Sports Nutrition Products Market

Published: July 1, 1995 - 165 Pages

Table of Contents


  1. The Products
    The Products
    • Sports Drinks, Protein Drinks and Energy Bars
    • Report Covers Sports-Centered Products Only
    • All Are “Designer Foods,” With Carefully Calibrated Proportions of Proteins, Carbohydrates, Fats, Vitamins and Minerals
    • Product Forms: Liquids, Powders, and Bars
    • Regulation Falls Hardest on Protein Drinks
    • Recent Changes Affecting Regulation of Sports Nutrition
    • 1990 Nutrition Labeling and Education Act
    • 1992 Dietary Supplement Act
    • Dietary Supplement and Health Act of 1994
    • Health Claims Made Despite NLEA
  2. The Market
    Market Size and Growth
    • Sports Nutrition Market Reached $1.2 Billion in 1994

    Factors in Future Growth
    • In 1990s, Market Grows at Half the Rate of 1980s
    • Reduced Participation in Fitness, and Competition From Other Categories,
    • Slows Growth
    • Sports Drinks Rose Sharply in Late 1980s
    • Despite Fitness Decline
    • Protein Drinks Suffer from Decline in Bodybuilding
    • Juice Drinks and Ready-To-Drink Teas
    • Vastly Increased 1994 Advertising Expenditures Fail to Push Market to Old Levels
    • Growth will Slow Further if Competitors Give Up on Sports Drink Category

    Projected Sales
    • Sports Nutrition Market to Reach
    • around $1.75 Billion in 1999

    Market Composition
    • Sports Drinks Represent 80% of the
    • Sports Nutrition Products Market
    • Supermarkets Account for a Little Over a Third of Sports Nutrition Sales
    • Market for all Three Categories is Seasonal
    • Sales Heaviest in South and West
  3. The Marketers
    The Marketers
    • Many Small Companies and a Few Corporate Giants
    • Smaller Companies More Likely to Have Products in More than One Sports Nutrition Category

    Product Trends
    • Reaching Beyond the Athlete
    • Children’s Segments in Sports Drinks and Bars

Sports Drinks

  1. The Products
    Market Parameters
    • Drinks Designed to Replenish Fluids and Improve Athletic Performance
    • Other New Age, Functional, “Nutriceutical” Beverages Are Not in the
    • Category

    Why Sports Drinks
    • The Biology of Work
    • Even Mild Dehydration May Impair Athletic Performance
    • Sweating Out Electrolytes
    • Carbohydrates, Exercise, and Carbo-Loading

    The Controversy Surrounding Isotonic Drinks
    • Isotonic Drinks Appeared First in the Early 1960s
    • Their Value is A Matter of Controversy
    • Sports Drinks’ Components May Improve Fluid Absorption
    • Other Advantages of Sports Drinks vs. Plain Water
    • A Compromise Rule: Exercise Under an Hour, Water; Over an Hour, Sports Drinks
    • FDA Regulatory Threat Influences Switch from “Isotonic” to “Sports” Drinks

    • Major Ingredients
    • Electrolytes
    • Carbohydrates
    • Vitamins
    • Other Minerals
    • Nutritional Supplements
    • Lemon-lime, Orange and Fruit Punch By Far the Most Common Flavors
    • Flavors Must Mask Bitter and Salty Electrolytes
    • Sweeteners
    • Most Sports Drinks Are Non-Carbonated
    • Low in Sodium or Carbohydrate or No-Additive Products
    • Newest Sports Drinks Lower In Salt, Higher in Carbohydrates

    Product Forms and Packaging
    • Liquids and Powders
    • Packaging and Labeling
  2. The Market
    Market Size and Growth
    • Market for Sports Drinks Reaches $960 Million in 1994
    • Sharp Increase in Competition and Ad Spending Yields Disappointing Gains
    • Growth Faster in Convenience Stores
    • Unit Volume Increases Faster than Dollar: Average Price Declines

