Opportunities and Key Players in Sports Nutrition: Emerging ingredients, key trends and market forecasts

Opportunities and Key Players in Sports Nutrition
Emerging ingredients, key trends and market forecasts

Report Overview

Recent data suggests the global sports nutrition market is currently valued at between $27-32bn. The term 'sports nutrition' implies use only by individuals involved in sports, however it is no longer the exclusive domain of only professional athletes and sports people. Consumption of sports nutrition products attracts a diverse audience, from teenage girls drinking Gatorade for energy for soccer, to workers consuming sports nutrition products to take part in weekend sporting activities.

‘Opportunities and Key Players in Sports Nutrition: Emerging ingredients, key trends and market forecasts’ is a nutrition report published by Business Insights that identifies current sports nutrition and ingredient trends, and examines recent developments in evolving consumer profiles and motivations behind purchasing decisions. It also provides a unique overview of key fiscal and demographic factors impacting the EU and North American markets, with a specific focus on performance nutrition

Key Findings

Sports foods and beverages grow at CAGR of 5.3% between 2008-13. With a market value in sales of over $3.1bn forecast by 2013 sports foods and beverages will remain a significant market for sports nutrition.

Improving economies and population growth in emerging markets such as China, south-east Asia and Latin America is driving increased demand for nutritional products, and in particular sports nutrition products.

Total EU consumer spend on sports nutrition in Germany, Italy and the UK represents almost 60% of the total market. Germany leads the market, with $719m of sports nutrition expenditure in 2008, and this is forecast to increase to $783m by 2013.

The current sports nutrition market within the US was worth $3.5bn in 2008. Although the category has expanded by 4.7% (CAGR 2003-2008), Business Insights expects a slowdown to a projected growth of 3.8% over the period 2008-2013.

Use this report to...

• Identify the drivers and key issues that are shaping sports nutrition categories across the EU and the US and understand how they will impact product formulation and marketing in 2009 and beyond.

• Understand the latest trends and developments in sports nutrition and the impact of external factors such as packaging on consumer purchasing habits.

• Quantify future growth areas in the sports nutrition market based on this report’s analysis and forecasts by region (US, EU) and categories from 2008-2013.

• Benchmark your competitive position against other players in the sports nutrition market using this report’s analysis of the performance of key players including Iovate, Cytosport, Optimum Nutrition, EAS, BSN, US Nutrition, MRI, Xyience, Multipower, Maximuscle and Lucozade.

Key issues...

Consumer Trends. Sports nutrition is no longer the sole domain of athletes and is bypassing the stigma of being just for bodybuilders. Sports nutrition is now working its way into the acceptance of consumers seeking out a healthier lifestyle.

New Product Development. Innovation drives the sports nutrition category as consumers seek the holy grail of natural performance enhancement and brands aim to create a point of differentiation in the marketplace.

Increase in Sports Women. The participation of women in sport and exercise is significantly on the rise. In 2003, more than half of all frequent (100 or more times per year) fitness participants were female.

Private Label. The current economic downturn in the US has led to strong sales and increases for private label products in all categories. High priced sports nutrition is no exception.

Your questions answered...

• Which are the fastest growing categories in sports nutrition and do they differ across countries?
• What are the current trends and market drivers within the sports nutrition markets?
• How significant are external factors such as packaging to the final purchase decision?
• Which companies are currently positioned to become dominant players in the sports nutrition market?
• What new ingredients and product categories present new opportunities in the field of performance nutrition?

