maikos - trang nguyen, minh le

RESEARCH PROJECT

SUPPLEMENTS INDUSTRY IN CALIFORNIA, USA

[Trang Nguyen, Minh Le]

TABLE OF CONTENTS Contents

1. VARIOUS KINDS OF OPTION ______________________________________________ 1

2. REASONS OF USING PRODUCTS __________________________________________ 12

3. COMPETITION _________________________________________________________ 13

4. DISTRIBUTION CHANNELS ______________________________________________ 16

5. MARKET GAPS _________________________________________________________ 18

6. REFERENCES ______________________________________________________________________________ 26

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1. VARIOUS KINDS OF OPTION

The vast amount of women who plays sport and do fitness exercising has created a huge opportunity for nutrition industry. Vitamin products, mineral products, energy drinks and especially protein supplements suddenly have a high demand force waiting for them. This is resulted in the bloom of supplement industry in the past recent years, and the trend seems to go on

1.1. PROTEIN FOR WOMEN

NOTES

1/ BV -‐ Biological Value simply means that your body can use a large percentage of what you eat

2/ Whey proteins surpassed egg-‐white protein to become the most popular protein supplement being consumed at the moment. Casein protein is the second most popular.

*Slow – burning protein is best overall for muscle based on “Slow and fast dietary differently modulate postprandial protein accretion” – Université Clermont Auvergne

**Egg protein is similar to whey in stimulating muscle growth based on an animal research – University of Illinois

***Sugars and fats slow down the absorption of protein by body due to the fact that digestive enzymes have to work twice as hard to break proteins down to their most basic units – amino acids

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Table 1 : Important Proteins for Women

Popular Proteins Protein Sources When to use and why Particular Traits Whey Protein +Whey Concentrate +Whey Isolate +Whey Hydrolysate +Microparticulated Whey

20% of milk protein, is the left over after curdling or straining milk. Biological value: 120%

Anytime. More effective as a post work-‐out protein to build muscle tissue

Taste is good Can be digested rapidly so it can release amino acids dramatically (especially leucine) Is digested in the intestine, might leads to swelling

Casein Protein +Micellar Casein +Caseinate Protein +Casein Protein Hydrolysate

80% of milk protein, are the curds after milk was being coagulated. BV: 77%

Good protein before bed and help recovering muscle

Slow-‐burning protein*

Egg-‐white Protein** Made from egg white. BV: 100%

Daily snack, pre-‐sleep, post work-‐out and between meals Increase muscle protein synthesis

Is digested slower than casein. It leads to slower release of amino acids and more conductive No fat and little carbohydrate

Beef Protein (Meat Protein)

To be derived from dehydrated and processed beef. BV: 104%

No sugar Some products are completely saturated fat-‐free*** Is digested in the stomach, so it avoids swelling sensation

Soy Protein +Soy Concentrate +Soy Isolate +Textured Soy Protein

To be derived from soy beans. BV: 74%

Breakfast, pre work-‐out, immediately after work-‐out For women, alleviation of symptoms associated with menopause, protect bones, reduce breast cancer risk, reduce muscle soreness and inflammation

Low in or free of fat, cholesterol and lactose Is digested more gradually

Hemp Protein To be derived from hemp seeds. BV: lower than the others

Between meals post work-‐out, pre work-‐out Anti-‐fatigue and immune enhancing benefits Increase swimming times, decrease blood lactic

Possesses important amino acids and vitamins Rich in fiber and easily digestible

Rice Protein To be derived from rice – most common is brown rice. BV: 83%

Breakfast, lunch, dinner or between meals Hypoallergenic, easily absorbed, well tolerated

Not impressive flavor, some consider it artificial taste High in cysteine and methionine but low in lysine

Pea Protein To be derived from peas. BV: 65%

Pre work-‐out, post work-‐out Adie in weight loss by lowering ghrelin levels – ghrelin is a substance that signals the brain for hunger

Is naturally cholesterol and fat-‐free High in lysine, but low in cysteine and methionine. They can mix rice and pea proteins together with the ratio of 1:1 due to this

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1.2. VITAMINS AND MINERALS

Table 2: Important vitamins for women

Vitamins Actions

A Vision. Helps body fight infections. Healthy skin B1 Helps body use carbohydrates for energy. Good for

nervous system B2 Helps body use proteins, carbohydrates & fats.

