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The Active and Fit Consumer and Sports Nutritional Products in the U.S.

Much attention has been paid recently to overweight and obesity in the U.S. But we’re not exclusively a nation of couch potatoes. Indeed, as two new reports from Packaged Facts demonstrate, the active consumer is alive, well, affluent - and spending money on fitness-related products. The Fit Consumer in the U.S. and Sports Nutritional Products in the U.S., both from Packaged Facts, offer marketers unique insights into the behaviors, attitudes and product-buying habits of consumers who pursue an active lifestyle (or, at the very least, indulge in the product trappings of the fit).

Abstract: The Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and Fitness Participants

This innovative brand new Packaged Facts report provides a detailed analysis of the attitudes and behavior of “Fit Consumers,” who are defined as the 50 million adult Americans who exercise at least three times a week and participate in at least one sport every chance they get. Fit Consumers are highly affluent, with an average household income that exceeds $87,000 and is 54% higher than the income of other households.

The report begins with an overview of the Fit Consumer market, including an assessment of the size and growth of the market and a demographic profile of Fit Consumers. A separate chapter analyzes the core values that form the foundation of the consumer behavior of Fit Consumers.

The next section of the report provides a detailed analysis of the steps Fit Consumers take to stay fit and keep healthy. One chapter focuses on how Fit Consumers manage their health and analyzes the role of healthy eating in the Fit Consumer lifestyle. A separate chapter takes an in-depth look at the sports and fitness activities pursued by Fit Consumers.

Another section of the report analyzes the consumer behavior of Fit Consumers. One chapter provides an overview of Fit Consumers from the standpoint of personal finance, brand awareness and shopping behavior. Another examines the attitudes and behavior of Fit Consumers in the automotive, travel, fashion, and consumer electronics areas. The report then analyzes how the attitudes and behavior of Fit Consumers vary in terms of the sports they pursue.

The report concludes with a section analyzing evolving trends in the Fit Consumer market. It contains a chapter on trends in media usage by Fit Consumers and a chapter on strategic trends and marketing opportunities in the Fit Consumer market.

The Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and Fitness Participants is based on information collected directly from firms active in the fit consumer market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source is the Fall 2006 Simmons National Consumer Survey (NCS). The report also cites relevant data from key industry and trade associations.

Abstract: Sports Nutritional Products for Active Lifestyles in the U.S.

The sports nutritional products market in the U.S. is flexing its muscles and extending into a broader consumer market that is not so much about sports as it is about the fit lifestyle. Take note of the robust market growth in 2006, which saw a 23% gain over 2005 retail sales of $4.5 billion. This success was driven by the beverage category. The big question for the future is, can bars & gels and supplements capture that same sort of success? And the answer is yes, by integrating broader health benefits into new product launches.

Faced with a changing consumer landscape, the sports nutritionals market is well-placed to drive innovation and sales by stepping out of the sports zone through the exploration of category cross-fertilization, functionality hot buttons (such as organics, probiotics and the glycemic index) and new age sensory and emotional benefits. This is especially important for growth in the bars & gels and supplements categories. Both will need to integrate broader ranges of benefits into new product launches to spur sales.

Sports Nutritional Products for Active Lifestyles in the U.S. analyzes sales and growth potential for three main categories: beverages, bars & gels, and supplements. The report surveys marketing and new product trends and dissects consumer demographics by major categories, selected brands and selected activities. The report also tracks variations in general nutrition- and health-related attitudes among adult consumers and addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

The information in Sports Nutritional Products for Active Lifestyles in the U.S. is based on both primary and secondary research. Primary research involved on-site retail examinations, interviews with marketing and industry analysts. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass-merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2006) compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2006. New product information is gathered via literature research, personal interviews and data compiled by Productscan, a service of Datamonitor.

How You Will Benefit from these Reports
Fit Consumers represent an attractive target not only for marketers of products and services tied directly to their active lifestyles, such as fitness equipment, health clubs, sporting goods, athletic shoes, outerwear, and vitamins and other supplements. Fit Consumers also are more likely to go shopping frequently, both at the mall and online; buy new cars; own mutual funds; travel extensively; pamper themselves with a wide range of personal-care products, and keep up with the latest consumer electronics products. With an aggregate household income of $2.2 trillion, Fit Consumers represent a unique and fast-growing segment of the American consumer economy, and sports nutritional products are important products of choice for this cohort.

