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Sport Nutritionals for Active Lifestyles in the U.S.

Sport Nutritionals 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 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.

Packaged Facts’ new report, Sport Nutritionals 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.

Report Methodology
The information in Sport Nutritionals 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.

What You’ll Get in this Report
Sport Nutritionals for Active Lifestyles in the U.S. is a brand-new report that offers a unique perspective on a changing market. No other market research report provides both the comprehensive analysis and extensive data that Sport Nutritionals for Active Lifestyles in the U.S. offers. The report 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.

How You Will Benefit from this Report
If your company is already competing in the sports nutritional products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. 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 other published and trade sources, along with a detailed discussion of the consumer based on Simmons data.

This report 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.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel 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.


Chapter 1 Executive Summary

  • Scope
  • Three Product Categories
  • Beverages
  • Bars & Gels
  • Supplements
  • Functional Categories
  • Report Methodology

  • Market Size and Growth
    • Introduction
    • 2006 Sales at $5.5 Billion
    • Figure 1-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006 (in billion $)
    • Figure 1-2 IRI-Tracked Sales of Sports Nutritional Products, 2002-2006 (in billion $)
    • Table 1-1 IRI-Tracked Sales of Sports Nutritional Products by Category, 2002- 2006 (in million $)

  • Sports Nutritional Products Market Forecast
    • Figure 1-3 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 1-2 Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Top Sports Nutritional Brands
    • Table 1-3 Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in millions of dollars)

  • 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
    • Figure 1-4 Estimated Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2006 (percent)
    • On the Web
    • Think Non-Traditional

  • Category Consumer Usage Rates
    • Table 1-4 Consumer Penetration Rates for Sports Nutritional Products by Category, 2006 (%)
    • Selected Focus: Thirst Quencher & Activity Drinks
    • Table 1-5 Top Demographic Characteristics Favoring Thirst Quenchers & Activity Drinks, 2006 (index)
    • Selected Focus: Energy/Diet Snacks & Bars
    • Table 1-6 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

    Chapter 2 The Market

    • Scope
    • Three Product Categories
    • Beverages
    • Bars & Gels
    • Supplements
    • Functional Categories
    • Report Methodology
    • Historical Background
    • Overview of Sports Nutritional Ingredients

  • Market Size and Growth
    • Introduction
    • 2006 Sales at $5.5 Billion
    • Figure 2-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006 (in billion $)
    • Table 2-1 U.S. Retail Sales of Sports Nutritional Products, 2002-2006 (in millions of dollars)
    • 2006 Mass-Market Sales Pass $3 Billion
    • Figure 2-2 IRI-Tracked Sales of Sports Nutritional Products, 2002-2006 (in billion $)
    • Table 2-2 IRI-Tracked Sales of Sports Nutritional Products by Category, 2002- 2006 (in million $) Figure 2-3 IRI-Tracked Market Composition by Category Share of Sports Nutritional Products, 2002-2006
    • Beverage Sales Going Strong
    • Figure 2-4 IRI-Tracked Sales of Sport Nutritional Beverage Category, 2002-2006 (in million $)
    • Sales of Bars & Gels Also Climbing Fast
    • Figure 2-5 IRI-Tracked Sales of Sports Nutritional Bar & Gel Category, 2002-2006 (in million $)
    • Supplements Sales Finally Seeing Growth
    • Figure 2-6 IRI-Tracked Sales of Sports Nutritional Supplements Category, 2002-2006 (in million $)
    • A Look at Private Label
    • Figure 2-7 IRI-Tracked Sales of Private-Label Sports Nutritional Products, 2002-2006 (in million $)
    • Table 2-3 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
    • Figure 2-8 Projected U.S. Retail Sales of Sports Nutritionals Products, 2006-2011 (in billion $)

