• 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 $)

• Figure 1-3 Projected U.S. Retail Sales of Sports Nutritionals Products, 2006-2011 (in billion $)

• 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)

• 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

• Gatorade Dominates in Advertising
• Targeted Media Used
• Evolving Media Consumption
• Sports Themes and Celebrity Endorsements
• Clif Bar Leader in Environmental Marketing

• 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

• 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)

• 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

• 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 $)

• 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