How To Attract New Sports Nutrition Consumers: using mainstream health trends to pitch professional-style products

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
    • Datamonitor View
    • CATALYST
    • SUMMARY
    • METHODOLOGY
    • TABLE OF CONTENTS
    • Analysis
    • TREND: consumers increasingly demand healthy and convenient lifestyle solutions
    • TREND: people are buying more sports nutrition products than ever before
    • INSIGHT: sports nutrition consumers can be divided into four groups
    • INSIGHT: the sports nutrition consumer base is widening
    • INSIGHT: there are strong inter-country variations in attitudes to sports nutrition
    • INSIGHT: sports nutrition products can help people overcome the attitude/behavior gap
    • INSIGHT: consumers will require demonstrable benefits to switch to sports nutrition
    • ACTIONS
    • Target Recreational and Lifestyle consumers for new growth opportunities
    • Avoid alienating Athletes as products become mainstream
    • Exploit underdeveloped areas across the sports nutrition spectrum
    • Make sports nutrition products more widely available and better known
    • Align products with wellness trends
    • APPENDIX
    • Additional data
    • Definitions
    • Extended methodology
    • Ask the analyst
• ANALYSIS
  • TREND: consumers increasingly demand healthy and convenient lifestyle solutions
    • Consumers are increasingly aware of the importance of healthy lifestyles
    • Consumers feel more stressed and time-pressured than ever before
    • There is a gap between consumers' attitudes and behaviors concerning health
  • TREND: people are buying more sports nutrition products than ever before
    • Consumer spending on sports nutrition is growing fast across all countries considered
    • Growth in sports foods and beverages (SFBs) far outstrips overall food and drinks spending growth
    • Sports nutritional supplements (SNS) are not outpacing general supplements growth
  • INSIGHT: sports nutrition consumers can be divided into four groups
    • Bodybuilders and Athletes are the historical core audience
    • Recreational sportspeople have been the most important growth market
    • The biggest new opportunity is among Lifestyle consumers
  • INSIGHT: the sports nutrition consumer base is widening
    • Traditional sports nutrition consumers tend to be young males
    • Recreational sport is becoming a more prevalent behavior across all levels of society
      • Younger consumers are the major Recreational users
      • Women are increasingly taking up sports and exercise
      • Men also see the appearance benefits of exercise
    • Older consumers are increasingly using sports nutrition products to counter the effects of aging
    • Consumers can fit into more than one group
  • INSIGHT: there are strong inter-country variations in attitudes to sports nutrition
    • French consumers are focused on low cost, but penetration is rising
    • German consumers are strongly benefit-driven
    • High prices deter consumers in Italy
    • Appearance drives uptake in Spain
    • The UK consumer base is widening
    • US consumers seek maximum return on time invested
  • INSIGHT: sports nutrition products can help people overcome the attitude/behavior gap
    • Healthy convenience is a crucial unmet need for consumers
    • Sports nutrition products provide a convenient package for health
    • Taste concerns deter many consumers from widespread sports nutrition consumption
  • INSIGHT: consumers will require demonstrable benefits to switch to sports nutrition
    • Consumers do not trust food and drink manufacturers' health or nutritional claims
    • Credible scientific evidence and endorsement can help build consumer trust
    • People prefer products that provide obvious short-term boosts to longer-term lifestyle changes
• ACTIONS
  • Target Recreational and Lifestyle consumers for new growth opportunities
    • Use convenience to gain leverage with Recreational users
    • Target Lifestyle consumers with multifunctional food and beverages
  • Avoid alienating Athletes as products become mainstream
    • Provide functionality and flavor in combination
    • Develop separate brands to target serious sportspeople
  • Exploit underdeveloped areas across the sports nutrition spectrum
    • Focus SFB development on sports bars and gels
    • Provide more practical ready-to-consume SNS products
  • Make sports nutrition products more widely available and better known
    • Increase supermarket distribution of SNS products
    • Engage in mainstream advertising
  • Align products with wellness trends
