Opportunities and Key Players in Sports Nutrition: Emerging ingredients, key trends and market forecasts

Table of Contents

Executive summary

• Consumers and market drivers
• Regulatory opportunities and challenges
• The future of sports nutrition

Chapter 1 Introduction

• Summary
• Introduction
• What is sports nutrition?
• Performance nutrition
• Definitions:
  • Sports foods & beverages
  • Sports nutrition supplements

Chapter 2 Consumers and market drivers

• Who is the sports nutrition consumer?
• Bodybuilder & elite athletes
• Sports active
• Recreational lifestyle
• Occasional & accidentals
• Consumer market drivers
• Changing consumer profile
  • Increasing growth in health club attendance and physical activity
  • The rise of the sportswoman
  • Boomers keep on booming
  • Age is no longer a limitation
  • The emergence of niche consumer groups
• Consumer attitudes and behaviors
  • Innovation versus aspiration
  • Performance for the masses
  • Need for convenience
  • Taste is still king

Chapter 3 Market analysis and forecasts to 2013

• Summary
• Global overview
• Core Europe
• Market overview
• By country
• By category
• US
• US sales and growth By category
• The future of the sports nutrition by channel

Chapter 4 Regulatory opportunities and challenges

• Summary
• Global overview
• Defining the EU regulatory framework
• Food Supplements Directive
  • Maximum permitted levels (MPL)
• Foodstuffs intended for particular nutritional uses
  • Sports nutrition directive
• Nutrition and health claims made on foods
• Unfair trading regulations
• Traditional Herbal Medicines Products Directive (THMPD)
• Mutual recognition
• European Advertising Standards Authority
  • What is self-regulation?
  • What are SROs?
  • What does an SRO do?
  • When self-regulation fails
  • ASA and the CAP code - focusing on the UK
• Challenges
  • Nutrient profiling
  • Maximum permitted levels
• Opportunities
  • Mutual recognition
  • Article 13.5
• Defining the US regulatory framework
• Dietary Supplement Health and Education Act of 1994
• Nutrition Labeling and Education Act (NLEA) of 1990
• Food and Drug Administration Amendments Act of 2007
• Trilateral Cooperation Charter
• Challenges
  • What is Significant Scientific Agreement?
  • FTC and testimonials
  • Citizen' s Petitions
  • Increased ingredient enforcement
• Opportunities
  • Label claims - US system pros and cons
  • Low level regulation and open innovation
  • Foods as supplements

Chapter 5 Sports nutrition brand analysis

• Summary
• Introduction
• Methodology
• US sports nutrition - company case studies
• Iovate
• Summary
• Company overview
• Growth strategies
  • Acquisition
  • Litigation
  • Innovation and NPD
• Iovate SWOT analysis
• CytoSport
• Summary
• Company overview
• Growth strategies
  • Mass distribution
  • Innovation and NPD
• CytoSport SWOT analysis
• Optimum Nutrition
• Summary
• Company overview
• Growth strategies
  • Focus
• Optimum Nutrition SWOT analysis
• EAS
• Summary
• Company overview
• Growth strategies
• EAS SWOT analysis
• Bio-Engineered Supplements and Nutrition
• Summary
• Company overview
• Growth strategies
  • Female market
  • Beyond bodybuilding
  • Innovation and NPD
• BSN SWOT analysis
• US Nutrition
• Summary
• Company overview
• Growth strategies
  • International
  • Direct to consumer/online
  • Vertical integration
• US Nutrition SWOT analysis
• Medical Research Institute
• Summary
• Company overview
• Growth strategies
  • Innovation and NPD
• MRI SWOT analysis
• Xyience
• Summary
• Company overview
• Growth strategies
  • Innovation and NPD
• Xyience SWOT analysis
• EU sports nutrition - company case studies
• Multipower
• Summary
• Multipower SWOT analysis
• Maximuscle
• Summary
• Maximuscle SWOT analysis
• Lucozade
• Summary
• Company overview
• Growth strategies
• Lucozade SWOT analysis

