SNWL Category Turns In Respectable But Not Stellar 2007 Performance
Sep 1, 2008 12:00 PM
Slower expansion in the sports & energy drink segment and declines in weight-loss supplements and low carb conspired to stifle growth last year
If one were to liken the U.S. sports nutrition & weight-loss (SNWL) sector to a professional athlete, tennis sisters Venus or Serena Williams might be a good match. Both are impressive and sometimes star performers, but injuries and other issues have kept both players from being able to consistently capture the win. The same holds true for the SNWL category — which typically has been a strong driver of growth for the U.S. nutrition industry since 1996, but which also has shouldered its share of hard knocks over the last 12 years.
Last year was one of those years when the SNWL category performed pretty well, but not well enough to break any records or bring home the gold. The category — which Nutrition Business Journal defines as weight-loss pill-form supplements, weight-loss meal-replacement supplements, sports supplements, low-carb foods, nutrition bars and sports & energy drinks — rung up a total of $19.6 billion in SNWL sales in 2007. Although sales expanded by a respectable 7% last year, this was down from the 9.6% growth the category achieved in 2006. A number of factors helped to drag down SNWL sales growth. One was the continued weakening of the low-carb category, which has experienced a precipitous decay since its peak in 2004. Sales declines of weight-loss pill-form supplements, which were down almost a full percentage point in 2007, also helped to stifle SNWL growth.
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