スポーツ栄養製品市場における成長戦略

Abstract

Overview

Introduction

Total consumer spending on sports nutrition foods, beverages and supplements reached US$5.4 billion in 2005 and is rising at an average 5.8% a year. Sports-related food and drinks are longer niche products that only target professional athletes and bodybuilders - they are increasingly popular among mainstream consumers seeking to improve their physical and mental health.

Scope

• Quantitative data covering sports nutrition spending between 2000 and 2010, broken down by country and category.
• Analysis of core sports nutrition consumer groups broken down by age, gender and attitudes.
• Survey-based insights into consumers' attitudes towards their bodies and minds, and how they affect consumption behavior.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.

Report Highlights

The most important category to consumers in Europe and the US alike is sports food and beverages, which account for US$4.5 billion of the total market. This is also the fastest growing category, with average annual growth running at 6.4% between 2000 and 2005 in Europe and 6.7% over the same time period in the US.

Although the core users of sports nutrition products are Athletes and Bodybuilders, Recreational and Lifestyle users are driving market growth. Recreational users of Sports Nutrition products are fitness enthusiasts, weekend sportspeople and gym-goers, while Lifestyle users just seek a refreshing beverage, a quick meal replacement or healthy snack.

Manufacturers of sports nutrition products need to make customers better aware that these products can offer a healthy alternative to confectionery and carbonated drinks, and increase the feeling of wellbeing. Seniors, in particular, need to be made better aware of the ways in which sports nutrition products can contribute to their health.

Reasons to Purchase

• Obtain exclusive data concerning value consumption of all different sports nutrition categories over time.
• Understand the attitudes driving changes in consumers' sports nutrition consumption behavior.
• View best practice examples of targeting and marketing sports nutrition products.