    Chapter 3 Marketer and Brand Overview

    • PepsiCo Still Strong but Coca-Cola Shows Greater Growth
    • Table 3-1 Top Sports Nutritional Product Marketers by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • PepsiCo in a Class by Itself
    • Table 3-2 Top Sports Nutritional Products Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (percent)
    • Marketer Rankings by 2004-2006 Sales Gains/Losses
    • Table 3-3 Top Sports Nutritional Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
    • A Few Losers Too
    • Table 3-4 Sports Nutritional Marketers by Dollar Losers in IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
    • Top Sports Beverage Marketers and Brands
    • Table 3-5
    • Top Sports Nutritional Beverage Marketers by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-6 Top Sports Nutritional Beverage Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (percent)
    • Table 3-7 Top Sports Nutritional Beverage Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
    • Table 3-8 Top Sports Nutritional Beverage Brands by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-9 Top Sports Nutritional Beverage Brands by Mass-Market IRI-Tracked Share: 2002-2006 (percent)
    • Leaders in Bars & Gels
    • Table 3-10 Top Bars & Gels Marketers by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-11 Top Bar and Gel Marketers by Mass-Market IRI-Tracked Share: 2002-2006 (percent)
    • Table 3-12 Top Bar and Gel Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
    • Table 3-13 Top Bar and Gel Brands by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-14 Top Branded Bar and Gel Brands by Mass-Market Share: 2002-2006 (percent)
    • Leading Supplement Marketers
    • Table 3-15 Top Marketers of Supplements by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-16 Top Marketers of Supplements by Mass-Market Share: 2002-2006 (percent)
    • Table 3-17 Supplement Marketers by Dollar Gains in IRI-Tracked Sales: 2004 vs 2006 (in millions of dollars)
    • Table 3-18 Top Branded Supplements by IRI-Tracked Sales: 2002-2006 (in millions of dollars)
    • Table 3-19 Top Branded Supplements by Mass-Market Share: 2002-2006 (percent)

    Chapter 4 Corporate Profiles

    • Overview
      • A Shifting Landscape

    • PepsiCo, Inc.
      • Company Overview
      • Gatorade Controls the Market It Created
      • Performance
      • Figure 4-1 IRI-Tracked Sports Nutritional Sales of PepsiCo Inc., 2002-2006 (in million $)
      • Table 4-1 Selected Brand Portfolio of PepsiCo Inc.’s Sports Nutrition Products
      • Expanding Reach With Aquafina Alive
      • Selected Activity

    • Red Bull GmbH
      • Company Overview
      • Performance
      • Figure 4-2 IRI-Tracked Sports Nutritional Sales of Red Bull North America Inc., 2002-2006 (in million $)
      • Selected Activity

    • Coca-Cola Company
      • Company Overview
      • Performance
      • Figure 4-3 IRI-Tracked Sports Nutritional Sales of Coca-Cola Company, 2002-2006 (in million $)
      • Table 4-2 Selected Brand Portfolio of Coca-Cola Company’s Sports Nutrition Products
      • Busy with Innovation
      • Selected Activity

    • Kraft Foods Inc.
      • Company Overview
      • Performance
      • Figure 4-4 IRI-Tracked Sports Nutritional Sales of Kraft Foods Inc., 2002-2006 (in million $)
      • Table 4-3 Brand Portfolio of Kraft Foods, Inc.’s Sports Nutritional Products
      • New Products in 2007
      • Selected Activity

    • Nestlé S.A.
      • Company Overview
      • Performance
      • Figure 4-5 IRI-Tracked Sports Nutritional Sales of Nestlé’ SA, 2002-2006
      • (in million $)
      • Brand Portfolio
      • Table 4-4 Brand Portfolio of Nestlé’ USA’s Sports Nutrition Products
      • Selected Activity

    • Glaceau (Energy Brands Inc.)
      • Company Overview
      • Performance
      • Figure 4-6 IRI-Tracked Sports Nutritional Sales of Energy Brands Inc., 2002-2006 (in million $)
      • Table 4-5 Brand Portfolio of Glaceau’s Sports Nutrition Products
      • Selected Activity
      • Company Overview
      • Performance
      • Figure 4-7 IRI-Tracked Sports Nutritional Sales of Clif Bar, Inc., 2002-2006 (in million $)
      • Brand Portfolio
      • Table 4-6 Brand Portfolio of Clif Bar Inc.’s Sports Nutrition Products
      • Selected Activity

    • Abbott Laboratories
      • Company Overview
      • Performance
      • Figure 4-8 IRI-Tracked Sports Nutritional Sales of Abbott Laboratories Inc., 2002-2006 (in million $)
      • Brand Portfolio
      • Table 4-7 Selected Brand Portfolio of Abbott laboratories Inc.’s Sports Nutrition Products
      • Selected Activity

    Chapter 5 Market and New Product Trends

    • Sports Nutritionals Must Extend Themselves
    • Changing Consumer Tastes
    • Table 5-1 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
    • Harvard Medical School Report
    • Organic and Other Certification
    • The Regulatory Landscape
    • FDA Grapples with Functional Food and Beverage Regulation
    • Health Claims
    • Health Claims That Meet Significant Scientific Agreement (SSA)
    • Qualified Health Claims
    • Structure/Function Claims
    • Nutrient Content Claims
    • Medical Organization Logos
    • Dietary Supplement Verification Program
    • 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 5-2 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
    • Glycemic Index
    • Gluten-Free
    • Omega-3 Fatty Acids
    • Get Your Antioxidants Here
    • Probiotics and Prebiotics
    • Dairy is Whey Cool
    • Phytochemicals and Plant Extracts
    • Kaleidoscopic Flavor World
    • Table 5-3 Selected Sports Nutritionals Product Flavor Trends by Number of New Product Introduction Package Tags, 2006
    • New Forms and Styles
    • Selected List of 2007 New Product Introductions
    • Table 5-4 Selected List of New Product Introductions, January 2007-June 2007

