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Sports Nutrition & Weight Loss Report 2017

Sports Nutrition & Weight Loss Report 2016

We put Sports Nutrition and Weight Management (SNWM) in the same report because so many consumers are already lumping them together. One runner may run because he wants to lose weight, and another wants to lose weight because it will help her run faster. That dynamic plays true across any number of athletic pursuits, and that overlap has never been truer than now.

It turns out you can see the depth of that overlap when the blurred lines become more clear with every product cycle. This can be seen clearly when glancing at the stunning similarities on side-by-side shelves for weight loss and sports nutrition.

You can certainly see it more clearly in the title of this report. What we used to call “weight loss” is now “weight management.” Protein powders escaping the gym bag to climb into the shopping carts of active moms or casual endurance athletes made us rethink the “weight loss” term. Weight loss, we have said, is something you give up on. Losing weight sounds impossible, something all too often evidenced by experience. Weight management sounds, well, manageable. It’s about lifestyle. And lifestyle is about people sticking with something over the long haul. Lifestyles are where the smart companies position themselves.

Thrown together, as consumers are doing with every purchase, sports nutrition and weight management represent a $37.5 billion dollar behemoth and nearly 20 percent of the entire natural products industry. Such a big category could easily be predicted to slow as the increments in incremental growth expand, but the SNWM market shows healthy growth at 7 percent in 2016, a full percent ahead of the supplements market, which marched along at 6 percent.

What might make SNWM so lively is innovation. In a trend-rich space where customers are hoping the words “new and improved” could soon apply to themselves, innovation matters, and there is always room for more. That thirst for innovation becomes literal in sports hydration and energy drinks. The category claims more than half, 55.6 percent, of SNWM, the vast majority of it sold in mass, where miles of refrigerator cases shine as an impulse-purchase playground.

That “what’s next?” cycle is obvious in the bright fluorescents of mass, but it’s also evident in every category and subcategory across SNWM.

It’s part of what allows those lines to blur, and part of why we expect the lines to blur even further. We haven’t relabeled sports nutrition as “active nutrition” yet, but we’re seeing that term more often. Active nutrition says “lifestyle” even louder than sports nutrition, and tugging weight management into the lifestyle column should be a priority for marketers and product developers across the blurred lines.

Tying sports nutrition and weight loss together into that lifestyle theme could also become easier as it becomes more obvious. If personal tech is going to be tied to personalized nutrition, the place where that will first happen is in SNWM. The digital and the actual in the American lifestyle were already blurring. Styr Labs is taking that further for SNWM with an activity monitor that prescribes vitamins and specific doses of protein matched to a calorie counting algorithm, but there are whole continents of white space here. Logging calories is depressing and counting steps is boring, until it becomes actionable. X steps + Y protein equals “you can have dessert tonight” is a formula people could get behind, but sports nutrition and the weight management brands have only flirted with wearables so far. With everybody third grade and older carrying a smart phone that tracks movement, it’s not hard to see smart companies plugging their products into that 24/7 feedback.


