SPI Infoamtion

Table of Contents

Executive summary

Consumers and market drivers
Regulatory opportunities and challenges
The future of sports nutrition

Chapter 1 Introduction

Summary
Introduction
What is sports nutrition?

Performance nutrition
Definitions:

Sports foods & beverages
Sports nutrition supplements

Chapter 2 Consumers and market drivers

Who is the sports nutrition consumer?

Bodybuilder & elite athletes
Sports active
Recreational lifestyle
Occasional & accidentals

Consumer market drivers

Changing consumer profile

Increasing growth in health club attendance and physical activity
The rise of the sportswoman
Boomers keep on booming
Age is no longer a limitation
The emergence of niche consumer groups

Consumer attitudes and behaviors

Innovation versus aspiration
Performance for the masses
Need for convenience
Taste is still king

Chapter 3 Market analysis and forecasts to 2013

Summary
Global overview
Core Europe

Market overview
By country
By category

US

US sales and growth

By category

The future of the sports nutrition by channel

Chapter 4 Regulatory opportunities and challenges

Summary
Global overview
Defining the EU regulatory framework

Food Supplements Directive

Maximum permitted levels (MPL)

Foodstuffs intended for particular nutritional uses

Sports nutrition directive

Nutrition and health claims made on foods
Unfair trading regulations
Traditional Herbal Medicines Products Directive (THMPD)
Mutual recognition
European Advertising Standards Authority

What is self-regulation?
What are SROs?
What does an SRO do?
When self-regulation fails
ASA and the CAP code - focusing on the UK

Challenges

Nutrient profiling Maximum permitted levels

Opportunities

Mutual recognition
Article 13.5

Defining the US regulatory framework

Dietary Supplement Health and Education Act of 1994
Nutrition Labeling and Education Act (NLEA) of 1990
Food and Drug Administration Amendments Act of 2007
Trilateral Cooperation Charter
Challenges

What is Significant Scientific Agreement?
FTC and testimonials
Citizen's Petitions
Increased ingredient enforcement

Opportunities

Label claims - US system pros and cons
Low level regulation and open innovation
Foods as supplements

Chapter 5 Sports nutrition brand analysis

Summary
Introduction
Methodology
US sports nutrition - company case studies
Iovate

Summary
Company overview
Growth strategies

Acquisition
Litigation
Innovation and NPD

Iovate SWOT analysis

CytoSport

Summary
Company overview
Growth strategies

Mass distribution
Innovation and NPD

CytoSport SWOT analysis

Optimum Nutrition

Summary
Company overview
Growth strategies

Focus

Optimum Nutrition SWOT analysis

EAS

Summary
Company overview
Growth strategies
EAS SWOT analysis

Bio-Engineered Supplements and Nutrition

Summary
Company overview
Growth strategies

Female market
Beyond bodybuilding
Innovation and NPD

BSN SWOT analysis

US Nutrition

Summary
Company overview
Growth strategies

International
Direct to consumer/online
Vertical integration

US Nutrition SWOT analysis

Medical Research Institute

Summary
Company overview
Growth strategies

Innovation and NPD

MRI SWOT analysis

Xyience

Summary
Company overview
Growth strategies

Innovation and NPD

Xyience SWOT analysis

EU sports nutrition - company case studies
Multipower

Summary
Multipower SWOT analysis

Maximuscle

Summary
Maximuscle SWOT analysis

Lucozade

Summary
Company overview
Growth strategies
Lucozade SWOT analysis

Chapter 6 The future of sports nutrition

Summary
Overview of the market
Consumer and brand trends

Brands take positive action against contaminated supplement claims
Education
Commoditization and the move online
Private label
The perception of efficacy
Growth in emerging markets

Category trends

Heat Shock Protein activators
Natural testosterone boosters
Ready-to-drink nutrition shakes
Licensed brands
Sports nutrition for breakfast

Packaging trends

Reusable packaging and refills
Convenience
Flexible packaging

Ingredient predictions and future category innovations

Category innovation

Myogenic growth factors
Emergence of a new ingredient class: Polyamines
Exercise intervention
Supplementation
The end of prohormones
Insulin enhancement and muscle growth
Delivery systems are still a product driver, but are they efficacious?

