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Sports nutritionals have gained wide acceptance as an essential component of any committed athletic lifestyle, but increasing numbers of consumers who aren’t necessarily health club devotees are also turning to sports nutritionals, often in lieu of traditional beverages and snacks. Marketers across the board have responded by downplaying their long-standing hard-core sports image and highlighting the broader nutritional, energy-boosting, and wellness benefits of their products. Packaged Facts has been tracking this market for many years, and this fully updated and expanded 5th edition of The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato looks not just at the current scene, but also offers projections and pinpoints opportunities in this rapidly transforming market.

Pegging 2003 retail sales at over $3 billion, the report analyzes overall and mass-market (IRI) sales trends for three main product categories: supplements (including tablets, capsules, and powders, as well as liquids and other newer forms); beverages (including isotonic recovery drinks, sports-related energy drinks, and other nutrient-enhanced soft drinks, juices, and waters); and sports and energy bars and gels. Marketing and new product trends are covered for each category, and diverse competitors are profiled including industry giants like PepsiCo, Inc. (Gatorade) and Nestlé S.A. (PowerBar), specialized market leaders like Twinlab Corp. and EAS, Inc., and innovative upstarts like Red Bull GmbH. The report also explores consumer usage rates, brand preferences, and demographics, based on Simmons Market Research Bureau data for fall 2003.

Report Methodology
The information in The U.S. Market for Sports Nutritional Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the sports nutritionals market and consultants to the industry. 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 2002/2003) compiled by CMR/TNS Media Intelligence U.S., 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 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report
The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Sports Nutritional Products 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)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Distribution Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

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

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the sports nutritionals 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 for sports nutrition products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for sports nutritionals based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for sports nutritional products.
• Research and development professionals stay on top of competitor initiatives and explore demand for sports nutritional products.
• Advertising agencies working with clients in the sports nutritional 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.

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