Sports and fitness nutrition products are being distributed and marketed through more mainstream outlets such as convenience stores and supermarkets as the product becomes more prevalent amongst the general consumers as the products become more associated as meal replacements or supplements and in some instances refreshment drinks. The consumer and especially the young are associating these drinks with health products. The younger and sporty cross-section of society tend to use these nutrition products on a more frequent basis. Traditionally, sports and fitness nutrition products were primarily distributed through gyms, with the products being associated with gaining muscle mass. The close association between fitness nutrition products and gyms has weakened, with major retail outlets now stocking these products.

By the end of 2017, the sports and fitness nutrition products market is forecast to be valued at US$67 billion, with the sector experiencing strong growth as the general public purchase these products. The nutrition products are starting to be marketed as good health alternatives rather than for building muscle mass and improving muscle physique.

At the current time, sports and energy bars are becoming one of the fastest growing segments as consumers become increasingly busier, working longer hours and place a greater importance to exercise, fitness and sports. Manufacturers of the sports, nutrition and fitness products are moving away from using artificial ingredients towards more natural ingredients. Legislation and regulatory changes in the food supplement market are expected to have a large impact on manufacturers operating in North America, Asia, Europe, Latin America or Russia. Strict enforcement policies now exist for sports nutrition products, especially since several companies were to be found padding out their dietary supplements with steroids. Efforts are being taken to guard the supply chain with ongoing quality assurance education and GMP certifications.

The United States represents the largest region in terms of sports and fitness nutrition products. However, Asia Pacific markets are expected to expand by 10% CAGR in the future, with Asia representing the fastest expanding market for fitness and sports nutrition products.

The largest companies operating in the sports and fitness nutrition products sector are Abbott Nutrition, AST Sports Science, Body Wise International, Inc., Balance Bar Co., Champion Nutrition, Inc., Clif Bar, Inc., The Coca-Cola Co., Dr Pepper Snapple Group, Inc., Dymatize Enterprises, Inc., GlaxoSmithKline Plc., Hansen Natural Corporation, Kraft Foods, Inc., MuscleTech Research and Development Inc., NBTY Inc., Nestlé SA, Optimum Nutrition, Inc., Otsuka Pharmaceutical Co., Ltd., PepsiCo Inc., Red Bull GmbH, Seven Seas Ltd., Slim-Fast Foods Company, Schiff Nutrition International, Inc., and Yakult Honsha Co., Ltd.

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