Healthy skin B3 Helps body use proteins, carbohydrates & fats. Good

for nervous system and skin B5 Helps body use carbohydrates & fats. Make red

blood cells B6 Helps body use proteins & fats. Good for nervous

system. Helps carrying oxygen B9 (folic acid or folate)

Helps body make and maintain new cells. Prevent birth defects

B12 Make red blood cells. Good for nervous system C Healthy bones, blood vessels, skin D Healthy bones E Prevent cell damage. Helps blood flow. Helps repair

body tissues H (biotin) Helps body use carbohydrates & fats. Cells’ growth

K Helps in blood clotting. Bones formation

No one can deny the essential role of proteins to a human’s body. But vitamins and minerals are also very important substances that a body needs for growth and health. Below are some basic knowledge about vitamins and minerals, and what they can do to benefit a woman’s health

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Table 3: Important minerals for women

Macro minerals Actions Trace Minerals Actions

Calcium Bones & teeth formation. Helps nerves and muscles function

Iron Helps red blood cells deliver oxygen to body tissues. Helps muscles function

Phosphorus Bones & teeth formation. To store energy from food

Copper Protects cells from damage. Make red blood cells. Bones formation

Magnesium Bones & teeth formation. Needed for normal nerve and muscle function

Iodine Thyroid gland function

Sodium Normal nerve and muscle function. Keeps the right amount of water in body’s parts

Zinc Healthy skin. Wound healing. Helps fight illnesses & infections

Potassium Needed for normal nerve and muscle function. Keeps the right amount of water in body’s parts

Fluoride Bones & teeth formation

Chloride To keep the right amounts of water in different parts of your body

Selenium Protects cells from damage. Thyroid gland function

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1.3. EXITING PRODUCTS ON MARKET

In the US market, there are mainly 4 types of protein that are available and well-‐known to customers around the states. The most popular source or protein is powder. Vitamin and mineral products are called dietary supplements. These two can be mixed together, that is why the finished product usually contains lots of different vitamins and minerals in it.

PROTEIN POWDERS Powder is a mainstream source of protein for almost 10 years now. Convenience for carrying. Can be used to make other protein foods like snacks, dessert, to avoid boredom from using the same protein formula The price is high compared to natural food stuffs but still the cheapest compared to bars, drinks and pills

PROTEIN BARS Bars are handy if you want to use in the middle of your training. easy portability. Bars make you feel fuller. Chewing solid food can satisfy the user more than drinking nutrition, especially if you want to use it to replace a meal. It came at #2 place after protein powder in popularity. the flavor is good because it can be mixed with fruits, nuts and other tasty nutrition

PROTEIN SHAKES Shakes can be absorbed quickly because it’s in liquid form. but you might feel hungry and unsatisfied later. you can use protein powder to make new formula with shakes. but there are also packed products in the market that are easy-‐to-‐use. The price is affordable, but many choose protein powder because you can make shakes with that as well

PROTEIN PILLS Pills are the least popular kind of protein products due to high cost of manufacturing. Also, the taste of pills might be artificial so not many people like them. but they also come in handy to have them around with your traveling and training

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And there are 6 kinds of dietary supplements. They include tablets, capsules, powders, softgels, gel capsules and liquid form.

TABLETS Tablets comprise many substances into one pill or caplet. They are basically powders that were compacted into solid doses. It is the most popular dosage form in use today. Are the most cost-‐effective supplements? It allows the manufacturer to pack most material into a given space. Many sizes and shapes. No absorption issues. But large tablets can be hard to swallow. And they don’t offer the flexibility of dosing like liquids & powders

CAPSULES Capsules can be divided into hard-‐shelled and soft-‐shelled. Hard-‐shelled caps were made by using gelatin and it contains ingredients inside. Soft-‐shelled caps used for oil and oil-‐like substance. Easy to swallow. Can break down quickly in the stomach. Can open it to mix the content into drinks or shakes. But hey cost more than tablets. Are not air-‐tight. Shelf-‐life is shorter than tablets. But it is gaining recognition among customers

POWDERS Powders can be very cost-‐effective on dollars-‐per-‐nutrient basis. The least convenient to use when you have to mix them with a liquid. They come in bottles, boxes and packs. But hey offer flexibility with dosing. For example, a 5-‐gram of creatine is easy to take with a small scoop of powder mixed with water or other liquids. But the get the same dose with capsules, it equals ten 500mg capsules