If your company is already competing in the sports nutritional products market, or is considering making the leap to target active and fit consumers, you will find both these reports invaluable, as they provide comprehensive packages of information and insight not offered anywhere else. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data from IRI and Simmons data along with other published and trade sources.

These reports will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the sports nutritional arena and other products targeting Fit Consumers.
  • Advertising agencies to develop messages and images that compel Fit Consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope
      • Three Product Categories
      • Functional Categories
      • Report Methodology
    • Market Size and Growth
      • Introduction
      • 2006 Sales at $5.5 Billion
        • Table U.S. Retail Sales of Sports Nutritional Products, 2002-2006 (in billion $)
        • Table IRI-Tracked Sales of Sports Nutritional Products by Category, 2002-2006 (in million $)
    • Sports Nutritional Products Market Forecast
      • Table Projected U.S. Retail Sales of Sports Nutritionals Products, 2006-2011 (in billion $)
    • Marketer and Brand Overview
      • PepsiCo Still Strong but Coca-Cola Shows Greater Growth
        • Table Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in million $)
      • Top Sports Nutritional Brands
        • Table Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in million $) - Top Sports Nutritional Brands
    • Market and New Product Trends
      • Sports Nutritionals Must Extend Themselves
      • Changing Consumer Tastes
      • Marketing to Children in Sensitive Times
      • The Must-Targets: Hispanics and Boomers
      • Portability and Portion Control
      • Energy and Wellness Superceding Performance Benefits
      • Natural and Organic
      • The "New Age" of Products
      • Sensory Products
      • Functionality Hot Buttons
      • Category Cross Fertilization
    • Advertising and Promotion
      • Gatorade Dominates in Advertising
      • Targeted Media Used
      • Evolving Media Consumption
      • Sports Themes and Celebrity Endorsements
      • Clif Bar Leader in Environmental Marketing
    • Retail Dynamics
      • Retail Distribution Varies by Category
        • Table Estimated Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2006 (%)
      • On the Web
      • Think Non-Traditional
    • Category Consumer Usage Rates
      • Table Consumer Penetration Rates for Sports Nutritional Products by Category, 2006 (%)
      • Selected Focus: Thirst Quencher & Activity Drinks
        • Table Top Demographic Characteristics Favoring Thirst Quenchers & Activity Drinks, 2006 (index)
        • Table Top Demographic Characteristics Favoring Energy/Diet Snacks & Bars, 2006 (index)
    • Looking Ahead
      • Individualization and Personalization
      • Put the Fun into FUNction
      • Nanotechnology and Microencapsulation
      • Core Company Values and Commitment Important
  • The Market
    • Scope
      • Three Product Categories
      • Functional Categories
      • Report Methodology
      • Historical Background
      • Overview of Sports Nutritional Ingredients
    • Market Size and Growth
      • Introduction
      • 2006 Sales at $5.5 Billion
        • Table U.S. Retail Sales of Sports Nutritional Products, 2002-2006 (in million $)
        • Table IRI-Tracked Sales of Sports Nutritional Products by Category, 2002-2006 (in million $) - The Market
        • Table IRI-Tracked Market Composition by Category Share of Sports Nutritional Products, 2002-2006
      • Beverage Sales Going Strong
        • Table IRI-Tracked Sales of Sport Nutritional Beverage Category, 2002-2006 (in billion $)
      • Sales of Bars & Gels Also Climbing Fast
        • Table IRI-Tracked Sales of Sports Nutritional Bar & Gel Category, 2002-2006 (in million $)
      • Supplements Sales Finally Seeing Growth
        • Table IRI-Tracked Sales of Sports Nutritional Supplements Category, 2002-2006 (in million $)
      • A Look at Private Label
        • Table IRI-Tracked Sales of Private Label Sports Nutritionals Products by Category, 2002-2006 (in million $)
    • Factors Affecting the Market
      • Health and Wellness Trends Fuel Market Growth
      • From Low-Carb Dieting to Balanced Eating
      • The Role of Research & Development
      • Target Marketing: Boomers
      • The Role of Convenience
    • Sports Nutritional Products Market Forecast
      • Table Projected U.S. Retail Sales of Sports Nutritionals Products, 2006-2011 (in billion $) - The Market
  • Marketer and Brand Overview
