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Strategy Briefing

Sports Nutrition Trends and Development

Feb 2013

US$1,200

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Driven by a global obesity crisis and the rise of more broadly health and fitness oriented consumers, sports nutrition has become the fastest growing category in consumer health. Substantial growth rates have led to more attention from consumer health producers and retailers alike, which has, in turn, greatly expanded access for average consumers. This briefing provides a global overview of the sports nutrition category and explores the most important trends shaping its outlook.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Global obesity epidemic fuels fitness growth

The obesity epidemic has reached global proportions. Far beyond a first-world problem, many otherwise underdeveloped countries feature staggeringly high obesity rates. Concern over the impact of climbing obesity rates has stoked both consumer and government interest in greater physical fitness.

Mature markets hold their own against traditional growth engines

Unlike in many consumer goods industries, sales of sports nutrition are not expected to be dominated by emerging markets in the forecast period. The relative novelty of these products in mass channels, combined with increasing interest in fitness and a relatively relaxed regulatory environment, will help boost mature market sales in the near-to-mid term.

"Mainstreaming" expands demographic appeal

While sports nutrition was long considered the exclusive domain of hardcore bodybuilders and professional athletes, the category has made significant strides in cleaning up its once off-putting reputation. While dubious products and outlandish claims are still a reality, more muted product presentation, new product development around convenience and food-like formats, better quality control and a concerted push into mass retailers has helped expand the category's user base substantially.

Companies from within and outside consumer health take notice

While expansion into sports nutrition has obvious appeal to the pharmaceutical and direct selling companies that have traditionally dominated consumer health, the category's strong growth, generally unconsolidated markets and favourable economies of scale have drawn interest from a number of outside industries, including ingredients and packaged food.

Protein continues to drive the category forward

Protein is the undisputed king of the sports nutrition world. Protein products –including powder, bars and RTDs – dominate global sales, and that trend is set to continue, as broad consumer acceptance of protein's benefits is expected to continue to push category sales ever higher in the future.

New product development heats up

As more large corporations enter the arena, research and development budgets are expected to climb. While more advanced formulations will surely draw casual users to higher end products, much of the development is expected to centre around less sophisticated users: convenience formats (bars, RTDs, and food/confectionary formats), banned substance-free (BSF) certification and natural lines will help expand the category's appeal even further.

What this report includes

Up-to-the minute analysis of the latest trends in the industry
New product development, forecasts and other themes
Unique graphics and illustrated case studies
Most recent brand and company news
New insight into the size and shape of the market

Why buy this report

Clear, concise powerpoint format makes it easy to digest
Leading industry opinion keeps you abreast of latest news and trends
Forward-looking outlook on a category, market or issue affecting the industry
Latest five year forecasts assess how the market is predicted to develop
Understand the competitive environment, the leading players and brands

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Introduction

Scope

Key findings (1)

Key findings (2)

Global sports nutrition sales development

The global market for "sports foods"

