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Sports Nutrition Flexes its Market Muscle

author:Naturalindate:2016-09-07 14:34Click: times
Sports nutrition is the science of formulating products for athletes, body builders and active fitness enthusiasts. Traditionally, these products have been targeted to to help professionals and non-professionals alike improve nutritional intake and various aspects of health, well-being, performance, muscle growth and/or recovery from exercise.
Today finds sports nutrition flexing its market muscle. That’s because mainstream consumers are expressing more interest for all forms of performance foods and beverages that aid their active lifestyles. In tandem, manufacturers and retailers are responding and extending product distribution. 
It also follows that—as more sports nutrition brands move mainstream—they’re reaching more casual consumers who are not as familiar with sports product composition, use and efficacy. In turn, this drives more marketing. Likewise, there’s a groundswell of interest in more independent testing and certification around product efficacy and safety.
Sports nutrition market estimates vary, often as a result of differences in definition. The principal distinction revolves around the inclusion of more mainstream sports and energy products, such as drinks and bars. Various estimates put the global sports nutrition market at between $5 billion and $20 billion in annual sales. It’s generally agreed that the US leads the market, probably with between half and two-thirds of total annual sales.
The US has a highly developed sports nutrition market, accounting for 28% of global launches in 2015, which is a very large share for just one country. Traditional sports powders dominate US launch activity with over 60% of the 2015 total, and the range of product formats, ingredient compositions and flavors available has risen markedly in recent years. Sports bars and supplements (mainly in the form of capsules and tablets) both accounted for about 12% of launches each; while ready-to-drink (RTD) sports drinks and RTD protein-based sports drinks took about 5% each and other products (mainly gels and chews) accounted for just over 3% of launches.
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