    Factors in Future Market Growth
    • Stepped-up Competition Raising Promotion and Public Awareness
    • Market Reaches Critical Mass, Leading Competitors to Increase Marketing
    • Efforts
    • 40% of New Sports Drinks Appeared Since 1991
    • Category Ad Spending Has Reached Record Levels
    • Cola’s Loss Is Isotonic’s Gain
    • Retail Far from Saturated
    • Neither is the Market—According to the Marketers
    • Sports Drinks Starting to Be Seen as Health Drinks
    • Battle of the Brands Leads to Innovation and More Consumer Appeal
    • Global Warming May Aid a Category Tied to Warm Weather
    • Potential for Foreign Expansion
    • But: Sports Activity Declining in All Age Groups, According to Survey Data
    • Increased Consumer Promotion May Erode Prices
    • Competition from New Age Drinks
    • Poor Showing in 1994 Raises Doubts about Category’s Future

    Projected Sales
    • Sports Drinks to Reach $1.38 Billion by 1999

    Market Composition
    • Sports Drinks Represent Around 3% of Total Soft Drink Sales
    • Liquids Outsell Powders More than Ten to One
    • Nearly One Out of Every Three United States Adults Drink Sports Drinks
    • Sales by Distribution Channel: Retail Dominates
    • Supermarkets Sell about Half of Sports Drink Volume
    • Use by Region
    • Per Capita Consumption of Sports Drinks in Florida Nearly Twice United
    • States Average
    • Sports Drinks Sell Best in Summer
  3. The Marketers
    The Marketers
    • Over 30 Marketers
    • Quaker Oats Dominates the Sports Drinks Category
    • Coca-Cola and Pepsi Cola Are the Most Serious Challengers to Quaker Oats
    • Suntory Water Group Focuses on Children’s Niche
    • Major Competitors in Health Food and Sports Stores
    • Significant Minor Marketers of Sports Drinks
    • Of Four Leading European Marketers, Only One Is a Beverage Company

    Brand Shares
    • Quaker Oats/Gatorade Leads, but Supermarket Share Drops Six Points
    • Gatorade Share in Other Outlets around 78%
    • PepsiCo’s All Sport in Second Place at around 6%
    • Coca-Cola’s PowerAde in Third Place at 5.3%
    • Suntory’s 10-K Sinks in Ranking, Share, Volume, and Dollar Sales
    • Private Label’s Share around 1%
    • Minor Brands and All Other Brands Do Somewhat Better in Non-supermarket Outlets

    The Competitive Situation: Summary
    • Latest of the Sports Drinks Wars In Progress
    • 1994 the Hottest Battle Yet, As the Cola Giants Go National
    • Basically a Three-Way Conflict: Gatorade, All Sport, PowerAde: 10-K Takes Cover In “Tween” Niche
    • Shakeout of Minor Marketers Seems to Be Underway
    • Advantage of the Challengers: Formula to Suit Changing Market
    • Another Advantage of Challengers: Distribution
    • The Competition Goes Beyond Sports Drinks

    Competitive Focus: Quaker Oats and Gatorade
    • “The Marketing Story of the Century”
    • “We Didn’t Have Gatorade”
    • Quaker Oats Acquires Stokely-Van Camp and Gatorade in 1983
    • Line Extension Activity Accelerated After Quaker Takeover
    • Gatorade’s Package Size Expansion Strategy
    • Gatorade’s Flavor Multiplication Strategy
    • Gatorade Flavors Are in Part Responses to Challenger’s Flavors
    • Gatorade’s Sports Promotion Strategy
    • Gatorade’s Tightening Advertising Focus: the “New Warriors”
    • Gatorade’s Convenience Store Retail Strategy
    • Broker Network Fights the Battle for Convenience Store Space
    • Gatorade’s New Florida Distribution Strategy: DSD
    • In Other 49 States, Gatorade Expands Relationships with Wholesalers
    • Gatorade Responses to the New Competitive Challenge
    • Gatorade Reaches for Pre-Teen Consumer with Advertising and Packaging, but Not with Reformulation
    • Why Quaker Oats Purchased Snapple

