SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Manufacturers

Read more breaking news

 

 

Sports nutrition products for women are a huge area of growth: Marketing guru

By Stephen DANIELLS , 01-Jul-2014
Last updated on 01-Jul-2014 at 16:33 GMT2014-07-01T16:33:28Z

Sports nutrition products for women are a huge area of growth: Marketing guru

Women, protein blends, and the ‘anti-wasting’ market are all areas of significant opportunity in sports nutrition, says Jeff Hilton, co-founder and CMO of BrandHive.

According to a 2013 report by market researcher Packaged Facts , the two main categories in the US sports nutrition sector are nutrition bars (energy, diet, sports, high-carb, high-protein, low-calorie and balanced nutrition bars) and sports drinks, said the report.

People participating in yoga as well as those pursuing outdoor activities such as mountain biking and hiking now outnumber players of soccer, football, softball, baseball or volleyball, according to market data, and a key demographic among these is women.

Speaking with Stephen Daniells at the recent IFT show in New Orleans, Hilton said: “Women are increasingly looking to augment performance. They want products suited to their particular needs, and don’t want to jump on the coattails of a male-oriented products, and marketers need to think about that.”

Protein

The big ingredient segment has been protein, which has experienced booming growth in recent years, and it’s not over yet, said Hilton.

“I don’t think protein has peaked,” he said. “Protein is consumer-friendly and I think it has been reinvigorated by vegetarian protein. Protein blends are the real trend now, using multiple proteins for different reasons.”

Sarcopenia (degenerative muscle loss) is an area of opportunity, said Hilton. Muscle loss is a natural part of aging, and researchers have estimated that, after the age of 50, we lose 1-2% of our muscles each year. Strength declines as well, at a rate of 1.5% per year beginning at 50 years and accelerating to 3% after the age of 60.

According to a monograph from the US Dairy Export Council, the direct health care cost attributable to sarcopenia were estimated to be $18.5 billion in 2000 in the US, a number that represented about 1.5% of health care expenditures for that year.

Despite the potential for products in this segment, the market is currently under-served, he said. “You have products like Ensure, but I still think there is plenty more opportunity in that anti-wasting market.”

Related products

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-To-Nuts Podcast: How brands can defend against private label

Soup-To-Nuts Podcast: How brands can defend their shelf-space against encroaching private label

The Great Recession of 2008 may be long over, but the penny-pinching it inspired...

Soup-To-Nuts Podcast: How to refine a pitch

Soup-To-Nuts Podcast: How to refine a pitch to woo investors and score retail distribution

Whether it is trying to raise money, build brand awareness or convince a buyer...

Soup-To-Nuts Podcast: The rise of high pressure processing

Soup-To-Nuts Podcast: The rise and potential of high pressure processing for fresh, clean products

In general, talking about how a food or beverage is processed is not a...

Soup-To-Nuts Podcast: Ads that show cooking with kids are relatable

Soup-To-Nuts Podcast: Tweaking ads to show cooking with kids makes brands relatable

Images of mom preparing dinner alone in the kitchen for her busy family have...

Soup-to-Nuts podcast: The return of consumers to home kitchens

Soup-to-Nuts podcast: The opportunities & challenges of consumers' return to home kitchens

Despite continued pressure from the on-the-go lifestyles that dominate today’s culture and have fueled...

Soup-To-Nuts Podcast: Key strategies for innovation from Kraft Heinz

Soup-To-Nuts Podcast: Key strategies for innovation & renovation from Kraft Heinz

A commonly held perception of the ongoing renaissance in the food and beverage industry...

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

For time-strapped entrepreneurs who are brave enough to take the stage, competing in pitch-slams...

Soup-To-Nuts Podcast: Can duck be a dark horse of animal proteins?

Soup-To-Nuts Podcast: Can duck become the dark horse of animal proteins?

When it comes to eating meat in the US, chicken, without a doubt, is...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Key Industry Events