SPORTS NUTRITION MARKET ON THE RISE
By Adnews Staff
The U.S. sports nutrition market grew 10.5% last year, with sports drinks being responsible for most of the gain, according to a study by Packaged Facts of New York. Sports drinks, with an 11% increase in growth last year, make up the largest part of sports nutrition market. Sales were almost $1 billion. Sports drinks are defined as beverages consumed immediately before, during or after an event to ensure hydration. There is also a protein drink category, which Packaged Facts says is slated to grow. This consists of beverages supplying proteins or amino acids to help build strength and muscle in athletes. The energy bar category is composed of bars that are basically sports drinks in solid form. The energy bar category is the smallest, but in 1995 it had the highest growth rate of the three, with a 20% jump, to bring sales to $72 million. Protein drink sales grew 4.5% to $209 million. By 1999 the sports drinks category's annual growth rate will drop to 7%, and the energy bar market's annual growth will slip to 12%. With the fitness craze past its peak, the sports nutrition market will see its annual growth rate fall to about 7% in 1996, predicts Packeged Facts. It sees the market maintaining this pace through 1999, when annual sales will reach $1.7 billion.