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Published by: Packaged Facts
Published: May. 1, 2001 - 303 Pages Special Offer: Now 25% off the original price of $2799.
Table of Contents
- Executive Summary
Scope and Methodology
- Market Parameters
- Report Methodology
The Products
- Three Categories of Sports Nutritionals
- Five Product Categories by Functional Classification
- Historical Overview
- Sports Supplements Regulated by the FDA
- FDA Scrutiny of Ephedra, Creatine Monohydrate, and Androstenedione
Size and Growth of the Market
- 2000 Retail Sales Near $2 Billion
- Sales Surpass $3 Billion by 2005
- Table 1-1: U.S. Retail Sales of Sports Nutritionals, 1996-2005 (dollars)
- Market Share by Product Category
- Table 1-2: U.S. Retail Sales of Sports Nutritionals by Product Category, 2000 (dollars): 3 Product Categories
- Projected Category Growth Uneven
- Table 1-3: U.S. Retail Sales of Sports Nutritionals by Product Category, 2000-2005 (dollars): 3 Product Categories
- Product Mix Varies by Retail Outlet
- Positive Factors Affecting Market Growth
- Negative Factors Affecting Market Growth
The Marketers
- Leading Marketers
- Mergers Make Competitors Bigger and Stronger
- Ingredients, Not Price, Drive Market
- Battling for the Mass Market
- Market Driven by Product Introductions
- New Combinations Maintain Interest
- Competition Through Line Extensions
- Celebrities Sell Product
- Promotion Through Own Magazines
Distribution and Retail
- Distinct Channels of Distribution
- Supermarkets Claim Largest Retail Share
- Table 1-4: Share of U.S. Sports Nutritional Category Sales by Retail Outlet Type, 2000 (percent): 6 Retail Outlets
- High Margins at Retail
- Grouping by Function or Company?
The Consumer
- Use of Sports Drinks
- GNC and Twinlab Supplement Use
- Use of Sports Bars
- Sports Nutritional Use Among Health and Natural Product Store Shoppers Steady
- The Potential Market for Sports Nutritionals
- Exercise Walking Number-One Sport
- Health Club Membership Up
- The Products
Scope of the Report
- Sports Nutritionals Sold at Retail
History of the Industry
- First Products Were Protein Mixes
- Joe Weider—A Sports Nutritional Pioneer
- Rodale Press Promotes Natural Health
- First Isotonic Beverages in the 1960s
- Weider Engages Bodybuilder Schwarzenegger
- Russians Discover Creatine
- East Germans' Success at 1972 Olympics
- GNC Targets Sports Nutritionals
- Sports Nutrition in a Bar
- DSHEA Gives Sports Nutrition Products New Credibility
- The Rise and Fall of Androstenedione
Product Breakouts
- Three Major Product Categories
- Supplements
- Beverages
- Bars and Gels
- Five Functional Categories
- Strength and Bodybuilding Supplements
- Fat Burners/Lean-Mass Products
- Short-Term Energy Products
- Exercise Recovery/Supportive Nutrition/ Injury Treatment Products
- Long-Term Endurance Products
- Ingredients Cross Product Category Lines
- Packaging Follows Function
- Guide to Sports Nutritional Ingredients
- Table 2-1: Guide to Strength and Bodybuilding Substances
- Table 2-2: Fat Burners/Lean-Mass Substances
- Table 2-3: Energy (Short-Term) or Performance Substances
- Table 2-4: Exercise Recovery and Supportive Nutrition Substances
