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Home > Category > Food >

Market Research Report

The Active and Fit Consumer and Sports Nutritional Products in the U.S.

Published by Packaged Facts Contact us : +1-860-674-8796
Published 2007/08 Content info 188 pages
Product code PF55906
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Description TOC

Table of Contents

Chapter 1 Executive Summary

  • Background
    • Introduction
    • Overview of the Report
    • Scope and Methodology
      • Scope of the Market
      • Methodology
  • Overview of the Market
    • Nearly 50 Million Americans Categorized as “Fit Consumers”
    • Fit Consumers Exceptionally Affluent
    • Household Income of Fit Consumers Approaches $2.2 Trillion
    • Fit Consumer Income Will Total $3 Trillion in 2011
  • Demographic Profile
    • Fit Consumers Are Relatively Young
    • Fitness Declines with Age
    • Decade Birthdays Trigger Renewed Interest in Fitness
    • Education Marks the Fit Consumer
  • Core Values of Fit Consumers
    • Fit Consumers Have Positive View of Life
    • Fit Consumers Like to Pursue Adventure and Take Risks
    • Fit Consumers Retain Taste for Adventure as They Age
    • Looking Good a Key Part of Fit Consumer Mindset
    • Fit Consumers Value Time More than Money
    • Fit Consumers Have Urbane Worldview
    • Close Relationships Highly Important to Fit Consumers
    • Concern for Environment Distinguishes Fit Consumers
    • Fit Consumers Are Informed Consumers
  • Health and Diet
    • Fit Consumers Healthier than Most
    • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
    • Alternative Medicine Gets Nod from Fit Consumers
    • Fit Consumers More Likely to Endure Pain before Taking Meds
    • Vitamins Valued by Fit Consumers
    • Healthy Eating Central Part of Fit Consumer Lifestyle
    • Substantial Minority of Fit Consumers Diet to Lose Weight
    • Fit Consumers Prefer Fresh Ingredients, Organic Food
    • Even Younger Fit Consumers Focus on Healthy Eating
  • Sports and Leisure Activities
    • Fitness Activities Top List of Favorite Sports
    • Hunting Tops List of Sports Dominated by Male Fit Consumers
    • Women Form Majority in Fitness Sports
    • Sports Preferences Evolve as Male Fit Consumers Age
    • Fit Consumers Favor Fitness Sports Regardless of Education and Income
    • Action Sports Dominated by Youngest Fit Consumers
    • Team Sports See More Multicultural Fit Consumers
    • Fit Consumers Most Likely to Exercise at Home
    • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home
  • Overview of Consumer Behavior
    • Fit Consumers Careful with Their Money
    • Credit Cards More Common
    • Fit Consumers In Search of Financial Acumen
    • Fit Consumers Shop Often
    • Fit Consumers Look for Bargains
    • Brand Names Important
    • Fit Consumers More Likely to Shop Online
    • Fit Consumers Big Spenders on the Internet
    • Fit Consumers Important Catalog Customers
  • Fit Consumer Profiles: Industry Highlights
    • Cars Tied to Self-Image
    • Autos Part of Active Lifestyle of Fit Consumers
    • Auto Safety a Major Concern
    • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
    • Fit Consumers Fashion-Conscious
    • Fit Consumers More Likely to Use Personal Care Products
    • More Fit Consumers Use Sunscreen Products
    • Apparel Purchases Match Lifestyle of Fit Consumers
    • Fit Consumers Travel More Often
    • Fit Consumers of All Ages More Tech-Savvy
  • Fit Consumer Profiles: Sports Participation
    • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
    • Fitness Buffs and Tennis Players Want to Look Young
    • Golfers Most Laid Back and Optimistic
    • Fitness Buffs Most Driven by Healthy Eating
    • Fitness and Water Sports Participants Most Likely to Diet
    • Fitness Enthusiasts Look to Preventive Medicine
    • Shopping Behavior Reflects Underlying Demographics
    • Hunters and Fishermen Prefer American Cars
    • Differences Seen in Travel Preferences
  • Media Trends
    • Internet Has Significant Impact on Media Consumption of Fit
    • Consumers
    • Fit Consumers Depend on Print Media
    • Magazines Important to Fit Consumers
    • TV Less Important to Fit Consumers
    • ESPN Top Cable Choice for Male Fit Consumers
    • Radio Important as a News Source
    • Fit Consumers Have Mixed Feelings about Ads
    • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
  • Trends and Opportunities
    • Many Factors Converge to Increase Population of Fit Consumers
    • Aging Boomers Likely to Expand Fit Consumer Market
    • Marketers Team with Health Clubs and Sponsor Athletes to Reach Fit Consumers
    • Extreme Fit Consumers Highly Prized Consumer Segment
    • Fit Consumers Represent Major Market Segment for Wide Range of Industries

