& Weight Loss Report 2009lib.store.yahoo.net/lib/nbj/snwl09tocexec.pdf · 2011. 2. 9. · Sports...

Sports Nutrition & Weight Loss Report

2009 An analysis of markets, trends, competition and strategy in the U.S. Sports Nutrition & Weight Loss Industry.

Table of Contents

©2009 Penton Media, Inc. www.nutritionbusinessjournal.com 2

Table of Contents


TABLE OF CONTENTS 1. EXECUTIVE SUMMARY ............................................................ 11

2. ACKNOWLEDGEMENTS & DEFINITIONS ..................... ERROR! BOOKMARK NOT DEFINED.

2.1. ACKNOWLEDGEMENTS ....................................................................................................... ERROR! BOOKMARK NOT DEFINED. 2.2. RESEARCH METHODOLOGY ................................................................................................. ERROR! BOOKMARK NOT DEFINED.

2.2.1. Disclaimer ............................................................................................................ Error! Bookmark not defined. 2.2.2. Copyright ............................................................................................................. Error! Bookmark not defined.

2.3. DEFINITIONS ..................................................................................................................... ERROR! BOOKMARK NOT DEFINED.

3. MARKET DATA & OVERVIEW ............................. ERROR! BOOKMARK NOT DEFINED.

3.1. U.S. NUTRITION & SUPPLEMENT INDUSTRY ........................................................................... ERROR! BOOKMARK NOT DEFINED. 3.1.1. Product Categories & Sales Channels .................................................................. Error! Bookmark not defined. 3.1.2. Growth & Forecast ............................................................................................... Error! Bookmark not defined.

3.2. U.S. SNWL MARKET......................................................................................................... ERROR! BOOKMARK NOT DEFINED. 3.2.1. Product Category Sales ........................................................................................ Error! Bookmark not defined. 3.2.2. Sports Supplements ............................................................................................. Error! Bookmark not defined. 3.2.3. Channel Sales ....................................................................................................... Error! Bookmark not defined. 3.2.4. U.S. SNWL vs. Total Nutrition Market .................................................................. Error! Bookmark not defined. 3.2.5. U.S. SNWL vs. Total Supplement Market ............................................................. Error! Bookmark not defined. 3.2.6. Growth & Forecast ............................................................................................... Error! Bookmark not defined.

3.3. TRENDS ........................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 3.3.1. Perception Trend: Failed Drug Tests for Elite Athletes Driving Scrutiny .............. Error! Bookmark not defined. 3.3.2. Market Trend: Increased Regulatory Scrutiny ..................................................... Error! Bookmark not defined. 3.3.3. Competitive Trend: alli ......................................................................................... Error! Bookmark not defined. 3.3.4. Marketing Trend: Reaching Beyond the Core ...................................................... Error! Bookmark not defined. 3.3.5. Product Trend: Caffeine ....................................................................................... Error! Bookmark not defined. 3.3.6. Product Trend: Sports Nutrition Goes Natural ..................................................... Error! Bookmark not defined. 3.3.7. Product Trend: Effervescents ............................................................................... Error! Bookmark not defined. 3.3.8. Consumer Usage & Spending............................................................................... Error! Bookmark not defined. 3.3.9. Regulatory Issues ................................................................................................. Error! Bookmark not defined.

3.4. SCIENCE .......................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 3.4.1. Is Ingredient Science Improving? ......................................................................... Error! Bookmark not defined. 3.4.2. A Weight Control Efficacy Pyramid ...................................................................... Error! Bookmark not defined.

3.5. MERGERS & ACQUISITIONS ................................................................................................. ERROR! BOOKMARK NOT DEFINED. 3.5.1. General Mills Buys LaraBar .................................................................................. Error! Bookmark not defined. 3.5.2. Glanbia Buys a Whey into Supplements Market ................................................. Error! Bookmark not defined. 3.5.3. Nestlé Purchases Novartis Medical Nutrition ...................................................... Error! Bookmark not defined. 3.5.4. Iovate Acquires the Xenedrine & Cytodyne Brands ............................................. Error! Bookmark not defined. 3.5.5. Bodybuilding.com Now Part of Liberty Media ..................................................... Error! Bookmark not defined. 3.5.6. Nature's Products Inc. Purchases Champion Nutrition ........................................ Error! Bookmark not defined. 3.5.7. Besins Healthcare Acquires Olympian Labs ......................................................... Error! Bookmark not defined.

3.6. HISTORY OF SNWL ........................................................................................................... ERROR! BOOKMARK NOT DEFINED. 3.6.1. 1920s ................................................................................................................... Error! Bookmark not defined. 3.6.2. 1930s ................................................................................................................... Error! Bookmark not defined. 3.6.3. 1940s ................................................................................................................... Error! Bookmark not defined. 3.6.4. 1950s ................................................................................................................... Error! Bookmark not defined. 3.6.5. 1960s ................................................................................................................... Error! Bookmark not defined. 3.6.6. 1970s ................................................................................................................... Error! Bookmark not defined. 3.6.7. 1980s ................................................................................................................... Error! Bookmark not defined.

