Increasingly health- and body-conscious consumers—and women’s taste for lowercalorie beverages like sports waters—are driving the sports drinks market in Western Europe, according to Zenith International, a leading drinks consultancy (Bath, U.K.) that analyzes sell-side trends.
In Western Europe, sports drinks expanded in volume by 27%, sprinting to sales of €1,046 million in 2003, according to Zenith’s report on the sports drinks market. Germany led with a 26% volum
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