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SOFTGELS Softgels are similar to caps. They consist of a gelatin based shell surrounding a liquid fill. The mix between these 2 forms is called Gelcaps – a capsule shaped tablet coated with gelatin. The consumption of softgels has been slow even if they are very easy to swallow regardless of size, smooth contour and shape. Superior shelf-‐life since they are sealed and air-‐tight. No flexibility because they can’t be neatly opened up without breaking. Expensive price

CHEWABLES Chewables are vitamins that can be eaten directly by chewing or holding in your mouth. They cost more on dollars-‐per-‐milligram basis. They are not popular as other comparable products. They usually have sugar and flavoring added which health-‐conscious women try to avoid. They’re for children and those who can’t swallow

LIQUID Liquid supplements are often seek by consumers based on the belief that liquid can be absorbed faster than other forms. But this is not much o a noticeable nutrition difference. Some scientists suggest that slower absorption is better. Flexible to use. Their shelf-‐life is shorter. Are heavier to transport. Often require a fridge to preserve. Ingredients might settle to the bottom of the container so you have to shake before using

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TOP 10 THE PROTEIN BAR POWERS RANKINGS

Name

Image Name Image

#1 QuesBar -‐ 2.08$/bar

6. Optimum Nutrition Whey Crisp Protein Bar — $2.08/bar

2. VPX Life Lift Protein Bar – $2.03/bar

7. Power Crunch Protein Bar — $1.21/bar

3. RiseBar Protein -‐ $2.05 / bar

8. Greens+ Protein Bar — $2.62/bar

4. Oatmega-‐3 Protein Bar -‐ $1.80/bar

9. Dymatize Elite Gourmet Protein Bar — $2.46/bar

5. VPX Zero Impact Protein Bar — $2.30/bar

10. thinkThin Low Carb Protein Bar — $2.09/bar

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TOP 5 PRE WORKOUT SUPPLEMENTS FOR WOMEN

Pre-‐workout supplements represent one of the bestselling and fastest-‐growing categories in the supplement market today. It makes sense, when people consider how critical the one-‐hour window before training is for providing their body

with the nutrients it needs to perform at its optimal level. The right pre-‐workout supplements can boost up strength, endurance, focus, and muscle pump.

#1. NLA Performance Uplift NLA Performance Uplift is designed for girls that do their cardio, but also love to hit the weights and do squats, back extensions, and lateral pull-‐downs.

#2. Fit Miss Ignite Women’s Pre Workout It helps to boost workouts for women and compartmentalize each serving in an easy to use stick-‐pack that can be taken anywhere and used on the go. Ideal for women that want to have more energy and motivation during their workout

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#3. AI Sports Nutrition Furious Here is a strong stimulant pre workout that breaks free from the mold. Each serving of Furious sizes in at just fewer than 6 grams and is power packed with enough energy to get your butt in gear and working out for the long haul.

#4. Clean Series Pre Workout Activator

Pre Workout Activator is a ‘natural’ pre workout supplement. This is emphasized with the ‘clean series’ title, and translates into an herbal based blend that opts for natural ingredients. This blend delivers energy and focus through ginsing, ginkgo, and caffeine; all the while providing endurance and immune support with reishi, rhodiola, coconut oil, and beta alanine.

#5. Athletic Edge Nutrition – LIV LIV offers a lower level of constant fat burning energy.

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TOP 3 THE BEST PROTEIN POWDER FOR WOMEN IN 2014

GOLD STANDARD 100% WHEY PROTEIN BY OPTIMUM

NUTRITION

DEFINE WOMEN’S HIGH PROTEIN BY VITAL STRENGTH

PURE CASEIN SLOW RELEASE BY GENETIX NUTRITION

REASONS OF USING PRODUCTS

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2. REASONS OF USING PRODUCTS

Many items including vitamin products, mineral products, energy drinks, bars and especially protein powders are coming into the market due to high demand. Products like these attract a large amount of US citizens who work out on a regular

pattern, and among them many are women. And under here are some main reasons why

AVAILABILITY

When you already have a hard time balancing your working life and personal

life. Where can you find time to prepare foods and drinks for your training. This will cost you more minutes from your work-‐out session. Packed products like these were made for that one reason. Its availability is a huge advantage to keep foot of customers who want to save their precious time

