Natural Products Insider

MAR-APR 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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40 INSIDER March/April 2019 As consumers continue to look for ways to promote long-term health and wellness, exercise has reappeared on their priority lists as they realize a "back to basics" lifestyle of healthy eating and regular activity is still the best method to achieve optimal goals. According to Natural Marketing Institute's (NMI) 2018 Health & Wellness Trends Report, 80 percent of the population stated they are exercising or working out strenuously for more than 20 minutes a day, up 8 percent since 2006. Even further, they are exercising more often—an average of 3.5 days per week compared to 2.7 in 2006. While a portion of sports nutrition users may be high-endurance athletes, it appears, on average, that they refl ect the U.S. general population regarding their absolute level of activity. The current sports nutrition user works out strenuously for an average of 3.8 days per week—not much more than the general population. Demographically, the sports nutrition users skew younger, with an average age of 41 compared to an average age of 47 for the general population, and they do skew male (56 percent of sports nutrition users versus 48 percent of the general population). Given that the general population reports levels of activity on par with sport nutrition users, this presents a larger audience to offer energy-delivering products. Even further, consumer confi dence in sport/exercise dietary supplement effi cacy is high (55 percent), therefore further strengthening the opportunity for sports nutrition energy offerings. Energy Demands The need for energy is prevalent as two-thirds of consumers indicated they would use a dietary/nutritional supplement that was proven to help manage or aid energy/fatigue. The need is even greater among sports nutrition users, with nearly four out of fi ve (78 percent) willing to use energy supplements. Among those likely to use supplements to manage sports/ exercise performance and recovery (57 percent), there is higher interest among men, Millennials, Generation X and those with children. In addition to sports recovery, the need for energy is not limited strictly to activity- related events; consumers stated they need more energy throughout the day, according to 63 percent of the general population and 77 percent of sports nutrition users. This broad time of need provides many opportunities for various product-use occasions ranging from meal times, snack times, after school, before/ after exercise, etc. Nearly two-thirds (62 percent) of the general population believes dietary supplements are effective in treating lack of energy and fatigue. Sports nutrition users are more confi dent, with 74 percent giving credence to products currently available. Energy Products The increase in exercise frequency also may be bolstering the growth of various sports nutrition products. Currently, 46 percent of the population indicated they use at least one type of sports nutrition product—up almost 20 percent since 2013. This increase is driven by the usage of sports drinks, protein bars and energy/ nutrition bars. Understanding product drivers, innovative science and discovering unmet needs of the sports enthusiast and active consumer will be critical in continued industry growth. The theme of vigor and vitality is clearly prevalent in sports nutrition, with energy Opportunities Abound in Sports Nutrition Energy Products by Steve French Sports Nutrition: Energy Sports drinks Protein bars+ Energy/nutrion bars Protein powder* Energy drinks Muscle building products^ Energy shots+ 2009 2018 +4.6% +9.71% +6.1% 0.0% +4.2% +8.4% +6.0% 24 % 21 % 17 % 11 % 13 % 6 % 6 % 4 % 4 % 9 % 11 % 11 % 16 % 10 % Source: NMI's Health & Wellness Trends Database ® Usage of Energy Products by General Population, 2009 vs. 2018 + First asked in 2011 ^First asked in 2013 * First asked in 2015

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