Step aside, bodybuilders. You’re not the only ones extending your sore biceps for that container of protein powder. Media and government focus on health and fitness has increased the nation’s awareness of their exercise and diet regimen, driving demand of fitness products beyond athletes to average consumers embarking on a healthy lifestyle.
According to Global Information and Global Industry Analysts, Inc., the global market for fitness nutrition products is projected to reach $6.17 billion by 2018, while the market for sports foods and drinks is expected to reach $55 billion by 2018.
To sustain this growth, manufacturers and marketers must look beyond professional bodybuilders to fitness enthusiasts, amateur athletes and above all, women. The rise of female-targeted athletic apparel, marathons and event-like races creates opportunities for sports nutrition producers to reach this demographic. Some major players have begun to capitalize on this trend by offering extensions for the casual user to incorporate in their busy, healthy lifestyle.
We take a look below at how some brands are already connecting to the female fitness fanatics, while others have yet to get on board.