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3.6.8. 1990s ................................................................................................................... Error! Bookmark not defined. 3.6.9. 2000s ................................................................................................................... Error! Bookmark not defined.

4. PRODUCTS ........................................... ERROR! BOOKMARK NOT DEFINED.

4.1. SPORTS/ENERGY BEVERAGES ............................................................................................... ERROR! BOOKMARK NOT DEFINED. 4.1.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.1.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.1.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined. 4.1.4. Trends .................................................................................................................. Error! Bookmark not defined.

4.2. SPORTS NUTRITION SUPPLEMENTS ....................................................................................... ERROR! BOOKMARK NOT DEFINED. 4.2.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.2.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.2.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined. 4.2.4. Trends .................................................................................................................. Error! Bookmark not defined.

4.3. MEAL REPLACEMENT SUPPLEMENTS FOR WEIGHT-LOSS ........................................................... ERROR! BOOKMARK NOT DEFINED. 4.3.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.3.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.3.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined. 4.3.4. Trends .................................................................................................................. Error! Bookmark not defined.

4.4. NUTRITION BARS ............................................................................................................... ERROR! BOOKMARK NOT DEFINED. 4.4.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.4.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.4.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined. 4.4.4. Trends .................................................................................................................. Error! Bookmark not defined.

4.5. WEIGHT-LOSS PILLS ........................................................................................................... ERROR! BOOKMARK NOT DEFINED. 4.5.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.5.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.5.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined. 4.5.4. Trends .................................................................................................................. Error! Bookmark not defined.

4.6. LOW-CARB PRODUCTS ....................................................................................................... ERROR! BOOKMARK NOT DEFINED. 4.6.1. Product Sales ....................................................................................................... Error! Bookmark not defined. 4.6.2. Channel Sales ....................................................................................................... Error! Bookmark not defined. 4.6.3. Growth & Forecast ............................................................................................... Error! Bookmark not defined.

5. SALES CHANNELS & DISTRIBUTION ...................... ERROR! BOOKMARK NOT DEFINED.

5.1. RETAIL CHANNELS ............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 5.1.1. Health Clubs and Gyms ........................................................................................ Error! Bookmark not defined. 5.1.2. U.S. Bike Stores .................................................................................................... Error! Bookmark not defined.

5.2. DIRECT CHANNELS ............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 5.2.1. Continuity Programs Aid DRTV ............................................................................ Error! Bookmark not defined. 5.2.2. Event Sponsorships Heat Up ................................................................................ Error! Bookmark not defined. 5.2.3. Web Pumps Up Sales of Sports Supplements ...................................................... Error! Bookmark not defined.

6. SNWL RAW MATERIAL & INGREDIENT SUPPLY .............. ERROR! BOOKMARK NOT DEFINED.

6.1. VALUE CHAIN ................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 6.1.1. The China Effect ................................................................................................... Error! Bookmark not defined.

6.2. EMERGING INGREDIENTS & TRENDS ...................................................................................... ERROR! BOOKMARK NOT DEFINED. 6.2.1. Capsaicin .............................................................................................................. Error! Bookmark not defined.

6.3. RAW MATERIAL TRENDS ..................................................................................................... ERROR! BOOKMARK NOT DEFINED. 6.3.1. Prices Rising ......................................................................................................... Error! Bookmark not defined. 6.3.2. The Pace of Innovation ........................................................................................ Error! Bookmark not defined.

7. Q&A WITH SNWL THOUGHT LEADERS ...................... ERROR! BOOKMARK NOT DEFINED.

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7.1. FRANCINE R. KAUFMAN, MD: MUCH WORK REMAINS IN U.S. DIABESITY WAR ........................... ERROR! BOOKMARK NOT DEFINED. 7.2. BSN PRESIDENT AND CEO CHRIS FERGUSON, FIRST ENDURANCE VICE PRESIDENT OF SALES AND MARKETING MICHAEL FOGARTY, MAX

MUSCLE PRESIDENT SEAN GREENE AND NUTRATECH PRESIDENT BOB GREEN. ........................................... ERROR! BOOKMARK NOT DEFINED. 7.3. HARRY PREUSS, MD, MACN, CNS, GEORGETOWN UNIVERSITY MEDICAL CENTER ....................... ERROR! BOOKMARK NOT DEFINED.