Section 1 Overview

Chapter 2 Overview of the Market

  • Size and Growth of the Fit Consumer Market
    • Defining the Scope of the Fit Consumer Market
    • Nearly 50 Million Americans Categorized as “Fit Consumers”
    • Table 2-1: Number of Fit Consumers
    • Table 2-2: Number of Fit Consumers by Market Segment
    • Fit Consumers Exceptionally Affluent
    • Table 2-3: Aggregate Household Income of All Fit Consumers by Average Household Income, 2006
    • Extreme Fit Consumers Even More Affluent
    • Figure 2-1: Average Household Income, Fit Consumers vs. Other Consumers
    • Household Income of Fit Consumers Approaches $2.2 Trillion
    • Table 2-4: Aggregate Household Income of All Fit Consumers by Level of Household Income, 2006
    • Table 2-5: Aggregate Household Income of Extreme Fit Consumers by Level of Household Income, 2006
    • Table 2-6: Aggregate Household Income of Wannabe Fit Consumers by Level of Household Income, 2006
    • Table 2-7: Aggregate Household Income, Extreme vs. Wannabe Fit Consumers
    • Fit Consumer Income Will Total $3 Trillion in 2011
    • Table 2-8: Projected Size and Growth of Fit Consumer Market, 2006-2011
  • Demographic Overview of Fit Consumers
    • Fit Consumers Are Relatively Young
    • Table 2-9: Fit Consumers by Age Group
    • Fitness Declines with Age
    • Figure 2-2: Percentage of Fit Consumers in Each 10-Year Age Group
    • Decade Birthdays Trigger Renewed Interest in Fitness
    • Figure 2-3: Percentage of Fit Consumers in Each 5-Year Age Group
    • Fit Consumers More Likely to Be Non-Hispanic White
    • Table 2-10: Gender and Race and Hispanic Origin, Fit Consumers vs. Other Consumers
    • Education Marks the Fit Consumer
    • Table 2-11: Education and Employment Profile, Fit Consumers vs. Other Consumers
    • Affluence Defines the Fit Consumer Market
    • Table 2-12: Household Income, Fit Consumers vs. Other Consumers
    • Table 2-13: Employment Income, Fit Consumers vs. Other Consumers
    • Table 2-14: Homeownership, Fit Consumers vs. Other Consumers
    • Table 2-15: Value of Residence, Fit Consumers vs. Other Consumers
    • Singles More Common
    • Table 2-16: Marital Status, Fit Consumers vs. Other Consumers
    • Table 2-17: Size of Household and Presence of Children, Fit Consumers vs. Other Consumers
    • Big-City Residents More Likely to Be Fit
    • Table 2-18: Place of Residence, Fit Consumers vs. Other Consumers

