Sports Nutrition has undergone an incredible decade of development and growth exceeding double percentage digits. Nutritional bars are the fastest-growing market, but there has been a widening of the sports and nutrition category. Consumers in this category have changed from mostly hard-core athletes, to include more mainstream health-focused consumers who represent the major growth drivers for this global market. Developed regions such as the United States and some European countries have been the dominant market players, but the demand in developing countries is expected to increase with the current growing interest for health-related products.
