Historically, sports nutrition products such as ready-to-drink formats (RTDs) were consumed by athletes and sport professionals. However today, these products have reached the mass market and are consumed by weekend sports enthusiasts and lifestyle users as well. In the sports product market, high protein, low fat powder products or RTDs are still in highest demand. Life style users increasingly demand additional functional ingredients that support a special diet or nutritional need. Also there is beginning demand for protein drinks based on plant proteins, e.g. soy or pea proteins.
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