The Growth and Development of the Sports Nutrition Market
The Growth and Development of the Sports Nutrition Industry
The last decade has seen significant and steady growth in the sports nutrition supplements market. Although 2009 recorded slower growth, the sports nutrition industry picked up again in 2010, recording a 9 percent increase with retail sales reaching almost $19 billion. Retail sales in 2011 were stronger, increasing 14 percent and amounting to $21.4 billion. The sports nutrition sector has seen a compound annual growth rate (CAGR) of over 10 percent in the last decade. This is incredible when you consider the overall growth of the supplement industry was 6.5 percent. 1
Over the past decade, the sports nutrition market has been garnering new consumer segments beyond those of professional athletes and sportsmen. In fact, performance athletes and hardcore bodybuilders are said to comprise only 5 percent of the total industry sales according to Nutrition Business Journal 2 . With that being said, supplement business owners, like you, that are looking to find a niche in this industry should consider focusing on manufacturing products that cater to the needs of mainstream consumers.
What Kinds Of Sports Nutrition Supplements Are Mainstream Consumers Looking For?
Mainstream consumers are less concerned with performance-enhancing ingredients and are focused more on ingredients that help support general health and wellness. "Lifestyle" users want to improve their physical and mental performance, increase energy, boost protein consumption, and also stay in shape - basically to maintain health and promote an active lifestyle. 3
As sports nutrition products continue to become more attractive to mainstream consumers, there is more of a demand for natural sports nutrition supplements. They're looking for simpler, less processed ingredients. There's more of a demand for organic and nutritional ingredients such as probiotics, Vitamin D, L-carnitine, and glycerol, but creatine, beta-alanine, arginine, caffeine, and other performance-boosting ingredients for hardcore athletes continue to dominate the market.4
Pre and Post-Workout Supplements:
According to the CEO of the International Society for Sports Nutrition (ISSN), Jose Antonio (PhD), the sports nutrition market will continue to grow but he believes no new product categories are currently in the pipeline. However, he advises that many retailers may decide to refine their current product formulations.
Pre and post-workout supplements are the most popular sports nutrition categories.
Dominated by stimulants, the pre workout category came under scrutiny last year after the FDA's crackdown on products containing DMAA. In spite of this action, the category continues to remain robust as brand owners have worked with their supplement manufacturers to re-formulate their products.
Post-workout supplements are dominated by protein powders derived from whey, casein, soy or a combination of all three. Whey protein contains the amino acid, leucine, which uniquely acts as a stimulatory signal for muscle protein synthesis. But athletes and weekend warriors want a combination of proteins that the body can absorb over time so that muscles are being fed until the next meal. And soy is an excellent protein source. The antioxidant properties make soy a good choice for muscle building performance that goes beyond anabolic effects. Soy protein may also be useful for the elderly in maintaining muscle mass. 5
It's All In The Flavor:
Flavor is vital to the success of any sports nutrition supplement. According to Jose Antonio, consumers may try multiple products and stick with the one that tastes the best, particularly in the case of protein powders. Creating great flavor and fine tuning your protein formula for more effective recovery are sure ways to draw consumers. For instance, adding creatine monohydrate and fish oil into the mix is known to enhance recovery period.
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NutraScience Labs is a leading sports nutrition supplement manufacturer, offering superior flavoring capabilities and best-in-class turnkey services. All of our manufacturing takes place in state-of-the-art, GMP certified facilities, so you can rest assured that your powders, capsules and tablets have been created according to GMP-mandated guidelines.
For more information about our supplement manufacturing services, call (855) 492-7388 to speak with one of our Production Specialists or submit your request to receive a free nutraceutical manufacturing quote in 48 hours or less!
About the Author: Andrew Goldman
Andrew Goldman is the Vice President of Marketing for NutraScience Labs. In this role, he leverages his 10+ years of experience to develop cutting-edge initiatives for our firm.