Chapter 3 Core Values of Fit Consumers

  • Fit Consumers Have Positive View of Life
  • Table 3-1: Attitudes toward Enjoying Life, Fit Consumers vs. Other Consumers
  • Table 3-2: Attitudes toward Enjoying Life, 18- to 49-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
  • Table 3-3: Attitudes toward Enjoying Life, 50- to 69-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
  • Fit Consumers Like to Pursue Adventure and Take Risks
  • Table 3-4: Attitudes toward Adventure and Risk, Fit Consumers vs. Other Consumers
  • Table 3-5: Attitudes toward Adventure and Risk by Region, Fit Consumers vs. Other Consumers
  • Fit Consumers Retain Taste for Adventure as They Age
  • Table 3-6: Attitudes toward Adventure and Risk of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-7: Attitudes toward Adventure and Risk of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Looking Good a Key Part of Fit Consumer Mindset
  • Table 3-8: Self-Image, Fit Consumers vs. Other Consumers Fit Consumers of All Ages Want to Stay Looking Young
  • Table 3-9: Self Image of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-10: Self Image of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Fit Consumers Have Spiritual Orientation
  • Table 3-11: Social Values, Fit Consumers vs. Other Consumers
  • Table 3-12: Social and Political Values by Region, Fit Consumers vs. Other Consumers
  • Fit Consumers Value Time More than Money
  • Table 3-13: Attitudes toward Work and Money, Fit Consumers vs. Other Consumers
  • Fit Consumers Have Urbane Worldview
  • Table 3-14: Cosmopolitan Attitudes, Fit Consumers vs. Other Consumers
  • Close Relationships Highly Important to Fit Consumers
  • Table 3-15: Attitudes toward Relationships, Fit Consumers vs. Other Consumers
  • Table 3-16: Attitudes toward Home and Family, Fit Consumers vs. Other Consumers
  • Concern for Environment Distinguishes Fit Consumers from Other Consumers
  • Table 3-17: Attitudes toward the Environment, Fit Consumers vs. Other Consumers
  • Table 3-18: Attitudes toward the Environment by Region, Fit Consumers vs. Other Consumers
  • Table 3-19: Attitudes toward the Environment of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-20: Attitudes toward the Environment of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Fit Consumers Are Informed Consumers
  • Table 3-21: Attitudes toward Learning and Information-Gathering, Fit Consumers vs. Other Consumers
  • Section 2 Keeping Fit

Chapter 4 Health and Diet

  • How Fit Consumers Manage Their Health
    • Fit Consumers Healthier than Most
    • Table 4-1: Attitudes toward Health, Fit Consumers vs. Other Consumers
    • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
    • Table 4-2: Ailments in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Avoid Doctors Unless Very Ill
    • Table 4-3: Attitudes toward Doctors, Fit Consumers vs. Other Consumers
    • Alternative Medicine Gets Nod from Fit Consumers
    • Table 4-4: Attitudes toward Alternative Medicine, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Endure Pain before Taking Meds
    • Table 4-5: Attitudes toward Taking Medications, Fit Consumers vs. Other Consumers Vitamins Valued by Fit Consumers
    • Table 4-6: Attitudes toward Vitamins, Fit Consumers vs. Other Consumers
    • Table 4-7: Types of Vitamins/Minerals Used, Fit Consumers vs. Other Consumers
    • Fit Consumers in Charge of Own Health
    • Table 4-8: Gathering Health Information, Fit Consumers vs. Other Consumers
    • Fit Consumers Have Same Attitudes toward Health Regardless of Age
    • Table 4-9: Attitudes toward Health Management of 18- to 49-Year-Olds by
    • Age Group, Fit Consumers vs. Other Consumers
    • Table 4-10: Attitudes toward Health Management of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • The Role of Healthy Eating in the Fit Consumer Lifestyle
    • Healthy Eating Central Part of Fit Consumer Lifestyle
    • Table 4-11: Attitudes toward Healthy Eating, Fit Male Consumers vs. Other Male Consumers
    • Table 4-12: Attitudes toward Healthy Eating, Fit Female Consumers vs. Other Female Consumers
    • Fit Consumers Control Calorie Intake
    • Table 4-13: Attitudes toward Dieting, Fit Male Consumers vs. Other Male Consumers
    • Table 4-14: Attitudes toward Dieting, Fit Female Consumers vs. Other Female Consumers
    • Substantial Minority of Fit Consumers Diet to Lose Weight
    • Table 4-15: Reasons for Watching Diet, Fit Consumers vs. Other Consumers
    • Non-Prescription Diet Products Less Commonly Used by Fit Consumers
    • Table 4-16: Non-Prescription Products Used in Watching Diet, Fit Consumers vs. Other Consumers
    • Fit Consumers Prefer Fresh Ingredients, Organic Food
    • Table 4-17: Shopping for Food, Fit Consumers vs. Other Consumers
    • Healthy Snacks Hallmark of Fit Consumers
    • Table 4-18: Snacking Habits, Fit Consumers vs. Other Consumers
    • New Food Products Get Fit Consumers' Attention
    • Table 4-19: Attitudes toward Trying New Foods, Fit Consumers vs. Other Consumers
    • Even Younger Fit Consumers Focus on Healthy Eating
    • Table 4-20: Attitudes of 18- to 49-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
    • Table 4-21: Attitudes of 50- to 69-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
    • Interest in Healthy Eating Crosses Regional Boundaries
    • Table 4-22: Attitudes toward Healthy Eating and Dieting by Region, Fit Consumers vs. Other Consumers

