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Title: The U.S. Market for Sports Nutritional Products: Sports Drinks and Energy Bars Fueling the Couch Potato, 5th Edition
Published: April 2004

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The following is the abstract from the full report:
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.

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