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Back of the Pack: Cracking the sports drink market

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Cracking the sports drink market

Comments (11)
By Peter Hadzipetros

Seems big dairy really wants a piece of the lucrative sports drink market — a market that's worth somewhere close to $4 billion a year in North America.

Strong demand for sports drinks and bottled water have fuelled sales growth for companies like Coca-Cola and Pepsi — even while they sell less of their traditional carbonated drinks. Coke owns Powerade — which last year saw sales rise 28 per cent in the U.S. Pepsi started peddling Gatorade after it acquired Quaker Oats in 2001. At that time, Gatorade held more than 80 per cent of the sports drink market.

And that market is growing as an increasingly health-conscious population turns away from those old-time sugary, bubbly favourites. Many of the sports drinks also contain substantial amounts of sugar.

The dairy industry has been taking notice. In October 2005, a "new study" received a fair bit of media attention. Researchers at Indiana University in Bloomington found that chocolate milk is at least as effective as Gatorade and Endurox R4 as a recovery drink for endurance athletes. The combination of protein and carbohydrates is what did the trick.

The study — in part paid for by the American dairy industry — came as North American milk sales stagnated. In Canada, sales of chocolate milk are flat or down slightly over the past couple of years.

Four months after the first reports about the study, it once again began to make the media rounds. This time, Gatorade struck back, as the Washington-based Milk Processors Education Program (MilkPEP) launched an advertising campaign — the Finish Line program — citing the study as proof that chocolate milk helps athletes work out longer than conventional sports drinks.

MilkPEP has details about the Finish Line program on its website, but you have to be a registered user to get them. However, if you want to launch a public relations campaign touting the benefits of chocolate milk, you can download a template from their site, complete with suggested quotes from unnamed local experts:

Chocolate milk makes perfect sense for athletes, said [Local Sports Nutritionist]. Im happy to see athletes choosing real foods, like chocolate milk, to refuel after a race. Plus, no other sports drink contains the nutrient package found in chocolate milk.

You get to fill in the blanks.

The same study turned up as news again just last week.

Gotta make you wonder. Yeah, there's an opportunity to tap into a market. And if you have almost $3,000 US to spend, you can get detailed advice on how to do it.

Everyone's got their favourite post-exercise drink. Trial and error usually determines what's best for you. Of course, you're free to base your decision on the advice of local expert, [insert name here].

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Comments (11)

S. Hagar

Toronto

The benefits of chocolate milk as a recovery drink have also been identified in earlier Canadian studies.

One convenient chocolate milk drink option is included in "Nutrition for the Long Run" (published in 2003) by Heidi Smith of the University of Guelph.

The "Portable Chocolate Recovery Shake" is made from skim milk powder flavoured with chocolate milk powder, mixed with water to drink. The powder mix can be easily carried without needing refrigeration, and the skim milk powder bumps up the protein and reduces the sugar for the drink.

Posted January 3, 2007 05:50 PM

Sue Ellen

The fatty acid and protein structure of goat milk is different than cow milk, and it is much easier to digest. Goat milk contains only trace amounts of the cow milk protein that some people are allergic to. Many people who are diagnosed as lactose intolerant can drink goat milk.

Goat milk contains 13% more calcium, 25% more vitamin B-6, 47% more vitamin A, 34% more potassium, 350% more niacin, and 27% more selenium than cow milk. Goat milk is also higher in chloride, copper, and manganese.

I drink goat milk for health reasons. If I drink cow milk I get asthma. If I drink goat milk I don't.

Posted December 15, 2006 07:52 AM

Karen

It is interesting to me that some think dairy milk is not well digested, but beverages made from beans (such as soy) are? Beans contain two carbohydrates, raffinose and stachyose, for which the human body does not produce enzymes to break down. The gut takes over the process of breaking down these carbohydrates by fermentation, with one by-product being gas. I prefer to get nutrients from natural sources. Dairy milk is a natural source of calcium. 250 mL provides more protein than one boiled egg, as much potassium as one medium banana, and is 90% water. This is what makes milk a good hydration and recovery drink. Soy beverages, on the other hand, are inherently deficient in calcium. Calcium has to be added as a chemical and its absorption remains questionable.