Chapter 5 Sports and Leisure Activities

  • Overview
    • Fit Consumers More Active in Wide Variety of Areas
    • Table 5-1: Leisure Activities/Hobbies of Men in Last 12 Months, Fit
    • Consumers vs. Other Consumers
    • Table 5-2: Leisure Activities/Hobbies of Women in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Bring Digital Cameras Along
    • Table 5-3: Ownership and Use of Digital Cameras, Fit Consumers vs. Other Consumers
  • Sports Preferences of Fit Consumers
    • Fitness Activities Top List of Favorite Sports
    • Table 5-4: Sports Most Popular among Fit Consumers
    • Golf and Fishing Also Capture Attention of Male Fit Consumers
    • Table 5-5: Sports Most Popular among Fit Male Consumers
    • Hunting Tops List of Sports Dominated by Male Fit Consumers
    • Table 5-6: Sports by Percent of Participation by Male Fit Consumers
    • Women Form Majority in Fitness Sports
    • Table 5-7: Sports Most Popular among Female Fit Consumers
    • Table 5-8: Sports by Percent Participation by Female Fit Consumers
    • Sports Preferences Evolve as Male Fit Consumers Age
    • Table 5-9: Sports Most Popular among 18- to 49-Year-Old Male Fit
    • Consumers by Age Group
    • Table 5-10: Sports Most Popular among 50- to 69-Year-Old Male Fit Consumers by Age Group
    • Sports Choices of Female Fit Consumers Change More Slowly
    • Table 5-11: Sports Most Popular among 18- to 49-Year-Old Female Fit Consumers by Age Group
    • Table 5-12: Sports Most Popular among 50- to 69-Year-Old Female Fit Consumers by Age Group
    • Regional Differences Seen in Sports Choices of Fit Consumers
    • Table 5-13: Sports Most Popular among Fit Consumers by Region
    • Fit Consumers Favor Fitness Sports Regardless of Education and Income
    • Table 5-14: Sports Most Popular among Fit Consumers by Educational Achievement
    • Table 5-15: Sports Most Popular among Fit Consumers by Household Income
    • Action Sports Dominated by Youngest Fit Consumers
    • Table 5-16: Most Popular Sports among 18- to 29-Year-Old Fit Consumers
    • Team Sports See More Multicultural Fit Consumers
    • Table 5-17: Fit Consumer Sports Participation by % Multicultural Participants
  • Ownership of Sporting Goods Equipment
    • Sporting Goods More Common in Homes of Fit Consumers
    • Figure 5-1: Percent Owning Sporting Goods, Fit Consumers vs. Other Consumers
    • Figure 5-2: Percent Buying Sporting Goods in Last 12 Months, Fit
    • Consumers vs. Other Consumers
    • Fit Consumers Most Likely to Exercise at Home
    • Table 5-18: Where Fit Consumers Exercise by Gender
    • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home
    • Table 5-19: Sporting Goods Owned by Fit Consumers vs. Other
    • Consumers
    • Table 5-20: Sporting Goods Bought in the Last 12 Months by Fit Consumers vs. Other Consumers

