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.
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