- Table 2-5: Long-Term Endurance Substances
Government and Industry Regulations
- Sports Supplements Regulated by the FDA
- The Role of the NLEA
- Soy Health Claim
- The Dietary Supplement Health and Education Act
- Structure/Function Statements
- Third-Party Literature
- Final DSHEA Ruling Restricts FDA Disease Definition
- Implementation Plan
- The FDA's Actions Against Ephedra
- Ruling Hurts Sports Nutritional Products
- Ephredra Rules Contested
- Creatine Monohydrate Comes Under Fire
- A Curve Ball for Androstenedione
- Legislation to Authorize Insurance Payments for Supplements
Trade Associations
- American Herbal Products Association
- National Nutritional Foods Association
- National Sporting Goods Association
- Sporting Goods Manufacturers Association
- The Market
Market Size and Growth
- Sales Difficult to Quantify
- 2000 Sales Close to $2 Billion
- Table 3-1: U.S. Retail Sales of Sports Nutritionals, 1996-2000 (dollars)
Market Composition
- Sports Beverages Dominate the Market
- Table 3-2: U.S. Retail Sales of Sports Nutritionals by Product Category, 1999-2000 (dollars): 3 Product Categories
- Bars Gain Market Share
- Sports Drinks Boom
- Supplement Growth Has Slowed
- Table 3-3: Share of U.S. Sports Nutritional Sales by Product Category, 2000 vs. 1999 (percent): 3 Product Categories
- Creatine a Multi-Million Dollar Business
- Glucosamine a Niche Success
- Sales for Ginseng, Chromium
- Nearly Half of Sales Through Supermarkets
- Table 3-4: Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2000 vs. 1999 (percent): 6 Retail Outlets
- Product Mix Varies by Retail Outlet
- Table 3-5: Share of U.S. Sports Nutritional Category Sales by Retail Outlet Type, 2000 (percent): 6 Retail Outlets
- Category Sales Growth by Retail Outlet
- Table 3-6: Percent Growth of U.S. Sports Nutritional Category Sales by Retail Outlet Type, 2000 vs. 1999 (percent): 6 Retail Outlets, 3 Categories, Weighted Average
- Market Skews to Sunbelt
- Sunbelt Cities Have Higher Sales of Sports Drinks
- Simmons Consumer Data: Westerners Use More
- Table 3-7: Regional Distribution of Consumption: Thirst Quencher/Activity Drinks vs. Balance Bars and PowerBars, 2000 (U.S. Adults): Northeast, Midwest, South, West
- Spring and Summer Stronger Sales Periods
Factors to Market Growth
- More Americans Exercise
- Health Club Participation Grows
- Aging Population Wants Youthful Performance
- Table 3-8: Projections of U.S. Households by Age of Householder, 1998 vs. 2003 (number and percent): From Age Under 25 to Age 75 and Older
- Aging Americans More Prone to Injury, Longer Recovery Times
- DSHEA Gives Sports Nutrition Products New Credibility
- Moving to the Masses
- Rigorous High School Training
- Time-Starved Shoppers Seek Energy
- Bar Business Easy to Enter
- Price Competitiveness Spurs Market
- Ephedra Popular...Because It Works
- Growing Number of Juices Use Sports Nutritional Ingredients
- Glucosamine—Potential to Be Big News
- Overseas Opportunities Strengthen U.S. Companies
- Frenetic and Unstable Market
- Price Driving Out Quality
- Maturing Markets Cut Margins
- Consolidation Reduces Competition
- Criticism Has Not Dampened Sales for Bars
- Natural Product Retailers Reluctant to Stock Because . . .
