NIKE NUTRITION

Sports Nutrition: Progressive Trends

 

Increasing Health Awareness

• The growing focus on obesity, and the increasing attempt to educate the public as to the health risks that occur from unhealthy lifestyles.

• The result of which is a growing number of individuals taking part in sporting activities, ranging from yoga to cross-fit, and a growing need for sports supplements and sports nutrition that cater to such a transition.

• Government policy that aims to teach both children and adults about nutrition and the value of a balanced and varied diet, has also lead to an increase demand for supplements and product that facilitate such a balanced diet.

 

Growth of Consumer Base

• The consumer base has grown from simply being restricted to the athletic and bodybuilding consumers, to a far more broad and varied “everyday user”.

• The normalisation of sports nutrition, in both industrial and product terms, has lead to an increasing number of individuals adopting products in a bid to obtain, or maintain, optimal nutritional intake, or simply to obtain their proposed daily requirements.

 

Growth in the Number of Health Clubs and Distribution Channels

• The increasing number of health clubs and distribution points, not only increase the ability of firms to sell produce and reach customers, but it also allows for the further commercialisation of Sports Nutrition, and an increasingly educated consumer base.

• Increase in the online market and online forums has created a surge in growth in demand for sports nutrition products, creating an e-platform on which suppliers, wholesalers, and consumers can discuss and learn about products and their effects.

 

Global Trends

• Urbanisation – The increasing number of individuals migrating to urban areas, increases the consumer base to the exposure than individuals.

• E-Commerce -  Growth of the online market has enabled an simplified platform for mass-distribution.

 

 

Sports Nutrition: Regressive Trends

 

Negative Publicity For the Sports Nutrition Industry

•  Recent studies have shown that certain ingredients (DMAA) used in certain blends of sports nutrition, have come under public scrutiny, owing to their ability to increase heart rates, and also increase blood pressure.

• The FDA has issued a warning about the product, and has contacted the companies that use the product in their formulas, warning them of health risks.

 

 

 

 

 

 

 

 

 

 

 

 

 

In gaining a holistic understanding of the Sports Nutrition Industry, and identifying the drivers and constraints of growth, Nike is able to assess and understand the current paradigm, in relation to supplier tendencies and consumer preferences. In doing so, through the ERRC framework, Nike is able to identiy factors that when altered or transformed will allow it to re-shape the current Value Curve, construct the basis for its Blue Ocean Strategy.