How do you see the global market for sports nutrition?
Dr Greg Paul: The global sports nutrition market is quite vibrant. According to Euromonitor, the market size for protein-based sports nutrition products was just short of $5bn in 2010. Annual growth rates have been slightly greater than 5% over the past five years and are expected to move even higher through 2015.
New segments continue to emerge, as these products are no longer just for men trying to build muscles. Teenagers and college students, women, and even older individuals are finding out that these products can help them live a more active and healthier lifestyle.
What has been the biggest change over the past few years?
Paul: Sports nutrition has gone mainstream in nearly all parts of the world. This shift has driven innovation around taste and convenience, while at the same time created a need to better communicate product benefits.
Although powder products continue to dominate the market, growth of bars and ready-to-drink beverages is expected to exceed powders through 2015, according to Euromonitor. Websites have become a key tool for brand owners to not only sell products but communicate their benefits and how best to incorporate sports nutrition supplements into consumers’ diets and fitness regimens.
You have over 25 years’ experience in the food industry. With which products have you seen the most commercial success?
Paul: Two stand out: sports drinks and nutrition bars. The former have been around for nearly 40 years, but it wasn’t until the late 1980s to early 1990s that sales skyrocketed. This coincided with a series of research studies showing that sports drinks were effective for improving exercise performance and rehydrating the body during recovery.
Nutrition bars have come a long way since the early granola bar days. Ingredient innovation including isolated soy proteins and protein crisps that resist water absorption and improve eating quality have enabled manufacturers to achieve the required shelf-life and desired taste and texture in bars containing up to 50% protein.
When it comes to developing new products in the sports nutrition sector, what’s your advice to manufacturers?
Paul: Know your consumer and target that segment. Products that try to appeal to multiple sports nutrition consumer segments typically fail. Also, invest in education and the science to back up any claims being made. Two factors holding back growth in sports nutrition are that consumers lack a clear understanding of how to use the products and they tend to doubt the authenticity of manufacturers’ claims.
What research in this sector do you see as being particularly important in the development of sports drinks?
Paul: Whether it’s sports drinks, protein drinks or any other sports nutrition product, research needs to support product claims. Products boasting unsubstantiated claims typically don’t last long in the market. There’s nothing more damaging to a brand than a bunch of cynical consumers who turn out to be right.
In which direction are things moving, and where do you see this sector in five years’ time?
Paul: Euromonitor projects the global protein sports nutrition market to be worth approximately $6.7bn by 2015. For that growth to happen, brand owners will need to maintain their base of heavy product consumers while effectively appealing to mainstream consumers, who, according to Datamonitor, account for about 60% of sports nutrition consumers. This will require great-tasting products in a convenient format that deliver what’s being promised using simple graphics, messaging or both.
Which sports drinks do you currently find most exciting?
Paul: I’m actually far more intrigued by what I call alternative protein delivery systems. Maximum Human Performance showed a high-protein pudding at the recent Arnold Fitness Festival in early May, that delivered 30g of protein, only 9g of carbohydrate and 0g of sugar in a 9oz serving. The product doesn’t need to be refrigerated, making it extremely convenient.
Other companies such as Angle Foods have developed a series of fibre-enriched, high protein frozen entrees. Originally available only on the internet, the meals are now showing up in grocery stores, pharmacies and specialty shops. As consumers look to add more protein to their diet, variety becomes important, and alternative offerings like this will give a boost to the category.
What are the biggest challenges in the industry right now, and what are the high spots?
Paul: The biggest challenges facing the industry right now include the lack of consumer understanding around product usage and claim validity. The mainstream consumer is going to drive the future growth in sports nutrition. Unfortunately for brand owners, these consumers are less knowledgeable about using sports nutrition products and less inclined to educate themselves compared to traditional hardcore consumers. It will be up to the brand owner to figure out creative ways to enlighten these new consumers.
At the top of the list would be having credible science to support product efficacy. The science should be translated into a compelling consumer benefit that’s concise and easy to understand.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
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