Chapter 6 The future of sports nutrition

• Summary
• Overview of the market
• Consumer and brand trends
• Brands take positive action against contaminated supplement claims
• Education
• Commoditization and the move online
• Private label
• The perception of efficacy
• Growth in emerging markets
• Category trends
• Heat Shock Protein activators
• Natural testosterone boosters
• Ready-to-drink nutrition shakes
• Licensed brands
• Sports nutrition for breakfast
• Packaging trends
• Reusable packaging and refills
• Convenience
• Flexible packaging
• Ingredient predictions and future category innovations
• Category innovation
  • Myogenic growth factors
  • Emergence of a new ingredient class: Polyamines
  • Exercise intervention
  • Supplementation
  • The end of prohormones
  • Insulin enhancement and muscle growth
  • Delivery systems are still a product driver, but are they efficacious?
• Summary and conclusions

Chapter 7 Conclusions, key messages and applications

• Summary
• Introduction
• Successful strategies for sports nutrition brands
• Know your customer
• Be part of the daily ritual
• Be authentic
• Create a clear consistent message
• Support science
• Geographic sensitivity

Appendix

• Q&A with Eric Nardulli
• Q&A with Dr Tim Ziegenfuss
• Index

List of Figures

• Figure 1.1: The evolution of sports nutrition
• Figure 2.2: Key sports nutrition consumer groups
• Figure 2.3: Sports nutrition consumer market drivers
• Figure 3.4: Core European and US sports nutrition market value ($m), 2003-2013
• Figure 3.5: Core European sports nutrition market value ($m), 2003-2013
• Figure 3.6: Core European sports nutrition market by country ($m), 2008
• Figure 3.7: Core European sports nutrition market by category ($m), 2008
• Figure 3.8: US sports nutrition market value ($m), 2003-2013
• Figure 3.9: US sports nutrition market by country ($m), 2008
• Figure 4.10: Ortis happy plus St John' s Wort
• Figure 5.11: Iovate Sports Nutrition products
• Figure 5.12: Iovate SWOT analysis
• Figure 5.13: CytoSport sports nutrition products
• Figure 5.14: CytoSport SWOT analysis
• Figure 5.15: Optimum Nutrition sports nutrition products
• Figure 5.16: Optimum nutrition SWOT analysis
• Figure 5.17: EAS sports nutrition products
• Figure 5.18: EAS SWOT analysis
• Figure 5.19: BSN sports nutrition products
• Figure 5.20: BSN SWOT analysis
• Figure 5.21: US Nutrition sports nutrition products
• Figure 5.22: US Nutrition SWOT analysis
• Figure 5.23: MRI sports nutrition products
• Figure 5.24: MRI SWOT analysis
• Figure 5.25: Xyience sports nutrition products
• Figure 5.26: XYIENCE SWOT analysis
• Figure 5.27: Multipower sports nutrition products
• Figure 5.28: Multipower SWOT analysis
• Figure 5.29: Maximuscle sports nutrition products
• Figure 5.30: Maximuscle SWOT analysis
• Figure 5.31: Lucozade sports nutrition products
• Figure 5.32: Lucozade SWOT analysis
• Figure 6.33: Muscletech Myoshock HSP and MRI HSP Active
• Figure 6.34: Muscletech Cryotest, ADS Pronabolin and Gaspari Nutrition Halodrol
• Figure 6.35: CytoSport' s Muscle Milk, Labrada Lean Body, and Gainomax Recovery
• Figure 6.36: Everlast licensed brand
• Figure 6.37: ROKIT Fuel Sports Cereal
• Figure 6.38: MASS FI reusable tub
• Figure 6.39: Muscletech Ignition Stix, Muscle Milk Ready to Drink and Gatorade packets
• Figure 6.40: Flexible packaging from AMP, EAS and Optimum Nutrition
• Figure 6.41: Muscletech nanotechnology delivery
• Figure 7.42: Successful strategies for sports nutrition brands
• Figure 7.43: Maximuscle diet range
• Figure 7.44: GSK and AlliR
• Figure 7.45: Consumer technology

List of Tables

• Table 3.1: Core European and US sports nutrition market value ($m), 2003-2013
• Table 3.2: Core European sports nutrition market value ($m), 2003-2013
• Table 3.3: Core European sports nutrition market by country ($m), 2008
• Table 3.4: Core European sports nutrition supplements market value by category ($m), 2003-2013
• Table 3.5: US sports nutrition market value ($m), 2003-2013
• Table 3.6: US sports nutrition supplements market value by category ($m), 2003-2013