8. COMPANY PROFILES ................................... ERROR! BOOKMARK NOT DEFINED.

8.1. 24-HOUR FITNESS (APEX FITNESS) ............................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.2. ABBOTT LABS .......................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.3. AFT FITNESS PRODUCTS, INC. (SCI-FIT NUTRITION) ....................................................................... ERROR! BOOKMARK NOT DEFINED. 8.4. AJINOMOTO (AMINO VITAL) ...................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.5. ANABOLIC XTREME .................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.6. AST SPORTS SCIENCE ............................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.7. ATKINS NUTRITIONALS, INC. ...................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.8. BALLY TOTAL FITNESS CORPORATION .......................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.9. BASIC RESEARCH ..................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.10. BIO-ENGINEERED SUPPLEMENTS AND NUTRITION, INC. (BSN) ....................................................... ERROR! BOOKMARK NOT DEFINED. 8.11. BIONUTRITIONAL RESEARCH GROUP, INC. .................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.12. BIOPLEX NUTRITION, INC. ....................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.13. BRICKER LABS ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.14. CELEBRITY PRODUCTS DIRECT, INC. ........................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.15. CHAMPION NUTRITION ........................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.16. CHATTEM, INC. ..................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.17. CHEF JAY'S (TRI-O-PLEX) ........................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.18. CLIF BAR & COMPANY ............................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.19. COCA-COLA (POWERADE, FULL THROTTLE, ODWALLA) ................................................................. ERROR! BOOKMARK NOT DEFINED. 8.20. CONTROLLED LABS ................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.21. CORTISLIM INTERNATIONAL (NATIONAL MARKETING) .................................................................. ERROR! BOOKMARK NOT DEFINED. 8.22. COUNTRY LIFE, LLC (BIOCHEM, IRON-TEK) ................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.23. CYTOSPORT, INC. .................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.24. DR PEPPER SNAPPLE GROUP .................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.25. EST NUTRITION .................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.26. EXTREME LABS, INC. .............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.27. FIRST ENDURANCE ................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.28. FIZOGEN PRECISION TECHNOLOGIES .......................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.29. FOREVER LIVING .................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.30. FORWARD FOODS (DETOUR) ................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.31. GASPARI NUTRITION .............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.32. GENERAL MILLS (LARABAR) ..................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.33. GENERAL NUTRITION CENTER, INC. (GNC)................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.34. GOEN TECHNOLOGIES CORPORATION ........................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.35. HAMMER NUTRITION ............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.36. HANSEN NATURAL CORPORATION............................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.37. HEALTHSMART FOODS ............................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.38. HERBALIFE............................................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.39. HOBARAMA .......................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.40. IDEASPHERE .......................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.41. IFORCE NUTRITION ................................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.42. IOVATE (HYDROXYCUT, MUSCLETECH, CYLARIS, CYTODYNE, XENADRINE) ........................................ ERROR! BOOKMARK NOT DEFINED. 8.43. IRON MAN (MUSCLE-LINK) ..................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.44. IRWIN NATURALS (APPLIED NUTRITION) .................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.45. ISATORI TECHNOLOGIES .......................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.46. ISS RESEARCH ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED.

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8.47. JAY ROBB ENTERPRISES INC. .................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.48. KAIZEN NUTRITION ................................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.49. KELLOGG COMPANY(KASHI) .................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.50. KRAFT FOODS ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.51. LABRADA NUTRITION ............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.52. MARS, INC. (SNICKERS MARATHON) ......................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.53. MAX MUSCLE ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.54. MAXIMUM HUMAN PERFORMANCE .......................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.55. MEDICAL RESEARCH INSTITUTE (NATROL) .................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.56. MEGA-PRO INTERNATIONAL (MEGA-PRO SPORTS NUTRITION) ...................................................... ERROR! BOOKMARK NOT DEFINED. 8.57. METABOLIC RESPONSE MODIFIERS ........................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.58. MLO PRODUCTS/GENISOY (SWANDER PACE) ............................................................................. ERROR! BOOKMARK NOT DEFINED. 8.59. MOLECULAR NUTRITION ......................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.60. MONARCH BEVERAGE COMPANY .............................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.61. MUSCLE MARKETING USA ...................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.62. NATURADE ........................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.63. NATURE'S BEST ..................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.64. NBTY, INC. .......................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.65. NESTLÉ (POWERBAR & CARNATION IB, BOOST) .......................................................................... ERROR! BOOKMARK NOT DEFINED. 8.66. NEXT PROTEINS, INC. ............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.67. NUTREX RESEARCH ................................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.68. NVE PHARMACEUTICALS ........................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.69. OLYMPIAN LABS, INC.............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.70. OPTIMUM NUTRITION ............................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.71. ORGANIC FOOD BAR, INC. ....................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.72. PATENTHEALTH ..................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.73. PEPSI (GATORADE, SOBE, AMP) ............................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.74. PREMIER NUTRITION .............................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.75. PRIME HEALTH DIETARY SUPPLEMENTS, INC. (THINKPRODUCTS) ..................................................... ERROR! BOOKMARK NOT DEFINED. 8.76. PROLAB (NATROL) ................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.77. PROMAX NUTRITION CORPORATION .......................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.78. PROVIENT TECHNOLOGIES (ERGOPHARM) .................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.79. RED BULL ............................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.80. RIPFAST ............................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.81. ROCKSTAR ............................................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.82. SAN CORPORATION ............................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.83. SCHIFF NUTRITION INTERNATIONAL ........................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.84. THE HEALTH COMPANY (LOGIC NUTRITION) ............................................................................... ERROR! BOOKMARK NOT DEFINED. 8.85. THERMOLIFE INTERNATIONAL .................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.86. ULTIMATE NUTRITION ............................................................................................................ ERROR! BOOKMARK NOT DEFINED. 8.87. UNILEVER ............................................................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.88. UNIVERSAL NUTRITION CORP ................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.89. VITAQUEST INTERNATIONAL, LLC ............................................................................................. ERROR! BOOKMARK NOT DEFINED. 8.90. VPX SPORTS NUTRITION ......................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.91. WELLEMENTS ....................................................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.92. WELLNESS INTERNATIONAL NETWORK, LTD. (WIN) ..................................................................... ERROR! BOOKMARK NOT DEFINED. 8.93. WELLNX (NX LABS, SLIMQUICK) ............................................................................................... ERROR! BOOKMARK NOT DEFINED. 8.94. XYIENCE ............................................................................................................................... ERROR! BOOKMARK NOT DEFINED.