    Chapter 6 Marketing Dynamics

    • Advertising and Promotion
      • Consumer Advertising Expenditures
      • Gatorade Dominates in Advertising
      • Table 6-1 Selected Sports Nutritionals Advertising Spends, 2006 (in thousands $)
      • Targeted Media Used
      • Evolving Media Consumption
      • Accelerade Makes a New Media Splash
      • Aquafina Alive and High-Tech Targeted Marketing
      • Red Bull Gets Its Video Game On
      • 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
        • Figure 6-1 Estimated Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2006 (percent)
        • Table 6-2 Estimated Share of U.S. Sports Nutritional Sales by Retail Outlet Type, 2003-2006 (percent)
        • Drugstores Getting the Boost
        • Specialty Outlets, General Market
        • On the Web
        • Think Non-Traditional

    Chapter 7 The Consumer

    • The Simmons Survey System
    • Sports Nutritionals Consumer Overview by Category
      • Category Usage Rates
      • Table 7-1 Consumer Penetration Rates for Sports Nutritional Products, by Category, 2006 (%)
      • Category Cross-Reference: Demographic Characteristics
      • Vitamins & Minerals
      • Table 7-2 Top Demographic Characteristics Favoring Vitamins & Minerals, 2006 (index)
      • Thirst Quencher & Activity Drinks
      • Table 7-3 Top Demographic Characteristics Favoring Thirst Quenchers & Activity Drinks, 2006 (index)
      • Liquid Breakfast & Nutritional Supplements
      • Table 7-4 Top Demographic Characteristics Favoring Liquid Breakfast & Nutritional Supplements, 2006 (index)
      • Energy Drinks
      • Table 7-5 Top Demographic Characteristics Favoring Energy Drinks, 2006 (index)
      • Energy/Diet Snacks & Bars
      • Table 7-6 Top Demographic Characteristics Favoring Energy/Diet Snacks & Bars, 2006 (index)
      • Table 7-7 Demographic Characteristics Favoring Sports Nutritional Product Use, by Category Comparison, 2006 (index)
      • Table 7-7 Demographic Characteristics Favoring Sports Nutritional Product Use, by Category Comparison, 2006 (index)
      • Category Cross-Reference: Exercise
      • Table 7-8 Category Usage Likelihood by Consumer Level of Commitment to Exercise, 2006 (index)
      • Category Cross-Reference: Sports Participation
      • Table 7-9 Selected Activity Usage Indexes by Top 10 Sports Played/Participated “Every Chance I Get,” 2006 (index)
      • Category Cross-Reference: Health Statements
      • Table 7-10 Category Usage Likelihood, by Consumer Response to Selected Statements, 2006 (index)
      • Sports Nutritionals Consumer Overview by Brand
      • Brand Usage Rates
      • Table 7-11 Adult Consumer Penetration Rates, by Selected Sports Nutritional Brands, 2003-2006
      • Brand Cross Reference: Demographic Characteristics
      • Gatorade and Powerade
      • Table 7-12 Top Demographic Characteristics Favoring Gatorade & Powerade, 2006 (index)
      • Power Bar and Balance Bar
      • Table 7-13 Top Demographic Characteristics Favoring Balance Bar & Power Bar, 2006 (index)
      • Brand Cross-Reference: Exercise
      • Table 7-14 Selected Brand Usage Likelihood, by Consumer Level of Commitment to Exercise, 2006 (index)
      • Brand Cross-Reference: Sports Participation
      • Table 7-15 Selected Brand Usage Indexes, by Top 10 Sports Played/Participated in Last 12 Months, 2006 (index)
      • Brand Cross-Reference: Health Statements
      • Table 7-16 Selected Brand Usage Likelihood, by Consumer Response to Selected Statements, 2006 (index)
      • Overall Consumer Psychographic Indicators
        • Health and Activity Consumer Psychographics
        • Table 7-17 Top Demographic Indicators for Consumers Who Agree with the Statement “I Make Sure I Exercise Regularly,” 2006 (index)
        • Table 7-18 Top Demographic Indicators for Consumers Who Agree with the Statement “I'm Usually First To Try New Health Food,” 2006 (index)
        • Table 7-19 Top Demographic Indicators for Consumers Who Agree with the Statement “Pay Anything When It Concerns My Health,” 2006 (index)
        • Table 7-20 Top Demographic Indicators for Consumers Who Agree with the Statement “I Frequently Take Preventive Medicine,” 2006 (index)

    Chapter 8 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

    Appendix:Addresses of Selected Marketers

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