    Competitive Focus: PepsiCo’s All Sport
    • PepsiCo’s All Sport, a Reformulation of Mountain Dew Sport
    • All Sport Tries to Offer Better Taste and Broader Appeal
    • All Sport Tested Regionally First
    • Ad Theme Changes Twice
    • NCAA Sponsorship Links All Sport with Many Sports
    • Five-Year Agreement with Association of Quality Clubs
    • Measured Ad Expenditures for All Sport More Than Double in 1994

    Competitive Focus: Coca-Cola’s PowerAde
    • PowerAde the Latest in a Long Line of Coke’s Sports Drinks
    • PowerAde Originally Introduced As a Defensive Maneuver
    • PowerAde, like All Sport, Goes for Sweeter Taste, Broader Appeal
    • A Product for “Today’s Athletes”
    • PowerAde Reaches Beyond Athletes
    • PowerAde Introduced First in South and Southeast
    • Coke’s Powerful Bottling and Distribution System is at PowerAde’s Disposal
    • PowerAde’s Goal: 20% of the Market in 1994--Not Achieved

    Competitive Focus: Suntory’s 10-K
    • Suntory’s 10-K, A Veteran in the Wars Against Gatorade
    • In 1993, Suntory Repositioned Itself for Pre-Teens
    • 10-K Reformulated for Grade-School Palette
    • A Demographic Motive Behind the Suntory Repositioning
    • Competing With Kool-Aid
    • Suntory Dramatically Increases Ad Expenditures for New Positioning
    • Suntory Addresses Needs of Its Young Consumer with 300-ml Aseptic Carton
    • Suntory’s Youthful Flavor Strategy
    • Suntory’s Two-Pronged Media Strategy: Kids and Moms
    • With National Launch of All Sport and PowerAde in 1994, Suntory Pulls Back
    • 10-K Is Still a Regional Brand

    Competitive Focus: Minor Marketers
    • Gold’s Gym
    • Beverage Group’s Spalding Looks for a Niche
    • Cross-Promotions with Spalding Products Are Key to Spalding’s Marketing Efforts
    • The Latest Casualties: Nautilus, Everlast and Snapple
    • Nautilus Plus Available Only Regionally, Only As a Powder
    • Everlast KO’d
    • Snapple Purchased by Competition
    • Jan-li-bo Pure Energy
    • Twin Laboratories with Hydra Fuel and Ultra Fuel
    • Private Label Cloning Sports Drinks

    Competitive Focus: International Sales
    • Sports Drinks in Eight European Countries Total $166 Million Up 10% From 1993
    • Germany Is the Largest Market in Europe
    • European Ad Campaigns Misfire
    • Failure to Penetrate European C-Stores Blamed for Slow Growth In Europe
    • Most of the Major Marketers Are Not Beverage Companies
    • Coca-Cola’s Aquarius Leads In Belgium and Spain
    • Gatorade Is in Process of Aggressive International Expansion
    • Gatorade Introduced to Italy in the Late 80s: Now Has 80% of $40 Million Market
    • Gatorade Pursues Distribution Relationships

    Marketing and Product Trends
    • Younger Consumers Targeted
    • Flavors Multiplying As Electrolyte Content Goes Down
    • Tea as Flavor Counteracts Competition by Ready-to-Drink Teas
    • Clear Sports Drinks
    • “Fat-Burning” or “Thermogenic” Energy Drinks
    • Sports Drinks for Women Only Appear Periodically
    • Additive-Free and “Natural” Products
    • Higher in Carbohydrates
    • Fructose Becoming More Common as Carbohydrate Source
    • Vitamin-Fortified
    • Light Carbonation

    Measured Advertising Expenditures
    • Most Ad Spending is Unmeasured
    • Measured Ad Spending Nearly $64 Million in 1994
    • Top Three Spenders Responsible for 97% of 1994 Spending
    • Quaker Oats Doubles Spending in 1994
    • Quaker Spent around Half on Network Television
    • Coca-Cola Next Largest Spender at $13.2
    • PepsiCo is Third-Place Spender
    • LNA’s Record for Suntory Much Smaller than Industry Estimates
    • Many Small Advertisers