- . . . General Nutrition Is Stealing Their Business
- Athletes Bored with Meal Replacements, Look to Whole Foods
- New Substances Hard to Find
- Products Still Suffer from "Muscle" Image
- Labels an Ongoing Source of Controversy
- Claims for Some Products Questionable
- Discrediting the Industry
- Outrageous Claims Hurt Sales
- Ribose Is Expensive
- Bad News for Androstenedione
- Controversy Taints Ephedra
Projected Market Growth
- Sales to Surpass $3 Billion in 2005
- Table 3-9: Projected U.S. Retail Sales of Sports Nutritionals, 2000-2005
(dollars) Strongest Growth in Non-Supplement Categories
- Table 3-10: Projected U.S. Retail Sales of Sports Nutritionals by Product Category, 2000-2005 (dollars): 3 Product Categories
- Still A Healthy Industry
- The Marketers
The Marketers
- Major Players
- Second-tier Marketers
- Many Minor Players
- Top Companies in Health and Natural Product Stores
- Sports Bar Marketers
- Table 4-1: The U.S. Market for Sports Nutritionals: Selected Marketers by Brand Line and Product (126 Marketers)
Marketer and Brand Shares
- Leading Full-Line Marketers
- Top Brands in Health and Natural Product Stores
- Table 4-2a: Leading Sports Nutritional Products from Nature's Best,
4th Quarter 2000: Capsules & Tablets (percent):
4 Companies, 10 Brands/Products
- Table 4-2b Leading Sports Nutritional Products from Nature's Best,
4th Quarter 2000: Powders & Liquids (percent):
6 Companies/10 Brands/Products
- Top-Selling Brands in Mass Merchandisers
- Table 4-3: Leading Sports Nutritionals in U.S. Mass Merchandisers, 2000 vs. 1999 (percent):
5 Companies/9 Brands/Products
- Top-Selling Brands in Drugstores
- Table 4-4: Leading Sports Nutritionals in U.S. Drugstores,
2000 vs. 1999 (percent):
5 Companies/9 Brands/Products
- Top-Selling Brands in Supermarkets
- Table 4-5: Leading Sports Nutritionals in U.S. Supermarkets,
2000 vs. 1999 (percent):
5 Companies/9 Brands/Products
- Leading Marketers of Sports Bars
- Table 4-6: Leading Marketers of Sports Bars,
1999 (market share) 10 Marketers
- Top Mass-Market Sports Bar Brands
- Table 4-7: Leading Sports Bars in U.S. Mass Market*,
2000 vs. 1999 (percent):
5 Companies/10 Brands/Products
- Top Mass-Market Sports Beverages
- Table 4-8: Leading Sports Beverages in U.S. Mass Market*,
2000 vs. 1999 (dollars):
14 Marketers/Brands, 2 private label
Competitive Overview
- New Companies Enter the Industry
- Mergers and Acquisitions
- New Products Are Ingredient-Driven . . .
- . . . and Not Price-Driven
- Battling for the Mass Market
- Big Advertising Dollars
- Endorsements and Celebrities
- Consumer Education Supports New Products
- Extra Educational Efforts Reassure Consumers
- Marketers Promote to Trade Through Specialty Publications
- Line Extensions Win Shelf Space
- Making the Sports-Sex Connection
- Bar Marketers Move Into Beverages
- Niche Marketing
- Similar Names
- Patented Recipes
- GMO-Free
- New Delivery Systems
Competitive Focus: Short-Term Energy Products
- Ephedra Popular by Itself . . .
- . . . and "Stacked"
- Ephedrine Branches Out
- Energy Drinks Flood the Market
- Big Names Enter Energy Drink Business
- Novelty Energy Drinks
- Raves and Clubs
Competitive Focus: Strength and Bodybuilding Products
- Creatine in Different Carriers
- "Stacks" Attract Bodybuilders
- Selling Supplements as Snack Food . . .
- . . . and Soft Drinks
- Andro Stays Cool Under Fire
- Skirting Legality
- Extreme Marketing Attracts Extreme Athletes
- Suggesting Steroid Alternatives
- Maturing Category Fragments
Competitive Focus: Exercise Recovery/Supportive Nutrition/Injury Treatment products
- Battle of the Isotonic Drink Titans
- Sports Drink Segmentation
- Other Isotonic Drink Companies Come into Market
- Endorsements and Sporting Events
- Joint Support a Distant Second after Beverages
- Recovery Products for Bodybuilders
- Antioxidants for Sports
Competitive Focus: Sports Bars
- Everybody Sells Bars
- Bars Parallel Existing Products
- Sheer Number of Entries Staggering
- The Race for Space
- Convenience Sells Bars
- One for Every Lifestyle
- Competing with Taste
Competitive Profile: AmeriFIT Nutrition
- Corporate Overview
- No Longer Just Sports Nutritionals
- Glucosamine a Major Product
- Outreach to Retailers
Competitive Profile: Bodyonics Ltd.
