Sports and energy drinks have transitioned from being a niche product to one of the fastest growing product categories in the global soft drinks market. This change has primarily been brought about by a growingly evident consumer focus on health and fitness. Moreover, as the consumption of aerated drinks heads for a visible decline in many important markets of the world, the time is ripe for energy drinks to make a mark in terms of both volume sales and revenue. With energy drinks no longer being the preserve of athletes and sportspersons, the coming years will bring new consumers into the folds of the global energy drinks market. This factor will play a key role in enabling the global energy drinks market rise at a double-digit CAGR between 2016 and 2024, analysts opine.