    • PepsiCo Still Strong but Coca-Cola Shows Greater Growth
      • Table Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in million $) - Marketer and Brand Overview
      • PepsiCo in a Class by Itself
        • Table Top Sports Nutritional Products Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (%)
      • Marketer Rankings by 2004-2006 Sales Gains/Losses
        • Table Top Sports Nutritional Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs. 2006 (in million $)
      • A Few Losers Too
        • Table Sports Nutritional Marketers by Dollar Losers in IRI-Tracked Sales: 2004 vs. 2006 (in million $)
      • Top Sports Beverage Marketers and Brands
        • Table Top Sports Nutritional Beverage Marketers by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Sports Nutritional Beverage Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (%)
        • Table Top Sports Nutritional Beverage Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs. 2006 (in million $)
        • Table Top Sports Nutritional Beverage Brands by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Sports Nutritional Beverage Brands by Mass-Market IRI-Tracked Share: 2002-2006 (%)
      • Leaders in Bars & Gels
        • Table Top Bars & Gels Marketers by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Bar and Gel Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (%)
        • Table Top Bar and Gel Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs. 2006 (in million $)
        • Table Top Bar and Gel Brands by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Branded Bar and Gel Brands by Mass-Market Share: 2002-2006 (%)
      • Leading Supplement Marketers
        • Table Top Marketers of Supplements by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Marketers of Supplements by Mass-Market Share: 2002-2006 (%)
        • Table Supplement Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs. 2006 (in million $)
        • Table Top Branded Supplements by IRI-Tracked Sales: 2002-2006 (in million $)
        • Table Top Branded Supplements by Mass-Market Share: 2002-2006 (%)
  • Corporate Profiles
    • Overview
      • A Shifting Landscape
    • PepsiCo, Inc.
      • Company Overview
      • Gatorade Controls the Market It Created
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of PepsiCo Inc., 2002-2006 (in million $)
        • Table Selected Brand Portfolio of PepsiCo Inc.'s Sports Nutrition Products
      • Expanding Reach With Aquafina Alive
      • Selected Activity
    • Red Bull GmbH
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Red Bull North America Inc., 2002-2006 (in million $)
      • Selected Activity
    • Coca-Cola Company
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Coca-Cola Company, 2002-2006 (in million $)
        • Table Selected Brand Portfolio of Coca-Cola Company's Sports Nutrition Products
      • Busy with Innovation
      • Selected Activity
    • Kraft Foods Inc.
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Kraft Foods Inc., 2002-2006 (in million $)
        • Table Brand Portfolio of Kraft Foods, Inc.'s Sports Nutritional Products
      • New Products in 2007
      • Selected Activity
    • Nestlé S.A.
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Nestlé' SA, 2002-2006 (in million $)
        • Table Brand Portfolio of Nestlé' USA's Sports Nutrition Products
      • Selected Activity
    • Glaceau (Energy Brands Inc.)
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Energy Brands Inc., 2002-2006 (in million $)
        • Table Brand Portfolio of Glaceau's Sports Nutrition Products
      • Selected Activity
    • Clif Bar, Inc.
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Clif Bar, Inc., 2002-2006 (in million $)
        • Table Brand Portfolio of Clif Bar Inc.'s Sports Nutrition Products
      • Selected Activity
    • Abbott Laboratories
      • Company Overview
      • Performance
        • Table IRI-Tracked Sports Nutritional Sales of Abbott Laboratories Inc., 2002-2006 (in million $)
        • Table Selected Brand Portfolio of Abbott laboratories Inc.'s Sports Nutrition Products
      • Selected Activity
  • Market and New Product Trends
    • Sports Nutritionals Must Extend Themselves
      • Changing Consumer Tastes
        • Table Consumer Responses When Asked, "How Much Of An Impact Do The Following Have On Your Decision To Buy Foods And Beverages?" 2007
      • Customer Education and Reassurance
      • The Regulatory Landscape
      • The Battle of the Sexes
      • Marketing to Children in Sensitive Times
      • The Must-Targets: Hispanics and Boomers
      • Re-Enter The Genki Dragon
      • Wide Range of New Sports Nutritionals Product Introductions