Index of Figures


INDEX OF FIGURES Figure 1-1 U.S. Total SNWL Annual Growth, 1998-2017e ....................................................................................... 11 Figure 3-1 U.S. Nutrition Industry Revenues, 2007 ($mil, consumer sales) ................ Error! Bookmark not defined. Figure 3-2 U.S. Nutrition Industry by Product Sales, 2000-2007 ................................. Error! Bookmark not defined. Figure 3-3 U.S. Nutrition Industry by Product Growth, 2000-2007............................. Error! Bookmark not defined. Figure 3-4 U.S. Supplement and Nutrition Industry Sales Growth by Product, 2007 . Error! Bookmark not defined. Figure 3-5 U.S. Nutrition Industry by Product Sales, 2008e-2017e ............................. Error! Bookmark not defined. Figure 3-6 U.S. Nutrition Industry by Product Growth, 2008e-2017e ......................... Error! Bookmark not defined. Figure 3-7 U.S. Nutrition Industry Sales & Annual Growth, 2000-2017e .................... Error! Bookmark not defined. Figure 3-8 U.S. Supplement vs. Total Nutrition Industry Annual Sales Growth, 2000-2017e ... Error! Bookmark not defined. Figure 3-9 U.S. Supplement vs. Functional Foods Annual Sales Growth, 2000-2017e Error! Bookmark not defined. Figure 3-10 U.S. Sports Nutrition Supplements vs. Total Supplement Annual Sales Growth, 2000-2017e ....... Error! Bookmark not defined. Figure 3-11 U.S. Meal Replacement vs. Total Supplement Annual Sales Growth, 2000-2017e Error! Bookmark not defined. Figure 3-12 U.S. Lesser Evil Food Industry Sales by 8 Major Food Categories, 2007 .. Error! Bookmark not defined. Figure 3-13 U.S. Total SNWL Sales by Product, 2007 .................................................. Error! Bookmark not defined. Figure 3-14 U.S. Total SNWL Sales by Product Subcategory, 1997-2007 .................... Error! Bookmark not defined. Figure 3-15 U.S. SNWL Sales by Product Subcategory as a % of SNWL Total, 1997-2007 ........ Error! Bookmark not defined. Figure 3-16 U.S. SNWL Sales Growth by Product Subcategory, 1998-2007 ................ Error! Bookmark not defined. Figure 3-17 U.S. Total SNWL Sales & Annual Growth, 1997-2017e ............................ Error! Bookmark not defined. Figure 3-18 U.S. Total SNWL Sales by Category, 1997-2017e ..................................... Error! Bookmark not defined. Figure 3-19 U.S. Total SNWL Sales by Product Subcategory, 2008e – 2017e ............. Error! Bookmark not defined. Figure 3-20 U.S. SNWL Sales by Product Subcategory as a % of SNWL Total, 2008e – 2017e .. Error! Bookmark not defined. Figure 3-21 U.S. SNWL Sales Growth by Product Subcategory, 2008e – 2017e ......... Error! Bookmark not defined. Figure 3-22 Top Companies in SNWL ($mil) & Annual Growth, 2005-2007 ................ Error! Bookmark not defined. Figure 3-23 U.S. Total SNWL Sales by Channel, 2007 .................................................. Error! Bookmark not defined. Figure 3-24 U.S. Total SNWL Channel Sales and Annual Growth, 2005-2007 ............. Error! Bookmark not defined. Figure 3-25 U.S. Total SNWL vs. Total Nutrition Industry Sales & Growth, 1997-2007 ............ Error! Bookmark not defined. Figure 3-26 U.S. Total SNWL vs. Total Nutrition Industry Sales & Growth, 2008e – 2017e ...... Error! Bookmark not defined. Figure 3-27 U.S. Total SNWL Supplement Sales & Annual Growth, 1997-2017e ........ Error! Bookmark not defined. Figure 3-28 U.S. Total SNWL Supplements vs. Total Supplement Sales, 1997-2017e Error! Bookmark not defined. Figure 3-29 U.S. SNWL Supplements vs. Total Supplement Market, 1997-2007 ........ Error! Bookmark not defined. Figure 3-30 U.S. SNWL Supplements vs. Total Supplement Market, 2008e–2017e ... Error! Bookmark not defined. Figure 3-31 U.S. SNWL Supplements* vs. Total Supplement Market, 2007 ............... Error! Bookmark not defined. Figure 3-32 U.S. SNWL Supplements* vs. Total Supplement Market, 2017 ............... Error! Bookmark not defined. Figure 3-33 U.S. SNWL Subcategory Compound Annual Growth Forecast, 2008e-2017e ........ Error! Bookmark not defined. Figure 3-34 U.S. SNWL Subcategory Compound Annual Growth, 2003-2017e .......... Error! Bookmark not defined. Figure 3-35 U.S. Total Supplement Sales by Category, 1997-2017e ........................... Error! Bookmark not defined.