Report Highlights

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Table of Contents
Opportunities and Key Players in Sports Nutrition Executive summary 14
Consumers and market drivers 14
Regulatory opportunities and challenges 16
The future of sports nutrition 18
Chapter 1 Introduction 22
Summary 22
Introduction 22
What is sports nutrition? 22
Performance nutrition 24
Definitions: 24
Sports foods & beverages 24
Sports nutrition supplements 25
Chapter 2 Consumers and market drivers 28
Who is the sports nutrition consumer? 29
Bodybuilder & elite athletes 30
Sports active 31
Recreational lifestyle 32
Occasional & accidentals 32
Consumer market drivers 33
Changing consumer profile 33
Increasing growth in health club attendance and physical activity 33
The rise of the sportswoman 35
Boomers keep on booming 36
Age is no longer a limitation 37
The emergence of niche consumer groups 37
Consumer attitudes and behaviors 38
Innovation versus aspiration 38
Performance for the masses 39
Need for convenience 39
Taste is still king 40
Chapter 3 Market analysis and forecasts to 2013 44
Summary 44
Global overview 45
Core Europe 46
Market overview 46
By country 49
By category 50
US 52
US sales and growth 52
By category 53
The future of the sports nutrition by channel 55
Chapter 4 Regulatory opportunities and challenges 58
Summary 58
Global overview 59
Defining the EU regulatory framework 59
Food Supplements Directive 59
Maximum permitted levels (MPL) 60
Foodstuffs intended for particular nutritional uses 61
Sports nutrition directive 62
Nutrition and health claims made on foods 63
Unfair trading regulations 65
Traditional Herbal Medicines Products Directive (THMPD) 65
Mutual recognition 67
European Advertising Standards Authority 68
What is self-regulation? 69
What are SROs? 69
What does an SRO do? 70
When self-regulation fails 70
ASA and the CAP code – focusing on the UK 71
Challenges 72
Nutrient profiling 72
Maximum permitted levels 73
Opportunities 73
Mutual recognition 73
Article 13.5 74
Defining the US regulatory framework 75
Dietary Supplement Health and Education Act of 1994 75
Nutrition Labeling and Education Act (NLEA) of 1990 76
Food and Drug Administration Amendments Act of 2007 77
Trilateral Cooperation Charter 80
Challenges 81
What is Significant Scientific Agreement? 81
FTC and testimonials 81
Citizen's Petitions 82
Increased ingredient enforcement 83
Opportunities 84
Label claims – US system pros and cons 84
Low level regulation and open innovation 84
Foods as supplements 85
Chapter 5 Sports nutrition brand analysis 88
Summary 88
Introduction 88
Methodology 89
US sports nutrition – company case studies 89
Iovate 90
Summary 90
Company overview 90
Growth strategies 91
Acquisition 91
Litigation 91
Innovation and NPD 91
Iovate SWOT analysis 93
CytoSport 94
Summary 94
Company overview 94
Growth strategies 95
Mass distribution 95
Innovation and NPD 95
CytoSport SWOT analysis 97
Optimum Nutrition 98
Summary 98
Company overview 98
Growth strategies 99
Focus 99
Optimum Nutrition SWOT analysis 100
EAS 101
Summary 101
Company overview 101
Growth strategies 102
EAS SWOT analysis 103
Bio-Engineered Supplements and Nutrition 104
Summary 104
Company overview 104
Growth strategies 105
Female market 105
Beyond bodybuilding 105
Innovation and NPD 105
BSN SWOT analysis 106
US Nutrition 107
Summary 107
Company overview 107
Growth strategies 108
International 108
Direct to consumer/online 108
Vertical integration 108
US Nutrition SWOT analysis 110
Medical Research Institute 111
Summary 111
Company overview 111
Growth strategies 112
Innovation and NPD 112
MRI SWOT analysis 113
Xyience 114
Summary 114
Company overview 114
Growth strategies 115
Innovation and NPD 115
Xyience SWOT analysis 116
EU sports nutrition – company case studies 117
Multipower 117
Summary 117
Multipower SWOT analysis 119
Maximuscle 120
Summary 120
Maximuscle SWOT analysis 121
Lucozade 122
Summary 122
Company overview 122
Growth strategies 123
Lucozade SWOT analysis 124
Chapter 6 The future of sports nutrition 126
Summary 126
Overview of the market 127
Consumer and brand trends 127
Brands take positive action against contaminated supplement claims 127