        • Table Selected Sports Nutritional Products Trends, by Number of New Product Introduction Package Tags, 2006
      • Portability and Portion Control
      • Energy and Wellness Superceding Performance Benefits
      • Natural and Organic
      • The "New Age" of Products
      • Sensory Products
      • Functionality Hot Buttons
      • Kaleidoscopic Flavor World
        • Table Selected Sports Nutritionals Product Flavor Trends by Number of New Product Introduction Package Tags, 2006
      • New Forms and Styles
        • Table Selected List of New Product Introductions, January 2007-June 2007
  • Marketing Dynamics
    • Advertising and Promotion
      • Consumer Advertising Expenditures
      • Gatorade Dominates in Advertising
        • Table Selected Sports Nutritionals Advertising Spends, 2006 (in thousand $)
      • Targeted Media Used
      • Evolving Media Consumption
      • Sports Themes and Celebrity Endorsements
      • Gatorade Goes to The Movies
      • Clif Bar Leader in Environmental Marketing
      • Trade Associations and Shows
    • Retail Dynamics
      • Retail Distribution Varies by Category
        • Table Estimated Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2003-2006 (%)
      • Drugstores Getting the Boost
      • Specialty Outlets, General Market
      • On the Web
      • Think Non-Traditional
  • The Consumer
    • The Simmons Survey System
    • Sports Nutritionals Consumer Overview by Category
      • Category Usage Rates
        • Table Consumer Penetration Rates for Sports Nutritional Products, by Category, 2006 (%)
      • Category Cross-Reference: Demographic Characteristics
        • Table Top Demographic Characteristics Favoring Vitamins & Minerals, 2006 (index)
        • Table Top Demographic Characteristics Favoring Thirst Quenchers & Activity Drinks, 2006 (index) - The Consumer
        • Table Top Demographic Characteristics Favoring Liquid Breakfast & Nutritional Supplements, 2006 (index)
        • Table Top Demographic Characteristics Favoring Energy Drinks, 2006 (index)
        • Table Top Demographic Characteristics Favoring Energy/Diet Snacks & Bars, 2006 (index) - The Consumer
        • Table Demographic Characteristics Favoring Sports Nutritional Product Use, by Category Comparison, 2006 (index)
      • Category Cross-Reference: Exercise
        • Table Category Usage Likelihood by Consumer Level of Commitment to Exercise, 2006 (index)
      • Category Cross-Reference: Sports Participation
        • Table Selected Activity Usage Indexes by Top 10 Sports Played/Participated "Every Chance I Get," 2006 (index)
      • Category Cross-Reference: Health Statements
        • Table Category Usage Likelihood, by Consumer Response to Selected Statements, 2006 (index)
    • Sports Nutritionals Consumer Overview by Brand
      • Brand Usage Rates
        • Table Adult Consumer Penetration Rates, by Selected Sports Nutritional Brands, 2003-2006
      • Brand Cross Reference: Demographic Characteristics
        • Table Top Demographic Characteristics Favoring Gatorade & Powerade, 2006 (index)
        • Table Top Demographic Characteristics Favoring Balance Bar & Power Bar, 2006 (index)
      • Brand Cross-Reference: Exercise
        • Table Selected Brand Usage Likelihood, by Consumer Level of Commitment to Exercise, 2006 (index)
      • Brand Cross-Reference: Sports Participation
        • Table Selected Brand Usage Indexes, by Top 10 Sports Played/Participated in Last 12 Months, 2006 (index)
      • Brand Cross-Reference: Health Statements
        • Table Selected Brand Usage Likelihood, by Consumer Response to Selected Statements, 2006 (index)
    • Overall Consumer Psychographic Indicators
      • Health and Activity Consumer Psychographics
        • Table Top Demographic Indicators for Consumers Who Agree with the Statement "I Make Sure I Exercise Regularly," 2006 (index)
        • Table Top Demographic Indicators for Consumers Who Agree with the Statement "I'm Usually First To Try New Health Food," 2006 (index)
        • Table Top Demographic Indicators for Consumers Who Agree with the Statement "Pay Anything When It Concerns My Health," 2006 (index)
        • Table Top Demographic Indicators for Consumers Who Agree with the Statement "I Frequently Take Preventive Medicine," 2006 (index)
  • Looking Ahead
    • Individualization and Personalization
      • Put the Fun into FUNction
      • Nanotechnology and Microencapsulation
      • Is An Educated Consumer The Best Customer?
      • Core Company Values and Commitment Important
  • Addresses of Selected Marketers

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