- Corporate Overview
- A Patented Delivery System
- Lines Are Substance-Based
- Newsletter Promotes Products
- Celebrity Spokespersons Lend a Face to Company
- Sponsoring Sports Events
- Move Beyond Sports Nutrition
Competitive Profile: Experimental and Applied Sciences, Inc. (EAS)
- Corporate Overview
- Popular Products
- Information-Driven Company
- EAS Publications
- Moving into the Mainstream with Major Ad Campaign
- Supermodels Signed to Reach Women
- Targeting Men Through Football
- Future Plans
Competitive Profile: Nestlé S.A. (PowerBar, Inc.)
- Corporate Overview
- A History of Mergers and Acquisitions
- PowerBar Makes Nestlé a Major Sports Nutritional Player
- Founded by a Frustrated Marathoner
- Available Through All Outlets
- The Product Mix
- Beyond Bars—a New Entry
- Athlete Endorsements and Event Sponsoring
- Media Blitz
- First-Time Spending for New Product
- Sampling Using Brand Cooperation
- Nestlé's Plans for Growth
Competitive Profile: Natrol, Inc. (ProLab Sports Nutrition)
- Corporate Overview
- Major Brands
- Move to Mass Market
- The Natrol Scientific Advisory Board
- ProLab Nutrition, Inc.
- Product Lines
- Promoting Products Through Sports Event Sponsorships
- Cory Everson Line of Products
- Sweepstakes Touts Solutions Line
Competitive Profile: Optimum Nutrition, Inc.
- Corporate Overview
- Product Lines
- Move Beyond Sports
- Company Promotions
- Company to Manufacture GNC Store-Brand Products
Competitive Profile: Royal Numico N.V. (Rexall Sundown, MET-Rx USA, GNC, Worldwide Sport Nutrition)
- Corporate Overview
- Company History
- Acquisitions Include U.S. Sports Nutritional Companies
- General Nutrition Companies
- Store-Within-a-Store Deal Means Growth Ahead
- Rexall Sundown
- Built by Acquisitions
- MET-Rx Nutrition
- A Mass-Market Player
- Substrate Solutions: Androstenedione Products
- Worldwide Sport Nutrition
- Company Built on Bars
- Royal Numico's Plans for the Future
Marketing Tools and Trends
- Reaching a Broader Market
- New Lines and Extensions
- Medical Claims Getting Stronger
- Marketers Promote Products Through Own Magazines
- Broadening the Market for Bars
- Broadening the Market for Drinks
- Target Marketing
- Supplement Category Becoming Fragmented
- Repositioning Products
- Implying Steroids
- Healthy Decadence Sells Sports Bars
- Fending Off the FDA
- Including Low Glycemic Index Information
- Educational Tools Needed to Explain Complex Substances
- Company Literature Defends Products
- Celebrity Endorsements
New Product Trends
- Number of Product Introductions Still Climbing
- Table 4-9: Number of U.S. Sports Nutritional Product Introductions
by Type, 2001*-1998 (shelf-keeping units): 5 Types
- Move to General Fitness Products
- More Herbs in Products
- Products in All Shapes and Sizes
- Bars Are the Stars
- Products in Familiar Forms Attract Mass-Market Consumers
- Including the Newest Substance: Ribose
- Carbonated "Functionals"
- Products Just for Women Athletes
- Fruit Juice Combined with Sports Nutritional Substances
- New Ways to Sell Creatine
- Androstenedione Die-Off
- Willow Bark for Recovery . . .
