Consumers of sports nutrition drinks are generally wealthier and better-educated than the general population, making them a desirable demographic for beverage companies. A recent survey from Running USA showed the popularity of Clif bars, Gatorade and energy gels among runners. Shanna Smidt, business development manager for sports nutrition at Glanbia Nutritionals, pointed out the growing potential for recovery products. "I think it may grow more as these high intensity interval training workouts become more popular. People are pushing themselves really hard and that will mean proper nutrition for recovery will become more important," she said.
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