In the sports nutrition industry, a few companies such as CytoSport led the way with revenue last year. But the age of focusing just one product (for example, MuscleMilk) on just one audience is waning. The category is now trending toward lifestyle nutrition for all, said Nutrition Business Journal Editor-in-Chief Marc Brush.
"Sports nutrition has clearly crossed over to a mainstream consumer," he said. "The market is beginning to segment along various lifestyle categories, but growth remains strong across almost all of them. Talk to executives in the industry and they’ll tell you that consumers have now accepted the notion that 'sports nutrition' is, simply put, a better form of nutrition overall."
For example, at Natural Products Expo East 2011 Vega introduced a new suite of sports performance products, from plant-based endurance gels to bars and powders. No longer just targeting athletes, companies such as Vega are redefining the category with smart introductions for all lifestyles and diets.
Just how lucrative will these new offerings be? Last year's numbers can serve as a benchmark. NBJ estimates that U.S. consumer sales of sports nutrition and weight loss products reached $22.7 billion in 2010 on 9.5 percent growth.
Interestingly, the top 10 players in this segment account for nearly $9 billion of these sales. To learn more about the top companies, including Red Bull, Hansen Natural Corporation and Living Essentials, see NBJ’s Corporate Reconnaissance company profiles.