- . . . and as Part of a Thermogenic Stack
- Chitosan Hot New Product
- Products Based on Glycemic Index
- Table 4-10: The U.S. Market for Sports Nutritionals:
- Selected New Product Introductions, 2000
Consumer Advertising and Promotion
- Use of Advertising
- Targeted Magazines Used
- Other Media Used
- Advertising Expenditures Near $200 Million
- Sports Beverage Marketers Biggest Spenders
- Big Sports Bars Owners Provide Major Ad Support
- General Nutrition the Major Supplement Spender
- Weider Nutrition Raises Advertising Spending Level
- Twin Laboratories Also Spending More
- Other Million-Dollar-Plus Spenders
- $300,000 to $1,000,000 Spenders
- Additional Unmeasured Expenditures
- Size Counts for Male Bodybuilders
- X-treme Advertising
- ...and the Serious Approach
- Exclusive Ingredients
- Endurance and Recovery Product Ads More Subdued
- Sex Sells
- Before and After
- Targeting Women
- "Infomercials" Feign Legitimacy
- Bars Win with Guiltless Pleasure
- Convenience Also Important
- Food by Association
- Using Humor
- Science (and Pseudo-Science) Sells Supplements
- Products Require Education
- Flip the Bird Consumer Promotion
- Celebrity Endorsements
- Sponsorships of Sporting Events
- Examples of Consumer Advertising
Trade Advertising and Promotion
- Role of Trade Ads
- Displays Compete for Retail Space
- Trade Education
- Trade Shows
- Discounts Used as Common Promotion
- Distribution And Retail
At the Distribution Level
- Distinct Channels of Distribution
- Warehouse Delivery Used in Mass Market
- Independent Distributors to Health and Natural Product Stores
- Several Large Distributors Dominate Health Product Sector
- Health Product Distributor Services
- Forward Buying by Distributors
- Leading Mass-Market Drug Wholesalers
- Drug Wholesalers Agree to Merge
- Cardinal Health Acquires Bindley Western
- Specialty Sports Distributors
- Distribution Through Gyms and Health Clubs
- Benefits of Direct Shipment
- Margins for Health Product and Mass Market
- Brokers Support Marketers' Sales Efforts
- Marketers' Sales Forces Work with Brokers
At the Retail Level
- Supplement Chains Claim Largest Retail Share
- Table 5-1 Share of U.S. Sports Nutritional Category Sales by Retail Outlet Type, 2000 (percent): 6 Retail Outlets, 3 Categories
- Sports Nutritional Retail Sections
- High Margins at Retail
- Sports Products Stake Out Own Section
- Grouping by Function or Company?
- Bars Merchandised as Food or Supplement?
- Merchandising by Function
Retail Focus: Health and Natural Product Stores
- Supplement Chains Oriented Toward Sports Nutritionals
- GNC Stores Major Outlet
- A Typical GNC Display of Sports Nutritionals
- Vitamin World Vies with GNC for Market Share
- Sports Nutritionals Not Carried in Some Types of Health and Natural Product Stores
- Health and Natural Product Store Price Comparison: Major Brands
- Table 5-2: Price Comparison: Sports Nutritional Products Sold in Health and Natural Product Stores
- Promotions and Sales
- Other Merchandising Techniques
- Fitness and Nutrition Department
Retail Focus: Mass-Market Outlets
- Discounters Growing Outlet for Sports Nutritionals
- Warehouse Club Price Comparison: Major Brands
- Table 5-3: Price Comparison: Sports Nutritional Products Sold in Costco Wholesale Store
- Sports Nutritionals Established in Some Chain Drugstores
- Presence Declining in Some Stores...