    Advertising Positioning
    • Athletic Endorsement and Scientific Formulation
    • Science Is a Secondary Proof of Efficacy
    • All Sport and PowerAde Position Themselves Against Gatorade
    • “Pepsi Generation” Approaches in All Sport Commercials
    • Ads Aimed at Pre-Teens
    • Creative and Design Approaches Are Youthful, “MTV” Style

    Consumer and Trade Promotions
    • Event Sponsorships and Endorsements by Players and Teams Are Most
    • Common Promotions by Far
    • Endorsements Link Promotion, Advertising, Sometimes Even Package
    • Endorsement Can Backfire
    • Event Sponsorship
    • Sponsorships Targeted to “Tweens”
    • Image Building: The Gatorade Sports Science Institute
    • Free Gifts and Sweepstakes
    • Discounts, Coupons and Free Sampling Becoming More Common
    • Trade Promotions Are Standard
    • Examples of Trade Ads

    Packaging and Labeling Trends
    • Marketers Vary Packages and Sizes for Shelf Space and Consumer Appeal
    • Aseptic Drink Boxes to Appeal to Children and Young Teens
    • Possible Trend to Larger Aseptic Boxes
    • Gatorade Sports Bottle
    • Extra-Large Sizes for Warehouse Clubs: the “Gator Gallon”
    • Multi-Flavor Packs
    • PET Containers
    • Private Label Favors 64 ounce Containers
  4. Distribution And Retail
    • Retail and Institutional Markets Supplied Differently
    • The Retail Market
    • The Institutional Market
    • The Industrial Market
    • From Direct-Store-Delivery to Intermediaries—and Back
    • Quaker Oats Returns to Direct-Store-Delivery in Florida
    • Incentives to Wholesalers Have Not Always Paid Off

    At the Retail Level
    • Food Stores Account for 90% of Retail Sales
    • In Many Food Stores, Gatorade is the Only Brand Stocked
    • Bottle Sizes and Container Types Varied
    • Sports Drinks Are Located in Beverage Aisle and Refrigerators
    • Marketers Tailor Displays to Convenience Store Trade
    • Number of SKUs
    • Margins
    • Pricing
  5. The Consumer
    The Consumer
    • About 56 Million Users
    • Gatorade Most Widely Used Brand By Far
    • Age and Sex are the Chief Factors in Sport Drink Use
    • Male Drinkers Outnumber Women About Three to Two
    • Use Inversely Proportional to Age
    • High Rate of Full-time Employment
    • More Blue Collar than White Collar
    • African Americans More Likely to Use
    • More Likely To Live Sunbelt
    • Household Size and Age of Children

Protein Drinks

  1. The Products
    The Products
    • High-Protein and/or High Carbohydrate Drinks Aimed at Increasing
    • Muscle Mass
    • Carbo-Loaders Not Included
    • Solid Food Versions Exist, but Are Not Included
    • Closely Related to Bodybuilding and Its Enthusiasts
    • Sport or Beauty Contest?
    • Do Protein Drinks Work; Are They Necessary?
    • Manufacturers of Supplements Point Out That Athletes Have Unusual
    • Nutritional Requirements
    • A Healthy “Fast Food”
    • How They Work (If They Work)
    • The Process of Muscle Growth
    • Reaching a Performance Plateau
    • Anabolic vs. Catabolic
    • Ingredients: Protein
    • “Designer” Proteins and Amino Acids
    • Other Ingredients
    • OKG, Colostrum, Vanadyl Sulfate
    • Creatine
    • Product Forms: Mostly Powders
    • Protein Drinks Are Regulated as Diet Supplements
    • Cardboard Cans, Plastic Tubs, and Plastic Containers with Handles
  2. The Market
    Market Size and Growth
    • Most High Protein Powders Sold at Outlets That Sales Auditing Services
    • Do Not Monitor
    • United States Sales Around $200 Million in 1994
    • Moderate Growth Achieved Despite Decline in Weight-Lifting
    • Product Innovation and Price
    • Category Rides Growth in Health Food Stores

