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It's a very common sight in the gym to see people sipping colorful drinks from bottles in between their workouts or sports person having it during tournaments. Sports drinks as they're called are beverages and its sole purpose is to help athletes restore lost energy, electrolytes and water.

Sports and energy drinks is one of the fastest growing soft drink categories, supported by their lifestyle marketing and functional properties. However, the reasons consumers choose these beverages differ in each market, requiring manufacturers to position their brands specifically in line with the usage of their target customers.