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Global Sports Nutrition Insights
- 1. Market & Consumer Insights on Sports
- 2. Global Trends what is on consumersā mind? how big is this market? what do consumers find important? who/ what is influencing is this market growing? these trends? what products are out there? what benefits are consumers looking for? 2
- 3. Market & consumer insights ā¢ The sports nutrition markets Market ā¢ Key drivers Insights ā¢ Key trends ā¢ Consumer evolution ā¢ Sports facts & figures Consumer ā¢ Consumers & sports nutrition Insights ā¢ Motivational segmentation ā¢ Meet the consumer 3
- 4. Sports foods is more than just sports nutrition Energy & Nutrition Bars Address both daily and sports nutrition needs, which are high in protein and/or carbohydrates. Sports Nutrition Bars, gels, powdered- and RTDās containing protein, creatine, amino acids for serious athletes and gym-goers. To build muscle mass, improve physical endurance and boost energy. Sports Drinks RTD mainstream sports beverages (isotonic, hypotonic and hypertonic) containing water, minerals and glucose to replace lost body fluids and boost energy. 4
- 5. A ā¬3,6 billion category with good growth perspectives Energy & Nutrition bars RSP milllion ā¬ ā¬ 4,7bn 5,000 CAGR 2005 ā 2010 ļ 8,4% 4,500 CAGR 2010 ā 2015 ļ 6,8% ā¬ 3,6bn 4,000 3,500 Sports Nutrition 3,000 CAGR 2005 ā 2010 ļ 9,5% 2,500 CAGR 2010 ā 2015 ļ 6,9% 2,000 1,500 1,000 Sports Drinks 500 CAGR 2005 ā 2010 ļ 5,5% 0 CAGR 2005 ā 2015 ļ 3,8% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Sports Drinks Sports Nutrition Energy & Nutrition Bars Source: Datamonitor 2011, Western & Eastern Europe 5
- 6. Competition and Retailing Trends Current offerings in sports nutrition ā Maxinutrition (#1) ā¢ Energy Drinks ā¢ Energy Gels ā¢ Supplements ā¢ Protein bars ā¢ Powdered protein drinks ā¢ RTDs clear beverages ā¢ RTD protein shakes 6
- 7. Sports drinks positioning; Gatorade from 1 fits all to pre-, during and after work-outs and mainstream 7
- 8. TREND: OVERVIEW Trend: rising health awareness Rising health Physical appearance awareness and body weight and Rising global obesity shape Rising health awareness is being driven by both negative factors such as global obesity and rising consumer awareness of the positive advantages of optimising physical appearance 9 Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities 9
- 9. TREND: OVERVIEW Trend: rising exercise participation Lack of time is a Increase in the amount Men do exercise barrier to do more of exercise more than women sports Exercise rates are rising, though there remains a clear disconnect between its perceived importance and the attainment of health goals 10 Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities 10
- 10. TREND: OVERVIEW Trend: consumersā sports nutrition buying habits driven by distinct consumer needs Physical appearance New consumer Sports nutrition and fitness goals groups lead to new broadening the use of change buying habits solutions their products The emergence and future evolution of unique sports nutrition consumer segments offers significant potential to the industry 11 11
- 11. Competition and Retailing Trends Segmentation broadening the sports nutrition market ļ¼Athletic look ļ¼Fit & Healthy ļ¼Endurance ļ¼Muscle mass ļ¼Toned body ļ¼Loose weight ļ¼Lean muscles ļ¼Improve fitness ļ¼ Lean body ļ¼Burn calories ļ¼ Sixpack ļ¼ Stamina ļ¼ Slim body ļ¼ Muscular look ļ¼ Endurance ļ¼ Burn calories ļ¼ Strength 12
- 12. Driving Forces of Sports Nutrition Consumer segmentation shapes innovation by shifting its target ā¢ A wider consumer base ā¢ From adult men to other consumer types ā¢ Sports nutrition no longer exclusively for men wanting to develop and show off powerful muscles ā¢ Most people combine going to the gym with a healthy diet ā¢ Develop other applications or formulations for different segments with different consumer needs Muscle Energy and Health & Young Elderly Whatās mass Women endurance fitness athletes athletes next? rebuild 13
