Sports nutrition an emerging category

Sports nutrition is a category beginning to emerge as a viable destination center within mass outlets, as evidenced by growth behind brands like Premier Nutrition. For the 52 weeks ended Oct. 30, Premier Nutrition generated $160.9 million in sales on 85% growth, according to IRI across total U.S. multi-outlet.

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The trend line behind this mass growth is a gravitation toward “cleaner” ingredients, and mass outlets lend a sort of credibility toward this perception.



“Clean foods have risen in popularity over the years as consumers have become more health conscious and savvy regarding how to power their bodies both on and off the field,” noted Eric Zaltas, VP research and development at Premier Nutrition.



Premier Nutrition’s Clean Whey products arrive in the midst of a complete relaunch for the brand, as PowerBar unveils a more approachable personality. “Our new Clean Whey product line is just another step in our journey to become more transparent and to power these communities through improved and on-trend nutrition,” said Doug Cornille, PowerBar’s VP marketing.



Brand marketers also are breaking away from proprietary blends, said Raul Gil, Nutrex Research’s VP sales, giving consumers a firm grasp of exactly how much of what ingredients they’re ingesting. “Every single ingredient is in there and at an efficacious dose, clinically proven to work,” he said.