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Sports Nutrition & Weight Loss Report 2016

Sports Nutrition & Weight Loss Report 2016

Executive Summary

Sports nutrition and weight loss could be seen as the categories of aspiration. Consumers want to get back in shape or in better shape or just look good in a bathing suit. Some may want a performance edge, whether that’s in a triathlon or just lapping their friends on a run around the park. Others might be worried about losing that edge, using exercise and fi nely tuned nutrition to stay lean, strong and fast well past retirement.

All of that is aspiration—the yearning for the better you. But to call sports nutrition and weight loss only aspirational is to ignore urgent need. The United States doesn’t lead the globe in obesity and the toll of the sedentary existence. We just paved the way. All those billions spent on developing edible indulgence and all the billions spent on advertising to justify it as a basic right—meat lovers deserve their own pizza!—cost billions more in healthcare.

It’s that crisis that makes sports nutrition and weight loss something more than the luxury of vanity and aspiration. Th e products in these categories can help meet the most pressing health need in modern society.

Americans spent an estimated $384 billion on fast food last year. NBJ research shows sales in sports nutrition and weight loss grew to $35 billion. Nobody would expect nutrition sales to approach fast food sales, but the magnitude of the super- sized expenditures creates not just opportunity for sports nutrition and weight loss but perhaps an obligation to reach out and slam the drive-through window shut.

Whether or not the fl abby results of all those value meals is driving the nutrition market, NBJ did see sales growth in sports nutrition and weight loss accelerate in 2015. In 2014, growth was 6.3 percent, stronger than the industry as a whole but still lower than just a few years ago. It increased to 7.7 percent in 2015, despite a barrage of bad press across the supplement industry in general with some of the darkest headlines hanging over sports nutrition.

That 7.7 percent is a substantial improvement over the 5.9 percent growth for the supplement industry as a whole, and seeing the uptick is more proof that the categories are worth both nurturing and protecting. A coalition of executives and insiders are doing just that—trying to track new ingredients before they become those negative headlines. Industry-wide reforms that include ingredient identity, a product registry, and clearer GMP standards may help sports nutrition and weight loss more than any other category.

So the industry grows as the need for the product grows, but it’s not clear how the two are linked, at least in the marketing.

The question becomes how to position the categories to grow even faster, to meet that growing need.

Some of the answers, as always, are going to be found in the data, and the NBJ Sports Supplements and Weight Loss report delivers not just the data but the analysis on how the numbers are shaped by innovation and market forces. Th at’s where the NBJ Sports Nutrition and Weight Loss Report becomes a tool to better tune the categories to meet those urgent needs.

In the Report business leaders learn:

  • Not just which ingredients are selling but where they are selling best
  • How the data and innovation may guide smart companies to new markets
  • How companies might best avoid the negative headlines that plague the categories
Of course, the important corollary to what’s selling is who’s selling it. Th at’s where the NBJ company profi les, with corresponding sales fi gures, provide a template on what strategies and models are best positioned to succeed.

Sales and success, of course, drive every company, but the cause focus in the business plan may be increasingly important. Aspiration has taken the industry a long way, but a mission statement tied to the global need for nutrition specifi c to a lean and active lifestyle might take it even further. Th e industry could off er a balanced selection of products that support the journey to a fi tter self. Th e people who need the most help might not be motivated by before-and-after beach body pictures or tales from the triathlon circuit. Th e best message for the hordes pulling away from those drive-through windows might be more about health and less about “results.”

Th ose consumers need to know that the real results are feeling better not feeling faster. Th ey need to know that feeling stronger can be about feeling well, not how much they can bench press. Th at’s the story sports nutrition and weight loss companies need to tell. Being fi t is a lot more than fi tting into a bathing suit.

Maybe that is aspiration, with a more solid mix of motivation thrown in.


