Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
Executive Summary
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- Many reasons to be active…but not everyone is
- Baby Boomers, age and sports activity
- Just one in four use sports food and drink at every active occasion
- Weight training and running are popular activities
- Those who buy sports food and drinks for muscle care tend to spend more
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- Figure 1: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006
- Potential interest in products for sports injury protection/prevention
- Black and Hispanic consumers dedicated to sports activity
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- Figure 2: How often sports food/beverages are used, by race/Hispanic origin, November 2006
- Individualists, Teamers and Adventurers
- An increase in fitness opportunities…and marketing channels
Market Factors
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- Activity often, but not always, translates into sports food and drink usage
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- Figure 3: How often sports food/beverages are used, November 2006
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- Figure 4: How often sports food/beverages are used, November 2006
- Increasing numbers of Americans are pursuing sports activities
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- Figure 5: Participation* in certain types of sports, 2004-05
- Weight control and physical activity
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- Figure 6: Things that motivate physical activity, November 2006
- The obesity issue
- Moving bodies burn more calories
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- Figure 7: Frequency of vigorous activity, not including fitness walking, November 2006
- Disease prevention through exercise
- Other reasons for exercise: From looking good to stress relief
- Numerous opportunities to get active
- Health and fitness clubs
- Television
- Corporate wellness programs
- Additional influences
- Demographic considerations
- The aging of the Baby Boomer population
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- Figure 8: Population by age, 2002-12
- Black athletes
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- Figure 9: Population by race and Hispanic origin, 2002-12
Market Trends
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- Some category players succeed via “lifestyle” marketing
- Category fragments to focus on more specific needs
- Calorie consciousness
- Addressing the needs of avid athletes
A Look at Sports Activity Among All Active Consumers
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- Introduction
- Rates of vigorous activity
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- Figure 10: Frequency of vigorous excercise, by gender, November 2006
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- Figure 11: Frequency of vigorous excercise, by age, November 2006
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- Figure 12: Frequency of vigorous excercise, by household income, November 2006
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- Figure 13: Frequency of vigorous excercise, by race/ethnicity, November 2006
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- Figure 14: Frequency of vigorous excercise, by marital status, November 2006
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- Figure 15: Frequency of vigorous excercise, by presence of children, November 2006
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- Figure 16: Frequency of vigorous excercise, by region, November 2006
- Participation in specific physical activities
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- Figure 17: Activities played/done at “every chance,” November 2006
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- Figure 18: Activities played/done at “every chance,” by race/Hispanic origin, November 2006
- Reasons for being physically active
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- Figure 19: Things that motivate physical activity, by gender, November 2006
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- Figure 20: Things that motivate physical activity, by age, November 2006
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- Figure 21: Things that motivate physical activity, by household income, November 2006
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- Figure 22: Things that motivate physical activity, by race/ethnicity, November 2006
Use of and Opinions of Sports Food and Beverages Among All Active Consumers
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- Consumption of foods/beverages related to activity
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- Figure 23: How often sports food/beverages are used, by age, November 2006
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- Figure 24: How often sports food/beverages are used, by race/Hispanic origin, November 2006
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- Figure 25: How often sports food/beverages are used, by presence of children, November 2006
- Types of sports foods/beverages used
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- Figure 26: Types of sports food/beverages used before, during and/or after physical activity, or not at all, November 2006
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- Figure 27: Types of sports food/beverages used, by key demographics, November 2006
- Reasons for buying a sports food and/or drink
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- Figure 28: Reasons/motivations for buying sports-related food and drink, November 2006
- Amount spent on sports food and drink
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- Figure 29: Amount of money spent each month on sports-related food and drink, November 2006
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- Figure 30: Amount of money spent each month on sports-related food and drink, by reasons for buying sports food and drink, November 2006
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- Figure 31: Opinions regarding the taste of specific sports foods and drinks, November 2006
- Opinions about sports activities and sports food/beverages
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- Figure 32: Opinions about sports activities and sports food/beverages, by gender, November 2006