DIVERSITY Supplement foods today come in so

many different forms and flavors. This helps the manufacturers meeting their customers’ demand for changes and diversity in the products they use. Particularly for those who have lactose sensitivity and who are vegans/vegetarians. And many women we believe are in the second case

TRENDS There’s a trend of doing fitness

nowadays. More gym franchises will continue to appear with additional technologies. Even when the cost to invest your time and money in a gym center is high, some might choose to do short exercise and do it online. But they will still need these healthy supplements in order to keep track with their training schedule

WEIGHT LOSS

Most of women who participate in doing fitness and exercising daily want to

lose weight. Protein supplements can be used between meals or as meals for this specific dietary purpose. Because you will only absorb necessary substances that you eventually will use up for training. There’s nothing much left that make you gain weight. This is a good way to lose weight and also a healthy way. You don’t have to starve yourself, and instead of that, you can have a fit and good physical condition

PROVIDING ENERGY During playing sport or training,

bodies will get tired due to the lost of carbs and fat that you just burnt. Hunger, frustration and fatigue might get into your way. Vitamin products, mineral products and energy drinks can help you getting your head back together. Also, women’s bodies seem to get sore quicker than men. So these health food options can be a wake-‐up call for an active day. When you have more energy, you will do basically anything more effective

MUSCLE GROWTH One of the most important

substance in the foods that we consume each day is protein. And to break it down to even smaller unit, we have amino acid. And these little things play a vital role in stimulating muscle growth, building tissues and recovering muscle after a hard training day. So if you want to gain, you simply cannot ignore this. Protein supplements are the keys to a better figure

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04 05 06

COMPETITION

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3. COMPETITION

TOP 10 MOST VALUABLE SUPPLEMENT COMPANIES NAME INFORMATION

#1 Maximum Human

Performance (MHP) -‐ 1997

Popular Supplement: Secratagogue-‐One

The company’s first product to hit the fitness scene was the clinically provenSecretagogue-‐One, which continues to be one of the nation's a top HGH-‐boosters.

Later, MHP introduced two revolutionary muscle-‐building breakthroughs, SARM-‐X and Cyclin-‐GF; both of these are now bestsellers.

#2 Universal

Nutrition -‐ 1982 Popular Supplement: "Animal" Product Line

One of oldest companies in the supplement field, Universal Nutrition has been in business for over 25 years, bringing quality compounds and great value to a large crowd of loyal customers. They have more than 200 products.

Universal’s main products include its sought-‐after Animal Cuts, and all of their supplements come with a 100% money back guarantee.

#3 CytoSport -‐

1999 Popular Supplement: Cyto Gainer

CytoSport's Cyto Gainer has proven popular as a serious weight gain supplement with many bodybuilding success stories.

#4 Gaspari Nutrition -‐ 1997

Popular Supplement: SuperPump MAX

COMPETITION

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One of Gaspari's most popular products is their SuperPump MAX, which boosts endurance and mental focus, all while promoting muscle growth.

#5 Nutrex

Research -‐ 2002

Popular Supplement: Lipo-‐6x

Nutrex has devoted itself to the demands of dedicated bodybuilders, and one of it's most impressive products is the widely demanded fat burner Lipo-‐6x.

#6 ProSource Performance Products -‐ 1996

Popular Supplement: Creatine Monohydrate

This was rare in a marketplace where brands were used to selling anything they could get their hands on without proof of whether a product had any merit in the field.

#7 MuscleTech -‐

1995 Popular Supplement: Hydroxycut Hardcore Pro Series

Hydroxycut Hardcore Pro has been one of MuscleTech's most successful supplements.

#8 Optimum

Nutrition -‐ 1983 Popular Supplement: Gold Standard Whey

With an emphasis on value and its variety of offerings,Optimum Nutrition offers a complete line of products across multiple categories that includes protein powders, nutritional bars, ready-‐to-‐drink beverages, and vitamins and minerals.

Gold Standard 100% Whey Protein is Optimum's best-‐selling whey product, and one of the category's top sellers.

Optimum offers a variety of other supplements, such as Instant BCAA powder, the gender-‐specific

COMPETITION

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daily multiple supplements Opti-‐Men and Opti-‐Women, Creatine Ester Complex Vassive CE, and the Vassive NO Nitric Oxide Blend.

#9 Bio-‐Engineered Supplements & Nutrition (BSN) -‐

2001

Popular Supplement: N.O. -‐Xplode 2.0

BSN's associations with numerous top athletes creates a buzz around their products, but the other part of their rise comes from BSN's quality products that include N.O. -‐Xplode 2.0, Cellmass, andSyntha-‐6.