- 13. European Consumer Insights why does (s)he eat that? how does (s)he assess the quality of a product? who is influencing her purchase decisions? when does (s)he eat that? what does (s)he eat? 14
- 14. Market & consumer insights ā¢ The sports nutrition segments Market ā¢ Key drivers Insights ā¢ Key trends ā¢ Consumer evolution ā¢ Sports facts & figures Consumer ā¢ Consumers & sports nutrition Insights ā¢ Motivational segmentation ā¢ Meet the consumer 15
- 15. TREND: TOPLINE EVIDENCE Half of the people ensure an adequate amount of weekly exercise Generally, to what extent are you trying to do the following? Ensure you get an adequate amount of exercise each week (% - share of respondents) All the time Most of the time 39 27 32 32 31 30 26 24 20 22 19 19 17 15 16 14 9 10 USA UAE Spain Germany France UK Russia China Brazil 16 Source: Datamonitor 2010: Exercise and Sports Nutrition: Consumer Trends and Opportunities 16
- 16. Consumers are tailoring their buying habits in response TREND: TOPLINE EVIDENCE to physical appearance and fitness goal How appealing are the following food and beverage concepts to you personally? Food and beverage products that are formulated with your specific nutritional needs in mind? (% - share of respondents) 43 51 Very appealing 41 53 49 53 Somewhat appealing 43 45 40 33 24 23 13 15 18 15 8 6 Germany Russia France Spain UK UAE China US Brazil 17 17
- 17. Relevant consumer benefits in sport products depend on what consumers youāre talking to 5% GOAL/RESULT DRIVEN 13% 26% INTERNAL/INDIVIDUAL DRIVEN EXTERNAL/SOCIAL DRIVEN 5% FOR FUN 18
- 19. The Body Builder wants to build the perfect body CHARACTERISTICS HEALTH INVOLVEMENT ā¢ Dedication ā¢ Beyond health ā¢ Discipline ā¢ Health is not an issue ā¢ Focus ā¢ Focus on body sculpturing ā¢ No pain/ No gain ā¢ Perseverance ā¢ Self confidence SPORTS NUTRITION ā¢ Feeling of power ā¢ Whey protein ā¢ Builds lean muscle mass ā¢ Low carb, no fat ā¢ Right amount Leucine DEMOGRAPHICS ā¢ 2-3% of population ā¢ 20-40 years old PRODUCT ASPIRATIONS ā¢ Mainly male ā¢ Easy to eat, everywhere, every day ā¢ Fast acting product ā¢ Triggers muscle build up and recover
- 20. The Performer wants to improve performance HEALTH INVOLVEMENT ā¢ Beyond health CHARACTERISTICS ā¢ Health is not an issue ā¢ Competition & Winning ā¢ Focus on sports performance ā¢ Discipline ā¢ Improvement is key ā¢ Continuously improving ā¢ In and out hard core SPORTS NUTRITION ā¢ That helps to perform better DEMOGRAPHICS ā¢ Visible or can be noticed in any kind ā¢ 5% of population of way, i.e. muscle build up vs. ā¢ All age groups recovery of muscles. ā¢ 44% has children ā¢ Slightly higher income PRODUCT ASPIRATIONS ā¢ Excellent physical condition ā¢ All you need in 1 serve ā¢ The protein you need to recover in 1 bottle ā¢ Triggers muscle build up thanks to easy take-up of protein into bloodstream and muscles
- 21. The Weight Watcher wants to lose weight HEALTH INVOLVEMENT CHARACTERISTICS ā¢ Health equals weight; they donāt feel healthy ā¢ Sports is a necessary evil ā¢ Worried about gaining weight ā¢ Itās not for fun, itās to lose weight ā¢ Theyāre on a diet ā¢ Spends less time on sports than ā¢ Focus on burning fat average (<1-2 per week) ā¢ Losing weight is key DEMOGRAPHICS SPORTS NUTRITION ā¢ Rehydrates ā¢ 13% of population ā¢ Gives energy without the ābaddiesā ā¢ Both male and female that could make the workout ā¢ Lower income redundant again, i.e. fat ā¢ All are overweight PRODUCT ASPIRATIONS ā¢ No fat ā¢ Drinks like a water ā¢ Low calorie
- 22. The Body Conscious wants a toned body CHARACTERISTICS ā¢ Sports to keep in shape HEALTH INVOLVEMENT ā¢ Enjoy doing sports ā¢ Stay healthy and fit ā¢ Spends more time on sports than ā¢ Keep in shape average (2-3 per week) ā¢ Body tone is key ā¢ Not on a diet SPORTS NUTRITION ā¢ Rehydrates DEMOGRAPHICS ā¢ Brings back my body in balance ā¢ 26% of population ā¢ In to drinks like flavored milk ā¢ Both male and female ā¢ Average income PRODUCT ASPIRATIONS ā¢ Drinks like a water ā¢ Not too much sugar, low in calorie ā¢ Low in fat
