Food Business News - June 18, 2013 - 37

Sports Nutrition

Improved

performance
The sports nutrition category is growing and expanding into mainstream products

A

June 18, 2013

Burger and the Cheesecake
Factory as among their favorite
restaurants and Ben & Jerry’s as
their favorite ice cream brand.

Gatorade leads the way
With its Gatorade brand,
PepsiCo, Inc., Purchase, N.Y., is
a leader in the sports nutrition
category. Indra Nooyi, chairman and chief executive officer
of the company, said on April
18 in a conference call with financial analysts to discuss the
company’s first-quarter results
that she feels “very good” about
the sports nutrition category.
“In Gatorade, we are playing
a sports nutrition game between
Gatorade juice, Gatorade hydration and Gatorade recover,” Ms.
Nooyi said. “As a system, that
business is doing well. We are
staying very true to our premium sports nutrition positioning.
We continue to play the game

that way. We are beginning
to gain share in sports nutrition, even though we had lowprice competition come in with
really aggressive pricing.
“We held our ground and we
are beginning to gain share. So,
we feel very good about our
sports nutrition strategy.”
PepsiCo first began refocusing its efforts on the Gatorade
brand in 2010, when the company adopted a more holistic
approach to sports hydration
and nutrition. The result was
the G Series, developed by the
Gatorade Sports Science Institute with two focuses in mind:
getting the body ready for exercise and helping the body recover afterward. Each portion
of the series is designed to help
athletes compete before, during
and after athletic events.
The G Series includes Prime,
a pre-performance drink in a

pouch; Perform, a sports drink
containing electrolytes to promote hydration; and Recover, a
post-performance beverage.
Many of the G Series products have been successful. Others, such as G Fit, which was
pulled from shelves late last
year, have not.

Protein, amino acid and …?

FCG/SHUTTERSTOCK.COM

response to the health
and wellness trend
is often cited as a
reason food and beverage
manufacturers are interested
in the sports nutrition category,
but there is another reason —
consumers participating in the
category tend to have higher
educations,
more
income
and, more importantly, more
disposable income. In a market
that has been dominated by
the value trend for the past
few years, consumers of sports
nutrition products stand out as
a lucrative target market.
The main demographic that
sports nutrition used to cater to
comprised bodybuilders and extreme athletes, according to the
market research firm Euromonitor International. But growing
consumer awareness and education made sports nutrition accessible to the mainstream consumer and sales of sports nutrition products are growing as
products are diverging to meet
the needs of these athletes.
Every two years the trade
association Running USA,
which represents businesses
participating in the running
industry, conducts a survey of
the group’s core customer. Published this past April, the 2013
survey, which incorporated responses from more than 30,000
runners, showed that today’s
core runners are highly educated, with 76% having earned
a college degree, and affluent,
with 73% reporting a household
income of more than $75,000.
Not surprisingly, the Running USA survey also showed
runners to be frequent consumers of Gatorade, Clif Bars
and energy gel products, but
they have an indulgent side
and cited McDonald’s, In-N-Out

In its report “Sports nutrition
in the U.S.,” that was released in
late April, Euromonitor said onthe-go sports nutrition product
formats such as ready-to-drink
beverages, bars and powders
showed substantial growth in
2012. The market research firm
added that ready-to-drink beverages are expanding into more retail channels and achieved $502
million in sales during 2012.
It may be argued that the
trend toward consumers adding protein to their diet began
in the sports nutrition category
as athletes turned to protein
to add muscle mass and aid
in recovery following a workout. Euromonitor said that as
protein is being marketed as a
recovery product, it has been
positioned by some marketers
as a meal replacement option.
“This resulted in a growing
number of women to adopt
protein as it has wiped away
the notion that protein simply
builds muscle mass leading to
bulkier frames,” Euromonitor
said. “Additionally, as older
generations are also using
gyms more frequently, they are
slowly learning more about the
positive benefits (of protein),
which has been incorporated
into their gym regimes.”
Developing protein fortified
products for women was the
rationale for CytoSport, Inc.,
Benicia, Calif., the processor