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • METHODOLOGY
  • TABLE OF CONTENTS
    • Datamonitor View
    • CATALYST
    • SUMMARY
    • METHODOLOGY
    • TABLE OF CONTENTS
    • Analysis
    • TREND: consumers increasingly demand healthy and convenient lifestyle solutions
    • TREND: people are buying more sports nutrition products than ever before
    • INSIGHT: sports nutrition consumers can be divided into four groups
    • INSIGHT: the sports nutrition consumer base is widening
    • INSIGHT: there are strong inter-country variations in attitudes to sports nutrition
    • INSIGHT: sports nutrition products can help people overcome the attitude/behavior gap
    • INSIGHT: consumers will require demonstrable benefits to switch to sports nutrition
    • ACTIONS
    • Target Recreational and Lifestyle consumers for new growth opportunities
    • Avoid alienating Athletes as products become mainstream
    • Exploit underdeveloped areas across the sports nutrition spectrum
    • Make sports nutrition products more widely available and better known
    • Align products with wellness trends
    • APPENDIX
    • Additional data
    • Definitions
    • Extended methodology
    • Ask the analyst
• ANALYSIS
  • TREND: consumers increasingly demand healthy and convenient lifestyle solutions
    • Consumers are increasingly aware of the importance of healthy lifestyles
    • Consumers feel more stressed and time-pressured than ever before
    • There is a gap between consumers' attitudes and behaviors concerning health
  • TREND: people are buying more sports nutrition products than ever before
    • Consumer spending on sports nutrition is growing fast across all countries considered
    • Growth in sports foods and beverages (SFBs) far outstrips overall food and drinks spending growth
    • Sports nutritional supplements (SNS) are not outpacing general supplements growth
  • INSIGHT: sports nutrition consumers can be divided into four groups
    • Bodybuilders and Athletes are the historical core audience
    • Recreational sportspeople have been the most important growth market
    • The biggest new opportunity is among Lifestyle consumers
  • INSIGHT: the sports nutrition consumer base is widening
    • Traditional sports nutrition consumers tend to be young males
    • Recreational sport is becoming a more prevalent behavior across all levels of society
      • Younger consumers are the major Recreational users
      • Women are increasingly taking up sports and exercise
      • Men also see the appearance benefits of exercise
    • Older consumers are increasingly using sports nutrition products to counter the effects of aging
    • Consumers can fit into more than one group
  • INSIGHT: there are strong inter-country variations in attitudes to sports nutrition
    • French consumers are focused on low cost, but penetration is rising
    • German consumers are strongly benefit-driven
    • High prices deter consumers in Italy
    • Appearance drives uptake in Spain
    • The UK consumer base is widening
    • US consumers seek maximum return on time invested
  • INSIGHT: sports nutrition products can help people overcome the attitude/behavior gap
    • Healthy convenience is a crucial unmet need for consumers
    • Sports nutrition products provide a convenient package for health
    • Taste concerns deter many consumers from widespread sports nutrition consumption
  • INSIGHT: consumers will require demonstrable benefits to switch to sports nutrition
    • Consumers do not trust food and drink manufacturers' health or nutritional claims
    • Credible scientific evidence and endorsement can help build consumer trust
    • People prefer products that provide obvious short-term boosts to longer-term lifestyle changes
• ACTIONS
  • Target Recreational and Lifestyle consumers for new growth opportunities
    • Use convenience to gain leverage with Recreational users
    • Target Lifestyle consumers with multifunctional food and beverages
  • Avoid alienating Athletes as products become mainstream
    • Provide functionality and flavor in combination
    • Develop separate brands to target serious sportspeople
  • Exploit underdeveloped areas across the sports nutrition spectrum
    • Focus SFB development on sports bars and gels
    • Provide more practical ready-to-consume SNS products
  • Make sports nutrition products more widely available and better known
    • Increase supermarket distribution of SNS products
    • Engage in mainstream advertising
  • Align products with wellness trends
    • Use natural and added-nutrition claims to draw in wellness consumers
    • Target sports food and beverages at specific age groups' wellness needs
      • Highlight products' illness avoiding and recovery effects to Seniors
      • Produce child-friendly products that address parents' health concerns
• APPENDIX
  • Additional data
    • France
    • Germany
    • Italy
    • Netherlands
    • Spain
    • Sweden
    • UK
    • Rest of Europe
    • Europe overall
    • US
  • Definitions
  • Extended methodology
  • Ask the analyst
  • List of Tables
    • Table 1: European and US snack and drink treating occasions occurring in response to stress, 2003-2008
    • Table 2: Consumer spending on sports nutrition products, US and Europe (US$ m), by category, 2000-2010
    • Table 3: Consumer spending on sports nutrition products in Europe (US$ m), by country 2000-2010
    • Table 4: Sports food and beverages as % of total food and soft drinks spending (% value), by country 2000-2010
    • Table 5: Sports nutritional supplements as % of total supplements spending (% value), by country 2000-2010
    • Table 6: Gym members as a proportion of total population, US and Europe (% population), 2000-2010
    • Table 7: Consumer spending on sports food & beverages in France (US$ m), by category, 2000-2010
    • Table 8: Consumer spending on sports nutritional supplements in France (US$ m), by category, 2000-2010
    • Table 9: Consumer spending on sports food & beverages in Germany (US$ m), by category, 2000-2010
    • Table 10: Consumer spending on sports nutritional supplements in Germany (US$ m), by category, 2000-2010
    • Table 11: Consumer spending on sports food & beverages in Italy (US$ m), by category, 2000-2010
    • Table 12: Consumer spending on sports nutritional supplements in Italy (US$ m), by category, 2000-2010
    • Table 13: Consumer spending on sports food & beverages in the Netherlands (US$ m), by category, 2000-2010
    • Table 14: Consumer spending on sports nutritional supplements in the Netherlands (US$ m), by category, 2000-2010
    • Table 15: Consumer spending on sports food & beverages in Spain (US$ m), by category, 2000-2010
    • Table 16: Consumer spending on sports nutritional supplements in Spain (US$ m), by category, 2000-2010
    • Table 17: Consumer spending on sports food & beverages in Sweden (US$ m), by category, 2000-2010
    • Table 18: Consumer spending on sports nutritional supplements in Sweden (US$ m), by category, 2000-2010
    • Table 19: Consumer spending on sports food & beverages in the UK (US$ m), by category, 2000-2010
    • Table 20: Consumer spending on sports nutritional supplements in the UK (US$ m), by category, 2000-2010
    • Table 21: Consumer spending on sports food & beverages in the rest of Europe (US$ m), by category, 2000-2010
    • Table 22: Consumer spending on sports nutritional supplements in the rest of Europe (US$ m), by category, 2000-2010
    • Table 23: Consumer spending on sports food and beverages in Europe (US$ m), by category, 2000-2010
    • Table 24: Consumer spending on sports nutritional supplements in Europe (US$ m), by category, 2000-2010
    • Table 25: Consumer spending on sports food and beverages in the US (US$ m), by category, 2000-2010
    • Table 26: Consumer spending on sports nutritional supplements in the US (US$ m), by category, 2000-2010
    • Table 27: Category definitions
  • List of Figures
    • Figure 1: Wellness affects all aspects of consumer life
    • Figure 2: Consumers show a 26 percentage point attitude/behavior gap concerning physical health
    • Figure 3: Sports nutrition users can be divided into four types
    • Figure 4: Different sports nutrition consumer groups have different core needs
    • Figure 5: Consumers can fit into more than one sports nutrition consumer group at a time
    • Figure 6: Most health-on-the-go applications are directly related to sports food and beverages
    • Figure 7: Consumers' ultimate healthy-eating need is convenient, guilt-free indulgence
    • Figure 8: Consumers generally do not trust health-boosting claims
    • Figure 9: Consumers are concerned primarily with short-term needs
    • Figure 10: Established brands can benefit from more hardcore line extensions
    • Figure 11: The gel/drink crossover may present opportunities
    • Figure 12: Technology developments are blurring the beverage/supplement boundary
    • Figure 13: Tie-ins with famous sporting brands can bolster credibility
    • Figure 14: Adopting a natural positioning can boost products' wellness credentials
    • Figure 15: Products aimed at children' s sports nutrition needs can be successful