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- Figure 33: Opinions about sports activities and sports food/beverages, by age, November 2006
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- Figure 34: Opinions about sports activities and sports food/beverages, by race/ethnicity, November 2006
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- Figure 35: Opinions about sports activities and sports food/beverages, by region, November 2006
Profiles for the 3 Groups of Active Consumers: Individualists, Teamers and Adventurers
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- Introduction
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- Figure 36: Individualists, Teamers and Adventurers, by gender, November 2006
- Demographic profiles
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- Figure 37: Individualists, Teamers and Adventurers, by gender, November 2006
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- Figure 38: Individualists, Teamers and Adventurers, by age, November 2006
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- Figure 39: Individualists, Teamers and Adventurers, by household income, November 2006
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- Figure 40: Individualists, Teamers and Adventurers, by race/ethnicity, November 2006
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- Figure 41: Individualists, Teamers and Adventurers, by region, November 2006
- Sports participation across the three groups
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- Figure 42: Which individual physical activities are done at “every chance,” by Teamers, Individualists and Adventurers, November 2006
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- Figure 43: Which team sports are played at “every chance,” by Teamers, Individualists and Adventurers, November 2006
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- Figure 44: Which adventure sports are done at “every chance,” by Teamers, Individualists and Adventurers, November 2006
Quantitative Results: 3 Groups of Active Consumers
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- Introduction
- Reasons for being physically active
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- Figure 45: Things that motivate physical activity, by Teamers, Individualists and Adventurers, November 2006
- Opinions about sports activities and sports food/beverages
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- Figure 46: Opinions about sports activities and sports food/beverages, by Teamers, Individualists and Adventurers, November 2006
- Consumption of foods/beverages related to activity
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- Figure 47: How often use sports food/beverages, by Teamers, Individualists and Adventurers, November 2006
- Types of sports foods/beverages used
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- Figure 48: Types of sports food/beverages used, by Teamers, Individualists and Adventurers, November 2006
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- Figure 49: Types of sports food/beverages used before, during and after physical activity, by Teamers, Individualists and Adventurers, November 2006
- Reasons for buying a sports food and/or drink
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- Figure 50: Reasons/motivations for buying sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006
- Amount spent on sports food and drink
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- Figure 51: Amount of money spent each month on sports-related food and drink, by Teamers, Individualists and Adventurers, November 2006
Qualitative Results: The 3 Groups of Active Consumers
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- Introduction
- Teamers
- An introduction to the respondents
- Foods/drinks used before sports activity
- Foods/drinks used during sports activity
- What Teamers tend to do after sports activity
- Opinions of specific brands
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- Figure 52: Teamers’ opinions of specific brands, December 2006
- Individualists
- An introduction to the respondents
- Foods/drinks used before activity
- Foods/drinks used during activity
- Foods/drinks used after activity
- Opinions of specific brands
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- Figure 53: Individualists’ opinions about specific brands, December 2006
- Adventurers
- An introduction to the respondents
- Foods/drinks used before activity
- Foods/drinks used during activity
- Foods/drinks used after activity
- Opinions of specific brands
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- Figure 54: Adventurers’ opinions of specific brands, December 2006
Future Trends
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- More product fortification
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- Figure 55: Top 15 dietary supplement ingredients, 52 weeks ended Aug. 12, 2006*
- Aging population
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- Figure 56: Population by age, 2002-12
- Sports food and beverage companies to support social outlets
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- Figure 57: Belief that eating and drinking “the right thngs” is “essential” for sports and exercise, by reasons for being active, November 2006
- Supporting sports activity in the black community
- Fitness and technology
Appendix: Trade Associations
Appendix: New Product Briefs
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- Be Unlimited: Be Performance Chocolate Protein Shake
- Coca-Cola: Powerade Option Low Calorie Sports Drink
- Arizona International: Arizona Green Tea Energy Drink
- NVE Pharmaceuticals: Stacker 2 Extreme Energy Shots
- South Beach Beverage: SoBe Adrenaline Rush Sugar-Free
- Guru Energy Corp.: Guru Lite Energy Drink
- EAS: EAS AdvantEdge Nutrition Shakes
- Trace Mineral Research: LiquMins Electrolyte Stamina Drink
- Veltec Sports: Enervitene Orange Sport Gel
Appendix: Additional Figures from Consumer Data
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- Figure 58: Types of sports food/beverages used before physical activity, by key demographics, November 2006
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- Figure 59: Types of sports food/beverages used during physical activity, by key demographics, November 2006
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- Figure 60: Types of sports food/beverages used after physical activity, by key demographics, November 2006
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