FOODBUSINESS NEWS

®

37



Food Business News - June 18, 2013

Table of Contents for the Digital Edition of Food Business News - June 18, 2013

Food Business News - June 18, 2013
Diamond Foods challenged by walnut supply and Emerald relaunch
Market Insight: Mid-year commodity outlook
Fruitful ice cream options
Table of Contents
Web Contents
Editorial - Proposed SNAP cuts will be felt throughout the food sector
Flavored milk to grow at double the rate of white milk
Smucker exits bulk coffee, remains bullish on K-Cups
C.e.o. in unsolicited takeover bid for Dole
Heinz acquisition completed, new c.e.o. takes over
Mondelez to offer coffee pods compatible with rival’s system
Tyson Foods expands prepared foods portfolio with acquisition
Nielsen honors Breakthrough Innovation winners
Taco Bell taking charge of breakfast
Expanded breakfast helps lift McDonald’s May sales
McCormick & Company sees growth ahead from innovation and acquisitions
Wal-Mart doubles-down on fresh produce promise
Morningstar buy may be just the beginning for Saputo
Target delves deeper into organics
PepsiCo hires chief marketing officer
Wenner sees winner in Pirate Brands acquisition
Single-serve coffee' harbinger of things to come at TreeHouse'
Washington - Senate passes farm bill, stage set for debate over SNAP cuts
Sports Nutrition - Improved performance
Ingredient Innovations - Diverse Dynamos for Digestion
I.F.T. to convene in Chicago
New Food Products
Ingredient Market Trends - Imports from Mexico send U.S. sugar stocks to record highs
Ingredient Markets
Supplier Innovations and News
Classifieds
Marketplace
Ad Index
Food Business in the News
Food Business News - June 18, 2013 - Fruitful ice cream options
Food Business News - June 18, 2013 - 2
Food Business News - June 18, 2013 - 3
Food Business News - June 18, 2013 - Table of Contents
Food Business News - June 18, 2013 - 5
Food Business News - June 18, 2013 - Web Contents
Food Business News - June 18, 2013 - 7
Food Business News - June 18, 2013 - 8
Food Business News - June 18, 2013 - Editorial - Proposed SNAP cuts will be felt throughout the food sector
Food Business News - June 18, 2013 - Flavored milk to grow at double the rate of white milk
Food Business News - June 18, 2013 - 11
Food Business News - June 18, 2013 - Mondelez to offer coffee pods compatible with rival’s system
Food Business News - June 18, 2013 - 13
Food Business News - June 18, 2013 - 14
Food Business News - June 18, 2013 - 15
Food Business News - June 18, 2013 - Tyson Foods expands prepared foods portfolio with acquisition
Food Business News - June 18, 2013 - 17
Food Business News - June 18, 2013 - Nielsen honors Breakthrough Innovation winners
Food Business News - June 18, 2013 - 19
Food Business News - June 18, 2013 - Expanded breakfast helps lift McDonald’s May sales
Food Business News - June 18, 2013 - 21
Food Business News - June 18, 2013 - McCormick & Company sees growth ahead from innovation and acquisitions
Food Business News - June 18, 2013 - 23
Food Business News - June 18, 2013 - Wal-Mart doubles-down on fresh produce promise
Food Business News - June 18, 2013 - Morningstar buy may be just the beginning for Saputo
Food Business News - June 18, 2013 - PepsiCo hires chief marketing officer
Food Business News - June 18, 2013 - 27
Food Business News - June 18, 2013 - Wenner sees winner in Pirate Brands acquisition
Food Business News - June 18, 2013 - 29
Food Business News - June 18, 2013 - Single-serve coffee' harbinger of things to come at TreeHouse'
Food Business News - June 18, 2013 - 31
Food Business News - June 18, 2013 - Washington - Senate passes farm bill, stage set for debate over SNAP cuts
Food Business News - June 18, 2013 - 33
Food Business News - June 18, 2013 - 34
Food Business News - June 18, 2013 - 35
Food Business News - June 18, 2013 - 36
Food Business News - June 18, 2013 - Sports Nutrition - Improved performance
Food Business News - June 18, 2013 - 38
Food Business News - June 18, 2013 - 39
Food Business News - June 18, 2013 - Ingredient Innovations - Diverse Dynamos for Digestion
Food Business News - June 18, 2013 - 41
Food Business News - June 18, 2013 - 42
Food Business News - June 18, 2013 - 43
Food Business News - June 18, 2013 - 44
Food Business News - June 18, 2013 - 45
Food Business News - June 18, 2013 - 46
Food Business News - June 18, 2013 - 47
Food Business News - June 18, 2013 - 48
Food Business News - June 18, 2013 - 49
Food Business News - June 18, 2013 - I.F.T. to convene in Chicago
Food Business News - June 18, 2013 - 51
Food Business News - June 18, 2013 - 52
Food Business News - June 18, 2013 - 53
Food Business News - June 18, 2013 - 54
Food Business News - June 18, 2013 - 55
Food Business News - June 18, 2013 - New Food Products
Food Business News - June 18, 2013 - 57
Food Business News - June 18, 2013 - 58
Food Business News - June 18, 2013 - 59
Food Business News - June 18, 2013 - 60
Food Business News - June 18, 2013 - Ingredient Market Trends - Imports from Mexico send U.S. sugar stocks to record highs
Food Business News - June 18, 2013 - Ingredient Markets
Food Business News - June 18, 2013 - 63
Food Business News - June 18, 2013 - 64
Food Business News - June 18, 2013 - 65
Food Business News - June 18, 2013 - 66
Food Business News - June 18, 2013 - 67
Food Business News - June 18, 2013 - 68
Food Business News - June 18, 2013 - 69
Food Business News - June 18, 2013 - 70
Food Business News - June 18, 2013 - Supplier Innovations and News
Food Business News - June 18, 2013 - 72
Food Business News - June 18, 2013 - Classifieds
Food Business News - June 18, 2013 - 74
Food Business News - June 18, 2013 - Marketplace
Food Business News - June 18, 2013 - 76
Food Business News - June 18, 2013 - Ad Index
Food Business News - June 18, 2013 - Food Business in the News
Food Business News - June 18, 2013 - 79
Food Business News - June 18, 2013 - 80
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