- ...While Gaining Ground in Others
- Drugstore Price Comparison: Major Brands
- Table 5-4: Price Comparison: Sports Nutritional Products Sold in Drugstores
- Sports Bars and Drinks in Supermarkets
- Integration, Separate Health Sets, and Store-Within-a-Store
- Everyday Discount on Branded Merchandise
Retail Focus: Internet and Mail-Order Sales
- Mail Order Moves Toward Internet
- Top Mail-Order Companies
- Companies Lured by Internet Dreams
- Internet Bubbles Burst
- Drugstore.com Makes Deals
- Nutripeak.com and Sports Nutrition Depot Merge
- HealthCentral.com Acquires Vitamins.com
- Questionable Products Find Outlet
Retail Focus: Other Channels
- Multilevel Marketing
- Gyms and Health Clubs
- Trainers Used as Sales Staff
- Sporting Goods Stores and Bike Shops
- Pro Shops
- The Consumer
Consumer Use and Demographics
- Simmons Market Research Data on Sports Nutritionals
- Simmons Data on Sports Supplements
- Table 6-1: Demographic Characteristics Favoring Use of Selected Sports Supplements, 2000
(2 Brands: General Nutrition, Twinlab, U.S. Adults)
- Simmons Data on Sport Shake
- Simmons Data on Activity Drinks
- Table 6-2 Percent of Consumers Who Use Thirst Quencher/Activity Drinks by Brand, 2000
(7 Brands and All Brands, U.S. Adults)
- Men and Those in Peak Athletic Years Use Activity Drinks
- Table 6-3: Demographic Characteristics Favoring Use of Activity Drinks, 2000 (U.S. Adults)
Sports Drinks Strongest in the South
- PowerBar Most Popular Sports Bar
- Westerners and Singles Use Sports Nutritional Snack Bars
- Table 6-4: Demographic Characteristics Favoring Use of Selected Sports Nutritional Snack Bars, 2000
(U.S. Adults): PowerBars, Balance Bars, Clif Bars
- Simmons Data on Sports Pain Relief Products
- Table 6-5: Demographic Characteristics Favoring Use of Sports/Exercise Pain Relief Rubs/Liquids, 2000
(U.S. Adults)
- Use Among Health and Natural Product Store Shoppers
- Table 6-6: Sports Nutritionals Purchased in Independent Health and Natural Product Stores, 2000-1998 (percent):
7 Types of Products
- Use Among College Athletes. . .…
- . . . And Younger Students
- A Broadening Market
- The Cross-Over Consumer
Sports and Fitness Participation
- The Potential Market for Sports Nutritionals
- Regular Exercisers Younger, Single, Educated
- Table 6-7: Demographic Indicators for Regular Exercisers,
2000 (U.S. Adults)
- Northeasterners, the College-Educated, Singles, and Time-Rich Are Frequent Exercisers
- Table 6-8: Demographic Indicators for Frequent Exercisers,
2000 (U.S. Adults)
- Simmons Data on Sports/Fitness Activities
- Table 6-9: U.S. Adult Participation in Selected Sports and Fitness Activities, 2000, 1998 (percent): 26 Sports Activities
NSGA Data Shows First-Time Decline in Active Sports
- Table 6-10: Participation in Selected Fitness and Sports Activities Among U.S. Population Age 7 or Older,
1999, 1997, 1989 (numbers): 21 Fitness/Sports Activities
- Popular Sports Are Recreational
- Table 6-11: Most Popular Sports and Fitness Activities Among U.S. Population Age 6 or Older,
- 1999 and 1997 (number): 26 Sports Activities
- Trends in Health Club Memberships
- Westerners, Age 25-44, and Singles More Likely to Join Health Clubs
- Table 6-12: Demographic Indicators for Health Club Members,
- 2000 (U.S. Adults)
Consumer Attitudes
- Educated Shoppers Seek Science
- Fitness Walkers Most Dedicated to Their Sport
- Table 6-13: Sports Retaining the Highest Levels of Enthusiasm U.S. Adult Sports Participants (percent): 24 Sports Activities
Appendix I: Examples of Consumer Advertising
Appendix II: Addresses Of Selected Marketers
AbstractThe sports nutrition industry has seen phenomenal growth over the past several years, as research has led to one breakthrough after another in sports nutritional science. Despite this past success, the industry is beginning to show signs of slowing growth. A variety of complex factors, including questions of effectiveness, the search for new products, and changing consumer demographics will determine the future of the industry. Executives faced with the challenge of negotiating these potential obstacles will be able to look to this report for detailed information on developing trends, market size and composition, competitive profiles, distribution and retail patterns, and consumer research.
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