The market for isotonic beverages and sports drinks in the UK alone has a volume of about 200 million Euro (250 million USD), not to mention the entire European Union and is driven by isotonic drinks like Powerade, Gatorade or Lucozade Sport as being the market leaders.

The US marekt for sports drinks and isotonic beverages has a potentiol of 3 billion dollar (2.4 billin Euro) and is clearly dominated by Gatorade with about four quarter of the total market share. The impact of the new studies about skimmed milk give room for thought and maybe new product developments.

The results suggest that milk may be more effective at replacing sweat losses after physical exercises than other beverages, especially within a short period of time. it is possible that isotonic drinks and water taken too early suggest the body that it has "sufficiant resources" left available, thus giving a faulty signal to not extract it into the body itself but rather "drain" it through the urine.

It has also been tested to add salt to the skimmed milk but according to the scientists this test has shown no better results in comparison to pure skimmed low fat milk.

Judith Bryans, direcotor of The Dairy Council said that this study is adding to other research and publications suggesting that skimmed milk or low fat milk as it is called is an effective post-exercise recovery aid. She said that drinking milk is not only a valuable way for re-hydration but provides energy, protein and a number of vitamins and essential minerals as well.