#10 BioQuest -‐

2005 Popular Supplement: Tetrazene Extreme

BioQuest is a relatively new entry to thebodybuilding supplements industry, but in that short time, has made a big impact.

Known for its supplements in the weight loss and mass building areas, their products deliver beneficial weight loss with an appetite suppressant technology that also gives exceptional energy support.

A popular supplement from BioQuest is Tetrazene Extreme, which is an innovative, fast-‐acting weight loss supplement.

Tetrazene extreme is classified as one of the most revolutionary and powerful fat-‐burning products of its class.

DISTRIBUTION CHANNELS

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4. DISTRIBUTION CHANNELS

4.1. SUPPLEMENT SALES BY CHANNELS • The majority of supplement sales take place through retail outlets, the fastest growing channel is via Internet

(data in 2012E) • Supercenters and mass merchandisers top the charts for supplement sales, due primarily to Wal-‐Mart’s massive

footprint in the sector • Natural grocery and specialty stores were the #2 channel after mass • #3 channel for supplement purchase after mass and natural/specialty • Traditional grocery is the 4th sales channel

4.2. DOOR COUNTS FOR KEY RETAILERS • Mass: Walmart is on top 1 (10733 doors) • Drug: Drugstore networds (12600 doors) • Grocery: Kroger (3619 doors) • Natural grocery: (335 doors) • Speciality Retail Chains: GNC (5967 doors) • Online channels: as in the list

o Bodybuilding.com: The World’s largest Fitness Community: 9,500,000+ total member, 2.4 million active members #1 Sports nutrition E-‐retailer Most visited fitness site in the world: 1.7 million + unique site visitors daily In 2014: #9 in top IDAHO companies in INC.5000, #10 in IDAHO private 75, Ranked #681 on Alexa’s the most visited website worldwide 8 locations worldwide: In USA, they have distribution centers in North Las Vegas, NV; New Berlin, WI; Shiremanstown, PA; Midway, FL; and Boise, ID with HQ is also located in Boise. Satellite offices in Portland, Costa Rica, London in England, in EU it has center in Netherlands.

DISTRIBUTION CHANNELS

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4.3. TRENDS IN KEY SUPPLEMENT SALES CHANNELS

Mass: Continue to be the most competitive, most concentrated and has the highest proportion of private-‐label sales. Natural/Specialty grocery: Natural tends to be a breeding ground for industry innovation. The channel employs a more experiential customer-‐service and information-‐based model, and offers greater variety of products. Drug: Supplement products are thought to be a way to capitalize on existing distribution and supply chains. RiteAid is converting 1200 stores to a new “wellness center” format

Traditional grocery: Traditional grocery is the 4th sales channel Other: Direct, Internet: The online/mail order channel continues to be a major growth avenue and is made up of multi-‐channel companies. The growth in e-‐commerce sales of vitamins is consistent with customers’ increasing propensity to consult the Internet for health and wellness matters. According to the data from 2012: Network marketing businesses dominated from a scale perspective, but Internet and practitioner channels won on growth.

MARKET GAPS AND SUGGESTION

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5. MARKET GAPS

4. Market gaps

Market trends

Market specisic trends

Products/Channels trends

2 Underdeveloped supplement products

Non-‐meat protein products

Female sports nutrition

2 Underdeveloped market segments

Low-‐income athletes

Teen athletes


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MARKET GAPS

MARKET TRENDS

MARKET SPECIFIC TRENDS Industry growth: 10+ years of outperformance, led by internet Usage: growing usage rates among American public, though significant opportunities remain Industry risk/reward: challenges -‐ rising commodity costs, product adulteration -‐ more than offset by opportunities -‐ personalization, rise of integrative medicine, innovation, etc.