1.0 Executive Overview
1.1 Executive Summary
$181 Billion U.S. Nutrition Industry by Industry Segment, 2015
$35 Billion Sports Nutrition and Weight Loss Industry by Channel, 2015
1.2 A race of results
$35 Billion Sports Nutrition and Weight Loss Industry by Segment, 2015
US Nutrition Industry Growth by Product, 2006-2015
US SNWL Growth by Product Sub-category, 2005-2015
US SNWL Growth by Product Sub-category, 2016e-2020e
1.3 The Energy Equation
US Total SNWL Sales, Growth and Market Share by Channel 2013-2015
Nutrition Industry Sales and Growth, 2005-2020e
1.4 Q&A: From thrive to alive
US Nutrition Industry Sales by Product Category, 2005-2015
2.0 Market Data & Overview
2.1 Results-focused
US SNWL Market Share by Product Sub-category, 2005-2015
2.2 Keep it clean
US SNWL Market Share by Product Sub-category, 2016e-2020e
US SNWL Sales by Product Sub-category, 2005-2015
2.3 The lure of the third rail
US SNWL Sales by Product Sub-category, 2016e-2020e
US Total SNWL Sales by Channel, 2005-2015
US Total SNWL Sales by Channel, 2016e-2020e
3.0 Sports & Energy
3.1 Of Energy and Innovation
$18 Billion Sports and Energy Drinks by Product Category, 2015
Sports and Energy Beverages Sales and Growth, 2005-2020e
3.2 Possibilities buzz for caffeinated water
US Sports and Energy Beverages vs, Total Supplements Sales, 2005-2015
US Sports and Energy Drink Sales and Growth by Product Category, 2006-2015
3.3 Study: Energy drinks crank BP dramatically
US Sports and Energy Beverages vs. Total SNWL Market, 2005-2015
US Sports and Energy Beverage Sales by Channel, 2005-2015
US Sports and Energy Beverage Sales by Channel, 2016e-2020e
3.4 Just one energy drink can hike heart disease risk
US Sports and Energy Drink Sales and Growth by Product Category, 2016e-2020e
US Sports Drink Sales and Growth, 2006-2015
US Sports Drink Sales and Growth, 2016e-2020e
4.0 Sports Nutrition Supplements
4.1 Shaping up
$5.3 Billion Sports Nutrition by Product Category, 2015
4.2 The negatives of testing positive
$5.3 Billion Sports Nutrition Industry by Channel, 2015
US Sports Nutrition Growth by Product Category, 2005-2015
4.3 Supplements at the Olympics
4.4 Sprouting up
US Sports Nutrition Market Share by Product Category, 2005-2015
US Sports Nutrition Pills Sales and Growth, 2005-2015
US Sports Nutrition Sales by Channel, 2005-2015
4.5 Life on the edge
US Sports Nutrition Sales by Product Category, 2005-2015
US Sports Nutrition Supplement Sales and Growth, 2005-2020e
US Sports Nutrition Supplements Growth by Product Category, 2016e-2020e
US Sports Nutrition Supplements Sales by Product Category, 2016e-2020e
4.6 D may be the gold medal vitamin
4.7 D-activated
4.8 Pre-workout PUFAs may prevent pain
4.9 How to harness electrolytes for balanced health
US Sports Nutrition Supplements vs. Total Supplement Sales, 2005-2015
5.0 Weight Loss & Meal Replacement
5.1 A matter of scales: Pounds lost, sales gained
$38.8 Billion US Supplement Industry by Product Category in 2015
5.2 Navigating fat fads
$2.1 Billion Weight Loss Pill Category by Channel, 2015
$4.1 Billion Nutrition Bar Categorty by Channel, 2015
Weight Loss Meal Replacement Sales and Growth, 2005-2020e
US Weight Loss Meal Replacement Supplement Sales by Channel, 2005-2015
US Weight Loss Meal Replacement Supplements vs. Total SNWL Sales, 2005-2015
5.3 Bars hopping
US Weight Loss Meal Replacement Supplement Sales, Growth and Market Share by
Channel, 2013-2015
US Weight Loss Meal Replacement Supplements vs. Total Supplement Sales, 2005-2015
5.4 So, this bar walks into a retailer...
Nutrition Bars Sales and Growth, 2005-2020e
US Nutrition Bars and Gels Sales by Channel, 2005-2015
5.5 Mushroom extract magic for weight loss?
US Nutrition Bars and Gels Sales by Channel, 2016e-2020e
5.6 Thunder god vine: The answer to obesity?
US Nutrition Bars and Gels Sales, Growth and Market Share by Channel, 2013-2015
US Nutrition Bars and Gels vs. Total Supplement Sales, 2005-2015
Weight Loss Pills Sales and Growth, 2005-2020e
5.7 Bugs may help fi ght fat
US Weight Loss Pill Form Supplements Sales by Channel, 2016e-2020e
5.8 Fish oil may fi ght midlife bloat
US Weight Loss Pill Form Supplements vs. Total SupplementSales, 2005-2015
US Weight Loss Pill Form Supplements vs. Total SNWL Market, 2010-2020e
US Weight Loss Pill Form Supplement Sales, Growth and Market Share by Channel, 2013-2015
6.0 Sales Channel & Distribution
6.1 Life in the fad lane
$23.6 Billion SNWL Mass Market Supplement Retail Sales by Product Category, 2015
6.2 The GNC Effect
$2.7 Billion SNWL MLM Supplement Sales by Product Category, 2015
$1.7 Billion SNWL Internet Supplement Retail Sales by Product Category, 2015
$840 Million SNWL Practitioner and Fitness Club Supplement Retail Sales by Product Category, 2015
$587 Million SNWL Mail Order, DRTV and Radio Supplement Retail Sales by Product Category, 2015
US Mass Market Sales, Growth and Market Share by Product Category, 2013- 2015
6.3 “Wild West” to “Whack-a-Mole”
US MLM/Network Marketing Sales, Growth and Market Share by Product, 2013- 2015
US Internet Sales, Growth and Market Share by Product Category, 2013- 2015
US Practitioner and Fitness Club Sales, Growth and Market Share by Product Category, 2013- 2015
US Total SNWL Sales, Growth and Market Share by Channel, 2013- 2015
7.0 Company Profi les
US Sports Nutrition and Weight Loss Top 30 Companies, 2015
7.1 Hormel Foods
7.2 Iovate
7.3 Quest Nutrition
7.4 Abbott Laboratories
7.5 Advocare
7.6 Atkins Nutritionals
7.7 Basic Research / Zoller Labs
7.8 BioNutritional Research Group
7.9 Carlyle Group / NBTY
7.10 CLIF Bar & Company
7.11 Coca-Cola
7.12 Forever Living
7.13 General Mills / Small Planet Foods
7.14 General Nutrition Center, Inc. (GNC)
7.15 Glanbia
7.16 Herbalife International
7.17 Kellogg Company
7.18 KIND LLC
7.19 Kraft Heinz Company
7.20 Living Essentials
7.21 Monster Beverage Corporation
7.22 Nestlé
7.23 PepsiCo
7.24 Post Holdings
7.25 Red Bull
7.26 Rockstar
7.27 SAN Corporation
7.28 Kainos Capital
7.29 VPX Sports
8.0 Acknowledgements and Defi nitions
8.1 Acknowledgements
8.2 Research Methodology
8.3 Disclaimer
8.4 Copyright
8.5 Defi nitions
8.6 Product Categories
8.7 Dietary Supplements
8.8 Food and Beverage
8.9 Natural & Organic Personal Care
8.10 Other Household Products
8.11 Sales Channels

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