Education 129
Commoditization and the move online 130
Private label 131
The perception of efficacy 132
Growth in emerging markets 132
Category trends 133
Heat Shock Protein activators 133
Natural testosterone boosters 134
Ready-to-drink nutrition shakes 136
Licensed brands 137
Sports nutrition for breakfast 138
Packaging trends 140
Reusable packaging and refills 140
Convenience 141
Flexible packaging 142
Ingredient predictions and future category innovations 143
Category innovation 143
Myogenic growth factors 143
Emergence of a new ingredient class: Polyamines 144
Exercise intervention 145
Supplementation 146
The end of prohormones 147
Insulin enhancement and muscle growth 148
Delivery systems are still a product driver, but are they efficacious? 149
Summary and conclusions 152
Chapter 7 Conclusions, key messages and applications 154
Summary 154
Introduction 154
Successful strategies for sports nutrition brands 155
Know your customer 156
Be part of the daily ritual 158
Be authentic 159
Create a clear consistent message 159
Support science 161
Geographic sensitivity 163
Appendix 166
Q&A with Eric Nardulli 166
Q&A with Dr Tim Ziegenfuss 169
Index 174
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List of Tables
Table 3.1: Core European and US sports nutrition market value ($m), 2003-2013 45
Table 3.2: Core European sports nutrition market value ($m), 2003-2013 47
Table 3.3: Core European sports nutrition market by country ($m), 2008 49
Table 3.4: Core European sports nutrition supplements market value by category ($m), 2003- 2013 51
Table 3.5: US sports nutrition market value ($m), 2003-2013 52
Table 3.6: US sports nutrition supplements market value by category ($m), 2003-2013 53
List of Figures
Figure 1.1: The evolution of sports nutrition 23
Figure 2.2: Key sports nutrition consumer groups 30
Figure 2.3: Sports nutrition consumer market drivers 33
Figure 3.4: Core European and US sports nutrition market value ($m), 2003-2013 46
Figure 3.5: Core European sports nutrition market value ($m), 2003-2013 48
Figure 3.6: Core European sports nutrition market by country ($m), 2008 50
Figure 3.7: Core European sports nutrition market by category ($m), 2008 51
Figure 3.8: US sports nutrition market value ($m), 2003-2013 53
Figure 3.9: US sports nutrition market by country ($m), 2008 54
Figure 4.10: Ortis happy plus St John’s Wort 74
Figure 5.11: Iovate Sports Nutrition products 92
Figure 5.12: Iovate SWOT analysis 93
Figure 5.13: CytoSport sports nutrition products 96
Figure 5.14: CytoSport SWOT analysis 97
Figure 5.15: Optimum Nutrition sports nutrition products 99
Figure 5.16: Optimum nutrition SWOT analysis 100
Figure 5.17: EAS sports nutrition products 102
Figure 5.18: EAS SWOT analysis 103
Figure 5.19: BSN sports nutrition products 106
Figure 5.20: BSN SWOT analysis 106
Figure 5.21: US Nutrition sports nutrition products 109
Figure 5.22: US Nutrition SWOT analysis 110
Figure 5.23: MRI sports nutrition products 112
Figure 5.24: MRI SWOT analysis 113
Figure 5.25: Xyience sports nutrition products 116
Figure 5.26: XYIENCE SWOT analysis 116
Figure 5.27: Multipower sports nutrition products 118
Figure 5.28: Multipower SWOT analysis 119
Figure 5.29: Maximuscle sports nutrition products 121
Figure 5.30: Maximuscle SWOT analysis 121
Figure 5.31: Lucozade sports nutrition products 123
Figure 5.32: Lucozade SWOT analysis 124
Figure 6.33: Muscletech Myoshock HSP and MRI HSP Active 134
Figure 6.34: Muscletech Cryotest, ADS Pronabolin and Gaspari Nutrition Halodrol 135
Figure 6.35: CytoSport's Muscle Milk, Labrada Lean Body, and Gainomax Recovery 136
Figure 6.36: Everlast licensed brand 138
Figure 6.37: ROKIT Fuel Sports Cereal 139
Figure 6.38: MASS FI reusable tub 140
Figure 6.39: Muscletech Ignition Stix, Muscle Milk Ready to Drink and Gatorade packets 141
Figure 6.40: Flexible packaging from AMP, EAS and Optimum Nutrition 142
Figure 6.41: Muscletech nanotechnology delivery 149
Figure 7.42: Successful strategies for sports nutrition brands 156
Figure 7.43: Maximuscle diet range 158
Figure 7.44: GSK and Alli® 161
Figure 7.45: Consumer technology 163
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