Global Trends

Global obesity epidemic sparks calls to action

Sports nutrition expected to outpace weight management

A growing fitness revolution in the age of obesity

Protein reigns supreme

Per capita spending varies widely

Mature markets hold their own

Mainstreaming: A category comes out of the shadows

Customers increasingly venturing online for sports nutrition

Mainstream appeal backed by demographic tailwinds

Case study: Muscle Milk sweeps the mass market

Milk by any other name: Muscle Milk's legal troubles

Positioning for success outside the core demographic

Cytosport's sales bulk up with Muscle Milk

Hook them while they're young: Muscle Milk in amateur athletics

Muscle Milk's international potential

Regional Overviews

Sports nutrition sales in North America

Sports nutrition in North America: Big and getting bigger

The importance of North America to global sports nutrition

Favourable US regulations provide opportunities and threats

Sports nutrition distribution in North America

Sports nutrition in Western Europe

Per capita consumption in Western Europe

Relative category performance in Western Europe

Sports nutrition sales in Western Europe

Advanced markets, driven by local producers

Sports nutrition distribution in Western Europe

Room for improvement in mass channel penetration

Sports nutrition in Australasia

Sports nutrition sales in Australasia

Strong local producers and sophisticated product assortment

Local company profile: Vitaco Health Ltd

Sports nutrition distribution in Australasia

Sports nutrition in Latin America

Sports nutrition sales in Latin America

A closer look: Brazil

A closer look: Mexico

Local company profile: Pronat SA de CV

Distribution profile

Sports nutrition in Asia Pacific

Sports nutrition sales in Asia Pacific

A closer look: Japan

A closer look: China

Distribution profile

Sports nutrition in Eastern Europe

Sports nutrition sales in Eastern Europe

A closer look: Russia

Local company profile: Atlantic Grupa dd

Distribution profile

Sports nutrition in the Middle East and Africa

Sports nutrition sales in Middle East and Africa

A closer look: South Africa

Distribution profile

Corporate Activity

Global competitive landscape: % share (US$, RSP)

Interest gaining among traditional consumer health companies

Consumer health outsiders look to stake a claim

Recent sports nutrition deals by non-traditional CH players

Despite growing consolidation, plenty of targets remain

Pepsi's Gatorade changes gears, looks beyond sports drinks

New Product Development

"Cleaning" house: GMP and clean lines take centre stage

Alternative proteins could open new avenues

Pre-workout supplements

Crossover appeal: Encroaching on VDS

Private label: Making gains in the most advanced markets

Conclusion

Key takeaways

Report Definitions

Definitions

Data parameters and report definitions

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Megatrends

Strategy Briefing

Sports Nutrition Trends and Development

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Global obesity epidemic fuels fitness growth

Mature markets hold their own against traditional growth engines

"Mainstreaming" expands demographic appeal

Companies from within and outside consumer health take notice

Protein continues to drive the category forward

New product development heats up

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings (1)

Key findings (2)

Global sports nutrition sales development

The global market for "sports foods"

Global Trends

Global obesity epidemic sparks calls to action

Sports nutrition expected to outpace weight management

A growing fitness revolution in the age of obesity

Protein reigns supreme

Per capita spending varies widely

Mature markets hold their own

Mainstreaming: A category comes out of the shadows

Customers increasingly venturing online for sports nutrition

Mainstream appeal backed by demographic tailwinds

Case study: Muscle Milk sweeps the mass market

Milk by any other name: Muscle Milk's legal troubles

Positioning for success outside the core demographic

Cytosport's sales bulk up with Muscle Milk

Hook them while they're young: Muscle Milk in amateur athletics

Muscle Milk's international potential

Regional Overviews

Sports nutrition sales in North America

Sports nutrition in North America: Big and getting bigger

The importance of North America to global sports nutrition

Favourable US regulations provide opportunities and threats

Sports nutrition distribution in North America

Sports nutrition in Western Europe

Per capita consumption in Western Europe

Relative category performance in Western Europe

Sports nutrition sales in Western Europe

Advanced markets, driven by local producers

Sports nutrition distribution in Western Europe

Room for improvement in mass channel penetration

Sports nutrition in Australasia

Sports nutrition sales in Australasia

Strong local producers and sophisticated product assortment

Local company profile: Vitaco Health Ltd

Sports nutrition distribution in Australasia

Sports nutrition in Latin America

Sports nutrition sales in Latin America

A closer look: Brazil

A closer look: Mexico

Local company profile: Pronat SA de CV

Distribution profile

Sports nutrition in Asia Pacific

Sports nutrition sales in Asia Pacific

A closer look: Japan

A closer look: China

Distribution profile

Sports nutrition in Eastern Europe

Sports nutrition sales in Eastern Europe

A closer look: Russia

Local company profile: Atlantic Grupa dd

Distribution profile

Sports nutrition in the Middle East and Africa

Sports nutrition sales in Middle East and Africa

A closer look: South Africa

Distribution profile

Corporate Activity

Global competitive landscape: % share (US$, RSP)