General Data Market
Target: Athletes and gym-goers. The main purpose is to build muscle and provide energy. Content: mainly soy proteins, creatine, carnitine and L-amino acids.
Benefit: US $ 4.2 billion in 2008. 63% of this value was generated in USA.
Trends: Focuses sale in retail:
Search for new benefits: Tasty and towards generating muscle.
Concern over obesity and image will increase the consumption of these products.
The industry itself increases the consumption of these products to increase and vary the target.
Mass market
In 2009 the users of sports nutrition were
- pro athletes / amateu
- gym-goers and weekend warriors (people who train the weekend for his busy life estrilo)
Most companies are looking to increase their demand by expanding its lines, distribution points and formats to reach the mass market from supermarkets and hypermarkets.
Quality is vital because users usually well informed of the benefits. The introduction of new ingredients will be conditional on the acceptance of a demanding public.
The mass consumer marketing challenges, find the most effective ingredients for consumer needs, convince consumers of efficacy, substitute products (energy drinks especially for weekend warriors)
The acceptance of diet products varies by region: different tastes, lifestyles and environment.
In USA they will have the highest values in terms of sales of diet products because of the high caloric content of the usual food and increasing awareness of obesity. (highlights substitutes snacks, path not yet achieved in Europe).
Mixed drinks are becoming increasingly important in the industry reaching important values in the market for dietary meal replacement products (48%)
Very high and wide competitiveness, difficulty entering a unique retail product range. The brand is very important.
Dietary supplements market
- Supplements: are the products that can reach any dietary supplement deficiency, not only regard to nutrition
- dietary supplements: are products that help establish or restore deficient levels
It is a globally widespread and on the rise in recent years market.
Although it relates mostly with most sports practices his relationship with the image, welfare and salut is one of the sectors where more and more growing demand for these products.
The target is related to the purpose of each product, although there are products that extend across all segments
The most consumed types of nutritional supplements
- Whey protein
- L-carnitine
- Guarana
- Glutamine
- Antioxidants
- Creatine
- arginine
- Ginseng
- Caffeine
- Carbohydrates
The definitions of nutritional supplements on the market
Trends
During the last decades, it has changed the general perception of consumers towards nutrition.
The new consumer sees only as a feeding source to satisfy hunger, but is increasingly aware of the benefits they can provide to their health and wellbeing.
Consequently, there is now a consensus that good nutrition increases the general welfare and life expectancy
There are many factors behind this change of attitude: an aging population, greater awareness of chronic diseases, increased information available on health and nutrition, and the emergence of a more active role of consumers in relation to the care and management of one's health.
This change in attitude towards a healthier outlook has led to new trends in the field of nutrition.
Thus it arises a new category of products:
Nutritional supplements and dietary
-need Of "easy to use" fast and comfortable results.
-Demand Increased to:Consumption of a single portfolio (Full Range: beverages, snacks bars and same brand).
- Easy to measure and predict resulttado calories.
- Better for you products (especially drinks).
- It is looking increasingly specialist producing food and sent home: comidad, no worries.
- Lack of credibility: it leads to opt for alternatives such operations or drugs..
- Innovation in vitamins: The market wants multivitamins, especially adults.
- Provide technology: The multivitamin sprays are the most innovative format introduced in 2009. These products also offer a multivitamin complejpo with the use of nanotechnology that allows fast and immediate absorption effect.
- Innovative solutions to quitting: do not format innovates level but in finding a substitute for nicotine.
- Innovation in Sport Nutrition: safer and focus on women formulas. They must find new formats beyond the traditional powders and seek new forms of retail and segments. The nano technology also seems an important innovation to ensure greater security and quick results.
The universal definition for the term of nutritional and dietary supplements this little harmonized.
Most cases are included as functional foods
The Health Canada defines it as follows:
"A functional food is similar in appearance, or is, a conventional food that is consumed as part of a usual diet, and has proven to have physiological benefits and / or reduce the risk of chronic disease beyond basic nutritional functions .