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Female Athletes as the Next Target Market for Sports Dietary Supplements

Female Athletes as the Next Target Market for Sports Dietary Supplements . Girls Gone Wild:. Objectives. Examine the changing demographics of sports participation for both boys and girls in US; Provide overview of sports dietary supplement use among young athletes;

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Female Athletes as the Next Target Market for Sports Dietary Supplements

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  1. Female Athletes as the Next Target Market for Sports Dietary Supplements Girls Gone Wild:

  2. Objectives • Examine the changing demographics of sports participation for both boys and girls in US; • Provide overview of sports dietary supplement use among young athletes; • Highlight girls/young women as burgeoning target market for sports supplement manufacturers; • Provide research to support evidence for targeting this potential market; • Suggest call to action

  3. 90, 185 fans in attendance • 40 million watched on TV • Some believe it was the single greatest women’s sporting moment of the half-century.

  4. A great time to be a athlete

  5. Nat’l Fed. of State High School Associations

  6. Most popular girls programs (#’s approx) • Basketball 450K • Track & Field 420K • Volleyball 400K • Softball 360K • Soccer 300K • Tennis 160K • X-country 160K • Swimming & Diving 150K • Spirit squads 90K • Golf 65K

  7. In 2003-04 • 808 schools had girls wrestling. (# of schools in 1989 – 0) • 404 schools had ice hockey • 214 schools had weightlifting • 163 schools had baseball

  8. According toNational Council of Youth Sports, between 1997-2001 • Total participation among all athletes in youth sports was 53 million athletes (some overlap occurred) • Approx. makeup of athletes was: • Boys (63%) • Girls (37%) National Council of Youth Sports Report on Trends and Participation in Organized Youth Sports, 2001 Edition

  9. National Council of Youth Sports, between 1997-2001 • Girls participation in youth sports increased in every age group other than the 16-18 age group. • Boys participation decreased in every age group other than the 16-18 age group. National Council of Youth Sports Report on Trends and Participation in Organized Youth Sports, 2001 Edition

  10. X-treme participation Heavily marketed recreational/leisure sports: • Surfing • Snow boarding • Skate boarding • BMX • Inline skating

  11. The Fitness Revolution

  12. Recent Headlines: • “BALCO…” • “Steroids/performance enhancers world-wide issue …” • The “Cream” and THG tip of the iceberg.” • “Creatine’s benefits are obvious, but long term effects are unknown…” • 1998 GNC, Inc. tops $2 Billion in revenue, opens new store every 12 hours. Sold for $2.5 billion to Rexall Drugs. • 2003 – Rexall sells GNC for $750 million.

  13. Recent Headlines: • “BALCO…” • “Steroids/performance enhancers world-wide issue …” • The “Cream” and THG tip of the iceberg.” • “Creatine’s benefits are obvious, but long term effects are unknown…” • 1998 GNC, Inc. tops $2 Billion in revenue, opens new store every 12 hours. Sold for $2.5 billion to Rexall Drugs. • 2003 – Rexall sells GNC for $750 million.

  14. By the Numbers • In 2003 the dietary supplement industry saw profits of $18 billion dollars. • Sports supplements in particular saw $6 billion. • Men are targeted for muscle, women for weight loss; all are targeted to be lifetime customers • No real estimate on number of different products on market, 500 – 1000. • Among special interest groups politically, it’s been said the dietary supplement lobby is second only to the NRA in terms of influence and power.

  15. 1994 Dietary Supplements Health and Education Act (DSHEA) DSHEA provides that: • Claims may not be made about the use of a dietary supplement to diagnose, prevent, mitigate, treat, or cure a specific disease • Dietary supplement products must bear ingredient labeling.

  16. However… Key caveat of DSHEA: Manufactures and distributors do not need to register with the FDA or get FDA approval before producing or selling dietary supplements.

  17. At the end of the day… “The law still requires that if you want to know if this stuff is safe or not, you as the consumer have to analyze it – not the gov’t, and not the supplement companies.”