- 23. Only in-between is the moment of the day where yoghurt and sports nutrition are the same today Yoghurt occasions Sport nutrition occasions 45% 50% 47% 39% 38% 45% 40% 33% 40% 35% 31% 30% 35% 30% 30% 25% 25% 20% 20% 18% 15% 15% 10% 10% 7% 5% 3% 5% 0% 0% Breakfast Lunch In-between Dinner After dinner Breakfast Lunch In-between Dinner Sport nutrition related to Sport nutrition by location sports activity 80% 75% 100% 87% 60% 52% 80% 60% 52% 40% 40% 17% 12% 20% 20% 0% 0% After sports Before sports During sports On the go At home At the gym 24
- 24. Attitude towards sports specific food is similar as attitude towards food in general Indulgence āFood is there to enjoyā āEat whatās right, but enjoy it!ā āLess is moreā Prevention āI make sure I have a Pro-active Reactive balanceā Fixing āI need to watch āI just eat what I always eat & out what I eat, Iām donāt really think about itā āHealthy is a way of livingā on a dietā Nutrition 25 Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
- 25. ~50% of consumers are āactiveā Less active āI want to stay healthyā āMy doctor told me toā Intrinsically driven Externally driven More active 26 Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
- 26. Attitude towards sports specific food is similar as attitude towards food in general Indulgence āFood is there to enjoyā āEat whatās right, but enjoy it!ā āLess is moreā Prevention āI make sure I have a Pro-active Reactive balanceā Fixing āI need to watch āI just eat what I always eat & out what I eat, Iām donāt really think about itā āHealthy is a way of livingā on a dietā Nutrition 27 Source: Fonterra Consumer Deep Dive & Sports nutrition research 2011
- 27. Consumer needs regarding sports & food Sports Nutrition needs General food needs Strength Performance Body tone No additives Low sugar Efficient Body Naturalness Low calorie workouts composition Less muscle Less muscle Less muscle Low fat soreness soreness soreness Thirst Thirst Rehydration quenching quenching Endurance Re-energize Re-energize Winning diet In control battle 28
- 28. Protein delivers the RtB to consumer food & sports needs Functional Relevant consumer needs benefits Strength Performance Body tone Muscle building PROTEIN Efficient Body Muscle maintenance workouts composition Less muscle Less muscle Less muscle Muscle recovery soreness soreness soreness Thirst Thirst Improved re-hydration Rehydration quenching quenching Endurance Energy resource Faster energy Re-energize Re-energize Low sugar replenishment Winning diet Satiety In control Low calorie battle Naturalness No additives Low fat Natural source of energy 29
- 29. Protein benefits are latent knowledge Yoghurt was mentioned as one of the first Protein is Protein sources of protein healthy supplements is for body builders Protein is Protein is crucial for good for growth & development I get enough muscles How much protein if I protein should eat balanced I take? What makes protein important for human beings? % consumer mention Essential for a healthy diet 98% Provides energy 80% Is an essential part of the body / to live 65% Health 19% ā¢To get extra protein for sports performance, consumer prefer beverages ā¢ ~20% is prepared to pay more for protein enhanced products ā¢ Knowledge about protein increases by age 30
- 30. Consumers recognize the health benefits of protein Source: Protein Consumer Research: Brainjuicer, May 2011 You see a list of several health benefits of adding extra protein. How important are the following benefits to you? (Select all that apply) (n=166) 31
- 31. How do active consumers benefit from protein? Optimal nutrition following exercise 1. Stimulate muscle recovery 3. Stimulate energy replenishment 2. Encourage fast rehydration Protein Protein Protein Carbohydrates Carbohydrates Electrolytes 32