    Factors in Future Market Growth
    • Demographic Group Engaging in Bodybuilding on the Rise
    • Nutritionists Advising Non-bodybuilders to Use Protein Drinks
    • The Dietary Supplement and Health Act of 1994 Is Favorable Omen
    • Acceptance by Mass Market Retailers
    • Private Label Unlikely to Grow More
    • Continued Concern with Health in United States Favors Nutrition and Health Food Stores

    Projected Sales
    • Market to Reach $250 Million by 1999

    Market Composition
    • Low-Carbohydrate Protein Powders Comprise More than Half the Category
    • Most of the Consumers Are Still Young Males
    • Health Food Stores Have Half of Market
    • The Market Is Not Seasonal
    • A Bicoastal Market; Sales Heaviest in the West
  3. The Marketers
    The Marketers
    • Dozens of Companies
    • Three Marketers on First Tier
    • Weider
    • Twin Laboratories
    • General Nutrition Companies (GNC)
    • Several Marketers on the Second Tier
    • Minor Marketers of Protein Powders and Amino Acid Drinks

    Marketer/Brand Ranks
    • Exact Brand Shares Are Not Available

    The Competitive Situation
    • In 1980s, Weider Dominated Protein Drink Category by Dominating Bodybuilding
    • Weider’s Magazines Help Promote Weider’s Other Products
    • Weider Helped Shape and Develop Bodybuilding
    • Weider and Schwarzenneger
    • TWINLABS Loses Anti-Trust Action Against Weider
    • Weider No Longer Single Dominant Force in the Market
    • The Rise of GNC
    • GNC’s Effect on Protein Drinks
    • Muscle Magazines and Supplements
    • Small Marketers’ Innovative Products Put Majors in Reactive Mode
    • The Rise and Fall of Hot Stuff
    • Myosystems’ MET-Rx

    Marketing and Product Trends
    • New Popular Ingredients Constantly Sweep the Market
    • “Ion-Exchange Whey”—the Current High-Tech Protein
    • High-Calorie Products
    • Pure Protein Products
    • The “Designer” and “Engineered” Protein Drink
    • The Muscle-Gain Kit
    • The New Diet Segment
    • Ready-To-Drink Liquids

    Measured Advertising Expenditures
    • Most Protein Drink Advertising Is Unmeasured
    • Measured Advertising Declines to Under Half a Million in 1994
    • Magazines for Bodybuilding, TV for Diet Products
    • TWINLABS Leading Spender in 1994, Says LNA
    • Weider Spending Declines Sharply

    Advertising Positioning
    • Benefits of Bodybuilding Seldom Mentioned
    • Ads Address the Competitive Instinct
    • Effectiveness Through Scientific Formulation
    • Before and After Pictures
    • Endorsements and Testimonials
    • Ads Are Very Heavy on Copy

    Consumer Promotions
    • Consumer Promotions are Complex and Sophisticated
    • Bodybuilding Contest Sponsorship
    • Celebrity Endorsement and Publicity
    • Press Coverage
    • Consumer Coupons Are Rare
    • Special Introductory Offers, Kits and Free Gifts
  4. Distribution And Retail
    • Products Are Distributed Through Health-Food Distributors
    • Distributor Margins Are High and Discounts to Distributors Are Common
    • Many Small Semi-Professional Distributors

    At the Retail Level
    • Health Food Stores, Gyms and Mail Order
    • Margins in Health Food Stores and Gyms
    • Promotional Tools in Health Food Stores
    • Sales and Discounts Are Perpetual
    • GNC Gives 225-250 Linear Feet to Protein Drinks