Index of Figures


Figure 3-36 U.S. Supplements Subcategory Compound Annual Growth, 2008-2017e ............. Error! Bookmark not defined. Figure 3-37 $1.7 Billion U.S. Weight-Loss Supplement Market vs. OTC Alli Sales, 2007 ........... Error! Bookmark not defined. Figure 3-38 U.S. Consumer Sports Nutrition Supplement Use, 2007 .......................... Error! Bookmark not defined. Figure 3-39 U.S. Consumer Sports Nutrition Supplement Use as % of Market, 1999-2007 ..... Error! Bookmark not defined. Figure 3-40 U.S. Consumer Sports Supplement Use: Number of Users, 1999-2007... Error! Bookmark not defined. Figure 3-41 U.S. Consumer Total Supplement Use Summary, 2007 ........................... Error! Bookmark not defined. Figure 3-42 U.S. Consumer Total Supplement Use as % of Market, 1999-2007 ......... Error! Bookmark not defined. Figure 3-43 U.S. Consumer Total Supplement Use: Number of Users, 1999-2007 ..... Error! Bookmark not defined. Figure 3-44 Supplements Users & Non-Users, 2007 ................................................... Error! Bookmark not defined. Figure 3-45 U.S Consumer Weight-Loss Supplement Use, 2007 ................................. Error! Bookmark not defined. Figure 3-46 U.S Consumer Weight-Loss Supplement Use, 2010e ............................... Error! Bookmark not defined. Figure 3-47 U.S. Consumer Weight-Loss Supplement Use as % of Market, 1999—2004, 2007, 2010e ............ Error! Bookmark not defined. Figure 3-48 U.S. Consumer Weight-Loss Supplement Use: Number of Users, 2000-2004, 2007, 2010e .......... Error! Bookmark not defined. Figure 3-49 U.S. Consumer Total Meal Replacement Supplement Use, 2007 ............ Error! Bookmark not defined. Figure 3-50 U.S. Consumer Total Meal Replacement Supplement Use as % of Market, 1999-2007 ................. Error! Bookmark not defined. Figure 3-51 U.S. Consumer Total Meal Replacement Supplement Use: Number of Users, 1999-2007 ............ Error! Bookmark not defined. Figure 4-1 U.S. Sports/Energy Beverages as a Percentage of Total SNWL Sales, 2007 ............. Error! Bookmark not defined. Figure 4-2 U.S. Sports Drinks Sales vs. Energy Drink Sales, 1997-2007 ....................... Error! Bookmark not defined. Figure 4-3 U.S. Sports vs. Energy Beverage Sales as a % of Total Sports/Energy Beverage Sales, 2007 ............ Error! Bookmark not defined. Figure 4-4 U.S. Sports and Energy Beverages & Total SNWL Product Sales, 1999-2007 .......... Error! Bookmark not defined. Figure 4-5 U.S. Sports/Energy Beverages & Total SNWL Product Sales & Growth, 1997-2007 Error! Bookmark not defined. Figure 4-6 U.S. Energy Beverage Branded Sales ($mil) & Annual Growth, 2006-2007 ............. Error! Bookmark not defined. Figure 4-7 Top Companies in Sports/Energy Beverages ($mil) & Annual Growth, 2006-2007 . Error! Bookmark not defined. Figure 4-8 U.S. Sports/Energy Beverages Sales by Channel, 2007 .............................. Error! Bookmark not defined. Figure 4-9 U.S. Sports/Energy Beverage Sales and Growth by Channel, 2005-2007 .. Error! Bookmark not defined. Figure 4-10 U.S. Sports & Energy Drink Sales & Annual Growth, 1997-2017e............ Error! Bookmark not defined. Figure 4-11 U.S. Sports/Energy Beverages & Total SNWL Product Sales & Growth, 2008e – 2017e ................ Error! Bookmark not defined. Figure 4-12 U.S. Sports & Energy Beverages & Total SNWL Product Growth Trends, 1998-2017e . Error! Bookmark not defined. Figure 4-13 U.S. Sports Nutrition Supplements as a Percentage of Total SNWL Sales, 2007 ... Error! Bookmark not defined. Figure 4-14 U.S. Sports Nutrition Supplements & Total SNWL Product Sales & Growth, 1997-2007 ............... Error! Bookmark not defined.