PRODUCT CHANNEL TRENDS Channels: Online store and special store are dominating Products: Vitamins/Supplements still dominant in mass (90% of supplement product sales) while they account for 78% in natural; significant growth continues despite scale

2 UNDERDEVELOPED

SUPPLEMENT PRODUCTS

NON-‐MEAT PROTEIN PRODUCTS From energy to endurance boosters, Depends on attracting more mainstream consumers through proper education on its key ingredients

FEMALE SPORT NUTRITION lower stimulant loads more thermogenic and metabolism-‐boosting ingredients smaller serving size more marketing emphasis on slimming and toning

2 UNDERDEVELOPED MARKET SEGMENTS

LOWER-‐INCOME ATHLETES -‐ Athletes with lower incomes still want and need the benefits of supplement products (energy bar) but they just cannot afford them. -‐ 47% athletes agreed that they discontinued consumption of energy bars because of the price (Mintel, a marketing research firm in Chicago. 2010) -‐ From 1981-‐2011, overall women’s participation in collegiate athletics has increased from 4,776 teams, 74,239 athletes to 9,827 teams, 193,232 athletes (NCAA’s report, 2011) and continue increasing quickly through each year

TEEN ATHLETES -‐ Almost companies have products that target adults or children, but none that specifically reach teen. This market is currently overlooked but has huge potential. -‐ 56.3% of American students participate on one or more sports teams -‐ Less than 10% of teens get the recommended amount of fruit and vegetables every day => Teen are missing many vitamins and minerals in their diet (a report from CDC. 2010)


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4P Suggestion

LOWER-‐INCOME ATHLETES TEEN ATHLETES

PRODUCT

The actual products do not really need to be changed but companies may choose to use less expensive ingredients => cutting down the price

Modifying slightly: ● Nutritional requirements and amount of

calories ● Including all of necessary vitamins and

minerals ● Different flavors

PRICE

The most important aspect No need to change since parents are usually buying energy bars for their children

PROMOTION

Using coupon to encourage this segment, sales promotions. Selling products in packaged boxes Different kinds of advertising like social media, public transport, etc.

Media channels (TV, social media, magazines like Teen People and Seventeen, etc)

PLACE

Stores for lower-‐income consumers shop (Wal-‐Mart, Target, K-‐Mart) or via Internet

Via Internet, school vending machines, sold in school stores and at high school competitions and meets


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IMPLICATION FOR GROWTH

INDUSTRY DYNAMICS POSSIBLE SUGGESTIONS

PRODUCTS ● Consumers interest in condition-‐specific products and preventative “medicine”

● Concern about quality, efficiency and science balanced against demand for attractive price-‐value equation

● Identify opportunities for competitive advantage through science

GEOGRAPHIES ● Continued attractiveness of US market: high growth, strong demand, no end in sight

● Interest in US brands overseas ● Varying regulatory environments, language

requirements, etc.

● Fill in gaps in US footprint


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MARKETING ● Consumers seeking ways to identify quality products

● Large companies with strong consumer research capabilities and propensity to spend on marketing have entered industry in meaningful ways

● Focus on making all channel partners as successful as possible, which may require customized strategies

● Ensure that packaging, brand message, etc are appropriate for customers; consider rebranding to avoid staleness and/or clarify messaging

● Track tactics with analysis to assess success and fine tune.

● Consider benefits of demos/sampling and other interactive programs

● Promote science, quality, health benefits, uniqueness of products

● Ensure all initiatives reviewed by regulatory experts

CUSTOMERS ● Handful of population is “hard core” supplement users; significant white spaces still exist

● Changing demographics impacting consumption

● Power of customer research in supplement industry

● Understand your customer and target. A brand can't be everything to everyone

● Consider how to engage with customer, importance of education

● Provide generous levels of customer services/support often a key indicator of loyalty

● Interact with customers in-‐store through sampling/demos events, interact online through surveys, social media, etc.

● Understand what customers want and expect from brand


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SUPPLY ● Industry players pursue combination of vertical integration and outsourced co-‐packing

● Commodity price challenges

● Ensure adequate capacity and supply to support growth

● Budget adequate expense for R&D and quality control

● Audit suppliers thoroughly, avoid unnecessary risk

● Consider supply demand and pricing dynamics of products, ingredients and manufacturing processes well in advance of new product commercialization

10 TRENDS IN FOOD, NUTRITION AND HEALTH FOR 2015


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Naturally Functional Marketing products that have “naturally functional" ingredients and benefits remains the “king of trends," as it has been since 2005. Naturally functional is an innovation strategy, and it is behind many of the biggest successes such as Greek

yogurt, coconut water, and almonds.

Snackification Snack time is replacing the three square meals a day, which makes the sector ripe for innovation without limits.

Weight Wellness.

The weight management sector has hit a tipping point, which means the market shifts presents opportunities for entrepreneurs to bring to market everyday foods to maintain weight.