  18. Dietary Supplements, Defined 1950’s: “A product in capsule, tablet, or liquid form that provides an essential nutrient - such as a vitamin, a mineral, or a protein.”

  19. “A product (other than tobacco) that is intended to supplement the diet that bears or contains one or more of the following dietary ingredients: a vitamin, a mineral, an herb or other botanical, an amino acid, a dietary substance for use by man to supplement the diet by increasing the total daily intake, or a concentrate, metabolite, constituent, extract, or combinations of these ingredients, is intended for ingestion in pill, capsule, tablet, or liquid form, and is not represented for use as a conventional food or as the sole item of a meal or diet.” Current Formal Definition of a Dietary Supplement:

  20. Who needs em? According to the American Dietetic Association (ADA) Position Paper on Dietary Supplement’s, (1994, unchanged 1998), medical evidence suggests only certain subgroups of people need dietary supplements. For example: • Increased iron needed for pregnant women, • Special formulas for infants and small children, • Folate for women of child bearing years, • Strict vegans, and • Calcium for adolescent girls and young women.

  21. Target Market – Young Athletes:“If you market it – they will buy”

  22. Creatine HMB N02 Glutamine Ephedra-free products 1-AD Myoplex Cell Tech EAS MetRx Weider Nutrition Twin Labs Current “HOT” supplements and Companies

  23. Among published reasons for use among athletes: • Improves performance, • Muscle development, • Treats illness, • Helps with growth, and • Combats tiredness.

  24. Influences on use were: • Parents, • Peers, • Coaches, • Physicians, • Athletic trainers, • Media • Professional athletes, • Health food stores, and • Health clubs/gyms.

  25. Influences on use

  26. Super sized!

  27. Girl Power "Today, women are heavily influenced by editorial in what they buy and wear. Reebok's goal was to create a modern, branded destination that brings the influential magazine world to life," Jan Sharkansky, vice president and general manager of women's. Reebok press release on the opening of another Reebok store, 2003

  28. BLUETORCH is a cross-media network of television, print, Internet media and competitive events targeting the more than 50 million "Gen Y" participants and fans of skateboarding, wakeboarding, surfing, bodyboarding, snowboarding, inline skating, motocross and BMX

  29. “Girls' action sports are a vital part of the market, yet its participants have been incredibly overlooked and underserved.“ Bluetorch VP of interactive Media, 2003

  30. Winner of the Body for Life Contest… Ms. Nomer. Body for Life!

  31. After… before and after

  32. Not just for boys “Designed specifically to meet the needs of physically active women, femme advantage has all the benefits of our FEMME Creatine serum and eliminates the side effects associated with powdered Creatine, such as bloating, water retention, and bulking up. It comes in many great tasting flavors and its natural ingredients are safe for women of all ages. “

  33. Long-lasting energy* • Helps kids with focus* • Sugar-free • Provides focused and long-lasting energy that's just right for children.**This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

  34. KickStart ImmunoBurst™ is an excellent source of vitamin C that helps strengthen and support a child's immune system. Its great-tasting formula also helps keep kids healthy.**This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

  35. The entire back cover of a recent bodybuilding magazine consisted of this ad.

  36. Ethical considerations: In Williams (1994) “The Use of Nutritional Ergogenic Aids in Sports: Is it an Ethical Issue?” Dr. Williams reminds us of the following : • The Olympic ideal is the belief that athletes should succeed through their own unaided effort.

  37. The distribution list for this publication is: • A.D. • Coaches • P.E. • A.T. • S.I.D.

  38. The back cover of Sports Supplement -What message are we sending?

  39. ResearchBartee & Perko, 2001

  40. Methodology • Convenience sample of 2225 female adolescents • Enrolled in grades 7 -12 • Nine public middle and high schools in Cherokee and Cobb Counties, Georgia

  41. Data Collection • Winter and Spring of 1999 • Parental consent • Administered by Teacher • Students who returned consent forms were allowed to complete the questionnaire • Voluntary • Confidentiality was protected

  42. Results • Use by Demographics • Reasons for Use • Prediction of use among female athletes

  43. Sport Supplement Use among Female Adolescents by Athletic Status

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