Sports nutrition just for athletes - a thing of the past
Sports nutrition just for athletes - a thing of the past
8/16/2007
by Louisa Prance
NutraUSA
The sports nutritional market sector is set to surpass growth expectations in the run up to 2011, hoisted up by emphasis on more mainstream consumers, according to a new report.
Market research analyst company, Packaged Facts has predicted that retail sales of sports nutritional products, including large brands such as Gatorade and Redbull, will top $12.7bn by 2011.
Posting a 23 per cent growth rate between 2005 and 2006 from $4.5bn to $5.5bn, the market sector is being driven by the continued trend for health and wellness and balanced eating amongst both the body builder and the baby boomer generation. Sports beverages are said to be leading the sector, followed by bars, gels and supplements, which will grow at more modest levels.
The new report: Sports Nutritionals for Active Lifestyles in the US, highlights how the market sector has been traditionally driven by activity amongst the health conscious athlete, however, manufactuers are being advised to pay attention to the evolving market and adapt product ranges to focus on a wider target audience.
"This broader classification may be the boost needed for developing new product introductions, line extensions, and branded consumer platforms, which are the keys to lasting success in sports nutritionals," said Tatjana Meerman, publisher of Packaged Facts.
More commonly known to focus on specific performance needs, including strength and bodybuilding supplements, fat burners/lean mass products, short-term energy products, and long-term endurance products, the market is now said to have evolved to encompass the entire health and wellness industry.
Capitalizing on the growing consumer demand for food and nutritional products that promote health benefits and an active lifestyle, the industry has now geared up to benefit from this and is carving out a broader category which involves products that now focus on not only 'physical' needs, but also 'intellectual' needs.
Manufacturers have evolved to combine consumer needs such as hydration, sustenance, and refreshment whilst also looking at issues such as mental clarity and acuity - considering their wider target audience who range from mothers to athletes.
"Given the range of sports and fitness activities and the untold numbers of Americans who engage in no particular exercise program, a narrow focus on serious sports enthusiasts is a thing of the past."
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