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Frost & Sullivan: Increasing Diet Consciousness Among Mainstream Consumers Drives European Sports and Fitness Nutrition Market

Posted on: Tuesday, 16 August 2005, 06:00 CDT

LONDON, August 16 /PRNewswire/ -- As mainstream consumers are becoming increasingly fitness and diet conscious, sports nutrition companies are no longer targeting just professional athletes. Due to increased disposable incomes and busy lifestyles that offer little time for preparing healthy home-cooked food, mainstream consumers have become the second largest end-user group for sports and fitness nutrition products.

A better understanding of the adverse effects associated with eating the wrong foods have driven people closer to the concept of controlling their health and well-being through the foods they consume, giving a huge boost to the USD 2.07 billion sports and fitness nutrition market.

With improved awareness of the ingredients used in sports and fitness nutrition products across Europe, 'sports-specific diets' are increasingly evolving into 'people-specific diets'.

Manufacturers are not just offering functional benefits but have also improved the taste and textures of their products to tap into the mainstream consumer segment. Some of these new flavours include cookies and cream, vanilla crisp, chocolate peanut, apple/cinnamon, banana, chocolate, cappuccino, and malt nut. These products cater to the nutritional requirements of both athletes and mainstream consumers with a well-balanced profile that includes a variety of active ingredients.

"Along with these more apparent developments, there have been significant improvements in product efficacy," says V. Meenakshi Sundaram, Research Analyst with Frost & Sullivan (http://food.frost.com/). "Technological innovations in process such as timely release of nutrients and new protein delivery systems are expected to drive the sports and fitness nutrition market to USD 6.13 billion in 2011."

The convenience of delivery has ensured widespread adoption of products such as ready-to-drink liquid foods and supplements in the form of bars.

Although the lack of variety in delivery forms and weaker taste profiles has severely hampered sales in creatine and protein powder segments, they are likely to revive with the help of novel flavours and delivery technologies. Market participants are also hoping to enter niche segments by introducing energy bars such as the Luna bar from ClifBar, which are specifically targeted at women.

The increased emphasis on mainstream consumers have necessitated a wider distribution network to increase the availability of the products. Traditionally, companies sold their sports and fitness nutrition products through specialised outlets such as gyms, fitness centres, health food stores and pharmacies. This distribution structure has changed with the entry of food majors in the market as mass market channels such as hypermarkets and supermarkets started gaining importance.

"The retail sector is becoming better organised and offers immense scope for market coverage," observes Mr. Sundaram. "Mass market channels such as supermarkets are bound to play a vital role in shaping the future of the energy and nutrition bar sector."

These advancements in all spheres of the market and the expansion of the end-user base have encouraged market participants to actively promote their products.

With European regulatory authorities clamping down on market participants that exaggerate the efficiency of their products, manufacturers have to back their tall claims with quality offerings. They also have to take a proactive role in disseminating credible scientific research to not only improve end-user understanding of their products but also to undo the damage created by negative press coverage.

Since the European Union (EU) Food Labelling Directive does not currently define the conditions for health claims, the European Commission (EC) is reviewing the regulations and the proposed changes are in the consultation phase.

If you are interested in a research overview, which provides manufacturers, end-users and other industry participants with a synopsis of the latest analysis of the European Sports and Fitness Nutrition Market (B520-88) - then send an e-mail to Katja Feick - Corporate Communications at katja.feick@frost.com with the following information: your full name, company name, title, telephone number, e-mail address, city, state and country. We will send you the information via e-mail upon receipt of the above information.

Background

Frost & Sullivan, a global growth consulting company, has been partnering with clients to support the development of innovative strategies for more than 40 years. The company's industry expertise integrates growth consulting, growth partnership services and corporate management training to identify and develop opportunities. Frost & Sullivan serves an extensive clientele that includes Global 1000 companies, emerging companies, and the investment community, by providing comprehensive industry coverage that reflects a unique global perspective and combines ongoing analysis of markets, technologies, econometrics, and demographics.

Media Contacts: Europe: Katja Feick Corporate Communications P: +44-(0)-20-7915-7856 F: +44-(0)-20-7730-3343 E: katja.feick@frost.com Americas: Tolu Babalola Corporate Communications - North America P: +1-210-477-8427 F: +1-210-348-1003 E: tolu.babalola@frost.com APAC: Donna Jeremiah Corporate Communications - Asia Pacific P: +603-6304-5832 F: +603-6201-7402 E: djeremiah@frost.com India: Surbhi Dedhia Corporate Communications P: +91-22-2832-4705 Ext: 131 E: sdedhia@frost.com Australia: Gerry Eller Corporate Communications P: +61-425-272-546 E: gerry.eller@frost.com

List of key industry participants: ALLSPORTS INTERNATIONAL Ltd., Arla Food Ingredients amba, AST Sports Science Europe, AVIFORM LTD., bio-synergy Ltd., BodyShapers Fitness Ltd., Central Soya European Lecithins GmbH & Co KG, Degussa Bioactives, Dolder, Dorian Yates Approved CNP Ltd., Dymatize, Experimental and Applied Science (EAS) UK Ltd., Extreme Nutrition, Flamma SpA, Gelita, Genesis Sports Nutrition, haleko, High Five Performance Nutrition, Maximuscle Ltd., MY SUPPLEMENT STORE, Nutri Pharma ASA, Nutrisport, Phytochem, Powerbar, Inc. (Nestle), Quest International, Reflex Nutrition Ltd., SAN Nutrition, The Carbery Group, The Ministry Of Fitness, Tropicana Health & Fitness

List of keywords in this press release: sports, fitness nutrition, Europe, Food Labelling Directive, European Commission, EC, energy, nutrition bar, meal replacement bar, meal replacement powder, ready-to-drink shake, protein powder, creatine, Luna bar, ClifBar, sports-specific diets, people-specific diets, research, information, market, trends, technology, service, forecast

Frost & Sullivan

CONTACT: Media Contacts: Europe:, Katja Feick, Corporate Communications,P: +44-(0)-20-7915-7856, F: +44-(0)-20-7730-3343, E:katja.feick@frost.com; Americas: Tolu Babalola, CorporateCommunications - North America, P: +1-210-477-8427, F:+1-210-348-1003, E: tolu.babalola@frost.com; APAC: DonnaJeremiah, Corporate Communications - Asia Pacific, P:+603-6304-5832, F: +603-6201-7402, E: djeremiah@frost.com;India: Surbhi Dedhia, Corporate Communications, P:+91-22-2832-4705 Ext: 131, E: sdedhia@frost.com; Australia:Gerry Eller, Corporate Communications, P: +61-425-272-546, E:gerry.eller@frost.com

Source: PRNewswire

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