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Are Sports and Energy Performance Products Moving into the Mainstream?

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Are Sports and Energy Performance Products Moving into the Mainstream?

April 29
10:26 2011

With products such as sports and energy drinks now entering the mainstream, the global market for sports nutrition and performance products is at an interesting stage of development. Although market growth has been impressive in many parts of the world, the industry is still hampered by the fact that its consumer base remains limited to only the most physically active members of the population, especially in sectors such as sports food and supplements.

Brand activity from the industry’s major suppliers is benefiting from the latest technical developments, which have led to the emergence of sports nutrition products offering a greater range and variety of health benefits. Health remains a major driver within the industry, with additional claims such as additive-free and vitamin fortification now featuring to a greater degree. To widen the consumer base, manufacturers have also been developing products tailored towards women and children.

‘The Global Market for Sports Performance and Energy Products’ is a new publication from Leatherhead Food Research. The report reviews global sales of sports/energy drinks, sports foods and sports supplements for a number of leading countries, as well as reviewing sporting participation levels in many parts of the world and consumer attitudes towards sports nutrition products. The report also discusses technical trends, industry structure and trends in new product activity.

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