Posted December 4, 2006 01:37 PM

S. Luciani

Toronto

Milk does a body good! Milk is a refreshing drink, however, drinking too much gives me a stomach ache. I noticed that a 250ml carton of chocolate milk is an excellent afterworkout drink, however, but don't have more.

Posted December 2, 2006 06:21 PM

Peggy

Moncton

I am still not convinced that the human body easily digests cow's milk. It is my impression that soy milk or rice milk would be a much better substitute to cow's milk. Even better than that is water, accompanied by a banana (carbs)and/or a boiled egg (protein).

Posted December 1, 2006 07:31 AM

James

Toronto

Relatively new research has demonstrated that recovery and performance can be increased by a pre/peri/post-workout drink containing a sufficient amount of protein and simple carbs; not just carbs. If it was between chocolate milk or just gatorade then it's an obvious choice from a recovery standpoint. The carbs act to shuttle the necessary aminos into the muscles when they're most desired, ie during and after a good training session.

Posted November 30, 2006 08:50 AM

Ryan

Calgary

In regards to the comments that "People believe that high milk-fat ratios cause people to gain weight. In fact scientists have shown the opposite to be true"...The weight of the subjects in this study may be more related to their overall fitness and health status, rather than being based on the consumption of milk. Generally, people in this category make wiser choices in both daily activity and daily nutrition (i.e. drinking milk rather than a soft drink) which all contribute to optimal weight demonstrated for their body structure...it is fare more multidimensional than just milk consumption.

But keep Drinking it!!!

Posted November 29, 2006 02:20 PM

Stephanie

Germany

I think this is an excellent message to get out to the public. Milk and milk products give us some of the best levels of protein-to-fat ratios and is the most reliable form of calcium. Studies have shown that milk fat increases the amount of calcium absorbed by the body. So the higher the M.F. rating (usually 2% or more for chocolate milk) the better (to a certain degree, see below). People believe that high milk-fat ratios cause people to gain weight. In fact scientists have shown the opposite to be true. Woman who increase their calcium intake lose weight faster, for longer. The idea that low fat diary is a good thing is something that needs to be addressed. A healthy diet requires a daily fat intake of 15%-30% to maintain a healthy system. Milk certainly falls into this category. Even Homo-milk (which has really taken a beating in recent years) easily beats the statistic.

The chocolate in the milk gives the sugar boost required as well as a nice little caffeine pep to keep your day going!

Have fun! Drink milk! Stay healthy!

Posted November 26, 2006 07:06 AM

John

Ottawa

Milk certainly does have its thirst-quenching properties. But when the mouth is dehydrated and the stomach a little queazy from strenuous physical exertion, milk can sometimes feel a little heavy on the tongue and uneasy on the stomach. This makes milk a rather poor substitution for water (I don't drink energy drinks either). Not to mention it must be refrigerated and cannot be kept in warm environments for any length of time. Shortly after working out however, milk is my number one choice. Great protein, calcium, vitamins, and very satisfying!

Posted November 25, 2006 01:35 PM

Larry Abela

My recovery drink, after years of exhaustive research is a cold beer, especially after an hour and half on a road bike at 32C in the summer!

However, many times like today after an hour of cardio and weights it is Beck's Non Alcoholic (0.00 %), or the PC brand. Cold, crisp, 50 or so calories and low in sodium. Do a lable to lable comp with your Choc Milk and what ever "ade" you want. Better off with real lemonade or even a "Real" cold beer!

Best,

Larry

Posted November 24, 2006 11:57 AM

Melanie

Toronto

Milk? Ugh, I cannot think of a more gross thing to have after a run. On cereal, OK, but as a refreshing sports drink? Maybe back in the '70s when drinking milk out of the carton was seen as macho but not now. This reminds me of an SNL bit where the new sports drink is made of cookie dough (the ad featured Will Farell, in slow motion, to the tune of Love Hurts, dumping a sloppy mess of cookie dough all over himself)

Posted November 23, 2006 09:33 PM

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