After a lackluster 2009, during which the sports nutrition and weight loss (SNWL) market reported flat growth—the category’s worst performance since 1997—sales rebounded in a big way in 2010. By adding nearly $2 billion in new U.S. sales, the SNWL market grew 9 percent in 2010. Over the past 13 years, the category has produced an impressive compound growth rate of 10 percent, according to Nutrition Business Journal research.
Sports and energy drinks have beefed up sports nutrition's presence in the mass market; new delivery formats and functionalities have reinvigorated plateauing nutrition bar sales; and mergers and acquisitions in the SNWL space have picked up steam moving into 2011. Regulatory issues and new ingredient nightmares continue to swirl around the category's less scrupulous elements, but all in all, 2010 went down as a fine year for the SNWL market.