject to stricter safety standards, said Dr. LaBotz of Portland, Me.

Red Bull contains 80 mg of caffeine per 8-ounce can, more than twice as much as in a 12-ounce can of Coca-Cola. Other brands are packaged in larger sizes to get around caffeine regulations or condensed into super-caffeine 'energy shots' containing 200-350 mg of caffeine per 1-2 ounces.

Young athletes think these products will improve performance in sports or other parts of their lives, but new data from a randomized, double-blind, placebo-controlled study that will be published in the December issue of the Journal of Alcohol & Drug Education says that reality is flipped. Sport psychology consultant Conrad Woolsey, Ph.D., of Oklahoma State University, Stillwater, and his associates will report that energy drinks make users feel like they're doing better even though they're making more mistakes on tests of coordination and multidimensional skills.

Sports drinks are a bit more benign, but too often take the place of healthier alternatives, potentially depriving young athletes of the nutrients their bodies need to prepare for or recover from exercise. The only time they might be convenient is during exercise lasting longer than an hour, when kids need more fluids and the bright colors, sweetness, and saltiness of sports drinks may entice them to stay hydrated, Dr. LaBotz said.

Physicians should ask about use of sports and energy drinks and be prepared to educate young athletes about healthy alternatives, she added. Dr. LaBotz likes the AAP's 'Sports Shorts #6' on ''Nutrition and Sports,' and the useful handouts available on the Web from the U.S. Anti-Doping Agency, such as the 'Joy of Sport.'

She urges physicians to take a strong stand against child and adolescent use of energy drinks but suggests not overplaying the dangers of caffeine, especially when talking to parents who may be regular caffeine users themselves.

Dr. LaBotz offered practical alternatives to meet young athletes' needs for fluids and fuel.

* Before exercise: A 40-kg athlete (88 pounds) should eat a full lunch and have a snack 1 hour before afternoon exercise. A banana provides the same amount of carbohydrates as a 20-ounce sports drink. The goal is to bolster blood glucose and muscle glycogen by getting 4 g of carbohydrates per tog of body weight 3-4 hours before exercise and 0.5-1 g/kg around an hour before exercise.

A 40-kg athlete also should drink 3-6 ounces of 'water, milk, or other nutritive beverages' 1-2 hours before exercise (or 6-12 ounces for larger athletes), she said.

* During exercise: Children tend to not drink enough while exercising, but they often drink more if fluids are enhanced by color, flavor, or sodium, giving sports drinks a potential role. Drinking 5 ounces of fluids (for a 40-kg athlete) or 8 ounces (for a 60-kg athlete) every 20 minutes should be sufficient.

For exercise lasting longer than an hour, adding carbohydrates during exercise appears to be beneficial, aiming for 0.7 g of carbohydrates per kg of body weight per hour. For a 40-kg athlete, that translates into one banana, a 3-inch bagel, three Fig Newtons, or a 16-ounce sports drink.

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* After exercise: Bodily fluid loss from exercise is highly variable, so encourage parents to weigh young athletes before and after practice. For every pound lost, try to get them to drink 16-24 ounces of their choice of fluids. Eating salt along with that or adding salt to the liquid can help get them to drink.

Replenish muscle glycogen by ingesting 1-1.5 g of carbohydrates per kg of body weight immediately after a workout, and ideally repeated 2 and 4 hours later. For a 40-kg athlete, that's 40-60 g of carbohydrates, which can be had from a bagel with peanut butter, two or three 'trail mix' bars, or 1-1.5 cups of apple juice. Three to four cups of sports drink would be needed to match this, she said.