Can Sports Nutrition Firms Maintain Their Muscle When Entering New Markets?
Sports nutrition was born in the 1940s within the community of athletes focused on achieving bodybuilding perfection, and many of the category’s major formulation developments have been geared toward the physique enthusiast. But sports nutrition has been rapidly evolving over the years, with companies now catering to endurance and other types of athletes and attracting even those consumers who eschew physical activity but view sports nutrition products as a good way to boost their energy, lose weight or simply provide a healthier alternative to a candy bar or a Coke. Although the…
