Sports Nutrition: Pumping Iron

This case study assesses the rise of sports nutrition, a market that is growing in many of the stagnant developed economies. It looks at the factors behind the growth, evaluates the market's potential and what could happen in the future.

Scope

An introduction to sports nutrition and the market structure.

Examination of why the sports nutrition market has continued to grow strongly in economies where economic growth has been constrained for some time.

Evaluation of the challenges the sports nutrition industry faces and possible avenues the industry could explore to maintain expansion.

Reasons to buy

What is Sports Nutrition?

How has sports nutrition grown so strongly in recent years?

What are the threats and challenges facing the sports nutrition industry?

What does the future hold for sports nutrition?

Companies mentioned

None

Table of Contents

OVERVIEW

Catalyst

Summary

SPORTS NUTRITION IS BUILDING MASS

What is Sports Nutrition?

The Sports nutrition market has been growing

The market's value has grown strongly with forecasts upbeat

Market players are reaping the benefits

Big Pharma also profiting

THE SECRET TO SPORTS NUTRITITION'S GAINS

Consumers are more concerned about health

Gyms have remained accessible despite economic uncertainty

The UK proves extremely receptive to budget gyms

The US is adapting and continues to grow

Innovation has made products more accessible

Novo Bites: alternatives to potato chips

Sports Nutrition companies' marketing strategies are working

MusclePharm's new product range led to colossal gains

The Arnold Schwarzenegger series: vindication of the sponsorship strategy?

FitMiss: segmentation of marketing strategies?

Sports Nutrition is marketed as part of a "lifestyle change"

New distribution channels raise industry awareness

THREATS TO SPORTS NUTRITION

Sports Nutrition's ambiguous legal status

Hydroxycut contained ephedra and was linked to liver failure

GNC among retailers forced to stop selling mislabeled products

Sports nutrition requires research to verify its claims

Creatine's recent controversy

An innovative market means high costs

MusclePharm has continually made losses since inception

Marketing campaigns can backfire

The Protein World backlash: context

The Protein World backlash

The company reports increased sales despite controversy

FUTURE PROSPECTS

How sports nutrition can continue to make gains

Could targeting older generations pay off?

Developing economies

Industry will tend towards consolidation

The patent cliff may force rethink from Big Pharma

Opportunity for artisanal products

CONCLUSIONS

Strong growth but poor form risks injury

APPENDIX

Sources

Further Reading

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