# Sports Recovery Shakes Coke's Core Power is a Dairy-Based Post-Workout Drink By Katherinev123 | Published 2012-06-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/core-power References: [brandchannel](http://www.brandchannel.com/home/post/2012/06/21/Coca-Cola-Core-Power-062112.aspx) & [corepower](http://www.corepower.com/) Beverage giant [Coke](https://www.trendhunter.com/trends/coke-ultimate-zero-sugar) has agreed to distribute Core Power, a muscle recovery milkshake-type drink made by [Fair Oaks](https://www.trendhunter.com/trends/tcho-lemon-twist) Farm Brands, to approximately 10,000 super markets and convenience stores across the United States. The Core Power drink is dairy-based and is essentially a high-protein milkshake (with the lactose from the milk removed). According to BrandChannel, Core Power is "built around 26 g per 11.5 oz. of concentrated whey and casein proteins," which is similar to beverages like Muscle Milk and other drinks promoting muscle recovery. The sports recovery beverage market is growing; these types of drinks are believed by athletes to help boost performance and aid in post-workout muscle recovery. So, the move into this category is a smart one on Coke's part. As the president of [Coca-Cola](https://www.trendhunter.com/trends/applied-nutrition-sparkling-protein-water) North America Deryk van Rensburg says, the category of sports recovery drinks is "still in the early stage of its growth potential." ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 27% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Sports Recovery Drinks:** Coke's distribution of Core Power highlights the growing market for sports recovery drinks and the potential for further innovation in this category. - **High-protein Milkshakes:** Core Power's success as a dairy-based, protein-rich post-workout drink presents an opportunity for other companies to explore high-protein milkshake options in the beverage market. - **Muscle Recovery Beverages:** The rise of core Power and similar products demonstrates the demand for beverages focused on muscle recovery, indicating potential for disruptive innovation in this sector. ### Industries Being Reshaped - **Beverage Manufacturing:** The distribution of Core Power by Coke highlights the potential for growth and innovation in the sports recovery drink sector within the beverage manufacturing industry. - **Dairy Industry:** As a dairy-based milkshake, Core Power's success suggests opportunities for the dairy industry to tap into the growing market for high-protein, muscle recovery beverages. - **Fitness and Athleisure:** The increasing popularity of sports recovery drinks like Core Power indicates potential for disruptive innovation within the fitness and athleisure industry, catering to the needs of active individuals. ## Related on Trend Hunter - [Nutritional Recovery Drinks](https://www.trendhunter.com/trends/cowbell.md) - [High-Performance Post-Workout Recovery Drinks](https://www.trendhunter.com/trends/elite-recovery.md) - [Canned Post-Activity Drinks](https://www.trendhunter.com/trends/courtside.md) - [Carbonated Hydration Drinks](https://www.trendhunter.com/trends/core-500-cola.md) - [Energizing Protein Sodas](https://www.trendhunter.com/trends/barebells-protein-soda.md) - [RTD Cereal Beverages](https://www.trendhunter.com/trends/performance-protein-shake.md) - [Refreshing Protein Drinks](https://www.trendhunter.com/trends/protein-pop.md) - [Refrigerated Protein Beverages](https://www.trendhunter.com/trends/fullprotein.md) - [Collaborative Kefir-Powered Shakes](https://www.trendhunter.com/trends/power-play-shake.md)