- 32. Status of Protein Claims in the EU ā¢ EFSA Article 13.1 Health Claim Opinions for Protein Postive Opinion Negative Opinion Protein Maintenance of normal bone Increased satiety/reduction of energy intake Helps growth and maintenance of Maintains normal body weight muscle mass ā¢ Protein Nutrient Content Claim Requirements Source of Protein High in protein Increased in Protein Conditions to meet the 12% of the energy 20% of the energy The product meets the claim value of food is from value of the food is conditions for āsource protein from protein of proteinā claim if the increase in protein content is at least 30% cf to a similar product 33
- 33. Potential barriers & solution to keep in mind..... Cynicism Build & drive credibility Ensure high protein level and link it to relevant EFSA consumer needs Lack of Use protein as a RtB of consumer relevant benefits knowledge regarding sports nutrition and food needs 34
- 34. Using the right messages to communicate the protein benefit is key X Added proteins = āadditivesā Natural source of protein is important 2x, 3x more protein doesnāt resonate High quality source of protein āGood source of proteinā Source: Protein Consumer Research: Brainjuicer, May 2011 35
- 35. Consumer benefits for the performer to further strengthen the positioning of a protein enhanced sports beverage Most appealing claims: 1. 3-in-1: rehydration, refuel and recover 2. Get the nutrition your body needs after exercise in 1 single serve 3. The protein to recover, now in 1 bottle 4. Triggers muscle build up 36
- 36. Consumer benefits for body conscious and weight watcher to further strengthen a protein enhanced sports beverage Consumer claims: 1. Direct thirst quenching 2. Refreshing 3. More than water 4. Only 10 kcal per 100 ml 5. Energy to recover without the sugar 37
- 37. 3. Innovative concept/product ideas 38
- 38. Preferred applications are in the sports or in the general health area ā no product type serves both currently ā¢ How do consumers like to get the benefits ā what applications? ā¢ Map of consumersā benefit areas of interest and their product format preference Gap 39
- 39. Three groups of product formats resonate with different benefits that protein can deliver upon Recommendations for protein positioning Products Protein benefits The majority of yoghurt formats (spoonable, drink, flavoured, pure) resonate with general health and children growth. These benefits have the highest scores among all consumer groups. To strengthen the protein positioning we would recommend to stress general health and energy benefits for all consumer groups (adults, children and seniors). general health and children growing High protein beverage and yoghurt shot resonates most with sport performance and muscle maintenance. These benefits score as the second important among consumers. The possible way to proceed is to do further research among athletes to determine market perspectives for a specialised sport yoghurt. sport performance and muscle maintenance Yoghurt shots and protein bar also resonate with weight management and hunger suppression. These benefits have relatively low scores compared to general health, but they are important for younger females who are also more likely to pay more for yoghurt with added protein. We would recommend further research into specialised product for this group, which can be quite successful. weight management and hunger suppression 4 40
- 40. RtB Protein Synthesis ā How does it work Dietary protein Muscle protein Nutritional switch Key amino acid (leucine) in the blood Maximal response Adequate intake ~2.5g leucine Time dependant (~30g protein) 41
- 41. Dairy Protein provides best results for speed and build 2.5 Whey Fold change in plasma leucine Soy Rapidly digested 2 Casein (from baseline) 1.5 1 Adapted from: 0.5 Phillips et al, (2009) 0 0 30 60 90 120 150 180 4 Fold change in lean mass gains Minutes following consumption of protein 3.5 (from CHO/Placebo) 3 Adapted from: 2.5 Tang et al, (2009) 2 1.5 1 Promotes more muscle mass 0.5 0 CHO/Placebo Soy Milk Whey 42