1.0 Executive Overview
1.1 Intro: Seeing blurred lines clearly
$194 Billion U.S. Nutrition Industry by Category
1.2 Sports tech grows up
U.S. Nutrition Industry Sales by Category, 2006-2021e
U.S. Nutrition Industry Growth by Category, 2006-2021e
1.3 The Tom Brady effect
$37.5 Billion U.S. Sports Nutrition and Weight Management Industry by Category
U.S. Sports Nutrition and Weight Management Sales and Growth, 2006-2021e
U.S. Sports Nutrition and Weight Management Sales by Category, 2006-2021e
1.4 Fake science news
U.S. Sports Nutrition and Weight Management Growth by Category, 2007-2021e
U.S. Sports Nutrition and Weight Management Market Share by Category, 2006-2021e
1.5 Thinking outside the pill
$37.5 Billion U.S. Sports Nutrition and Weight Management Industry by Channel
U.S. Sports Nutrition and Weight Management Sales by Channel, 2006-2021e
1.6 QA The world by the numbers
U.S. Sports Nutrition and Weight Management Growth by Channel, 2007-2021e
2.0 Sports Food and Beverage Bars and Functional Beverage
2.1 Intro: Hittin’ the bars
2.2 The new age of metabolism-boosters
Functional Sports Beverages Sales and Growth, 2006-2021e
Functional Sports Beverages vs. Total SNWM Sales and Growth, 2006-2021e
2.3 Beyond the blender
$693 Million Functional Sports Beverages by Channel
Functional Sports Beverages Sales by Channel, 2006-2021e
Functional Sports Beverages Growth by Channel, 2006-2021e
2.4 All in a day’s work
Nutrition Bars and Gels Sales and Growth, 2006-2021e
Nutrition Bars and Gels vs. Total SNWM Sales and Growth, 2006-2021e
2.5 Make food great again
$4.9 Billion Nutrition Bars and Gels by Channel
2.6 U.S. Millennials Drive Snackification of Mealtimes
Nutrition Bars and Gels Sales by Channel, 2006-2021e
2.7 Trending Ingredients in Snacks & Bars
Nutrition Bars and Gels Growth by Channel, 2006-2021e
3.0 Sports Food and Beverage Energy and Hydration
3.1 Intro: Sips and gulps
3.2 Bottle caps
Sports Hydration and Energy Beverages Sales and Growth, 2006-2021e
3.3 The fourth wave of coffee (and tea)
Sports Hydration and Energy Beverages vs. Total SNWM Sales and Growth, 2006-2021e ..52
$20.9 Billion Sports Hydration and Energy Beverages by Channel
3.4 Profitable Electrolyte Replacement Drinks
Sports Hydration and Energy Beverages Sales by Channel, 2006-2021e
Sports Hydration and Energy Beverages Growth by Channel, 2006-2021e
3.5 Alternative & Enhanced Waters: A New Opportunity for Brand Owners
3.6 Astaxanthin Applications
4.0 Sports Supplements
4.1 Intro: Stigma and stamina
U.S. Sports Nutrition Pills Sales and Growth, 2006-2021e
4.2 Nutrition smart sports
Sports Nutrition Pills vs. Total SNWM Sales and Growth, 2006-2021e
4.3 Will MusclePharm find salvation in the country life?
U.S. Sports Nutrition Powders Sales and Growth, 2006-2021e
Sports Nutrition Powders vs. Total SNWM Sales and Growth, 2006-2021e
$5.0 Billion U.S. Sports Nutrition Supplements (Powders and Pills) by Channel
4.4 Maximizing Protein Efficacy
4.5 Ingredients for Pre-Workout Formulation
U.S. Sports Nutrition Supplements (Powders and Pills) Sales by Channel, 2006-2021e
4.6 Ingredients for Post-Workout Recovery
4.7 Reviewing Ingredients, Marketing in Sports Nutrition
U.S. Sports Nutrition Supplements (Powders and Pills) Growth by Channel, 2007-2021e
5.0 Weight Management meal supplements and pills
5.1 Intro: Tipping the scales
5.2 Stapled and sleeved
Weight Management Pill Supplements Sales and Growth, 2006-2021e
Weight Management Pill Supplements vs. Total SNWM Sales and Growth, 2006-2021e
$2.1 Billion Weight Management Pill Supplements by Channel
Weight Management Pill Supplements Sales by Channel, 2006-2021e
5.3 To litigate is to love
Weight Management Pill Supplements Growth by Channel, 2006-2021e
Weight Management Meal Supplements Sales and Growth, 2006-2021e
Weight Management Meal Supplements vs. Total SNWM Sales and Growth, 2006-2021e 84
$4.0 Billion Weight Management Meal Supplements by Channel
5.4 Reimagining the Weight Loss Category
5.5 The Role of Body Composition in Weight Management
Weight Management Meal Supplements Sales by Channel, 2006-2021e
5.6 Addressing the Real Root Causes of the Obesity Epidemic
5.7 Tipping the Scale From Weight to Fat Reduction
Weight Management Meal Supplements Growth by Channel, 2006-2021e
5.8 Natural Ingredients for Weight Management
6.0 Sales Channels
6.1 Intro: Channel surfing
$37.5 Billion U.S. Sports Nutrition and Weight Management Industry by Channel
6.2 9 ways to attract and serve sports nutrition customers
U.S. Sports Nutrition and Weight Management Sales, Growth, and Market Share by
Channel, 2014-2016
6.3 The Dr. Bro effect
$6.0 Billion U.S. Natural and Specialty Retail SNWM Sales by Category, 2016
U.S. Natural and Specialty Retail SNWM Sales, Growth, and Market Share by Category ..101
$25.0 Billion U.S. Mass Market Retail SNWM Sales by Category, 2016
U.S. Mass Market Retail SNWM Sales, Growth, and Market Share by Category
6.4 Future shop
$2.9 Billion U.S. Multi-level Network Marketing SNWM Sales by Category, 2016
U.S. Multi-level Network Marketing SNWM Sales, Growth, and Market Share by
Category
$1.9 Billion U.S. Internet SNWM Sales by Category, 2016
6.5 Disruption equation
U.S. Internet SNWM Sales, Growth, and Market Share by Category
$909 Million U.S. Practitioner and Fitness Club SNWM Sales by Category, 2016
U.S. Practitioner and Fitness Club SNWM Sales, Growth, and Market Share by Category .111
$605 Million U.S. Mail Order, DRTV, and Radio SNWM Sales by Category, 2016
U.S. Mail Order, DRTV, and Radio SNWM Sales, Growth, and Market Share by Category .113
7.0 Company Profiles
U.S. Sports Nutrition & Weight Managment Company Profiles
7.1 DanoneWave (Vega)
7.2 KIND LLC
7.3 Living Essentials (5-Hour Energy)
7.4 Abbott Nutrition
7.5 AdvoCare
7.6 Atrium (Garden of Life)
7.7 Basic Research / Zoller Labs
7.8 CLIF Bar & Company
7.9 Coca Cola (Powerade)
7.10 General Mills
7.11 Glanbia
7.12
7.13 Hiball Energy
7.14 Hormel Foods (Cytosport)
7.15 HumanN
7.16 Iovate
7.17 Kainos Capital (Slimfast)
7.18 Monster Beverage Corporation
7.19 nuun & company, inc.
7.20 PepsiCo (Gatorade, Amp, Propel)
7.21 Quest Nutrition
7.22 Red Bull
7.23 Rockstar
8.0 Acknowledgments and Definitions
8.1 Acknowledgments
8.2 Research Methodology
8.3 Disclaimer
8.4 Copyright
8.5 Definitions
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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