How beverage developers can create products that support pre-run, during-run and post-run occasions

Summer race season presents a unique opportunity for beverage brands. From local 5Ks and charity runs to marathons, trail races and obstacle course events, millions of consumers are participating in activities that create demand for beverages supporting hydration, energy, focus and recovery.

For beverage developers, the opportunity extends well beyond traditional sports drinks. Today’s consumers are seeking products tailored to specific moments within the exercise journey, creating opportunities for targeted formulations designed for pre-run, during-run and post-run consumption.

Start with the occasion, not the ingredient

One of the biggest mistakes brands make is developing products around trendy ingredients rather than consumer needs. Successful functional beverages begin with understanding the occasion.

For runners, those occasions often fall into three distinct categories:

• Pre-run: Supporting energy, focus and motivation before activity.
• During-run: Supporting hydration and sustained performance.
• Post-run: Supporting recovery, replenishment and relaxation.

Designing products around these use cases can help create more meaningful consumer experiences and stronger brand differentiation.

Key ingredients for pre-run formulations

Consumers often seek beverages that provide clean, sustained energy without the crash associated with traditional energy drinks. Popular ingredients include:

• Green tea caffeine
• Green coffee extract
• Yerba mate
• L-theanine
• B vitamins

The challenge for formulators is balancing efficacy with flavor and drinkability while avoiding excessive stimulation. Learn more about sports nutrition trends from the International Society of Sports Nutrition.

Hydration matters during activity

Hydration remains a cornerstone of endurance performance. Electrolyte replenishment is particularly important during summer events where heat and humidity increase fluid loss. Common formulation considerations include:

• Sodium
• Potassium
• Magnesium
• Coconut water powder
• Trace minerals

Developers should also consider sugar content, osmolality and flavor preferences when targeting active consumers.

Recovery presents a growing opportunity

Post-run beverages are increasingly moving beyond protein shakes. Emerging ingredients include:

• Magnesium
• Tart cherry extract
• Adaptogens
• Amino acids
• Electrolyte blends

Consumers are looking for products that support recovery while fitting into broader wellness routines.

The importance of delivery technology

As functional beverage categories become more sophisticated, ingredient performance and consumer experience become increasingly important. Factors such as bioavailability, stability, onset time and dosing consistency can significantly impact product success.

Technologies such as Volunteer Botanicals’ Rapidose™ platform help beverage developers create highly bioavailable functional beverages that deliver consistent experiences across a variety of formulations.

Building the next generation of performance beverages

The future of sports and performance beverages lies in occasion-based innovation. By designing products around the specific needs of runners before, during and after activity, beverage brands can create differentiated offerings that resonate with today’s active consumers and stand out in an increasingly crowded marketplace.