Section 3 Consumer Behavior

Chapter 6 Overview of Consumer Behavior

  • Personal Finances
    • Fit Consumers Careful with Their Money
    • Table 6-1: Attitudes toward Money and Spending, Fit Consumers vs. Other Consumers
    • Credit Cards More Common
    • Table 6-2: Ownership of Credit Cards, Fit Consumers vs. Other Consumers
    • Table 6-3: Use of Debit Cards, Fit Consumers vs. Other Consumers
    • Fit Consumers Prime Customers for Financial Services Industry
    • Figure 6-1: Percent Owning Mutual Funds/Brokerage Accounts, Fit Consumers vs. Other Consumers
    • Table 6-4: Ownership of Bank Accounts, Fit Consumers vs. Other Consumers
    • Fit Consumers Cautious about Financial Services
    • Table 6-5: Use of Financial Services, Fit Consumers vs. Other Consumers
    • Fit Consumers In Search of Financial Acumen
    • Table 6-6: Level of Knowledge and Interest in Personal Finance, Fit Consumers vs. Other Consumers
    • Fit Consumers See Value of Insurance
    • Table 6-7: Perceived Need for Insurance, Fit Consumers vs. Other
    • Consumers
  • Shopping Behavior
    • Shopping Not a Top Priority for Fit Consumers
    • Table 6-8: Attitudes toward Shopping, Fit Consumers vs. Other Consumers
    • Table 6-9: Attitudes toward Shopping as a Social Event, Fit Consumers vs. Other Consumers
    • But Fit Consumers Shop Often
    • Figure 6-2: Percent Visiting Shopping Mall in Last 4 Weeks, Fit Consumers
    • vs. Other Consumers
    • Figure 6-3: Percent Visiting Strip Mall in Last 4 Weeks, Fit Consumers vs. Other Consumers
    • Table 6-10: Frequency of Visits to Malls In Last 4 Weeks, Fit Consumers
    • vs. Other Consumers
    • Table 6-11: Department/Discount Stores Shopped in Last 12 Months, Fit Consumers vs Other Consumers.
    • Fit Consumers Look for Bargains
    • Table 6-12: Attitudes toward Sales or Bargains, Fit Consumers vs. Other Consumers
    • Brand Names Important
    • Table 6-13: Brand Awareness, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Shop Online
    • Table 6-14: Attitudes toward Online Shopping, Fit Consumers vs. Other Consumers
    • Table 6-15: Attitudes of 18- to 49-Year-Olds toward Online Shopping by
    • Age Group, Fit Consumers vs. Other Consumers
    • Table 6-16: Attitudes of 50- to 69-Year-Olds toward the Internet by Age
    • Group, Fit Consumers vs. Other Consumers
    • Fit Consumers Big Spenders on the Internet
    • Figure 6-4: Percent Making an Online Purchase in Last 12 Months, Fit Consumers vs. Other Consumers
    • Table 6-17: Total Spent on Internet in Last 12 Months
    • Table 6-18: Items Bought on Internet in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Important Catalog Customers
    • Figure 6-5: Percent Choosing Not to Have Name on Mailing List, Fit Consumers vs. Other Consumers
    • Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months,
    • Fit Consumers vs. Other Consumers
    • Table 6-19: Types of Merchandise Bought From Catalogs in Last 12 Months, Fit Consumers vs. Other Consumers
    • Figure 6-7: Percent Making Mail/Phone Purchases in Last 12 Months, Fit Consumers vs Other Consumers.
    • Table 6-20: Items Bought by Mail or Phone in Last 12 Months, Fit
    • Consumers vs. Other Consumers