    • Use natural and added-nutrition claims to draw in wellness consumers
    • Target sports food and beverages at specific age groups' wellness needs
      • Highlight products' illness avoiding and recovery effects to Seniors
      • Produce child-friendly products that address parents' health concerns
• APPENDIX
  • Additional data
    • France
    • Germany
    • Italy
    • Netherlands
    • Spain
    • Sweden
    • UK
    • Rest of Europe
    • Europe overall
    • US
  • Definitions
  • Extended methodology
  • Ask the analyst
  • List of Tables
    • Table 1: European and US snack and drink treating occasions occurring in response to stress, 2003-2008
    • Table 2: Consumer spending on sports nutrition products, US and Europe (US$ m), by category, 2000-2010
    • Table 3: Consumer spending on sports nutrition products in Europe (US$ m), by country 2000-2010
    • Table 4: Sports food and beverages as % of total food and soft drinks spending (% value), by country 2000-2010
    • Table 5: Sports nutritional supplements as % of total supplements spending (% value), by country 2000-2010
    • Table 6: Gym members as a proportion of total population, US and Europe (% population), 2000-2010
    • Table 7: Consumer spending on sports food & beverages in France (US$ m), by category, 2000-2010
    • Table 8: Consumer spending on sports nutritional supplements in France (US$ m), by category, 2000-2010
    • Table 9: Consumer spending on sports food & beverages in Germany (US$ m), by category, 2000-2010
    • Table 10: Consumer spending on sports nutritional supplements in Germany (US$ m), by category, 2000-2010
    • Table 11: Consumer spending on sports food & beverages in Italy (US$ m), by category, 2000-2010
    • Table 12: Consumer spending on sports nutritional supplements in Italy (US$ m), by category, 2000-2010
    • Table 13: Consumer spending on sports food & beverages in the Netherlands (US$ m), by category, 2000-2010
    • Table 14: Consumer spending on sports nutritional supplements in the Netherlands (US$ m), by category, 2000-2010
    • Table 15: Consumer spending on sports food & beverages in Spain (US$ m), by category, 2000-2010
    • Table 16: Consumer spending on sports nutritional supplements in Spain (US$ m), by category, 2000-2010
    • Table 17: Consumer spending on sports food & beverages in Sweden (US$ m), by category, 2000-2010
    • Table 18: Consumer spending on sports nutritional supplements in Sweden (US$ m), by category, 2000-2010
    • Table 19: Consumer spending on sports food & beverages in the UK (US$ m), by category, 2000-2010
    • Table 20: Consumer spending on sports nutritional supplements in the UK (US$ m), by category, 2000-2010
    • Table 21: Consumer spending on sports food & beverages in the rest of Europe (US$ m), by category, 2000-2010
    • Table 22: Consumer spending on sports nutritional supplements in the rest of Europe (US$ m), by category, 2000-2010
    • Table 23: Consumer spending on sports food and beverages in Europe (US$ m), by category, 2000-2010
    • Table 24: Consumer spending on sports nutritional supplements in Europe (US$ m), by category, 2000-2010
    • Table 25: Consumer spending on sports food and beverages in the US (US$ m), by category, 2000-2010
    • Table 26: Consumer spending on sports nutritional supplements in the US (US$ m), by category, 2000-2010
    • Table 27: Category definitions
  • List of Figures
    • Figure 1: Wellness affects all aspects of consumer life
    • Figure 2: Consumers show a 26 percentage point attitude/behavior gap concerning physical health
    • Figure 3: Sports nutrition users can be divided into four types
    • Figure 4: Different sports nutrition consumer groups have different core needs
    • Figure 5: Consumers can fit into more than one sports nutrition consumer group at a time
    • Figure 6: Most health-on-the-go applications are directly related to sports food and beverages
    • Figure 7: Consumers' ultimate healthy-eating need is convenient, guilt-free indulgence
    • Figure 8: Consumers generally do not trust health-boosting claims
    • Figure 9: Consumers are concerned primarily with short-term needs
    • Figure 10: Established brands can benefit from more hardcore line extensions
    • Figure 11: The gel/drink crossover may present opportunities
    • Figure 12: Technology developments are blurring the beverage/supplement boundary
    • Figure 13: Tie-ins with famous sporting brands can bolster credibility
    • Figure 14: Adopting a natural positioning can boost products' wellness credentials
    • Figure 15: Products aimed at children' s sports nutrition needs can be successful