Summary and conclusions

Chapter 7 Conclusions, key messages and applications

Summary
Introduction
Successful strategies for sports nutrition brands

Know your customer
Be part of the daily ritual
Be authentic
Create a clear consistent message
Support science
Geographic sensitivity

Appendix

Q&A with Eric Nardulli
Q&A with Dr Tim Ziegenfuss

Index

List of Figures
Figure 1.1: The evolution of sports nutrition
Figure 2.2: Key sports nutrition consumer groups
Figure 2.3: Sports nutrition consumer market drivers
Figure 3.4: Core European and US sports nutrition market value ($m), 2003-2013
Figure 3.5: Core European sports nutrition market value ($m), 2003-2013
Figure 3.6: Core European sports nutrition market by country ($m), 2008
Figure 3.7: Core European sports nutrition market by category ($m), 2008
Figure 3.8: US sports nutrition market value ($m), 2003-2013
Figure 3.9: US sports nutrition market by country ($m), 2008
Figure 4.10: Ortis happy plus St John’s Wort
Figure 5.11: Iovate Sports Nutrition products
Figure 5.12: Iovate SWOT analysis
Figure 5.13: CytoSport sports nutrition products
Figure 5.14: CytoSport SWOT analysis
Figure 5.15: Optimum Nutrition sports nutrition products
Figure 5.16: Optimum nutrition SWOT analysis
Figure 5.17: EAS sports nutrition products
Figure 5.18: EAS SWOT analysis
Figure 5.19: BSN sports nutrition products
Figure 5.20: BSN SWOT analysis
Figure 5.21: US Nutrition sports nutrition products
Figure 5.22: US Nutrition SWOT analysis
Figure 5.23: MRI sports nutrition products
Figure 5.24: MRI SWOT analysis
Figure 5.25: Xyience sports nutrition products
Figure 5.26: XYIENCE SWOT analysis
Figure 5.27: Multipower sports nutrition products
Figure 5.28: Multipower SWOT analysis
Figure 5.29: Maximuscle sports nutrition products
Figure 5.30: Maximuscle SWOT analysis
Figure 5.31: Lucozade sports nutrition products
Figure 5.32: Lucozade SWOT analysis
Figure 6.33: Muscletech Myoshock HSP and MRI HSP Active
Figure 6.34: Muscletech Cryotest, ADS Pronabolin and Gaspari Nutrition Halodrol
Figure 6.35: CytoSport's Muscle Milk, Labrada Lean Body, and Gainomax Recovery
Figure 6.36: Everlast licensed brand
Figure 6.37: ROKIT Fuel Sports Cereal
Figure 6.38: MASS FI reusable tub
Figure 6.39: Muscletech Ignition Stix, Muscle Milk Ready to Drink and Gatorade packets
Figure 6.40: Flexible packaging from AMP, EAS and Optimum Nutrition
Figure 6.41: Muscletech nanotechnology delivery
Figure 7.42: Successful strategies for sports nutrition brands
Figure 7.43: Maximuscle diet range
Figure 7.44: GSK and AlliR
Figure 7.45: Consumer technology

List of Tables
Table 3.1: Core European and US sports nutrition market value ($m), 2003-2013
Table 3.2: Core European sports nutrition market value ($m), 2003-2013
Table 3.3: Core European sports nutrition market by country ($m), 2008
Table 3.4: Core European sports nutrition supplements market value by category ($m), 2003-2013
Table 3.5: US sports nutrition market value ($m), 2003-2013
Table 3.6: US sports nutrition supplements market value by category ($m), 2003-2013