Chapter 7 Fit Consumer Profiles: Industry Highlights

  • Fit Consumer Profile: Automotive
    • Cars Tied to Self-Image
    • Table 7-1: Attitudes toward Cars and Self Image, Fit Consumers vs. Other Consumers
    • Autos Part of Active Lifestyle of Consumers
    • Table 7-2: Automobiles and Lifestyle, Fit Consumers vs. Other Consumers
    • Table 7-3: Automobiles and Lifestyle by Region, Fit Consumers vs. Other Consumers
    • Table 7-4: Automobiles and Lifestyle of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
    • Table 7-5: Automobiles and Lifestyle of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
    • Auto Safety a Major Concern
    • Table 7-6: Attitudes toward Auto Safety, Fit Consumers vs. Other Consumers
    • Fit Consumers Prime Customers for New Cars
    • Table 7-7: Attitudes toward New vs. Used Cars, Fit Consumers vs. Other Consumers
    • Table 7-8: Attitudes toward Foreign Cars, Fit Consumers vs. Other Consumers
    • Table 7-9: Reasons for Buying Cars, Fit Consumers vs. Other Consumers
    • SUVs Found in Fit Consumers' Garages
    • Table 7-10: Ownership of Vehicles, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
    • Table 7-11: Purchase of Vehicles, Fit Consumers vs. Other Consumers
  • Fit Consumer Profile: Fashion
    • Fit Consumers Fashion-Conscious
    • Table 7-12: Attitudes toward Fashion, Fit Consumers vs. Other Consumers
    • Men in Fit Consumer Market Have Conservative Fashion Views
    • Table 7-13: Attitudes toward Fashion by Gender, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Use Personal Care Products
    • Table 7-14: Use of Personal Care Products, Fit Female Consumers vs. Other Female Consumers
    • Table 7-15: Use of Personal Care Products, Fit Male Consumers vs. Other Male Consumers
    • More Fit Consumers Use Sunscreen Products
    • Figure 7-1: Percent Using Sunscreen Products by Gender, Fit Consumers vs. Other Consumers
    • Apparel Purchases Match Lifestyle of Fit Consumers
    • Table 7-16: Clothing Items and Accessories Bought in Last 12 Months,
    • Fit Male Consumers vs. Other Male Consumers
    • Table 7-17: Clothing Items and Accessories Bought in Last 12 Months,
    • Fit Female Consumers vs. Other Female Consumers
    • Fit Consumers Major Customers for Athletic Shoes
    • Table 7-18: Sneakers/Athletic Shoes Bought in Last 12 Months, Fit Male Consumers vs. Other Male Consumers
    • Table 7-19: Sneakers/Athletic Shoes/Sports Shoes Bought in Last 12
    • Months, Fit Female Consumers vs. Other Female Consumers
  • Fit Consumer Profile: Travel
    • Fit Consumers Seek Out Different Vacation Experiences
    • Table 7-20: Attitudes toward Travel, Fit Consumers vs. Other Consumers
    • Fit Consumers Travel More Often
    • Figure 7-2: Percent Staying in Hotel/Motel or Similar Accommodation in
    • U.S. in Last 12 Months, Fit Consumers vs. Other Consumers
    • Figure 7-3: Percent Taking Cruise Ship Vacation in Last 3 Years, Fit Consumers vs. Other Consumers
    • Table 7-21: Travel Profile, Fit Consumers vs. Other Consumers
    • Foreign Travel Attracts Fit Consumers
    • Figure 7-4: Percent with a Passport, Fit Consumers vs. Other Consumers
    • Table 7-22: Attitudes toward Foreign Travel, Fit Consumers vs. Other Consumers
    • Table 7-23: Profile of Foreign Travelers, Fit Consumers vs. Other Consumers
  • Fit Consumer Profile: Technology and Consumer Electronics
    • Fit Consumers Highly Involved in Technology
    • Table 7-24: Attitudes toward Technology, Fit Consumers vs. Other Consumers
    • Fit Consumers of All Ages More Tech-Savvy
    • Table 7-25: Attitudes of 18- to 49-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
    • Table 7-26: Attitudes of 50- to 69-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
    • Multiple Computers More Common in Homes of Fit Consumers
    • Table 7-27: Ownership of Personal Computers at Home, Fit Consumers vs. Other Consumers
    • Fit Consumers Connected to the Internet
    • Table 7-28: Frequency of Going Online at Home, Fit Consumers vs. Other Consumers
    • Fit Consumers Tap Internet for Sports Information
    • Table 7-29: Online Activities, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Have Cell Phone Internet Access
    • Table 7-30: Ownership and Use of Cell Phones, Fit Consumers vs. Other Consumers

