Sports nutrition is divided into three categories at NBJ: Powders and Formulas, Pills and Hardcore Drinks. Of these three categories only Hardcore Drinks saw a sales growth improvement in 2014 compared to 2013. With that being said, sports nutrition continues to be a bright spot for the supplement industry overall. Of the three sub-categories, only Sports Nutrition Pills came close to growing at the rate of the overall supplement industry, and this subcategory is the classic laggard of the sports nutrition sub-categories. However, the decline in powders and formulas, especially in the mass market channel, is concerning, as nearly cutting your growth rate in half in one year should raise red flags for an industry.
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