- 42. Success requires highly functional proteins that can deliver the health without compromising taste & texture Key insight: The key to success in this space is to YOGHURT provide the desired benefits in mainstream good tasting product offerings 43
- 43. Fonterraās Protein delivers the Reason to Believe to these consumer needs... 44
- 44. .. but can our protein deliver the taste as well though? ļ We put our protein bars up to the test! Agustin Meet the test panelā¦ Allard Mark Floris Andrew Stephen 45
- 45. There is an interest in functional food, but they are not perfect yet What do they consume today & what benefits are they looking for? 46
- 46. Taste & Texture does matter & Fonterra has the solution! Featuring here the results in our bars ā Bar āFā is the bar with Fonterraās protein in it. 47 Source: Euromonitor
Editor's Notes
- So far about Fonterra and our way of working. Letās have a look on what is going on in the market.
- The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This category includes not only energy bars in the traditional sense, but also snack bars that address both daily and sports nutrition needs. Energy bars are typically cereal-based bars marketed as providing a source of energy. However, recent developments include energy bars based on other ingredients (eg Snickers Marathon, Snickers Charged). A key criterion of energy bars is that these bars are nutritionally fortified to give an energy boost. A common characteristic of energy bars, or what is sometimes know as power bars, is being high in protein and/or carbohydrates. Energy bars can come in different flavours, eg strawberry, peach, vanilla, banana, pineapple, etc. Chocolate coated energy bars are included. Liquid or gel or pill brand extensions are excluded. Leading global brands include PowerBar (NestlĆ©), Clif (Clif Bar), Snickers Marathon (Mars), Snickers Charged (Mars) Daily Nutrition Bars provide sustained and consistent energy throughout the day rather than the quick burst associated with traditional energy bars. They often have all natural ingredients like soy and dried fruit to complement any fortified protein content. They are marketed as a nutritional option for a snack, oftentimes positioned to be consumed on a daily basis. Examples of daily nutrition bars include Luna Bar (Clif Bar Inc), SoyJoy (Abbott), and ZonePerfect (Abbott). Sports Nutrition Bars are typically designed to be a part of a dietary regimen to build muscle mass. As a result, sports nutrition bars are typically fortified with more protein than energy or daily nutrition bars, and are often extensions of existing sports nutrition brands sold in a dietary supplement (pill), powder, or beverage format. Examples include MetRx (NBTY), Myoplex (Abbott), and Tiger Milk (Schiff). Please note that any snack bars expressly marketed to replace a meal as part of a weight loss program is excluded from Euromonitorās snack bar coverage and counted under meal replacement slimming products.
- EuroMonitorEurope still growing strong. Both volume and value growth opportunities. Asia & Western Europe will lead future sports drinks salesDespite slow emergence from recession, Western European markets such as Spain, the UK, and the Netherlands are predicted to show very strong volume sales growth in sports Drinks: formulations for women, children, and different activities should help expand.Missing form the list are US and Japan, the two largest global sports drinks markets. Despite the recent success in 2010, Gatorade and Powerade have a stranglehold on the US market with more than 90% share between them and also more than half of all global sales. Aquarius from TCCC and Pocari Sweat from Otsuka similarly hold more than 80% of Japan sales and this market. Small niche opportunities are likely the only possibilities in the short term. China is the world number 3 market with several established players and will be difficult for international players to enter.
