# Low-Calorie Recovery Drinks Recov Beverages' 'Thirty' is Named for Its Low Calorie Count By Laura McQuarrie | Published 2018-09-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/recov-beverages-thirty References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/12494-nine-trends-at-natural-products-expo-east) & [thirtydrink](https://www.thirtydrink.com/) Recov Beverages' 'Thirty' is a better-for-you sports drink that contains plant-based sweeteners such as real sugar, stevia and monk fruit, and contains 66% less sugar than the average sports drink and just a total of 30 calories. As well as boasting less sugar and fewer calories, Thirty is a [hydrating recovery beverage](https://www.trendhunter.com/trends/optivive) that also contains three times the electrolytes than most comparable sports drinks. Thirty is offered in a range of refreshing fruit flavors, from citrusy Tangerine Orange and Lemon Lime to Strawberry Watermelon and superfood Acai Blueberry. As health-conscious consumers demand [healthier sports drink formulas](https://www.trendhunter.com/trends/bodyarmor-zero-sugar), brands are responding with more diversified, cleaner product ranges that put an emphasis on natural solutions that are inherently nourishing and [packed with electrolytes](https://www.trendhunter.com/trends/cowbell-hydration). ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 30% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Cleaner Sports Drinks:** Opportunity for brands to develop sports drinks with cleaner, more natural ingredients and lower calorie counts. - **Plant-based Sweeteners:** Potential for the use of plant-based sweeteners like real sugar, stevia, and monk fruit in sports drinks to reduce sugar content. - **Hydrating Recovery Beverages:** Demand for hydrating recovery beverages with higher electrolyte content than traditional sports drinks. ### Sectors Adopting This - **Sports Drink Industry:** Disruptive innovation opportunities include developing healthier and lower calorie sports drink options. - **Natural Beverage Industry:** Opportunity for natural beverage brands to expand their product portfolios with cleaner sports drinks. - **Functional Beverage Industry:** Opportunity for functional beverage brands to create hydrating recovery beverages with enhanced electrolyte content. ## Related on Trend Hunter - [Icy Dessert Hydration Drinks](https://www.trendhunter.com/trends/recover-180-hydration-drinks.md) - [Better-For-You Sports Drinks](https://www.trendhunter.com/trends/gatorade-lower-sugar.md) - [Next-Gen Hydration Drinks](https://www.trendhunter.com/trends/barcode.md) - [Vitamin-Enriched Zero-Sugar Sports Drinks](https://www.trendhunter.com/trends/lucozade-sport-zero-sugar.md) - [All-Natural Sugar-Free Sports Drinks](https://www.trendhunter.com/trends/alkakine88-sports-drink.md) - [Hydrating Zero-Sugar Beverages](https://www.trendhunter.com/trends/positive-hydration.md) - [Elite-Level Hydration Drinks](https://www.trendhunter.com/trends/naturally-sourced-sports-drinks.md) - [Effervescent Flavor-Driven Electrolyte Drinks](https://www.trendhunter.com/trends/nonni-electrolyte-drink.md) - [Spiked Electrolyte Canned Beverages](https://www.trendhunter.com/trends/postgame-beverages.md)