Index of Figures


Figure 4-15 U.S. Sports Nutrition Supplements Breakdown, 1999-2007 .................... Error! Bookmark not defined. Figure 4-16 Top Companies in Sports Nutrition Supplements ($mil) & Annual Growth, 2006-2007 ................ Error! Bookmark not defined. Figure 4-17 U.S. Sports Nutrition Supplements Sales by Subcategory, 2007 .............. Error! Bookmark not defined. Figure 4-18 U.S. Sports Nutrition Supplements Sales & Growth by Subcategory, 1997-2007 . Error! Bookmark not defined. Figure 4-19 Top Companies in Sports Powders/Pills ($mil) & Annual Growth, 2006-2007 ...... Error! Bookmark not defined. Figure 4-20 U.S. Sports Powders/Formulas as a Percentage of Total SNWL Sales, 2007 ......... Error! Bookmark not defined. Figure 4-21 U.S. Sports Performance Pills as a Percentage of Total SNWL Sales, 2007 ............ Error! Bookmark not defined. Figure 4-22 U.S. Prepared Sports Drinks as a Percentage of Total SNWL Sales, 2007 Error! Bookmark not defined. Figure 4-23 Top Companies in Prepared Sports Drinks ($mil) & Annual Growth, 2006-2007 .. Error! Bookmark not defined. Figure 4-24 U.S. Sports Nutrition Supplements Sales by Channel, 2007 .................... Error! Bookmark not defined. Figure 4-25 U.S. Sports Nutrition Supplement Sales and Growth by Channel, 2005-2007....... Error! Bookmark not defined. Figure 4-26 U.S. Sports Nutrition Supplements & Total SNWL Product Sales & Growth, 2008e–2017e ........... Error! Bookmark not defined. Figure 4-27 U.S. Sports Nutrition Supplements & Total SNWL Product Growth Trends, 1998-2017e .............. Error! Bookmark not defined. Figure 4-28 U.S. Sports Nutrition Supplements Sales & Annual Growth, 1997-2017e ............. Error! Bookmark not defined. Figure 4-29 U.S. Sports Nutrition Supplements Sales & Growth by Subcategory, 2008e-2017e .... Error! Bookmark not defined. Figure 4-30 U.S. Sports Performance Pills & Total SNWL Product Growth Trends, 1998-2017e ..... Error! Bookmark not defined. Figure 4-31 U.S. Sports Performance Pills Sales & Annual Growth, 1997-2017e........ Error! Bookmark not defined. Figure 4-32 U.S. Sports Powders/Formulas Sales & Annual Growth, 1997-2017e ..... Error! Bookmark not defined. Figure 4-33 U.S. Sports Powders/Formulas & Total SNWL Product Growth Trends, 1998-2017e .. Error! Bookmark not defined. Figure 4-34 U.S. Prepared Sports Drinks Sales & Annual Growth, 1997-2017e .......... Error! Bookmark not defined. Figure 4-35 U.S. Prepared Sports Drinks & Total SNWL Product Growth Trends, 1998-2017e Error! Bookmark not defined. Figure 4-36 U.S. Weight-Loss Meal Replacement as a Percentage of Total SNWL Sales, 2007 Error! Bookmark not defined. Figure 4-37 U.S. WL Meal Supplements vs. Total Meal Replacement Supplements Sales, 2007 .... Error! Bookmark not defined. Figure 4-38 U.S. Consumer Total Meal Replacement Supplements Use, 2007 .......... Error! Bookmark not defined. Figure 4-39 U.S. WL Meal Replacement Supps & Total SNWL Product Sales & Growth, 1997-2007 ................ Error! Bookmark not defined. Figure 4-40 Top Companies in Weight-Loss Meal Replacement Supplement Sales ($mil) & Annual Growth, 2006-2007 ............................................................................................................................. Error! Bookmark not defined. Figure 4-41 U.S. WL Meal Replacement Supplements Sales by Channel, 2007 .......... Error! Bookmark not defined. Figure 4-42 U.S. WL Meal Replacement Supps Sales by Channel: 2005-2007 ............ Error! Bookmark not defined.