- Businessweek 23, 2011, Duane Stanford.Serious athletes were turning away from sports drinks. āGatorade goes back to the labā.āPepsiCo is bringing the original sports drink back to athletes and expanding the brand beyond beveragesā.PepsiCoās Gatorade wants to cover the sports nutrition world with offerings to challenge a full spectrum of energy and after-workout ārecoveryā products, including energy bars, gels, protein shakes, and pretty much anything else athletes put into their bodies. Gatorade must overhaul its distribution system. Itās about being where the athletes shop and sweat.Walk away from discount-driven sales and turn away from couch potatoesGatorade needs brought to be back to athletes and to the science that gave the brand its credibility. Investment in science, packaging and ingredients. Removed high fructose corn syrop.āQuite simply, there are too many consumer who are unclear as to why and when they should consume a sports drink. Is it for a sports occasion, for daily hydration or for the school lunch box? Am I too old for a sports drink?āāSports drinks should not try to be all things to all men, but neither should they be a niche sports specific product.āGatorade revamp begins to pay dividends. US sports drinks turned around in 2010 as G Series began to find traction and Powerade also grew share.
- Solid growth despite economic recessionWeight management programmes to reduce healthcare costs related to obesity will benefit sales. Current government programmes to fight obesity can encourage more people to engage in sports and physical activity. Consequently, the sports nutrition industry could benefit by selling more of such products as long as they can prove their quality, safety, and efficacy.A combination of healthy diets and regular fitness routines can help the industry grow by supplementing the diets of physically active people.Sports dietetics is becoming a hot field in North America and Western Europe.The European Food Safety Agency (EFSA) limits the health claims on sports nutrition Sports & fitness is rising in popularity. New generations are joining extreme sports and activities, from rock climbing to snowboarding, that require additional supplementation. Marathons, half-marathons and cycling are increasing in popularity around the world. It would seem that more people consider a marathon as a personal goal to achieve in life. As the world population continues to age and become a burden on healthcare systems, an opportunity arises for growth among people who seek to maintain their muscle mass.The ranks of older people hiring personal trainers or joining fitness groups are widening, to prove that they can be fit, active and healthy even in old age.New retailing channels open sales to mainstream consumers. Retailing of sports nutrition remains strong through healthfood shops, gyms and the Internet. However, new products with gentler formulations were introduced to cater to mainstream consumers. New digital technologies. Setting up of online chats with nutritionists for professional advice.The category remains highly fragmented with many small players. Just a handful of large companies seek to improve their position through new products and deep consumer segmentation.
- There is a mix of consumer-related initiatives that are currently shaping the present and future of sports nutrition: Public health programmes to fight obesity and promote physical activity, along with a widening of the global consumer base are influencing how manufacturers and sellers of sports nutrition serve the market. Manufacturers capitalize on these trends by developing products and positioning their brands as the best option to achieve endurance and strength in a world where fitness and sports are increasingly taking centre stage. Young men are losing their stereotype of being the only consumers of sports nutrition. As active lifestyles and fitness become elements of the daily lives of an increasing number of people, sports nutrition brings new options to other type of consumers. As women pay more attention to their figures, they are also becoming an important focus in sports nutrition through the development of gentler formulations catering to the particular physiology of the female body; correct iron fortification is an important aspect of products formulated for women. Teenagers and university students are becoming heavy consumers of sports nutrition as they seek to build a competitive edge in sports. Some of them use the advice of coaches or nutritionists, while others use recommendations from friends. New research is expanding to address the role of sports nutrition in ageing bodies. It is known that as humans age, their muscular mass declines, potentially leading to weakened bone health. The new theory suggests that by establishing a basic fitness programme for elderly people, along with consumption of sports nutrition supplements high in protein, this can greatly improve their health.
- Now what do consumers really want?
- General health is the most important benefit of protein, hunger suppression is the least important General health and weight management are more important for females than for malesChildren growth is more important for older respondents (45-64)
- Emotional benefit: healthy nutrition and energy to support an active lifestyle!
- ā¦ but can our bar deliver the taste as well though? We put our bars up to the test. Among a mixed group of MEN Healthy conscious, Body performers and a Weight watcher.Here they are.