Sports Nutritional Market Executive Summary

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Sports Nutritional Category – Executive Summary

Over the past 5 years the market has seen an enormous increase in the sports nutritional product category. These products range from energy drinks and nutritional bars to diet products and nutritional supplements, and each day new products are being introduced into the market. With nutrition and taste being two of the most important aspects of the product, creating and maintaining products in this category is simplified. This has become one of the most exciting new markets not only because it is the beginning of a new wave of a product category but because the market and consumer base is large and ready to be tapped into. The market is increasingly becoming more and more energetic,
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A promising characteristic of consumers in this category is that many of them tend to prefer smaller, trendier, and ‘cooler ' companies. There are lot of these consumers that would much rather give their money to an independent/private company than to a large corporation. Companies such as Red Bull and Odwalla have come to be some of the strongest brands in the sports nutritional category simply by being ‘renegade ' brands. Because the parity of products that are in this market, success requires building a strong brand around the product. There are not too many variables with which to work (mostly taste and nutrition) which can cause some companies distress. This however is not a flaw but a benefit of the category because it does allow for a strong brand building that can create strong consumer loyalty.

After discussing the make-up of the consumers of sports nutritional products and the organization of the marketers and companies in this category, it is time to look to the future of sports nutritional products as an industry. It seems as if each day more and more people are searching for ways in which to live healthier and improved lives. This can be seen in the increase of consumption of health-related nutritional products. As new studies reveal important health benefits of certain foods (i.e. soy, ginseng, calcium) there are increased outlets for integrating these foods into sports nutritional products. Women

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