Index of Figures


Figure 4-43 U.S. WL Meal Replacement Supps & Total SNWL Product Sales & Growth, 2008e – 2017e .......... Error! Bookmark not defined. Figure 4-44 U.S. WL Meal Replacement Suppls & Total SNWL Product Growth Trends, 1998-2017e .............. Error! Bookmark not defined. Figure 4-45 U.S. WL Meal Replacement Supplements Sales & Annual Growth, 1997-2017e .. Error! Bookmark not defined. Figure 4-46 U.S. Nutrition Bars as a Percentage of Total SNWL Sales, 2007 .............. Error! Bookmark not defined. Figure 4-47 U.S. Nutrition Bars & Total SNWL Product Sales & Growth, 1997-2007 .. Error! Bookmark not defined. Figure 4-48 Top Companies in Nutrition Bar Sales ($mil) & Annual Growth, 2006-2007 ......... Error! Bookmark not defined. Figure 4-49 Top Brands in Nutrition Bars, Sales by Bar Type (wholesale $mil), 2007. Error! Bookmark not defined. Figure 4-50 U.S. Nutrition Bar Sales by Channel, 2007 ............................................... Error! Bookmark not defined. Figure 4-51 U.S. Nutrition Bar Sales and Growth by Channel, 2005-2007 .................. Error! Bookmark not defined. Figure 4-52 U.S. Nutrition Bars & Total SNWL Product Sales & Growth, 2008e-2017e ............ Error! Bookmark not defined. Figure 4-53 U.S. Nutrition Bar Sales & Annual Growth, 1997-2017e .......................... Error! Bookmark not defined. Figure 4-54 U.S. Nutrition Bars & Total SNWL Product Growth Trends, 1998-2017e Error! Bookmark not defined. Figure 4-55 U.S. Weight-Loss Pills as a Percentage of Total SNWL Product Sales, 2007 .......... Error! Bookmark not defined. Figure 4-56 U.S. Weight-Loss Pill Supplements & Total SNWL Product Sales & Growth, 1997-2007 ................ Error! Bookmark not defined. Figure 4-57 Top Companies in U.S. Weight-Loss Pills Sales ($mil) & Annual Growth, 2006-2007 ... Error! Bookmark not defined. Figure 4-58 Functional Fat-Loss Ingredients ............................................................... Error! Bookmark not defined. Figure 4-59 U.S. Weight-Loss Pills Sales by Channel, 2007 ......................................... Error! Bookmark not defined. Figure 4-60 U.S. WL Pill Supplement Sales and Growth by Channel, 2005-2007 ........ Error! Bookmark not defined. Figure 4-61 U.S. Weight-Loss Pill Supplements & Total SNWL Product Sales & Growth, 2008e – 2017e ......... Error! Bookmark not defined. Figure 4-62 U.S. Total Weight-Loss Pills Sales & Annual Growth, 1997-2017e ........... Error! Bookmark not defined. Figure 4-63 U.S. Weight-Loss Pill Supplements & Total SNWL Product Growth Trends, 1998-2017e............... Error! Bookmark not defined. Figure 4-64 U.S. Low-Carb Foods as a Percentage of Total SNWL Sales, 2007 ........... Error! Bookmark not defined. Figure 4-65 U.S. Low-Carb Bars vs. Non Low-Carb Bars, 2007 .................................... Error! Bookmark not defined. Figure 4-66 U.S. Low-Carb Bars & Meal Supplements vs. Total Low-Carb Foods, 2007 ........... Error! Bookmark not defined. Figure 4-67 U.S. Low-Carb Meal Supplements vs. Total Weight Loss Meal Supplements, 2007 ..... Error! Bookmark not defined. Figure 4-68 U.S. Low-Carb Foods & Lesser Evil WL Foods Sales & Growth, 1997-2007 ........... Error! Bookmark not defined. Figure 4-69 Top Companies in Low-Carb Foods ($mil) & Annual Growth, 2006-2007 Error! Bookmark not defined. Figure 4-70 U.S. Low-Carb Food Sales by Channel, 2007 ............................................ Error! Bookmark not defined. Figure 4-71 U.S. Low Carb Food Sales and Growth by Channel, 2005-2007 ............... Error! Bookmark not defined. Figure 4-72 U.S. Low-Carb Foods Sales & Annual Growth, 1997-2017e ..................... Error! Bookmark not defined. Figure 4-73 U.S. Low-Carb Foods & Total SNWL Product Sales & Growth, 2008e – 2017e ...... Error! Bookmark not defined. Figure 4-74 U.S. Low-Carb Foods vs. Total SNWL Growth Trends, 1998-2017e ......... Error! Bookmark not defined.

Index of Figures


Figure 4-75 U.S. Low-Carb Foods (Including Low-Carb Bars & Meal Supps)) vs. Total SNWL Growth Trends, 1998-2017e ........................................................................................................................... Error! Bookmark not defined. Figure 5-1 U.S. Retail vs. Direct/Other SNWL Sales, 2007 ........................................... Error! Bookmark not defined. Figure 5-2 U.S. SNWL Sales and Growth by Channel, 2005-2007 ............................... Error! Bookmark not defined. Figure 5-3 U.S. SNWL Sales Channel Growth, 2007 .................................................... Error! Bookmark not defined. Figure 5-4 U.S. Natural Retail/Specialty Channel SNWL Sales by Product, 2007 ........ Error! Bookmark not defined. Figure 5-5 U.S. Natural Retail/Specialty Channel SNWL Sales and Growth by Product, 2005-2007 Error! Bookmark not defined. Figure 5-6 U.S. Retail Mass Market Channel SNWL Sales by Product, 2007 ............... Error! Bookmark not defined. Figure 5-7 U.S. Retail Mass Market Channel SNWL Sales and Growth by Product, 2005-2007 Error! Bookmark not defined. Figure 5-8 U.S. Mail Order/DRTV Channel SNWL Sales by Product, 2007 .................. Error! Bookmark not defined. Figure 5-9 U.S. Mail Order/DRTV Channel SNWL Sales and Growth by Product, 2005-2007 ... Error! Bookmark not defined. Figure 5-10 U.S. MLM Channel SNWL Sales by Product, 2007 .................................... Error! Bookmark not defined. Figure 5-11 U.S. MLM Channel SNWL Sales and Growth by Product, 2005-2007 ...... Error! Bookmark not defined. Figure 5-12 U.S. Practitioner Channel SNWL Sales by Product, 2007 ......................... Error! Bookmark not defined. Figure 5-13 U.S. Practitioner Channel SNWL Sales and Growth by Product, 2005-2007 .......... Error! Bookmark not defined. Figure 5-14 U.S. Internet Channel SNWL Sales by Product, 2007 ............................... Error! Bookmark not defined. Figure 5-15 U.S. Internet Channel SNWL Sales and Growth by Product, 2005-2007 .. Error! Bookmark not defined. Figure 6-1 U.S. Supplement Industry Value Chain, 2007 ............................................. Error! Bookmark not defined. Figure 6-2 U.S. SNWL Value Chain, 2007 ..................................................................... Error! Bookmark not defined. Figure 6-3 U.S. SNWL Value Chain, 2006 ..................................................................... Error! Bookmark not defined.