Chapter 8 Fit Consumer Profiles: Sports Participation

  • Introduction
    • Sports Categories Defined
    • Table 8-1: Sports Categories
    • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
    • Table 8-2: Demographic Profile of Fit Consumers by Sports Category
  • Core Values
    • Fitness Buffs and Tennis Players Want to Look Young
    • Table 8-3: Self Image of Fit Consumers by Sports Participation
    • Golfers Most Laid Back and Optimistic
    • Table 8-4: Attitudes toward Life of Fit Consumers by Sports Participation
    • Action Sports Attract Risk-Takers
    • Table 8-5: Attitudes toward Adventure and Risk of Fit Consumers by Sports Participation
    • Snow Sports Participants Espouse More Secular Values
    • Table 8-6: Religious Values of Fit Consumers by Sports Participation
    • Hunters Enjoy “Nature” but Reject Recycling
    • Table 8-7: Environmental Attitudes of Fit Consumers by Sports
    • Participation
  • Health and Diet
    • Fitness Buffs Most Driven by Healthy Eating
    • Table 8-8: Attitudes of Fit Consumers toward Healthy Eating by Sports Participation
    • Table 8-9: Attitudes of Fit Consumers toward Organic/Fresh Food by Sports Participation
    • Snacking Habits Vary
    • Table 8-10: Attitudes of Fit Consumers toward Snacking by Sports Participation
    • Fitness and Water Sports Participants Most Likely to Diet
    • Table 8-11: Attitudes of Fit Consumers toward Dieting by Sports Participation
    • Fitness Enthusiasts Look to Preventive Medicine
    • Table 8-12: Attitudes of Fit Consumers toward Medical Care and Medications by Sports Participation
    • Fitness Enthusiasts Actively Seek Health Information
    • Table 8-13: Attitudes of Fit Consumers toward Gathering Information about Diet and Health by Sports Participation
    • Use of Vitamins Common in Most Sports
    • Table 8-14: Attitudes of Fit Consumers toward Vitamins by Sports Participation
    • Alternative Medicine the Choice of Racquet Sports Players
    • Table 8-15: Attitudes of Fit Consumers toward Alternative Medicine by
    • Sports Participation
  • Highlights of Consumer Behavior
    • Shopping Behavior Reflects Underlying Demographics
    • Table 8-16: Attitudes of Fit Consumers toward Shopping by Sports Participation
    • Fashion Attitudes Show Complex Pattern
    • Table 8-17: Attitudes of Fit Consumers toward Fashion by Sports Participation
    • Hunters and Fishermen Prefer American Cars-Especially SUVs
    • Table 8-18: Attitudes of Fit Consumers toward Foreign vs. Domestic Cars by Sports Participation
    • Table 8-19: Attitudes of Fit Consumers toward Automobiles by Sports Participation Golfers Most Likely to Buy New Cars
    • Table 8-20: Attitudes of Fit Consumers toward Buying Cars by Sports Participation Golfers Most Likely to Read Newspapers
    • Table 8-21: Media Usage of Fit Consumers by Sports Participation Fitness and Outdoor Types Have Little Interest in Technology
    • Table 8-22: Attitudes of Fit Consumers toward Technology by Sports Participation Many Differences Seen in Travel Preferences
    • Table 8-23: Attitudes of Fit Consumers toward Travel by Sports Participation
    • Golfers Feel Most Financially Secure
    • Table 8-24: Attitudes of Fit Consumers toward Personal Financial Security by Sports Participation

Section 4 Market Trends

Chapter 9 Media Trends

  • Print Media
    • Internet Has Significant Impact on Media Consumption of Fit
    • Consumers
    • Table 9-1: Impact of the Internet on Traditional Media Usage, Fit
    • Consumers vs. Other Consumers
    • Fit Consumers Depend on Print Media
    • Table 9-2: Attitudes toward Newspapers, Fit Consumers vs. Other Consumers
    • Figure 9-1: Percent Reading Daily and Sunday Newspapers, Fit Consumers vs. Other Consumers
    • Magazines Important to Fit Consumers
    • Table 9-3: Attitudes toward Magazines, Fit Consumers vs. Other Consumers
    • Table 9-4: Magazines Read by Men, Fit Consumers vs. Other Consumers
    • Table 9-5: Magazines Read by Women, Fit Consumers vs. Other Consumers
  • Television and Radio
    • TV Less Important to Fit Consumers
    • Table 9-6: Ownership of TV Sets, Fit Consumers vs. Other Consumers
    • Table 9-7: Attitudes toward TV, Fit Consumers vs. Other Consumers
    • ESPN Top Cable Choice for Male Fit Consumers
    • Table 9-8: Cable TV Services Viewed in Last 7 Days by Men, Fit Consumers vs. Other Consumers
    • Table 9-9: Cable TV Services Viewed in Last 7 Days by Women, Fit Consumers vs. Other Consumers Radio Important as a News Source
    • Table 9-10: Attitudes toward Radio, Fit Consumers vs. Other Consumers
  • Impact of Advertising
    • Fit Consumers Have Mixed Feelings about Ads
    • Table 9-11: Attitudes toward Advertising, Fit Consumers vs. Other Consumers
    • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
    • Table 9-12: Attitudes toward TV Advertising, Fit Consumers vs. Other Consumers
    • Table 9-13: Attitudes toward Advertising in Movie Theaters, Fit Consumers vs. Other Consumers
    • Internet Ads Have Less Impact on Fit Consumers
    • Table 9-14: Percent Finding Internet Ads “Not at all Useful,” Fit Consumers vs. Other Consumers

