Sports nutrition is
a specialized market within the overall nutrition industry. A number
of products fall under the sports nutrition market; these include:
protein bars and shakes, energy bars and drunks, and dietary
supplements. A number of nutritious and energy-boosting ingredients
go into the manufacture of sports nutrition products. Typically, such
products comprise ingredients such as caffine, linoleic acid,
creatine, and taurine.
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Sports Drinks Hold
Largest Market Share but Sports Food Looks Promising
Within the global
sports nutrition market, sports drinks occupied the largest market
share in 2014. However, there is another segment that presents
several growth opportunities- sports food. The segment of sports food
is currently growing at a very healthy pace and there is much scope
for innovation and new product development within this segment.
Globally, the sports food segment will benefit from heightened health
awareness levels and a change in lifestyle.
To put this trend
into numbers, the sports drinks product segment was estimated at 8.21
billion liters as of 2013. And, the sports food segment will emerge
as the fastest growing segment with a 9.6% CAGR from 2014 to 2020.
Sports Nutrition
Market Rides High on the Obesity-Alleviation Wave
The occurrence of
obesity worldwide has doubled since 1980, according to the World
Health Organization (WHO). This has spurred many countries into
action so as to control the obesity epidemic before it spirals into
an unaffordable cost to their healthcare systems. In view of this
drastic change that’s brewing in virtually every major nation, the
pressure is on consumers to lead an active, balanced and healthy
lifestyle. The most convenient way to do this is via engaging in
sports and other types of physical activity. As the number of people
indulging in sports goes up, the global sports nutrition market needs
to cater to the specific nutritional demand of consumers of different
age groups.
Thus, besides
professional athletes and sports persons, a rising number of
recreational users are also pushing up the demand in the sports
nutrition market. Thus, the drivers of the global sports nutrition
market can be pinned down to the following: Increased health
awareness, a rapid pace of urbanization, ability of consumers to
purchase sports nutrition products thanks to growing disposable
income, and intelligent market campaigns by sports nutrition
companies.
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Sports Nutrition
Market Needs to Deal With Counterfeit Products that Dent Consumer
Confidence
While there is
little doubt that over the next few years, the global sports
nutrition market will witness a healthy growth in demand, there are
still a few challenges that will curtail this rise to some extent.
The presence of counterfeit products in the sports nutrition market
is one such concern. Moreover, in several parts of the world, the
sports nutrition products market remains unregulated and this poses a
serious health risk to consumers. The time is right for companies to
strengthen their commitment to weeding out such counterfeit products
and strengthen consumer confidence.
Sports nutrition
products are increasingly purchased by consumers online; hence, it is
vital that companies in this market spruce up their supply chain and
logistical networks so that they do not miss out on key consumer
pools. The best way, as many companies have already found, is to
penetrate developing countries where health awareness is steadily
growing and consumers are in a position to spend more on sports
nutrition products. Vast untapped potential exists in countries such
as Brazil, Argentina, India, Japan and China.
As of 2014, North
America was a leader in the global sports nutrition market and this
region will hold on to its top position through 2020 at least. The
next largest market for sports nutrition is Europe, a region that
could well be outpaced by aggressive growth in the Asia Pacific
region.
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