Index of Figures


1. EXECUTIVE SUMMARY If one were to liken the U.S. sports nutrition & weight-loss (SNWL) sector to a professional athlete,

tennis sisters Venus or Serena Williams might be a good match. Both are impressive and sometimes star performers, but injuries and other issues have kept both players from being able to consistently capture the win. The same has been true for the SNWL category — which typically has been a strong driver of growth for the U.S. nutrition industry since 1996, but which also has shouldered its share of hard knocks over the last 12 years.

Figure 1-1 U.S. Total SNWL Annual Growth, 1998-2017e

Source: Nutrition Business Journal estimates. Consumer Sales $M, all channels.

2007 was one of those years when the SNWL category performed pretty well, but not well enough to break any records or bring home the gold. The category — which Nutrition Business Journal defines as weight-loss pill-form supplements, weight-loss meal-replacement supplements, sports supplements, low-carb foods, nutrition bars and sports & energy drinks — rung up a total of $19.6 billion in SNWL sales in 2007. Although sales expanded by a respectable 7% last year, this was down from the 9.6% growth the category achieved in 2006. A number of factors helped to drag down SNWL sales growth in 2007. One was the continued weakening of the low-carb category, which has experienced a precipitous decay since its peak in 2004.

Sales declines of weight-loss pill-form supplements also helped to stifle SNWL growth in 2007. According to NBJ research, consumers bought $1.67 billion worth of weight-loss pill-form supplements in 2007, down nearly 1% from the $1.69 billion the segment earned in 2006. Still, the downturn was not as dramatic as it was following the ephedra ban four years ago, and considering what weight-loss supplement makers were up against in 2007 — namely, the introduction of the new over-the-counter (OTC) diet drug, alli — some company leaders say they are actually feeling pretty optimistic about how sales fared in 2007 and 2008 and how the category is expected to perform in 2009 and beyond.

What appears to have been most detrimental to total 2007 SNWL sales growth, however, was the significant slowdown of sports & energy drink sales, which generated 51% of the SNWL category’s total revenue last year. In 2006, sports & energy drink sales jumped 24% from the previous year and brought

Index of Figures


in $1.7 billion in new sales to the SNWL category. But in 2007, sales growth for this segment slowed to 13.3%, bringing down the total value of new dollars added by sports & energy drinks to $1.2 billion — $500 million less than the previous year.

On a positive note, 2007 sales of sports nutrition supplements increased 8.4% — the most this SNWL segment has grown since 2001. In addition, weight-loss meal supplements and nutrition bars were both up slightly last year, though not as much as they were in 2006.

Mass market retailers generated the vast majority — 68% — of total SNWL category sales (mainly because sports & energy drinks, low-carb foods and nutrition bars are big mass market sellers), while natural & specialty retailers accounted for 16%, network marketers 9%, mail order 2.5%, Internet 2.4% and practitioners 2.4%. Of all these channels, the Internet posted the greatest growth rate in 2007 at 18.8% — driven in large part by the proliferation of fast-growing Web-based sports nutrition companies, such as Bodybuilding.com.

NBJ is forecasting total SNWL category sales growth slowed to 3.6% in 2008. As noted above, slower growth in the sports & energy drink category as well as declining weight-loss supplement sales due to alli continue to drag down total category sales. The forecasted compound annual growth rate for the sports nutrition and weight loss category from 2008-2017 is 5.3%. NBJ expects the sports nutrition supplements category to lead growth of SNWL product sales. NBJ has forecasted more than $1 billion in sales to be annually added to the SNWL category, as the market is expected to grow to more than $32 billion in 2017. The only negative growth that is currently forecasted for the SNWL category is in the weight-loss pill supplement category, but this growth is expected to turn positive by 2011.

NBJ’s 2009 Sports Nutrition & Weight-Loss Report provides a detailed overview of the U.S. SNWL category, covering weight-loss pill-form supplements, weight-loss meal-replacement supplements, sports supplements, low-carb foods, nutrition bars and sports & energy drinks. This 290-page report includes unrivalled market sales estimates and forecasts; news, trends and product analysis; 94 company profiles; and 145 data charts. All of this information is put in the context of the overall U.S. nutrition industry and healthcare market.

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& Weight Loss Report 2009lib.store.yahoo.net/lib/nbj/snwl09tocexec.pdf · 2011. 2. 9. · Sports...

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