Energy Bars

  1. The Products
    The Products
    • Products Included: Fortified High-Carbohydrate Candy Bars Specifically Marketed for Sports and Fitness Consumers
    • Breakfast Bars, Granola Bars and Other Health Bars Not Included
    • A Sports-Oriented, Nutritious Convenience Food
    • Improve Performance of Athletes Doing More Than an Hour of Strenuous Activity
    • Sports Drinks vs. Energy Bars: Bars Best for Cycling, Hiking
    • Fluids Should Be Taken Concurrently
    • “Timed-Release” Carbohydrates
    • Should Bars Be Consumed Before, After or During Exercise?
    • Ingredients: Sugar and Grain as Carbohydrate Sources
    • Why Protein?
    • Meat Avoided as Protein Source
    • Vitamins and Essential Minerals and Electrolytes
    • Importance of Phosphorus
    • Fats and MCTs
    • Fiber Sources
    • Herbs
    • Calorie, Carbohydrate and Fat Content in Numbers
    • Problems of Flavor and Texture
    • Common Flavors
    • Shelf Life
    • Size by Weight
    • Packaging and Labeling
    • Energy Bars Are Regulated as Dietary Supplements
  2. The Market
    Market Size and Growth
    • Market Reaches $60 Million in 1994

    Factors for Future Growth
    • Fitness Boom Sags, but Outdoor Activities on the Rise
    • New Product for Old Need
    • Multiplication of Marketers Puts Product on the Map
    • Category Rides Growth of Health Food Business
    • A Vanguard Functional Food
    • Entry of Major Marketer Will Benefit Category
    • Expanded Retail Access
    • Marketers Reaching Beyond the Athlete
    • Other Major Marketers May Follow Quaker Oats’ Lead

    Projected Sales
    • Market to Reach $128 Million by 1999

    Market Composition
    • Active 18 to 44 Year Olds—Especially Cyclists
    • Bike Shops Lead Health Food Stores
    • Warm Weather Benefits the Products
    • Energy Bars Sell Best in the Sunbelt
  3. The Marketers
    The Marketers
    • Dozens of Companies of Many Types
    • Small, Medium, One Giant—and Other Giants Interested
    • One of the Smallest Markets the Leading Brand
    • Weider Nutrition Group Is Alone on Second Tier
    • Quaker Oats
    • Important Contenders: Hoffman Products, Proline, TWINLABS
    • Other Noteworthy Marketers

    Marketer/Brand Shares
    • PowerFood’s PowerBar Between 40% and 60% in 1994
    • Weider Only Other Marketer in Double Digits
    • Other Market Shares Fluctuate Wildly

    The Competitive Situation
    • One Champion, Many Contenders
    • Brian Maxwell and the PowerBar Story
    • What Was Different about PowerBar
    • Sports Sponsorship Is Crucial to Powerfood’s Success
    • Sports Sponsorship As Free-Sampling
    • PowerBar Retailing: Working Outward From Bike Shops
    • PowerBar Has International Reach
    • Weider’s Many Identities
    • Weider’s Shrinking Tiger’s Milk Bar
    • Competition Heats Up with the New Decade
    • Enter Quaker Oats
    • Powerfood and Competitors Say They Welcome Gatorbar
    • Gatorbar Unlikely to Dislodge PowerBar in PowerBar Strongholds But Supermarkets and Convenience Stores Are Another Story
    • Mars, and Possibly RJR Nabisco on the Way
    • Will Powerfood Be Purchased?

    Marketing and Product Trends
    • Lower-Protein, Better-Tasting Bars
    • No-Protein Bar Introduced in 1993
    • Smaller Bars Becoming More Common
    • A Children’s Segment?