Chapter 10 Trends and Opportunities

  • Market Trends
    • Many Factors Converge to Increase Population of Fit Consumers
    • Aging Boomers Likely to Expand Fit Consumer Market
    • Decade Birthdays Offer Cues to Marketers
    • Marketers Team with Health Clubs to Reach Fit Consumers
    • Companies Sponsor Athletes to Expand Sales
  • Market Opportunities
    • Fit Consumers Are Affluent Consumers
    • Table 10-1: Profile of Fit Consumers by Income and Education
    • Extreme Fit Consumers Highly Prized Consumer Segment
    • Fit Consumers Represent Major Market Segment for Healthy Foods
    • Table 10-2: Selected Opportunities Related to Health and Diet of Fit Consumers
    • Leisure Activities of Fit Consumers Generate Opportunities
    • Table 10-3: Selected Opportunities Related to Leisure Activities of Fit Consumers
    • Fit Consumers Drive Market for Athletic Apparel and Sporting Goods
    • Table 10-4: Selected Opportunities Related to Purchase of Outdoors/Fitness/Athletic Apparel or Accessories by Fit Consumers by Gender
    • Table 10-5: Selected Opportunities Related to Purchase of Athletic Shoes by Fit Consumers by Gender
    • Table 10-6: Selected Opportunities Related to Sporting Goods Purchased by Fit Consumers
    • Fit Consumers Represent Unusually Attractive Segment for Retailers
    • Table 10-7: Selected Opportunities Related to Shopping Habits of Fit Consumers
    • Table 10-8: Selected Opportunities Related to Online Shopping Habits of Fit Consumers
    • Table 10-9: Selected Opportunities Related to Catalog and Mail/Phone Shopping Habits of Fit Consumers
    • Fit Consumers Major Users of Financial Services Table 10-10: Selected Opportunities Related to Financial Services Used by
    • Fit Consumers More than 6 Million Fit Consumers Plan to Buy New Vehicle in Next 12 Months
    • Table 10-11: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by Fit Consumers
    • Concern for Image Creates Opportunities for Personal Care and Fashion Industries
    • Table 10-12: Selected Opportunities Related to Use of Personal Care Products by Female Fit Consumers
    • Table 10-13: Selected Opportunities Related to Use of Personal Care Products by Male Fit Consumers
    • Table 10-14: Selected Opportunities Related to Apparel Purchases by Fit Consumers by Gender Fit Consumers Prime Customers for Travel Industry
    • Table 10-15: Selected Opportunities Related to Travel Patterns of Fit Consumers

Appendix I List of Sports

Appendix II Addresses of Selected Fit Consumer Market Resources

Table of Contents: Sports Nutritional Products in the U.S.: Not Just for Sports Enthusiasts

Chapter 1 Executive Summary

  • Scope
  • Three Product Categories
  • Beverages
  • Bars & Gels
  • Supplements
  • Functional Categories
  • Report Methodology
  • Market Size and Growth
    • 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 $)
  • Sports Nutritional Products Market Forecast
    • Figure 1-3 Projected U.S. Retail Sales of Sports Nutritionals Products, 2006-2011 (in billion $)
  • Marketer and Brand Overview
    • 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)
  • Market and New Product Trends
    • 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
  • Advertising and Promotion
    • Gatorade Dominates in Advertising
    • Targeted Media Used
    • Evolving Media Consumption
    • Sports Themes and Celebrity Endorsements
    • Clif Bar Leader in Environmental Marketing
  • Retail Dynamics
    • 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
  • Category Consumer Usage Rates
    • 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)
  • Looking Ahead
    • 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
  • Market Size and Growth
    • 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 $)
  • Factors Affecting The Market
    • 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

Related Report
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