Protein

Powered by naturally functional, proteins are backed by science and have a long-‐standing association with maintaining a healthy weight.

Good Carbs versus Bad Carbs The number of people reducing carbohydrates for weight management is small but growing, and it’s already having an

effect on sales of grain-‐based products. Sales of “good grains" like oats and ancient grains are soaring.

Dairy 2.0 Dairy is emerging as a big winner in terms of changing perceptions of fat. Dairy’s image is getting a boost as science both

refutes negatives around dairy fats and uncovers more about the positive effects of dairy consumption.

Free From Consumer interest in free-‐from foods is increasing and the biggest area is gluten-‐free, which is not a passing fad but an

increasingly important aspect of all new product development.

Sugar According to the report, sugar replaces fat and salt as the new dietary demon. The spotlight on sugar content has created


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a challenge for food companies that are wrestling with how to meet expectations of lower sugar and boost business.

Fat People are beginning to understand that eating fat doesn’t make you fat. Although research is revealing that fat is not the enemy of health we thought it was, consumer change will be slow. Younger consumers are the group most likely to

change their habits around fat.

Digestive Wellness In addition to gut health, many consumers are following gluten-‐free or lower-‐gluten diets, avoiding refined carbs and

trying to consume more food grains for weight management.

REFERENCES

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6. REFERENCES

SlideShare. 2013. PCG Nutritional Supplement Industry Newsletter 2Q13. Cited 15.05.2015

http://www.slideshare.net/PartnershipCapitalGrowth/pcg-vmhs-newsletter-2q13

IBIS World. 2015. Vitamin and Supplement Manufacturing in the US: Market Research Report. Cited 15.05.2015

http://www.ibisworld.com/industry/default.aspx?indid=490

Nutra Ingredients. 2015. $5.9 bn US sports nutrition market unlocking mass appeal: Euromonitor. Hennessy, M.. Cited

18.05.2015

http://www.nutraingredients-usa.com/Markets/5.9-bn-US-sports-nutrition-market-unlocking-mass-appeal-Euromonitor

Prepare foods. Sports Nutrition Market Growth. Lu Ann Williams. Cited 18.05.2015

http://www.preparedfoods.com/articles/114837-sports-nutrition-market-growth

Good navigator. 2013. Global sports nutrition market to top $6 billion by 2018, report says. Schultz, H. Cited 18.05.2013

http://www.foodnavigator-usa.com/Markets/Global-sports-nutrition-market-to-top-6-billion-by-2018-report-says

Bodybuilding. 2015. 5 Essential Supplements for Beginners: Its never been so easy to choose. Neeld, K. Cited 18.05.2015

http://www.bodybuilding.com/fun/5_beginner_supplements.htm

Weight Training. Top 10 Most valuable supplement companies. Cited 20.05.2015

http://www.weighttraining.com/blog/top-10-most-valuable-supplement-companies

Statista. Top 10 OTC brands for vitamins, minerals and supplements by revenue in the USA 2013. Cited 20.05.2015

http://www.statista.com/statistics/296167/top-otc-brands-us-vitamins-minerals-supplements-by-revenue/

NCAA. 2011. Student-Athlete participation. Irick, E. Cited 20.05.2015

http://www.ncaapublications.com/productdownloads/PR2012.pdf

REFERENCES

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Slideshare. 2014. Fitness Industry trends. Cited 20.05.2015

http://www.slideshare.net/vandreeva/fitness-dot-commed-chapter-1-industry

The WallStreet Journal. 2015. The States where fitness is king. Bachman, R. Cited 20.05.2015

http://www.wsj.com/articles/the-states-where-fitness-is-king-1432578241

Live Science. 2013. Which state has the biggest percentage of people exercising. Cited 20.05.2015

http://www.livescience.com/36958-exercise-guidelines-states-colorado.html

American Diabetes Association. 2014. Types of Dietary Supplements. Cited 20.05.2015

http://www.diabetes.org/living-with-diabetes/treatment-and-care/medication/other-treatments/herbs-supplements-and-

alternative-medicines/types-of-dietary-supplements.html?referrer=

All Star Health. 2008. Sorting out Supplements: Tablets vs. Capsules vs. Liquids vs Powders vs. Chewables. Cited 20.05.2015

http://www.allstarhealth.com/blog/products-and-ingredients/tablets-capsules-liquids-powders-chewables/

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