    Measured Advertising Expenditures
    • Advertising Has Increased Rapidly with Category’s Growth
    • Powerfood Responsible for 81% of Measured Advertising Expenditures
    • Weider Steps Up Advertising in 1994
    • Quaker Oats is Third-Place Spender
    • Weider and Twin Labs Advertise in Their Magazines
    • PowerBar and Its Larger Competitors Advertise in Sports and Fitness Magazines
    • “Sports Rags” and Health Food Publications for Smaller Marketers

    Advertising Positioning
    • Improved Performance Is Main Ad Positioning
    • Ingredients and Endorsements Are the Main Proof
    • Some Bars Compete on Taste
    • Creatively, the Ads Are Considered Primitive

    Consumer Promotion
    • Consumer Promotion Is at Least as Important as Advertising
    • Sampling Is the Key Promotion
    • Sporting Events Sponsored
    • Endorsements by Athletes and Teams
    • Coupons Sometimes Used
    • Sports-related Contests
    • Literature and 800 numbers

    Trade Advertising and Promotion
    • Trade Ads Common in Sporting Goods and Natural Food Trade Magazines
    • Trade Ads Emphasize Sales, Profits and Repeat
    • Special POP Displays Available and Sometimes Shown in Trade Ads
    • “Advertorial” Technique Used
  4. Distribution And Retail
    • Most Bars Sold Through Regional Distributors
    • Some Brands Available Only Through Mail Order or by Phone
    • Brands Stronger in Different Regions

    At the Retail Level
    • 40% of Sales in Bike Shops
    • Bars Most Often Displayed like Candy Bars
    • Bars Sometimes Displayed in Different Store Locations
    • Point of Purchase Advertising Widely Available
    • Margins High in Bike Shops, Sporting Good Stores and Health Food Stores

    Appendix I: Company Profiles
    Coca-Cola Co.

    • Net Operating Revenues of $16.2 Billion in 1994
    • Almost Three Quarters of Coca-Cola’s Operating Revenues Are Earned Outside the United States
    • A Soft-Drink Specialist
    • Major Brands
    • Moves into New Age, Ready-to-Drink Teas, and Sports Drinks
    • Aggressive Merchandising and Innovative Marketing
    • The Advantage of Unique Image

    General Nutrition Companies, Inc.
    • Sales
    • Trouble with the FTC
    • Aggressive Growth Planned

    Powerfood, Inc.
    • Sales Placed at $30 Million
    • An Inc. Fastest-Growing Company
    • International and Vertically Integrated

    PepsiCo, Inc.
    • Net Sales Top $25 Billion in 1993
    • Eye on International Markets
    • Eight Principal Divisions and Their Brands
    • Diversification and Movement into Growth Businesses

    Quaker Oats Company
    • Net Sales of $6 Billion in Fiscal 1994
    • Corporate Structure
    • Leading Brands Are Bywords for Their Categories
    • Snapple Purchase Makes Quaker Third Largest Nonalcoholic Beverage Marketer in North America
    • Quaker Divests Itself of Chocolate and Pet Food Businesses

    Twin Laboratories, Inc.
    • “Multi-million Dollar Corporation”
    • Over 300 Products
    • A Leader In Sports Supplements
    • Marketing Philosophy

    Weider Health and Fitness
    • Sales of Several Hundred Million
    • Growth Through Acquisition
    • Over 100 Sports Supplements
    • The Most Sophisticated Publicity Machine in its Field

    Appendix II: Examples Of Sports Drinks Advertising
    Consumer Advertising For Sports Drinks
    Consumer Promotions For Sports Drinks
    Trade Advertising And Promotions For Sports Drinks
    Consumer Advertising And Promotion Sports Drinks

    Appendix III: Examples Of Protein Drinks Advertising
    Consumer Advertising for Protein Drinks
    Consumer Promotions for Protein Drinks
    Trade Advertising and Promotions for Protein Drinks
    Consumer Advertising and Promotion for Protein Drinks

    Appendix IV: Examples Of Energy Bar Advertising
    Consumer Advertising for Energy Bars
    Consumer Promotions for Energy Bars
    Trade Advertising and Promotions for Energy Bars
    Consumer Advertising and Promotion for Energy Bars


This study examines the sports nutrition supplement industry and trends affecting the market. Covers sports drinks, protein drinks and energy bars. Profiles leading companies; describes what types of new products have been introduced over the past year. Covers consumer fitness trends; provides information on distribution systems.

Get full details about this report
(US): 800.298.5294
(Int): +1.240.747.3095
Fax: 240.747.3004